Select A Current Product Or Service You Are Familiar With

Selecta Current Product Or Service With Which You Are Familiar This P

Select a current product or service with which you are familiar. This product will be used to pitch a new integrated marketing communication and marketing mix to a client who is the marketer or producer of the product. Review the current marketing mix including the communication channels used.

Part 1: Create a 12-slide presentation including detailed speaker notes that will act as the script of a presentation. Include the following in the presentation: Evaluate the effectiveness of the existing marketing mix (elements of the 4 Ps). Recommend a new marketing mix strategy based on any weakness(es) you discovered. Examine the company's current positioning strategy. Determine whether or not to change that strategy. Identify any considerations to be used when building or maintaining the brand or customer loyalty. Evaluate the target audience's use of and belief in the distribution channels and/or communication channels used.

Part 2: Create a storyboard, print ad, or a radio or video commercial for the product featuring your new marketing mix. Video or audio options should be 30-60 seconds and storyboards 5-8 slides. Use an app or program such as Movenote®, Knovio®, Presentme®, or another video recording application if selecting the video option. Storyboards can be created using Microsoft® PowerPoint®. Format your presentation consistent with APA guidelines.

Paper For Above instruction

Introduction

In the highly competitive landscape of consumer products and services, developing an effective marketing mix is crucial for capturing market share, enhancing brand image, and fostering customer loyalty. This paper critically evaluates the current marketing strategy of Selecta, a prominent ice cream brand, and proposes an innovative integrated marketing communication approach designed to address identified weaknesses. Additionally, it presents a creative commercial concept to exemplify the new marketing mix and explore its potential effectiveness.

Evaluation of the Current Marketing Mix

Product

Selecta offers a diversified product line consisting mainly of various ice cream flavors and frozen desserts. Currently, the product positioning emphasizes quality, variety, and affordability. While these elements cater to broad consumer preferences, there is room for differentiation through premium offerings or health-conscious options like reduced sugar or organic ingredients to meet evolving consumer expectations.

Price

The pricing strategy employs competitive pricing within the local market. However, the lack of tiered pricing or premium segments limits potential revenue streams from niche markets seeking gourmet or artisanal ice cream options. A shift towards value-added premium products could justify higher pricing and improve profit margins.

Place (Distribution)

Distribution channels include supermarkets, convenience stores, and select retail outlets. The widespread presence enhances availability, but there is underutilization of online sales platforms or direct-to-consumer channels, which could expand reach and improve customer engagement.

Promotion

The promotional mix relies heavily on in-store advertising, local events, and occasional digital marketing campaigns. The current communication channels effectively generate brand awareness but lack consistency and engagement across digital platforms, especially social media, where youth consumers spend significant time.

Effectiveness of the Existing Marketing Mix

The existing marketing mix successfully sustains a stable customer base but falls short in leveraging digital marketing and e-commerce opportunities, crucial in current retail environments. The limited use of personalized marketing and data-driven insights restricts targeted marketing efforts, potentially impacting customer loyalty and acquisition.

Recommendations for a New Marketing Mix Strategy

Product Innovation

To address competitive pressures, introducing premium, organic, and health-focused variants could attract a broader customer base. Packaging improvements emphasizing sustainability and convenience may also appeal to eco-conscious consumers.

Pricing Strategy

Implement a tiered pricing model, introducing premium product lines at higher price points while maintaining affordable options to cater to diverse consumer segments. Promotional discounts and loyalty incentives can further enhance perceived value.

Distribution Enhancements

Develop an online ordering platform, including third-party delivery services to expand reach. Establish direct-to-consumer channels such as branded e-commerce websites and subscription services to foster ongoing customer engagement.

Promotional Tactics

Leverage social media marketing, influencer collaborations, and content marketing to build brand affinity. Running engaging campaigns, interactive content, and user-generated initiatives can increase visibility and foster community around the brand.

Positioning Strategy Analysis

The current market positioning emphasizes affordability and variety but lacks differentiation in premium or health-conscious segments. Considering the increased consumer demand for health and sustainability, repositioning the brand to highlight quality, health benefits, and eco-friendliness could enhance competitive advantage and customer loyalty.

Considerations for Brand Building and Loyalty

Consistent brand messaging across all channels, transparency about sourcing and sustainability practices, and creating personalized customer experiences are critical. Loyalty programs offering exclusive benefits can incentivize repeat purchases. Engaging consumers through social responsibility initiatives can strengthen emotional connections to the brand.

Target Audience and Communication Channels

The key demographic includes families, young adults, and health-conscious consumers. Digital channels such as social media, email marketing, and the brand’s website are effective for engagement. Ensuring that messaging aligns with consumers’ preferences and beliefs about the communication channels can improve trust and brand loyalty.

Creative Commercial Concept

The proposed 45-second video commercial showcases a diverse group of consumers enjoying Selecta ice cream in different settings—family picnics, solo relaxation moments, and shared celebrations. The narrative emphasizes moments of joy, health-conscious options, and eco-friendly packaging, aligning with the refreshed brand positioning. Incorporating upbeat music, vibrant visuals, and a compelling voice-over underscores the message that Selecta is a brand for every occasion, now more consistent with modern consumer values.

Conclusion

In conclusion, revamping the marketing mix of Selecta by integrating digital innovation, product differentiation, and targeted communication strategies can significantly enhance its competitive position. The proposed commercial effectively demonstrates the new brand narrative and marketing approach, promising greater customer engagement and loyalty. Implementing these strategies requires a strategic alignment of all marketing elements to ensure consistent and compelling brand messaging across all touchpoints.

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