The criteria for consideration of studies for this systematic review
Inclusion criteria
All reports or papers available on the education and complementary feeding effect on the complementary feeding (these will include unfortified and fortified, but not only the micronutrient).
Conducted in LMICs
Included children who are less than two years of age
Studies that for at least six months and above-provided intervention
The studies where the targeted group was selected deliberately to be acutely malnourished (wasted or stunted) and where the products were tested for treatment purposes.
Studies in which the group selected were provided with supplementary foods instead of complementary foods.
Studies that assessed only micronutrients impacts (where both groups were provided with complimentary feeding)
Search strategy
Electronic searches
These information sources were used in searching the literature for review
The electronic reference libraries of the medical journals that are non-indexed
All electronic reference libraries available of medical journals indexed and the analytical reviews
The non-indexed journals that are not available in the electronic libraries
These monographs and pertinent books were identified through hand or electronic searching
Project reports and documents
Evidence on the topic
Four reviews over the past five years have been published on the Effectiveness of complementary feeding and education in fighting malnutrition in children in Pakistan (Perveen et al., 2012; Liaqat et al., 2007; Hanif, 2011; Hirani, 2012; Morisky et al., 2011). Perveen et al. (2012) published a recent review on the subject. It examined the Effectiveness of supplementary feeding provision to children under five years in LMICs. The review included only studies that used supplementary feeding interventions defined as the extra food provision to families and children beyond their normal home diet ratio.
Liaqat et al. (2007), on the other hand, reviewed the link between the mother’s education status and complementary feeding practices in Islamabad. The review results indicated a positive relationship between mothers’ educational status and the infants’ nutritional status. This study revealed that most malnourished infants belonged to no-school education mothers. In summary, mothers’ education significantly increases knowledge receptivity and awareness about their infant’s nutritional requirements.
However, Hanif (2011) reviewed Pakistan’s complementary feeding and breastfeeding trends from 1990 to 2007 to evaluate these programs’ Effectiveness. Estimates on the different proposed WHO indicators for young child and infant feeding were analyzed in light of the Health Survey and Pakistani Demographic (2006-2007 and 1990 to 1991). The results indicated that almost half the optimal and core indicators over the years have modestly improved. Out of the five required indicators in the assessment tool of WHO of child feeding, duration and exclusive breastfeeding fall in the fair category. However, bottle feeding, the introduction of complementary food, and early breastfeeding initiation were in the poor class. This review has attempted to pool effect sizes from different studies based on their intervention scales (effectiveness/efficacy) and the type of food provided. We have considered food security in the population defined (Guldan et al., 2013). Therefore, this review will add to this topic knowledge by attempting the analyses pooled based on various contextual factors.
The review by Hirani (2012) on young Pakistani children’s malnutrition reported that malnutrition among children of Pakistan is prevalent and multiple at the community, family, and even individual levels. Furthermore, the review of the politico-economical, environmental, socio-cultural, maternal, and biological factors indicated that most of them are interrelated and therefore need composite interventions to tackle the issue at the level of Pakistani community families and malnourished children.
The review by Morisky et al. (2011) indicated that both appropriate complementary food provisions (with or without counseling on nutrition) and only nutritional counseling resulted in a weight increase significantly (CL: 0.05, 0.54, WMD 0.30, 95% and CL: 0.11, 0.56 WMD 0.34) and linear growth (CL: 0.01, 0.41 WMD 0.21 95% and CL: 0.08, 0.43 WMD 0.26, 95%).
The conclusion from the evidence
The conclusions from the evidence include the following:
The linear growth in the children aged between 6 to 24 months (prevalence of stunting, HAZ, height)
Weight gain among children aged between 6 to 24 years
malnutrition among children of Pakistan is prevalent and multiple at the community, family, and even individual level
most of the malnourished infants belonged to the no school education mothers
Iron status (prevalence of anemia, ferritin, hemoglobin)
Morbidity among the children (fever, respiratory infections, diarrheas)
Delivery intervention cost and food product cost
Study objectives arising from the evidence
This systematic review’s specific objective is to:
Collect and synthesize information that is relevant to the education and complementary feeding roles of the children complementary feeding aged 6 to 24 months
Identify interventions with their iron status, Effectiveness on growth, and morbidity
Undertake analysis of the cost of food products and intervention
Grounded on the above, the review will develop current intervention impacts, evidence analytic summary, and come up with recommendations.
References
Bhat, I.A., Shah, G.N., Dhar, G.M. & Mehnaz, S.A. (2012) Study on the impact of maternal knowledge and practice on the nutritional status of infants. Indian J. Matern. Child Health 3, 12–15
Bhutta ZA, Thaver D, Akram DS, Khan M. (2014)Situation and Program analysis of malnutrition among women and children in Pakistan. In: Bhutta ZA, editor. Maternal and Child Health in Pakistan Challenges and Opportunities. Pakistan: Oxford University Press
David S, ML.(1995). Childhood Diarrhea and Malnutrition in Pakistan, Part I: Incidence and Prevalence. J Pediatr Nurs;10(2):131–7.
Dewey, K. G., & Adu-Afarwuah, S. (April 01, 2008). A systematic review of the efficacy and Effectiveness of complementary feeding interventions in developing countries. Maternal & Child Nutrition, 4, 24-85.
Hanif, H. M. (January 01, 2011). Trends in breastfeeding and complementary feeding practices in Pakistan, 1990-2007. International Breastfeeding Journal, 6.
Hirani, S. A. (January 01, 2012). Malnutrition in young Pakistani children. Journal of Ayub Medical College, Abbottabad : Jamc, 24, 2.)
Liaqat, P., Rizvi, M. A., Qayyum, A., & Ahmed, H. (August 01, 2007). Association between complementary feeding practice and mothers education status in Islamabad. Journal of Human Nutrition and Dietetics, 20, 4, 340-344.
Malik, I. A., Azim, S., Good, M. J., Iqbal, M., Nawaz, M., Ashraf, L., & Bukhtiari, N. (January 01, 1991). Feeding practices for young Pakistani children: usual diet and diet during diarrhea. Journal of Diarrhoeal Diseases Research, 9, 3, 213-8.
Morisky DE, Kar SB, Chaudry AA, Chen KR, Shaheen M, Chickering K. (2011).Breastfeeding practices in Pakistan. Pak J Nutr;1:137–42
Perveen Liaqat, Mazhar Abbas Rizvi, Abdul Qayyum, Hajra Ahmed, & Nadia Ishtiaq. (2012). Maternal Education and Complementary Feeding. Asian Network for Scientific Information.
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After signing a contract with proper oils company, we researched with the main objective of improve their customer base and also increasing customer loyalty to their products. The report am compiling is the results of our consultancy project.
The team of consultants in this project assessed the swot analysis of proper oils company and found their strengths and weaknesses. Furthermore, the opportunities of the company and their threats we found can be converted to strengths to achieve their objectives. The report further discusses the proposed integrated solution from the team of consultants include possible outcomes and their projected problems. These include Creative marketing the project (Eco) school, loyalty schemes, door to door marketing, social marketing, and eco-hotels.
