Understanding the four stages of integrated marketing communications

Promotion - Advertising, Promotion - Online, Promotion Concepts / By

 One model that is discussed in marketing textbooks to explain the concept of integrated marketing communications is the four stages of integrated marketing communications (IMC) developed by Schultz and Kitchen (2000).The four stages model of integrated marketing communications (IMC)As can be seen in the model, the four stages are:Tactical coordination of marketing communicationsRedefining the scope […]

Understanding the four stages of integrated marketing communications Find Out More...

Controllable factors for new product failure

Marketing Research, Marketing Strategy, New Product Process / By

 There are multiple reasons why new products will fail to be successful in the marketplace. There is a separate article that outlines the numerous reasons for new product failure, along with some discussion. However, the purpose of this article is to discuss the degree to which each of these factors are controllable prior to be

Controllable factors for new product failure Find Out More...

Benefits of product repositioning

New Product Process, Product Mix / By

 In the classification of new products, product repositioning is considered to be a new product task. There are a numerous challenges and benefits associated with product repositioning as discussed in the following article. Please refer to a separate article for the challenges of repositioning.What is product repositioning?Product repositioning is changing the overall positioning (that is,

Benefits of product repositioning Find Out More...

Potential benefits of a product improvement

New Product Process, Product Mix / By

 Products are frequently improved by companies. There are various pressures upon a company to do so, particularly from competitors, changing customer needs and technology improvements. However, there are an array of benefits and challenges involved in making the decision whether or not to improve an existing product in the marketplace.Please note that a product improvement

Potential benefits of a product improvement Find Out More...

Benefits of a product line extension

New Product Process, Product Mix / By

 Expanding a firm’s product range through product line extension is a very common strategic decision. Along with product improvements, product line extensions form the majority of new product launches for established firms.Please note that the product line extension is just one of the main classifications of a new product.What is a product line extension?A product

Benefits of a product line extension Find Out More...

Example of a product repositioning

New Product Process, Positioning, Segmentation, Targeting and Positioning / By

 Probably a good example of a product repositioning exercise is Mother Energy drink in Australia, which is a Coca-Cola brand. When it was first introduced into the marketplace, driven by Coca-Cola’s goals be a market leader in the energy submarket, the overall launch campaign was well executed.All the marketing mix elementsLaunch campaign is a good

Example of a product repositioning Find Out More...

Benefits of a new category product entry

New Product Process / By

 A new category product is one of several classifications of new products (please see separate article). Other classifications of new products include: new-to-the-world product, product line extensions, product improvements and product repositioning.When a firm introduces a new type of product to the firm, which is an established product in the marketplace, this is known as

Benefits of a new category product entry Find Out More...

Reasons to introduce new-to-the-world products

New Product Process / By

 New-to-the-world products are one of several classifications of new products (please see separate article). Other classifications of new products include: new categories, product line extensions, product improvements and product repositioning.As suggested by the name, a new-to-the-world product is one that is introduced by a company or an organization that has never been marketed all been

Reasons to introduce new-to-the-world products Find Out More...

Scroll to Top