Advertising

Advertising is a disseminating method to deliver the message publicly and widely. Usually, its aim is to meet the certain needs by some forms of media. Not all the advertisements are seeking for profit. There are some using for spreading announcements, notices, statements by the government or social institution. But when it comes to commercial, normally, it will be an important means of communication between commodity producer, operator and consumers, or an important form of the enterprises to merge market, promote the products, provide the services, the main purpose is to expand the economic benefits.



The essence of advertising is propagation; the spirit of adverting is creativity.

The objectives of advertising can be included as following:

1) Create awareness

2) Stimulate trial

3) Position products

4) Correct misconceptions

5) Remind and reinforce

6) Provide support for the sales-force

There's a Pyramid Principle for advertising.  And the basic level for it is information, the second level is analysis, then the top level comes to advertising creativity.

There are many kinds of advertising media:

1) Newspaper advertising

2) Magazine advertising

3) Television advertising

4) Cinema advertising

5) Outdoor and transport advertising

6) Radio advertising

7) Internet

8) Social Media( Facebook, blogs, twitter)

9) Loudspeaker advertising in store

But these days they are key promotional mix tools like sales promotion, public relations and publicity, sponsorship, exhibitions and product placement.

STARBULKS: A Successful March to Chinese Market

Before Starbulks headed to Chinese market, they conducted a PEST analysis concerning to the  macro environment of China. Along with that they came up with specific strategies after done SWOT analysis. Then it came to confirming the target market.

Segmentation:

1,  Geographical consumer segmentation:  the super city of China, e.g. Shanghai, Beijing.  Southeastern coastal cities, like Hangzhou, Suzhou,Guangzhou,Qingdao, Shenzhen. The inner land of China, respectively second- class cities: Xian, Chengdu,Chongqing,Dalian,Shenyang, etc.
2,  Population segmentation: those who haven't received a college education and knowledge level is respectively lower; and people who had a college education and knowledge level is higher.
3,   Psychological segmentation:  those so-called super class who are in pursuit of  life quality: they enjoy symbolism of the brand, and easily we can see they are compatitive & agressive, they want to create more and feed back more to this society.  the other group is those so-called middle group who are pursuing fashion. they love communicating, like to live out the true themselves, they have their own characteristics and also are easily affected by the universal value.
4,  Behavioralistical segmentation:  coffee drinkers, they have higher expectation for coffee, drink coffee quite often, and would love to find out more about coffee. coffee random drinker: don't know much about coffee and it's not a necessity also.

Positioning:

1),  Starbulks experience.
 Romance is the core, kinda luxury, but it'd be an affordable one for the middle class group.  the combination of the leisure social space and a spiritual oasis.
2) the Third Space
Starbulks targets himself as the third space which is  independent of home and office, the aim of Starbulks is providing a fashionable and leisure place. When people purchase Starbulks, they are buying a lifestyle in a meanwhile.
3),   Passionate  staff
 Constantly spreading the Starbulks experience by building a full of passionate staff.
4),  Coffee's speciality
Convert Starbulks into high quality's spokesman .

About Marketing Segmentation

Marketing Segmentation is a common method and also is very important  when we are doing business. It's a process of dividing a total market into several relatively homogeneous groups. The similarities might be common characteristics or common desries and needs.

If we think about segmenting methods, there're quite a few ones.

1, Georaphical segmentation
    Eg. region, population density, climate
2, Demographical segmentation
    Eg. age, gender, famliy size, generation
3, Psychographical segmentation
    Eg. activities, interests, values, attitues
4, Product-related segmentation
    Eg. luxury, durability, convenience
5, Behavioralistical segmentation
    Eg. usage rate, readiness to buy

Take one of the greatest PC company, Lenovo as an example. 

 

 There is no doubt that how to choose a suitable segmentation, targeting and positaion of products played a significant role in this process-- I mean why could Lenovo achieve a success. 

In China, Lenovo adopted georaphical segmentation and more importantly, they conducted population density, there's whole lot of different needs.  Incomes are also differenaited. These are all contribuing to forming a different consuming behaviors. Thus,  Lenovo focus on four groups of people, white collar, video game players, college students and rural users. They provided relative services to meet the proper needs.

Marketing Environment

Marketing  Environment

Normally, marketing means all kinds of roles and forces which affect company and target customers set up and maintain mutul benefit. It could be divded into micro marketing environment and marco marketing environment. It means the existing uncontolling factors and force outside of the company marketing system, and these are the external terms which's affecting marketing activties and target achivements.

Hello Hello ~

Usually, there's always a main process for marketing:

1)  Opportunity identification

2)  New product development

3) Customer attraction

4) Customer retention and loyalty building

5) Order fulfillment

If the every step works properly, normally the marketing would be successful too.