Also, the report gives a detailed and analyzed reflective report of the whole project. These comprise of the Teamwork, Project management, Analytical and creative problem solving, Consulting Modes, Confrontation, and conflicts, Ethical Issues. Finally, the conclusion of the report draws my overall reflection of the success of the report
The consultancy project was contracted to try and find a solution for the Proper Oils Company to increase their number of customers for the company in addition to improving the image of the company and maintaining loyalty to the company’s products. The consultancy project comprised of a team of members who were dedicated to the task ahead. We first set the aim of the team which was to find potential solutions for Proper Oils in keeping current customers as well as gaining new customers’ second was to lay down our objectives and lastly do our analysis. The objectives of our team were:
To help Proper Oils maintain their clientele through marketing tactics
To find various effective marketing solutions that attract new and keep existing customers
To find cost-efficient solutions
To find ways to overcome the disadvantages that these solutions may have
To select the most effective and suitable discarded solution from the other options
MAIN BODY
PART ONE
Professional Consultancy‘s Integrated Solution for Proper Oils:
Increasing customers while maintaining loyalty
The analyzed and commented breakdown of the project is detailed below.
Swot analysis of the Proper Oils
From our analysis of Proper Oils Company, the strengths included their strong brand, well set of objectives, 50% growth they have achieved. This is because Proper Oils are well estranged in biofuels which give it an upper hand in the market. This has seen it record a fifty percent growth and a takeover to their companies in the last five years. Moreover, other strengths are a good relationship with the local authority, free access to the accounts of the company at any time, good Heathrow airport deal, and finally, the company was in the process of acquiring other companies. These were powerful strengths of the company because their trend was pleasing and they had an upper hand in the market.
Moreover, after critically analyzing the company, we found the company had some weakness but which could be changed to strengths. The weaknesses we identified is that the company does their promotions through the internet, their website is not updated, they use costly methods of advertising, the global rise in fuel price can affect Proper Oils, losing of customers to competitors, their newsletters have never been successful and the manpower is inadequate.
On the other hand, the opportunities of the Proper Oils which can be changed to strengths include the rise in fuel prices globally, promotion through internet These factors in which proper fuels is performing well should be advertised on the internet to create more good opportunities such as promotions which a great opportunity. Similarly, other opportunities are more staff workers when they take over other organizations and lastly the possibility of expansion through differentiation.
Lastly, the team analyzed the company and identified the following threats. These included the competitors, tough market, the global recession, and the loosing of customers to competitors. The report gives a detailed analysis of how Proper Oils can convert its weaknesses and the threats to her strengths sing a cost-effective mechanism and gain more customers.
Proposed integrated solutions to Proper Oils, projected outcomes, and potential problems
The team on the project discussed at length many possible solutions but finally settled on the best five integrated solutions which we were doubtless will add some value to the company to achieve the objectives. The report also discusses the projected outcomes and the potential problems of the proposed solutions.
Creative marketing the project (Eco) school
Our team proposed a low priced and creative form of marketing through Corporate Social Responsibility. This method was to be executed through schools in three ways. Proper Oils can organize a competition in a school on how to process oils and give prices, another way is by setting up a stall during Earth’s Day in schools and educates people on how to process oils and consequently give out their leaflets (Erick, 2012). Thirdly is a combination of the two, Proper Oils to advertise a competition earlier and give presents during Earth Day (BBC, 2013)
The projected outcome of the creative project on Corporate Social Responsibility will be wonderful. Therefore, Proper Oils should engage more in environmental projects at schools. This will promote the image of the company because the children will tell their parents about Proper Oils recycling of the oil hence gaining more customers (Butcher, 2002).
The potential problem is that the method will be time-consuming and the reward may be none or small. Moreover, our potential clients, the children, are vulnerable and it is unethical to advertise on children (Crane et al, 2004). However, the concept of Proper Oils should be to build sustainability for future generations.
Loyalty schemes
We proposed this method because it is suitable for retaining current clients and that is our main objective. Furthermore, during execution, Proper Oils can reward the customers but it should set the best criteria for rewarding. This could be either to reward long time customers or any other customers (Butcher, 2002).
The outcome of the loyalty schemes is that Proper Oils were able to maintain and gain more customers. However, it may take longer. The projected problem is complexity and confusion, especially when giving out different prices. Moreover, it is a time-consuming process to see the results (Erick, 2012).
Door to door marketing
This marketing method was also proposed to Proper Oils to build solid affairs with their clients. Our proposal entailed choosing some employees who know the mission, vision, activities, and objectives of the company to advertise the company. Furthermore, they must have good communication and interpersonal skills to negotiate a deal with hotels and restaurants (The Marketing Donut, 2009).
The outcomes are that it can attract and gain clients to Proper Oils through negotiation by skilled salespersons of the company. On the other hand, failure is common and it needs a lot of motivation for the salesperson (Tudor, 2001).
Social Marketing
Proper Oils should build a good image socially and increase support to potential clients. This is by responding rapidly and in an effective way to the requirements of people. Furthermore, they can contribute to other company’s websites by using terms such as “complementary goods”. This will draw traffic to their website and goods (Kong, 2005). Similarly, Proper Oils should support other green companies but not those they are in the same category. This is done by marketing them and creating links to the Proper Oils products (Zarella, 2011).
During the advertisements, Proper Oils should also learn to use specialized language and show their successes by their awards during advertisements. Similarly, Proper Oils can capitalize on a free advertising site called Freeads (Freead, 2013).
The outcome is that Proper Oils Company will build a wide range of customers and many people will know about their products. These will come from the clients attracted by internet links, free social sites advertisement, and from other company’s sites (Osenton, 2012).
The projected problem is maintaining a professional outlook on social media, especially on the rapid responses. Moreover, giving complementary goods by a small company such as Proper Oils lowers the profit margin (Singh, 2012).
Eco- hotels
Eco hotel is an accommodation that has made some environmental improvements to its structure to minimize its impact on the natural environment. They mostly use green energy (Convert 2 Green, 2012). The outcome is that the green hotels which use environmentally friendly fuels but do not recycle were the potential clients and were to be targeted. Furthermore, According to Waste Management World (2011), the projected problem is that eco-hotels might be already recycling oil with the competitors.
PART TWO
Teamwork
I this section I would like to reflect on my participation in the team during our consultancy project for a proper oil company. Generally, every group member participated and most of the time we had fruitful discussions. Furthermore, every team member was given a chance to air his or her opinions. The kind of communication during our meetings or brainstorming sessions was kind of interactive.
Furthermore, in our team, every member was very supportive and friendly and stayed on the course of the daily tasks and the over the main project which we were determined to accomplish professionally.
During our discussion sessions and our meetings, each member was free to ask a question on any clarification or if the member wanted an elaboration, the team manager always grants the concerned member the opportunity to seek clarification. I also noted that most of our team meetings and our work was mainly focused on the relevant topic with the main aim of finding the best solutions for the proper oils company. The team was very energetic and full of enthusiasm.
I also noted that the best thing that happened that may be led to the success of our teamwork was the cooperation of the members. Every member was also responsible and we all fell at approximately the same age bracket. We were also highly organized with the team’s chairman leading the other members.
Despite the success of the group, we also faced some challenges but we were able to solve them amicably. For example, it differing on opinions, the complexity of the task, and the minor interruption when a new idea comes up on the previously concluded topic.
Project management
During our project management, I personally saw success in our work. This came out of collaboration and cooperation among the team members. The work was finished within the time frame and the results are also pleasing.
Furthermore, during our sessions, we brainstormed on many issues. All members were motivated and stayed on the main course and the task ahead. Everyone was determined to accomplish the task which we entrusted by the proper oil company. Moreover, the team manager constantly reminded us to stay on the main objective of our team, and therefore we employed different tactics and strategies to maneuver the problems we encountered.
