StudentShare solutions
Triangle menu

Strategic Marketing - Mod 2 Case Assignment - Essay Example

Nobody downloaded yet

Extract of sample
Strategic Marketing - Mod 2 Case Assignment

Lately we have seen that brand strategy and brand identity is playing a very important role in marketing and selling products. You would be amazed to know that even in a recession, branded goods are doing more sales than generic or unbranded goods. History records that it was K-Mart who was the first retailer than asked Jaclyn Smith of Charlie’s Angels fame to endorse a brand (Anonymous, 2007). From then on, brand marketing has exploded and today there are celebrities like Beyonce, Jennifer Lopez, Tiger Woods, David Beckham and others who have not only endorsed brands but also created some of their own. A variety of celebrities like Miley Cyrus, Jessica Simpson, the Kardashian sisters and Kanye West are also going into the retail clothing business and adding their own names and logos to these products. The reason is simply that people want to identify with these celebrities and buying their brands makes the consumer feel closer to these personalities- it’s a psychological and emotional bonding of sorts. Branding thus is the best strategy to follow and I propose that we brand the Metroville by using a deer as a logo. This deer will form part of the car insignia and sit atop the vehicle in the same fashion as an angel atop a Rolls Royce. The deer is known to be sleek and fast and to be able to outrun and outmaneuver its prey by its quickness and agility and that is exactly what we are trying to convey with the Metroville. In fact the deer often wins by tiring out its pursuers and zigzagging instead of running in a straight line. The ability of the Metroville that is small and lightweight but with a durable engineering and ergonomic design would appeal to the mass market of young consumers- from college kids getting their first car to newlywed families in the process of setting up their lives and homes. The deer is to be a prancing one, one who has leapt ahead and thereby avoided its pursuer. I would like Taylor Swift or Robin Williams to be the brand ambassadors for the Metroville. Taylor Swift has a squeaky clean image, avoids scandals or cheap publicity and is an all round good and law abiding country singer. She does not engage in risque behavior just to be in the limelight. She represents the younger generation. Robin Williams could also be considered as his witty image gives one the feeling of a good time, and that is what we want consumers to have in a Metroville. If you remember he recently scored a hit with ‘RV’ at the box office, so people would identify with his image as the fun loving driver of a Metroville. For advertising purposes, we could use Robin Williams to appeal to the 40 and under crowd and the images and videos of the late Sam Walton to appeal to the crowd that are 40 and over and who are more concerned with cost cutting and fuel economy in the recession. Metroville has been engineered for the best fuel efficiency possible and also supports alternative fuels, another thing that would appeal to the younger environmentally conscious generation. If the Metroville were a person, I would prefer it to be Robin Williams. He is small and quick, easygoing but intelligent, witty and will get you if you don’t watch out. He can make you smile at your own foibles and relax at the same ...Show more

Summary

Marketing Module 2 Case Study Name of the Writer Name of the Institution Marketing Module 2 Case Study Internal Memorandum From: Product Manager To: VP of Marketing Date: 28 October 2011 Subject: Choice of Brand Strategy for Metroville Cars In the modern era, marketing has turned into a strange mix of advertising, branding and pushing sales of a product or service…
Author : briannerunte
Strategic Marketing - Mod 2 Case Assignment essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Strategic Marketing - Mod 2 Case Assignment"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Strategic Corporate Finance Mod 5 Case Assignment
A company can borrow from a bank or offer stocks and bonds in the open market. It can spend or invest the cash in current or future projects that will increase the worth of the firm and maximize the wealth of its owners. The process of deciding which projects to invest in and which not to is called Capital Budgeting (Brigham & Ehrhardt, 2010).
5 pages (1250 words) Essay
MGT599 - Strategic Management, Mod 4 Case Assignment
In accordance with the SWOT analysis, the cost leadership strategy has been learnt to possess few weaknesses as well as threats which needs to be overcome for ensuring future growth. The company should formulate plans for spreading out its business in more segments to enhance profits as well as attain better recognition.
5 pages (1250 words) Essay
MGT599 - Strategic Management, Mod 5 Case Assignment
Moreover, a SWOT analysis of Southwest Airlines has been performed in the discussion to assess its competitive presence in the global market scenario. Furthermore, the discussion also tends to analyze the strategic fit of the organization representing the relationship between the organizational mission, its values and its strategies.
5 pages (1250 words) Essay
MGT506 - Strategic Leadership, Mod 4 Case Assignment
Transactional leadership is when the leader or a boss satisfies the basic needs of its subordinates in return for the work they perform. Such leaders closely follow the principle of theory X and Y and are type X managers. They believe that people will only work if they are given something in exchange and if they are punished if proper work is not administered.
5 pages (1250 words) Essay
MGT506 - Strategic Leadership, Mod 5 Case Assignment
A common saying has been circling around and saying that that a good leader must be the people’s worker rather than the ruler of the people. This is just one among the various theories that try to justify and define what a good leader should be in the real sense.
5 pages (1250 words) Essay
MKT501 Strategic Marketing - Mod 3 Case Assignment
The success of Primm Valley Casino Resorts, located at least 35 miles from its bigger cousin Las Vegas in Nevada County is proof that there is indeed truth in the value of segmentation- and that targeting the large Hispanic segment in America is a safe bet that
4 pages (1000 words) Essay
MGT599 - Strategic Management, Mod 2 Case Assignment
Making a detailed study of PEST factors and using the Porter Five Force Model to determine the state of competition and rivalry between existing firms in the airline industry, we see that economic, socio-cultural and technological factors are the main ones impacting the
5 pages (1250 words) Essay
MGT599 - Strategic Management, Mod 3 Case Assignment
uthwest uses its available resources to coordinate primary and support activities within the value chain to its advantage in a very challenging environment. Any firm within a given industry will be battling with internal and external forces in the environment that can either be
6 pages (1500 words) Essay
MGT506 - Strategic Leadership, Mod 1 Case Assignment
nt as it stint in its 14th year as a veteran in software engineering that served across continents around the globe with 5,629 employees in United States and 3% job growth (CNNMoney, 2012). This paper aims to analytically explore SAS.com company and attempt to explicate the
5 pages (1250 words) Essay
MGT506 - Strategic Leadership, Mod 2 Case Assignment
The business was successful to such an extent that it was included as the number one business management company by CNN Money. The company right now has more than 5000 employees within the US and contributed
5 pages (1250 words) Essay
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Click to create a comment