A Sales Promotion of the Brand - Essay Example

Which element/component of the marketing environment do you think has the greatest impact on this brand/company? Name three dimensions, variables, or attributes on which you think this brand positions itself.Etihad positions itself on the basis of market expansion, differentiation from other airlines, and focus on customer needs.Briefly describe an example of a marketing-related control system this brand uses or might use. (You can simply list each step.)Control System: Market penetration. In order for Etihad to attract new customers, it has to penetrate other regions so as to be in a position to gain a considerable market share.

In your opinion, what are the two most important variables that this brand uses to segment the market?Variable 1: Geographical regionVariable 2: Level of income Briefly describe who you think this brand’s target market is. (For instance, if I were doing Boeing, I would say their target market is militaries and commercial airlines.)Target Market: The target market for Etihad is commercial passengers traveling to different areas.Briefly describe a (one) reference group that you think influences some of this firm’s customers.

Type of Reference Group: SociologicalGroup: customers from the UAE in particular.What is this company’s most important product?Product: Passenger services to customers. Propose a line extension: Etihad should include first-class services to passengers only. Propose a brand extension you think would be successful: Cargo services since this is already an established airline.Propose a brand extension you think would be likely to fail: Courier services such as the delivery of small parcels to different places.

For the most important product, which stage of the life cycle is it in?Life Cycle Stage: MaturityHow many product lines do you think this company has?Lines: TwoWhat percentage of their promotional budget do you think the company spends on each component of the promotional mix? (put a number next to each, should sum to 100)Personal Selling ___10Advertising ___40Public Relations/Publicity ___25Sales Promotion ___15Direct Marketing ___10What is their main, or a recent value proposition? (Example: America’s #1 Bandage Brand.

Heals the wound fast, heals the hurt faster.)Value Proposition: ‘To be a leading Airline committed to offering first-class service and passenger safety.’Briefly describe an example of a sales promotion this brand might use.Sales Promo: The organization can offer discounted airfares to its customers on different occasions.Briefly describe an example of public relations this brand might use.PR: I should use newsletters that are designed to portray a positive image of the company.General questions:Now, just think about brands and products in general.

In the boxes below, give an example of a product in each stage of the life cycle. 1. Introduction: Fashionable jeans2. Growth: Cell phone3. Maturity: Beer/wine4. Decline: Old model bicycle There is one final online question. You do not need to put that information here.