Moreover, during our project management, we worked under the hierarchy of authority. The management of the proper oil company was very cooperative during the whole operation as they provided all the required information and data needed by our team. Similarly, we consulted many professionals in the field of marketing and also studied the market trends before making our decisions.
Analytical and creative problem solving
In any team or a group of people with a great task ahead and originates from different backgrounds, conflicts, differences and problems are unavoidable. However, in our team, we had a well-elaborated, proven, and efficient mechanism of solving our problems.
At the beginning of each phase as a team, we discussed and decided on the roles of each member of the team and what he/she was going to do. In this case, we consulted in our meetings, observed our objectives, and finally defined the roles.
For instance, I remember a situation one day in our meeting were two members who wanted to do the same task of finding out the suitability of social marketing. It was obvious all were determined to be given the task. However, we decided to give the task to member 1 and member 2 was asked to analyze social marketing. Although it was clear member 2 wanted to search social marketing, he accepted the new role and he moved on supporting the move that at least he was involved in the part of social marketing. As a team, we agreed with the decision made because it was based on looking at the bad and the good aspects of the matter. In this scenario, the problem handling consisted of compromise and accommodation.
The manner problems are handled depends on great length on the individual skills of the team members and the personalities of the involved parties. In our daily operations, we were encountered with different problems but our perception and understanding of the problem hopefully always guided us to positive results.
Mode of consultation
During our task evaluation and brainstorming, we had many different modes of consultation. Mostly we met three times a week, assigned ourselves roles, and then did fieldwork. Furthermore, we had our mobile phones for easy communication whenever we found something interesting and we need to share.
Lastly, on the consultation modes, collaboration was a key instrument as we were compatible throughout the mission. We consulted various professionals and also the management of proper oils for clarification where needed.
Conflict and Confrontation
During our storming phases and some of our team sessions, the meetings were sometimes characterized by conflicts and confrontations that could arise. Mostly there were three types of conflicts which in most cases used to come up. However, the personal conflicts were minimal in the group as we avoided it all cost. Personal conflicts in most cases are always detrimental to a team or a group discussion.
The three types of conflicts which we noticed were the:
Substantive conflict or the task conflict that relates the achievement of projects to goals
Emotional r relationship conflicts are linked to our relationship as members
The process conflict relates to how the task ahead of us was going to be accomplished.
However, through the able leadership of the team chairperson, we were able to solve our team differences and conflicts through collaboration, compromising, avoiding, accommodating, and assertiveness
It is very important to note that any time conflict was perceived; we discussed the issues before it blew out of hand.Moreover, it is important to be curious about the perception of the other party, listen, and paraphrase what you heard, and percept the cause of the conflict. Also, every member of a team must contribute to the solution-finding.
Ethical issues
All members of our team maintained high moral values and carried themselves professionally. The moral standards were superb among the team members. Moreover, all members were responsible and reasonable and did their tasks diligently. They consulted and acted as responsible professionals.
Respect, trust, honesty, and justice were common atmosphere in the sessions. From our results, it can portray the true honesty among my team as we went to the ground and did the research and not cooked data from the boardroom meetings. Respect is also portrayed as every member was able to accommodate and tolerate each other.
Conclusion
In conclusion, the project was generally a success. The solutions proposed to the proper oils are well thought of and has been tested in other companies. The task of the proper oil company is to find the best ways of employing the propositions from our consulting team. On the general performance of our team as a consulting team, we were able to collaborate and work efficiently, and within the time frame. Although every member of the team had his/her own professional opinion, we were able to compromise and reach a common ground. Similarly, we hope that what we learned would help us in our future professional career and with the proper oil company success in their new strategies proposed by our consulting team.
Bibliography
BBC, (2013) ‘Schools-Festivals & Events Environment day 5th June’. [online]
Blattberg, C, R. (2008) ‘Database Marketing Analyzing and Managing Customers’, Springer, USA.
Butcher, A, S. (2002) ‘Customer Loyalty Programmes and Clubs’, 2nd and. Gower Publishing Limited, England.
Convert 2 Green, (2009) ‘Waste to Energy’. [online] Available at: http://www.convert2green.co.uk/ [Accessed: 18/04/2013]
Crane, A and Matten, D (2004) ‘Business Ethics. Oxford, Oxford University Press.
Eric Block on Responsible Branding, (2012) ‘Project earth-schools’. [online]
Freeads, (2013) ‘Charitable Events in Marsh Chapel’. [online] Available at: http://www.freeads.co.uk/marshchapel/community/events/charitable_events/l London.htm%23.UWtERqkx_FI#.UYA49HqXvSg [Accessed: 26/04/2013]
Juels, A. (2004) ‘ Financial Cryptography 8th international conference’, Springer, USA.
Kong, M, C. (2005) ‘Relationship Marketing in a Globalised World’, Utusan Publishing Kuala Lumpur.
Osenton, T. (2002) ‘Customer Share Market how the Worlds great marketers unlock profits for customer loyalty’, Prentice-Hall, New Jersey.
Singh, S. diamond, S. (2012),’ Social marketing for dummies’, John Wiley & Sons Inc
The Marketing Donut, (2009-2013)’ The Power of Drop Door Marketing’.[Online] Available at http://www.marketingdonut.co.uk/marketing/direct-marketing/the-power-of-door- drop-marketing [Accessed: 27/04/2013]
Tudor, (2001) ‘Why Door to Door Distribution’. [online] Available at: http://www.tudordistribution.co.uk/why-door-to-door-distribution [Accessed:27/04/2013]
Waste Management World, (2011) ‘Recycled waste Oil from hotel chain to fuel food deliveries’. [online] Available at: http://www.waste-management- world.com/articles/2011/08/recycled-waste-oil-from-hotel-chain-to-fuel-food- deliveries.html [Accessed:18/04/2013]
Zarrella, D. (2011), ‘The Social Media Marketing Book’, Rachel Monaghan
With a student-centered approach, I create engaging and informative blog posts that tackle relevant topics for students. My content aims to equip students with the knowledge and tools they need to succeed academically and beyond.
Dove is part of the Unilever Company that specializes in skin products including body lotion, shampoo, body wash, antiperspirant deodorant, and body wash this journey has been long and can be traced as early as the 1940s where the company first launched the dove bar the journey continues through 19902 whereby beauty wash cream was launched. Dove has got a wide range of products which not only target both the gender but also the specific skin conditions that the world has been demanding for the solutions (Dove 2015)
Evaluation of Doves Internal and External Marketing Communication Strategy
Dove launched a Real beauty dove’s campaign in 2004. This campaign earned the company praise from people in advertising companies all over the world together with their customers as it represented a diverse idea from the usual fashion advertising. The campaign included video, sleepover events, the publication of a book, workshops, and the production of a play. The notion behind the campaign was to celebrate natural physical variation personified by all women and inspire the women to be confident and comfortable with their beauty. The campaign was in three phases the second one and the third one being held in 2007. According to the company, the campaign returned $3 for every 1$ spent (Dove 2015).
