Rossetta Stone: A brief insight into marketing strategy

Rossetta Stone: A brief insight into marketing strategy Research Paper example
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Marketing
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Name: Instructor’s Name: Course: Rosetta Stone: A brief insight into the marketing strategy Advertising  Rosetta Stone has placed great emphasis on the advertising of its products in the recent times. It has relentless marketing, with swaying TV commercials which have attracted many consumers towards the brand…

Introduction

But the company has attempted to present that their products are worth of the higher price. In its recent marketing campaign the company has planned a 60 second TV spot that features people of diverse ethnic backgrounds and shots of past events with a tagline, “More than words. Understanding”(McMains 2011). The company also has a strong retail distribution network which encompasses companies like Apple, Amazon, Barnes & Noble and mail kiosk all over the country. Public Relations  Initially, Rosetta Stone paid little attention to strategic relationship building or developing its customer base as the company was getting orders without any aggressive marketing efforts. Rosetta Stone’s new marketing campaign titled “More than Words: Understanding” is an attempt to link emotionally with the audience. The ad would inspire viewers to learn new language, establish new connections and assimilate into a global community. The company acknowledges the significance of a good relationship with the consumers hence it has undertaken extensive research to fabricate highly creative marketing campaigns in order to create a powerful emotive connection between different languages and its speakers (Business Wire 2011). ...
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