In recent years, there has been tremendous technological advancement in many industries making the market very competitive. The electronic devices industry is among the most affected by technological growth (Kotler et al.,2015). Therefore, there is need for companies to establish effective marketing campaigns to enable them succeed in the industry. Bizcom Limited is an electronics company based in New York. The company makes electronic devices such as mobile phones, watches, and computers. While Bizcom has advantages of its brand name, financial position, and proficient data access, it faces stiff competition from popular brands like apple and Casio. The company’s loyal customer base, as well as the growing use of electronic devices, may prove to be beneficial for the company. Bizcom needs to consider an effective marketing campaign highlighting the most effective strategies during its decision-making. The marketing campaign comprises the company’s situational analysis, its main objectives, strategic marketing plan, effective tactics, and executing the campaign action.
Situation Analysis
Bizcom’s target market is a mix of psychographic, geographic, and demographic segmentation. The company produces a variety of products that fulfill the needs of different customers. Thus, the target market is based on variables such as income, age, literacy levels, and working conditions. Bizcom uses differentiated targeting strategies to enable it create best initiatives of acquiring potential customers from different product categories and segments. The company also utilizes different strategies that benefit both their customers and product class because it produces diverse electronic products. According to market experts, if a company understands its customers of the brand, it almost understands the brand itself (Taiminen & Karjaluoto, 2015). Bizcom aligns its brand with the needs of the customers and produces user-friendly and easy to use technology.
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Objectives
The company aims to grow and become the top producer of electronics in the world. Bizcom incorporates the SMART campaign goals including several sales and leads based on reach. Specifically, the company wants to double its earning from the previous years. There is need to gain more customer base to increase the competitive advantage of the company. Bizcom Limited also aims to increase its production rate by making sure that all the customers acquire the products they want. To quantify and track the progress, these goals should be measurable. A 50% increase in the number of electronic products will indicate the company’s growth. Bizcom will increase customer's traffic by 25% every month if positivity and hard work are maintained in the organization. This will indicate if the goals are measurable. Research shows that most companies in electronics industry are gaining more consumers through social media campaigns (Haider et al., 2019). Since Bizcom’s online traffic increased by 5% last month, it is important to consider an 8-10 increase to make it attainable. Growing traffic from social media will lead to more revenue making it possible for Bizcom to significantly boost its social media campaign. Over the next three months, Bizcom will work to increase social media traffic by 8-10% reaching a total of 50000 visitors by the end of the year.
Strategy
A multichannel distribution model can be utilized by Bizcom to distribute its products using mediums including wholesalers, distributors, retail outlets, Pops and Moms stores, and Ecommerce sites. This model enables the company products to reach its customer base and attract more consumers (Taiminen & Karjaluoto, 2015). Since Bizcom profoundly deals with electronic products, the company should consider relying on many suppliers to provide them with raw material. When one company does not provides materials on time, Bizcom can use another to keep up with the rising demands.
Bizcom will incorporate the concept of simplicity in its promotion strategy. This includes using catchy and light music as well as simple backgrounds in the product's commercials. The communication messages should revolve around arousing the consumer's emotions, including their dreams, hopes, and desires. Cause-related marketing strategy influences customer response and sales (Kim & Johnson, 2012). The company focuses on creating the best electronic products that generate better experiences. To achieve this, there is need to make products that will help strengthen the company and build its brand image. Bizcom also needs to improve its physical presence by designing their retail stores in attractive ways that interest the customers buying the products. A store layout and design should be considered to help translate the customers' desire for their final purchase decisions.
Marketing Channels
Choosing the best marketing channels will help Bizcom attain their competitive advantage. Many companies do not use websites as their marketing channel, yet the websites provide the most effective media campaign channels (Kotler et al., 215). Bizcom needs to improve its website by making it more appealing to the customers. This can be achieved by conducting a site audit, testing the company’s interface, and using google analytics. It will enable consumers learn more about the company and the latest products released. Social media is another important platform that can help the company increase its consumer base. Bizcom can utilize social media platforms such as Facebook, Twitter, and Instagram by posting their products consistently. There is a need to interact with followers on social media enthusiastically by focusing on followers but not sales. Another tactic is through the use of email marketing. This is the best method that enables direct responses (Taiminen & Karjaluoto, 2015). Bizcom will employ email marketing by using a combination of segmentation practices and triggered autoresponders to make the emails more relevant and immediate to the customers.
Conclusion
Bizcom is an electronics company that produces a wide range of mobile phones, watches, computers and other electronic devices. Like every company, it aims to attain a competitive advantage through an effective marketing campaign. Due to technological advancements, the company faces stiff competition from established brands like Casio and Apple. The company’s target market is a mix of geographic, demographic and psychographic segmentation. Its main objective is to become the leading producer of electronic devices. This can be achieved through different strategies that focus, distribution, promotion, price, product, and consumers. Different channels can be used to market products including websites, emails, and social media. A critical evaluation of each aspect of Bizcom’s marketing campaign will enable the company attain its goals and gain a competitive advantage in the electronics industry.
References
Haider, A. A., Zafar, A., Khalid, A., Majid, A., Abdullah, M. A., & Sarwar, M. B. (2019). Marketing Management.
Kim, J. E., & Johnson, K. K. (2012). The impact of moral emotions on cause-related marketing campaigns: A cross-cultural examination. Journal of business ethics , 112 (1), 79-90.
Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing . Pearson Higher Education AU.
Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development , 22 (4), 633-651.