The campaign had its own challenges. Besides the fact that the campaign was launched to boost self-esteem and at the same time creating awareness for the company product, the campaign was creating friction with the company’s products which to some extend tend to contradict the natural beauty notion for instance the fact that the company markets creams, lotion, and deodorant that alters the natural way for the skin the campaign is seen as fighting the core business to add unto that the self-esteem fund which was created by the campaign with the emphasis on promotion of real natural beauty, the company produce products that adds flavors to the natural look (Dove Skin Care 2004)
Advertising
The main objective of advertising is the creation of awareness (Boothman 2003) according to Dove’s campaign the initial part of the campaign started with major advertisements which were conducted on TVs, radios, billboards, and newspapers. This was a success as you could hardly get a person who was not aware of the campaign in America. The adverts had a brand message which was “Real beauty comes with all shapes, sizes, and colors.” Through advertisements, real beauty models who weren’t so much in the spotlight before started frequenting the most-watched shows in America a good example being Oprah’s shows.
Videos/film
The company started dove esteem fund to change the mindset of models as being ultra-thin ladies. Instead, it wanted every woman to feel special and feel like a model. To change this mindset dove ordered a series of highly successful online short films that focused on boosting the self-esteem concept. For instance, the movies the daughters which lasted for 75 seconds film were shown during the super bowl the show created massive awareness of Dove’s products, and this further reflected in the increased sales in that period of time. (Dove Skin Care 2005).
Workshops
Dove provided new self-esteem tools to moms and girls during the workshop based on boosting their esteem (Dove Skin Care 2007).
Internet Media
Dove created a website for the campaign where girls could access self-esteem tools and also be able to take part in a self-esteem interactive session. For instance, self-esteem discussion boards, based on the internet campaign dove’s evolution beauty became one of the most viewed videos on you tube this paved way for a new way of advertising where companies could maintain their niche by developing creative video and advertising.
Sales Promotion
The sales promotion ensured an increase in Dove’s sales volume and made the brand affordable.
The campaign was a success in terms of the creation of awareness and brand building as it reached all its stakeholders with the right message customized to each stakeholder. However, the campaign raised the eyebrows when for instance Unilever being the mother company has products like fair and lovely which ran campaigns that contradicted Dove’s one when it comes to the message. Excessive sales promotion done during this period of a campaign by dove led to brand erosion.
INTEGRATED MARKET COMMUNICATION PLAN FOR DOVE
The process by which an organization engages with its diverse audiences is called management communication. Organizations seek to develop customized messages to their audiences and other groups by understanding their audience’s environment before evaluating and acting upon the process. This process triggers a response from the audiences and is where the intention of IMC lies. Companies started moving to integrated marketing communication in the 1980s as it tends to evaluate the functions of a variety of communication tools and its effectiveness when it comes to its impact on communication (Bothman 2003)
For Dove, the following would act as the best IMC plan for 24 months
Identifying the target audience
Based on its products the target audience would be aged between 16-50 years of age majority being women based on a wide range of girls’ products that the company has. The target audience would be both existing customers and new customer (Pike 2008)
Determining communication objective
This covers the goals and things that dove needs to accomplish and the milestone that needs to be reached by the integrated marketing plan.
For Dove the core objective is when it comes to marketing communication is to provide effective information that can change the target consumers’ behavior, mind set and attitude towards the brand (Dove Skin Care 2007).
For this marketing communication plan, it will seek to achieve the following objectives
To successfully penetrate the elderly market by creating awareness and brand building preference by 20% in two years
To increase the urge and desire of its products by the consumers worldwide by 30% in two years.
Media selection
This determines the kind of media that would be used to carry out the advertising and promotion campaign. The perfect media to use is one that will ensure Dove achieves its IMC objectives in the sense that the information would be disseminated to the right audience at the right time and the way it was intended (Pike 2008). The speed at which the message should reach the target audience makes social media and TV’s a perfect combination. Among the social media to be used are Twitter, Facebook, and YouTube. Adverts would also run through Radio, TV’s Newspaper, billboards, and magazines
Message source
This is the message or information that will ensure the communications objective is achieved the message should be that which is easily memorable, it should sellable and convincing. The source of the message in this instant would come from Dove’s product. One thing comes clearly from all Dove’s products and that is protection and recovery of skin and hair. This is the message that will be pushed (Percy 2008).
Feedback collection
This is where the effectiveness and efficiency of the market communication plan will be measured, it is the evaluation part of the process where the measurement of the outcome of the process would be against the objectives, the measures will both be a pre-and post- (Bothma 2003). The procedure of evaluation should point to the objectives and there should be an indication of how they are achieved in this instance the initial measurement would just determine the current level of awareness and product desire and the post- will measure the margin by which the campaign will have moved it. This will later be put against the percentage figures of the objectives which are; creation of awareness by 20% and an increase in desire by 30%.
For a successful integrated marketing communication process there has to be a comprehensive response or feedback process that the organization may go through to determine the degree of its promotional efforts to the target consumers. Three response models are commonly used, they include the AIDA model, the Hierarchy of effects model, and the information processing model. In Dove’s case three models Hierarchy of effects model will be used (Belch & Belch 2004)
Awareness: Advertising will be done in this phase to ensure customers are aware of the promotional message and Dove’s products
Knowledge: This is the phase where the target market will begin gaining knowledge about the products offered by Dove. To achieve this Dove will use the Internet, retail advisors, and product packaging to ensure success.
Liking: The Company will promote a specific feature that is likable by its audience. In Dove’s case, the message about maximum protection of skin and hair would be majorly used
Preference: Dove will disconnect their products from the rivals by highlighting the brand’s benefit and unique selling point for the consumer to be in a position of differentiating it from the rivals
Conviction: This is the part that would evaluate the desired part. Dove would encourage conviction by giving out samples to customers and this would ensure them the purchase is safe.
Purchase: this would be an evaluation of the purchasing power the company will ensure ease in the payment process when it come s to Dove’s product
Budget
The budget for this plan will establish the amount of money needed for the achievement of integrated marketing objectives. Enough money will be allocated for advertisement and promotion of doves products together with any expenses that might come with it (Percy 2008). For budgeting Objectives and tasks, a method will be used. This method will ensure the budget is based on the role that the IMC is going to play
Conclusion.
For coming up with an effective and efficient integrated marketing communication plan an understanding of the communication mix is very essential. IMC is a proper tool as it ensures all marketing communication tools operate as one towards a defined objective
References
Bothma, N. (2003). Integrated marketing communication. Claremont, South Africa, New Africa Books.
Dove and Axe Examples of Hypocrisy or Good Marketing – PDF by lucky. 2015. Dove and Axe Examples of Hypocrisy or Good Marketing – PDF by lucky. [ONLINE] Available at http://www.docstoc.com/docs/22818236/Dove-and-Axe-Examples-of-Hypocrisy-or-Good-Marketing. [Accessed 17 April 2015].
Dove Skin Care, Hair Care, Body Cleansers, Lotions & Beauty Tips. 2015. Dove Skin Care, Hair Care, Body Cleansers, Lotions & Beauty Tips. [ONLINE] Available at http://www.dove.us/. [Accessed 17 April 2015].
MC Plan Outline. 2015. IMC Plan Outline. [ONLINE]
Percy, L. (2008). Strategic integrated marketing communication: theory and practice. Amsterdam, Butterworth-Heinemann.
Pike, S. (2008). Destination marketing: an integrated marketing communication approach. Amsterdam, Butterworth-Heinemann.
Belch, E. G. & Belch, A. M. (2004), Advertising and Promotion: An Integrated Marketing Communications Perspective, 6th ed., McGraw-Hill.
With a student-centered approach, I create engaging and informative blog posts that tackle relevant topics for students. My content aims to equip students with the knowledge and tools they need to succeed academically and beyond.
Trauma is any occurrence, usually not any ordinary that harms the spirit, self, and body. It covers a wide range of hurtful experiences, including the traumas that have an emotional, mental, sexual, and physical realm of our being (Blackburn et al 2012p.18). Different forms of trauma regularly occur and these are called Adverse Childhood Experiences (ACE). According to Felitti et al (1998p.249), the largest study of Adverse Childhood Experiences (ACE) has ever been done to examine the economic, social, and medical effects of Adverse Childhood Experiences over the lifespan of children. The number of participants in the study was 18,000. Mendelsohn et al (2011p.77) pointed out the components of Adverse Childhood Experiences. These include childhood emotional, sexual, and physical abuse and neglect. Similarly, another component is a child growing up with substance abuse, domestic violence, crime, or even parental loss.
From the study conducted by Felitti et al (1998p.246), the study findings reveal that Adverse Childhood experiences in life affect adults in different ways. To begin, the burden of the disease and the costs of medical care to the adult, Adverse Childhood Experiences affect adults in wellbeing, increases the suicide rates and depression. Moreover, drug abuse and alcoholism are common to adults who are affected by Adverse Childhood Experiences. Other effects on adults include disability and job performance and finally effect on the subsequent generations.
According to Schiraldi (2000 p.102), Adverse Childhood Experiences are linked to the ten most death causes in the United States. The top ten risk factors include a history of sexually transmitted diseases, over fifty sexual partners, injected drug use, illicit drug use, alcoholism, suicide attempts, depression, physical inactivity, severe obesity, and smoking.
According to Thomas (2008 p.113), if the trauma is accepted by the people as real and the survivors or victims experiences is validated and its expression supported its short term effects also referred to as acute traumatic stress, can be processed, expressed, metabolized or ameliorated in a healthy way so that no or few lasting detrimental effects eventually remain. However, if traumatic experience reality is invalidated or denied by the victim, important or by close others such as family, assisting professionals, friends, and then the individual may not be able to completely heal from the traumatic adverse effects. If the trauma persists, with no support and validation in expressing its related pain, it may grow into Post Traumatic Stress Disorder (PTSD), which Van (1998p.97) believes is the main disorder among the trauma survivors who are unrecovered.
To get healed from trauma, the person who has experienced trauma has to be able to mourn the related pain. To mourn, the individual must remember well enough the trauma and accurately name it. Whitfield (1997p.331) pointed out that remembering and mourning a trauma of the past may be difficult since there exist many roadblocks compared to the others. For instance, many people refuse to believe that a parent or a relative could or would neglect or abuse their own child or a relative child. Perhaps this forms the basis for the plethora of support and disbelief in the court systems and the median favor of the accused charged with abusing or molesting their child or the ones close to them. Brandyberry et al (1998p.271) observed that it is common knowledge that over 90% of the people who abuse a child knows well the child before abusing them, and most of them are related to the children.
Blackburn et al (2012p.56) observed the psychological sequelae or the pathological results of Adverse Childhood Experiences. The symptoms of Post Traumatic Stress Disorder (PSTD) or DSM IV include traumatic event exposure, are experiencing, hyperarousal, numbing/avoidance, and functional impairments. Similarly the complex Post Traumatic Stress Disorder or extreme stress disorders include; alterations in affective arousal regulations, alterations in consciousness and attention, somatization, characterological changes that are chronic, and finally systems of meaning alterations.
Felitti et al (1998p.109) observed that in addition to Post Traumatic Stress Disorder, early life trauma is linked with impaired self-awareness, sense of self, and significant disturbance in the regulation of emotion and interpersonal functioning. The prevalence of Post Traumatic Stress Disorder related to the trauma of early life can be gauged by the study by Felitti et al (1998p.109). the DSM-IV field trials Post Traumatic Stress Disorder identified the Post Traumatic Stress Disorder prevalence in a clinical sample and combined community as 77% for sexual abuse on children and 45% for physical abuse of children and 85% for people with sexual and physical abuse (Mendelsohn et al 2011p.87). Moreover, in the mental healthcare settings, the prevalence of childhood abuse reported a rate ranging from 35% to 50%, depending on the service (Mendelsohn et al 2011p.89).
The factors increasing a person’s vulnerability to Post Traumatic Stress Disorder include the female gender, genetic vulnerability, psychiatric illness history such as anxiety and depression, repeated or prolonged exposure to trauma, the poor social system of support, and childhood trauma. However, the protective factors against Post Traumatic Stress Disorder as observed by Schiraldi (2000p.329) include; the earlycaregivers of a child which play a very crucial role in buffering the child against the impact of the stressful situation, and more importantly, assist build resilience against adverse experiences in the future. Additionally, the presence of early secure attachments is a protective factor.
The neurobiology of Post Traumatic Stress Disorder related to early life trauma is explained in studies by Thomas (2008 p.137). The study shows that Post Traumatic Stress Disorder involves both emotional under modulation and emotional over modulation in a bid to restrict unwanted emotional experiences. The emotional under modulation include hyperarousal, re-experiencing, anger, and fear states. However emotional over modulation includes analgesia, numbing, and states of dissociation.
Van (1998p.24) asserted that interpersonal dysfunction includes; sensitivity to criticism, social isolation, revictimization such as domestic violence, physical assaults and adult rape, difficulty in standing for oneself, functioning problems, and child-rearing difficulties. The social emotions are elicited by social interactions and also involve language, social intentionality, and meaning. However, the nonsocial emotions according to Blackburn et al (2012p.226) emerge as a result of a posing stimulus to direct physiological relevance such as fleeing, fighting, and food.
In analyzing the self-reflection and sense of self in Post Traumatic Stress Disorder related to the trauma of early life, Felitti et al (1998p.252) asserted that the sense of self is the ability to make a reflection upon oneself. This requires a sense of self that is robust, which has been described as a schemata collection regarding the ability of a person, attitudes, and traits that guide people’s behaviors, social interactions, and choices
The study conducted by Mendelsohn et al (2011p.67) found out that the second most common adverse childhood experience or trauma was the overt sexual abuse on children, reported in 22% out of the 9508 of the medically evaluated adults. Furthermore, Schiraldi (2000 p.73) observed that for the past few years, a number of their accused molesters of children have cried of false memory when finally their victims recovered and revealed their adverse childhood experiences to others. According to Thomas (2008 p.186), child molesters usually try to silence by violence or threats their victims, and this could be an explanation why some of the victims never talk to others about their adverse experiences. May be Post Traumatic Stress Disorder is likely to be their main disorder, and traumatic amnesia in people with Post Traumatic Stress Disorder is common, no matter what their core trauma was.
From the clinical observation of the trauma survivors, they tend to possess many disorders or diseases at a higher prevalence compared to the general population. These conditions and disorders include addictions, dissociative disorders, suicide attempts, depression, somatization, borderline personality disorder, Post Traumatic Stress Disorder, psychosis, self-harming behaviors, prostitution, violent behaviors, and pedophilia. Hence, the trauma survivors are frequent among the general medical populations as well as psychological and psychiatric outpatient and inpatient practices and clinics Van (1998p.104).
These diagnoses and the determination of the potential causal connection to the trauma of the child require the skillful taking of history and dealing with painful materials for the patient to disclose to the clinician. Whitfield (1997p.375) asserted that it is time for the public health and the general medical communities to directly begin to address the occurrences of adverse childhood experiences in combination with their long term effects instead of relegating the duty to the social services, psychologists, psychiatrists, and trauma specialists whose number is too small compared to the huge number of survivors of trauma.
According to Brandyberry et al (1998p.296), the unrecovered survivors of trauma tend to exhibit the behavior of high risks such as excessive risk-taking, alcohol, tobacco, and other drugs. By engaging in these behaviors of high risk, the trauma survivor, the trauma survivor is not acting antisocially or crazy, but rather re-enacting aspects unconsciously of their original trauma for them to master it and eventually heal from it hopefully.
The study by Blackburn et al (2012p.32) provides more circumstantial and direct evidence that a substantial portion of the psychological and medical illnesses may be trauma-based in large part. This implies that the health professionals allowing people to work to name, identify and mourn their past traumas have a likelihood of contributing to their ability to heal from some of the diseases, problems, and disorders that are associated with trauma. These lessen the impact of these associated problems and illnesses, and the final higher costs of not treating them in a t5hos manner.
Mendelsohn et al (2011p.47) have also shown that some of the common organic diseases often trace their origins not from mere childhood, but in the unprocessed childhood traumatic emotional experiences. How this unhealed grief translates into organic diseases forms a large part of the results of the different behavioral coping mechanisms employed to gain some relief such as drugs, smoking, promiscuity, excess drinking, overeating, violence, and toxic relationships. Mendelsohn et al (2011p.53) elaborated that these mechanisms of self-medication usually work to a certain degree for some time, and their risks also seem too remote, that they are actually seductive when the relief need is acute. It is not surprising that Adverse Childhood Experiences have long term psychological effects that are prominent. Decades later, what is unexpected is an association of the adverse childhood experiences with the common organic diseases.
Over the past decades, the twelve-step self-help recovery fellowships at the grass root like Al-Anon, AA, Co-Dependence Anonymous, and Adult Children of Alcoholics have noticed some of the Adverse Childhood Experiences and several of their connections. These effective but inexpensive groups have form part of the recovery movements during the 1980s and the ’90s. Most of their members have also utilized the use of bibliotherapy in the form of selected books for self-help that simplify some of the more principles of recovery and psychology which are effective. Some examples of such organizations include the American Coalition for Abuse Awareness (ACAA), American Professional Society on the Abuse of Children (APSAC), One Voice, and The International Society for the Study of Dissociation (ISSD), The Sidran Foundation in Baltimore, the National Centre for Prosecution of Child Abuse and The International Society for Traumatic Stress Studies (ISTSS)(Schiraldi 2000p.343).
The AA twelve steps, now being used by over 100 other self-help groups and fellowships have added a dimension of spirituality to the recovery. The spirituality in this scenario is defined as having to do with the relationships with self and universe in deeper dimensions.
These self-help grass-root fellowships and other recovery aids have also assisted many healthcare professionals, many of whom possess a personal history of more or one Adverse Childhood Experiences or traumas, in working a program that is effective for their own recovery. By doing that way, they have surpassed the more conventional medicine, psychology, and psychiatry limitations with success. These health professionals who are now recovered are able in turn to offer their clients and patients a wide range of therapeutic choices to use in their work of recovery. By doing so, they are improving and expanding the care standard for most of their patients (Thomas 2008p.142).
In the prevention of the Adverse Childhood Experiences from afflicting people, Van (1998p.89) suggested that the problem can only be limited by people’s own creativity. For example, the organizations of health professionals should consider addressing the mental and physical health of their professional members, as well as their recovery from the effects of any Adverse Childhood Experiences that are harmful. Similarly, other journals should encourage and consider more clinical and basic research on trauma for publication. Alternatively, healthcare organizations and managed companies for care should pay for the long term and short term appropriate treatment of the adverse effects of Adverse Childhood Experiences in survivors of trauma, which in the long run will save them money. Moreover, each training program for professionals of health should have information on trauma effects, such as child abuse or other Adverse Childhood Experiences, how to ask them about it, and what to do with a trauma patient who has experienced it.
Another suggestion as elaborated by Whitfield (1997 p.542) includes stopping treating children as though they are the property. People should treat children with love and compassion, and not with fear or shame. More parenting programs that are effective have been in existence for many years. These skills should be incorporated and be taught in the schools. Brandyberry et al (1998p.107) noted that some communities have seen excellent results in child neglect and abuse elimination by establishing centers for parenting that visit weekly every new parent and child for the first two years. The training of every professional of health should include Adverse Childhood Experiences recognition and techniques to treat and manage their long-term effects.
Another suggestion proposed is giving more political and monetary support to organizations that work in child abuse prevention, such as councils of child abuse and services of child protection. Therefore, people should look to the selected state and national organizations for guidance and training. Lastly, people should support groups such as the Healthy Families America and Alliance for Children which are creatively working to improve child-rearing and parenting and child maltreatment prevention (Blackburn et al 2012p.117). The federal organizations could also double their funding and efforts for health improvement and children well being.
The treatment that targets symptoms of Post Traumatic Stress Disorder, emotion, self dysregulation, and interpersonal are elaborated by Felitti et al (1998p.255). Training skills in interpersonal and affective regulation plus exposure treatment prolonged specifically developed for Post Traumatic Stress Disorder related to child abuse. Furthermore, skills training in emotion, self and interpersonal regulation plus and exposure that is prolonged, has been shown to reduce impairment that is related to childhood abuse Post Traumatic Stress Disorder and it’s associated interpersonal, emotion and self dysregulation.
Conclusion
In conclusion, in all generations, the current generation is the first in history to understand and recognize the child abuse and neglect ravages and begin to do something tangible about it. Moreover, this is the first generation to start healing the people psychologically and physically from the harmful effects of Adverse Childhood Experiences. Through trial and error and several types of research and publications and subsequent dissemination to the wider public, the people can apply constructively the knowledge and skills to the children. Some suggestions have been that if one generation can be raised of healthy children, humanity can go far in the eradication of war, social violence, and many otherworldly problems. Through research, humanity can develop significant new knowledge that when executed, promise to foster the future generations of healthy adults, children, and societies.
The following articles give more information on adverse childhood experiences, post-traumatic stress disorder, and mental health
Blackburn Knight, R., & Falstein, M. (2012) A Man’s Recovery from Traumatic Childhood Abuse The Insiders. Hoboken, Taylor, and Francis. Retrieved from http://www.UCM.eblib.com/patron/FullRecord.aspx?p=1047009.
In intimate and candid words, the author elaborates his courageous and long fight to overcome the sadistic ravages of child abuse. The author makes the reader see, feel and hear its horrors, unvarnished and raw. Instructive to both victims and therapists, the content gives techniques and hope to the healing people. Accompanied by long years of research on dissociation literature, the author tried many different approaches to treatment. He finally uncovers “the insiders” through hypnoanalytic procedures, the unconscious ego that represented the memories of his betrayal at childhood. This literature is good for therapists and many others who are seeking to heal and understand the child abuse horrors.
Felitti Vj, Anda Rf, Nordenberg D, Williamson Df, Spitz Am, Edwards V, Koss Mp, & Marks Js. (1998) Relationship of childhood abuse and household dysfunction to many of the leading causes of death in adults. The Adverse Childhood Experiences (ACE) Study. American Journal of Preventive Medicine. 14, 245-58.
This article reports on different common trauma forms that regularly occur in different countries. They call these traumas the Adverse Childhood Experiences (ACEs)
Mendelsohn, M., Herman, J. L., Schatzow, E., Coco, M., Kallivayalil, D., & Levitan, J. (2011) The trauma recovery group: a guide for practitioners. New York, Guilford Press.
Written with an expert, it offers practical guidance for therapists. The book presents a group treatment approach that is based on evidence for interpersonal trauma survivors. This treatment that is limited to time is designed for patients that have achieved basic stability and safety in the present life and are ready to work more on enduring ways that trauma has affected their relationship and self-perception.
Schiraldi, G. R. (2000) The post-traumatic stress disorder sourcebook a guide to healing, recovery, and growth. Los Angeles, Calif, Lowell House. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=23967.
The book explains that trauma manifests in many forms, from surviving a disaster or witnessing a very violent crime with the effects of rape, abuse, alcoholism, or combat. The deep emotional wounds may look as if they will not heal. The book offers a remarkably wide range of management and treatment alternatives and techniques. This shows the survivors that growth and recovery is the other side of pain
Van Der Kolk, B. A. (1998) Trauma and memory. Psychiatry and Clinical Neurosciences. 52, S52-S64.
Taking a deep examination at the most recent memory research on traumatic events, the book has state of the art data covering the controversial areas of repressed memory. The author and other contributors integrated multidisciplinary findings into a coherent treatment proposal, and social and legal practices and policies.
Thomas, P. (2008) Post-traumatic stress disorder. Farmington Hills, MI, Lucent Books.
Whitfield, C. I. M. (1997) Traumatic amnesia: The evolution of our understanding from a clinical and legal perspective. Sexual Addiction & Compulsivity. 4, 107-135.
Brandyberry Lj, & Macnair-Semands Rr. (1998) Examining the validity and reliability of childhood abuse scales: putting The Courage To Heal to the test. Child Abuse & Neglect. 22, 1253-63.
With a student-centered approach, I create engaging and informative blog posts that tackle relevant topics for students. My content aims to equip students with the knowledge and tools they need to succeed academically and beyond.
Definitions of Data Quality Characteristics: Strengths and Weakness Highlighted
Amongst the most common subject matters in the current health information management is the ‘large data’. The good news is that it is popular for good reason, as the data or information helps in informing the thinking of humankind and compels more efficient business decision making and successful healthcare. However, for the data to become of the supreme value, it ought to be data of quality. Consequently, quality data needs a precise definition to establish whether it is hitting an organization’s target or goals (McGee, 2004). This paper, therefore, looks at the definitions of data quality characteristics in health information management and possibly highlights the strengths and weakness of each under every great explanation.
Accuracy refers to the presence of exactness and precision in the data, which in other words managers of the information described as the freedom or liberty from error. Notably, in healthcare, it has significant strength in the process of clinical actions and decision-making, which relies on the data gathered or collected concerning the patients under treatment. Nevertheless, weakness can arise in the event of any inaccuracy present in the data, and that could result in considerable harm or at times the death of the patient.
Accessibility
Accessibility demands that the users of data must access and obtain it without difficulty. It is an important characteristic of data quality because if data intends to offer information to its users, then it must be readily available to them. A significant weakness can arise in case the health record leaves its data to for hunting by the users since precious time cold get lost. As well, the hunting of data could result in frustrations and possibly make providers surrender on searching for valuable information (McGee, 2004).
Consistency
The consistency of data in the health information management relates to uniformity and reliability of actions or events that happen every time. Data pertaining healthcare ought to be consistent to thwart results misinterpretation or stop presentation of any ambiguous information in the documentation. As such, EHRs having comprehensive data fields and templates on documentation help in ensuring consistency (Lorence & Jameson, 2002).
Comprehensiveness
Data must capture every element of data for health information managers to consider it comprehensive; for this reason, the capturing of all elements makes the health records complete. Precisely, they need to contain all the necessary data to inform about the patient’s full story; otherwise, rendering them weak would be very easy (Johns, 2002).
Timeliness and Currency
Health-related data that is timely and current ensures its recording and updating happen very close to the time of observation or event. Timely and current data record of patient care makes sure that healthcare providers comprehend the patients’ needs in the present instant of time (Lorence & Jameson, 2002).
Definition
One of the most important definitions of the data quality is the ‘data definitions’ since the users of data must recognize and understand the meaning of data and what it represents at the time of its usage. For that reason, every element of data must have an actual significance or meaning (Johns, 2002).
Granularity
A collection of data needs to happen at the right stage of specificity; taking into account that the healthcare business is approaching ICD-10 CM/PCS and that data will involve several personal essentials, for example, body sites laterality, as well as need the exact extent of detail (Lorence & Jameson, 2002).
Relevancy
Any collected healthcare data should encompass a bearing on the current issue. As such, it has to be relevant and applicable to the rationale for which its collection occur; for instance, for a patient suffering from chest pain, gathering data such as EKG results and cardiac laboratory values, among other, would be significant to the patient’s care (Johns, 2002).
References
Johns, M. (2002). Information management for health professions (2nd ed.). Albany, NY: Thomson Learning. Ch. 7-9, pp. 250-373. ProQuest Links Adoption of information quality management practices in US healthcare organizations: A national assessment
Lorence, D. & Jameson, R. (2002). International Journal of Quality and Reliability Management, 19(6/7), 737-756. Retrieved October 2, 2004, from ABI/INFORM Complete database. Doctors get new data source to improve care
McGee, M. (2004. Nov.). InformationWeek, 1012, 26.
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Advertising and promotional strategies are usually meant to communicate ideas about the products and services of a company to potential consumers. The main aim of this is to attract more customers and potential customers from the competitors’ side. Advertising and promotional strategies of a company reflect the rationale of the business such as brand recognition efforts, objectives, and market share growth. Therefore the advertising and promotional strategy determine the character of the company in the public image (Colley, 1984). Today, advertising and promotional strategies focus on achieving three main goals. The first is to stimulate sales and attract the customers of the competitors. The second goal is to correct and establish the image of the business. The third goal is to promote awareness of the business and the products they sell.
The promotional and advertising strategies in the automobile industry have changed over time. Each company strives to be at the top of the market supply chain. Consistent marketing policy assists these companies to have a niche of customers who are loyal to their products. This paper will discuss and compare the advertising and promotional strategies of BMW and Mercedes Automobile Company. The first section shall briefly outline the individual marketing policies for each company and the second section shall outline the possible market solution strategies for companies with similar products as BMW and Mercedes.
Comparison and contrast the promotional strategies used by BMW and Mercedes
Financial considerations are usually the key to consumer investment in automobiles. Also, consumers are concerned with the quality that they receive for their money. A car that breaks down regularly not only costs money to repair but can cause severe inconvenience to its owner. For example in the United States, cars make statements regarding the owners’ status. Certain persons are interested in owning cars that cost a lot of money because they expect others to see them as being better in a higher social class. On the other hand, driving less expensive cars makes certain people view others as poor or of a lesser social class than if they drove expensive cars. For others, luxury is beyond what they are looking for, people want to invest money in what is useful and fit for the purpose for which they are bought. It is therefore clear that people buy cars for their own reasons and understanding these complex needs is key for any Automobile company.
BMW has attributed its success to a dynamic marketing policy to its consumers. The brand of the company is built on four core values, technology, quality, performance, and Exclusivity. These values have been maintained and improved from time to time. BMW was founded in 1916 and produces a range of sporty cars and motorcycles. The company also operates an aircraft engine division under the Rolls Royce brand. The company has manufacturing plants in countries such as Germany, the UK, the USA, Brazil, South Africa, Egypt, Malaysia just to name a few.
BMW has utilized online ads to sell its products. The company’s website is characterized by flashy slide images of its products, contacts of its suppliers, animations, and videos. All this appears in very appealing colors attracting the viewer to research more than the product and even purchase them. For the company, its brand is its marketing symbol. The company is clear about the customers that it targets. It has avoided having a high volume of middle-priced vehicles. It has established a distinctive brand in the global market. The company, however, experiments with new models while at the same time maintaining its brand. For instance, the company introduced a Sedan model in the first year, a station wagon, a convertible, and later a sports hatchback (Glowa, 2002). The company tries to rebrand its products through the inclusion of new features and fittings. The introduction of new models is primarily associated with an increase in sales. In other words, the company is constantly keeping up with the marketing scenario.
As one of the major competitors of BMW, the Mercedes-Benz from the DaimlerChrysler has from time immemorial relied on its brand name for sale. The model has also relied on its technological leadership, safety strategies, luxurious product range, and global presence. This model is unique and none compared to any other in the automobile industry. The model is classy and targets the well off in society. In 2000, the company sold over 1, 155,000 units of the model resulting in 43.7 Billion Euros revenue. The promotional and advertising strategies of the model are based on innovativeness and the power of the internet. Mercedes has changed its reliance on the brand name as a marketing strategy due to competition for other models like BMW.
The global marketing strategies of Mercedes-Benz are focused on the political regulations and domestic industrial policies in each country. Then the company formulates its marketing strategies in line with these regulations and policies. The company focuses on remaining profitable and enhancement of long-term values even in volatile circumstances. The strategies are based on the pillars of profitability, shaping the future, growth, and access to customers, and technological advancement. Also, the strategies have been formulated to focus on the safety of the customers in the auto market.
Annual Mercedes allocates 25 percent of its annual revenue to the marketing budget. The brand is focused on the energetic side of Mercedes, approachable and more fun. The luxury promotional and advertising strategy of Mercedes did not last for long. The company had to change this strategy and focus on safety rather than luxury. The company noted the change in consumer priorities. Recent global concerns on climate change have advocated against automobiles that cause environmental pollution. Mercedes focused on the production of eco-friendly, hybrid cars.
Mercedes can reach its customers through digital and social media. Social media avenues such as YouTube, Facebook, Instagram target the younger generation to invests in its products. The social media ads are usually accompanied by a content piece such as a video to create a viral response. Through the feedback from such platforms, the company can tell what the needs of its consumers and potential ones need. For instance, the Generation Benz campaign in 2010 targeted young people between the ages of 20 to 39. In the campaign buyer habits and preferences were identified, which helped to produce a customer profile for Mercedes.
Two (2) ways in which a company within the Automobile group could use marketing information to differentiate itself in the marketplace to gain an advantage over its competitors.
From the above analysis of the promotional and advertising of Mercedes and BMW, it is clear that marketing plays a major role in influencing consumer buying behavior. The first recommendation to a company with a similar product is the investment in Internet advertising and promotion. In this century the primary source of information for consumers on the internet. A wide range of information exists that may mislead a potential customer. The company can, therefore, invest in a website that produces factual information. The website should be accompanied with images and content videos for the consumers. Social media is another way of investing in Internet advertising and promotion. This works especially if the company is targeting young persons. Both BMW and Mercedes use social media as a way to conduct market research and sell their products.
Another strategy is through the introduction of new models into the market. Consumers are attracted by what is classy and trendy. New technologically enhanced models will attract more consumers to invest in the product. New Models such as the hybrid range of cars that contribute to environmental conservation are being embraced globally.
Determine the most effective advertising medium for a company in the selected product category.
Technology has been the primary marketing strategy for BMW. The company has made maximum use of the internet by ensuring all its consumers and potential ones have access to information for the different products. Through the web-based advertisement, the consumers can conduct their own initial research and make a final decision on the purchase. It is, therefore, convenient for shoppers since BMW adds a link to films that showcase their products. Another advertisement strategy is the use of films to advertise their work. Famous films such as the James Bond movies have a variety of BMW products; the films mostly target male consumers who fancy sporty automobiles. This strategy has distinguished BMW from its competitors and attracted more consumers. BMWFilms.com is a good example of blurring the lines between entertainment and advertising. The site combines Hollywood’s intense car chase scenes and Internet video to deliver a new spin on product showcasing.
The introduction of new models and products is another advertising and promotional strategy for Mercedes. When a new product is introduced, the price is usually lowered to attract more customers. The size and styling of the vehicle have also influenced its marketing strategies. The main vision for Mercedes Benz has always been understanding the needs of its consumers since sometimes the consumer is interested in more than just having a car that will enable them to move from one point to another. Their focus is ensuring that the consumer himself will be a marketing tool for them for instance convince his friends to buy the vehicle. It is for this reason that Mercedes-Benz looks beyond its brand name to appeal to the younger generation through the remodeling of its vehicle. The prices are also very subsidized to allow not only the well established but the young and people from different social classes.
Two (2) uses for consumer-oriented promotions that could assist a company in both the short and long term for the product group that you selected. Provide a rationale for your response.
Every company is supposed to tailor-make its products to suit the needs of consumers. One way of a consumer-oriented promotion is through the conduction of market research. Market research help identifies consumers with financial needs and preferences. It is especially helpful in the introduction of new models. For example, in 2010, the Generation Benz campaign by Mercedes conducted on social media identified consumer preferences and demographics (Mas Bambang et al., 2012). Another strategy is through market segmentation. This is when the company targets a particular age of consumers of its products. Generation Benz targeted young people between 20 and 39.
Analysis of the strategic manner in which Mercedes has made its pricing decisions by using one or more of the four (4) pricing objectives. Suggest two (2) actions that other companies within the same product group may take in or differentiate themselves and gain a competitive advantage. Provide a rationale for your response
Mercedes-Benz used a combination of price and product along with the social and digital plan. Through creativity and use ofthe the media, the company was able to reach young consumers. Mercedez was able to reach a target of,800 since the product appealed to the younger generation and this was a success since they were the targeted consumers (Learning, 2010).
The most effective advertising medium for a BMW. Support your response with two (2) examples of the effectiveness of the chosen medium.
The most effective medium for BMW is through the use of BMW films. The model is showcased in different films which display the flexibility, speed of the different BMW models. For example in the film Hire, the prowess of the driver together with the flexibility of the car is shown in every episode. In the movie, one can see the variety of BMW cars that are chase cars. Such movies are usually targeted to the male and young audience. Short films in the BMW website found on social media sites such as Facebook, Tube have contributed effectively to its advertisement strategies (Abraham & Leonard, 1990).
References.
Mas Bambang B, Muhammad M. B. A. & Hooi L W (2012). Hybrid Strategy: A New Strategy for Competitive Advantage. International Journal of Business and Management; Vol. 7, No. 20.
Glowa, T (2002). White Paper: Advertising Process Models. Tim Glowa Foundation.
Colley, R. H., (1984). Defining Advertising Goals for Measured Advertising Results. Association for National Advertisers, New York, NY
Learning, D. A. (2010). Hybrid Strategy: Sustainable competitive advantage.
Abraham, M & Leonard L (1990). Getting the Most out of Advertising and
Promotion”, Harvard Business Review, May – June.
With a student-centered approach, I create engaging and informative blog posts that tackle relevant topics for students. My content aims to equip students with the knowledge and tools they need to succeed academically and beyond.
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