Commgmt 2511 Operations Management | Assessment Answers

You have been selected as one of several ad/marcoms agencies to prepare detailed strategic recommendations for the proposed November 2018 launch in Australia (or specific city/cities in Australia), for which the Marketing Communications budget has been set at a maximum of AUD $3,000,000. The duration of the launch campaign beginning in November 2018 could range from a month to 12 months (your agency justifies).

Create 3 strategies and develop 1 of them using the Campaign Plan. Always justify.

Introduction

The product of discussion is Google with Adidas originals focusing on Google Essentials Smart Jacket brand which is one of the newest products in the market. The brand product has some significant features. The brand is tiny sized electronic having snap tag which is connected to the cuff part of the jacket and to the mobile device. The significance of this snap tag is keeping you alert of any incoming information from the phone such as incoming phone call. For it to keep an alert, it gives off some lights and feedback. This gives the owner alert about any information from the phone. Through the inspiration of the strap seen in the cuff it looks as if it is one of the jacket parts. The tag has a significant purpose of holding the battery. The battery is in position to last for over 2 weeks between the USB charges (Abdelzaher and Stankovic, 2016 p.110). This has been one of the chip technology compartments which enable 2 pay wave options. It can hold up to 2 transport card options as well as two chip IDs. 

Marketing objectives

Following the fact that it is Adidas Originals and Google, the market objective is an articulation of ways through which we are going to deliver the smart Jacket in the market. We shall focus on services that will offer for the purpose of satisfying the customers (Park and Noh, 2012 p.218). Through proper marketing strategies, customers will find it better for street fashion and well as the innovative technology. The main aim in marketing the products is to make sure that the current generation gets to understand the real benefits of the Adidas Originals and Google products (Paek and Ashdown, 2009 p.315). Focusing on the smart jacket, it will be the responsibility of the marketers to makes sure that people get to know that it is one of the devices that will help work easily for them especially when they are busy. In this case, the target customers for the same are people who are mostly involved with tech-savvy especially young digital generation. The marketing objectives are to make sure that the highest sell is made within a year. Focusing on the demographics, the selling of the products aims at making sure that at least $ 60,000 AUD in a sold in a year for the males and females between the age of 20-50 years. The sales of the jacket are made sure that it sold for every purpose.

Through giving the proper description of the product to the relevant customers, it will be very easy for them to understand it’s important. The objective is to have high sales record in a given period of time directed to the young generation. The marketing objectives are to reach as many potential customers as possible. This will be done by focusing on the Geographic distribution of the product. In this case, there will be a need for the leveraging of Adidas Originals and Google products (Feijs and Oetomo, 2009 p.162). For proper marketing about the product, the online help desk will be required for the direction of how the brand is used and any relevant information required by the customer. The formation on time and purpose of the product will be marketed through an online platform and live chats. The processes and procedures of purchase will be given all for the purpose of highlighting all potential customers with skills about the product. People in summer zones will not be targeted because it will be a fit product for them.

References

Park, H.H. and Noh, M.J., 2012. The influence of innovativeness and price sensitivity on purchase intention of smart wear. Journal of the Korean Society of Clothing and Textiles, 36(2), pp.218-230.

Paek, K.J. and Ashdown, S.P., 2009. Development and analysis of smart jacket for the elderly-focused on american women. Fashion & Textile Research Journal, 11(2), pp.315-325.

Feijs, L. and Oetomo, S.B., 2009, June.Smart jacket design for neonatal monitoring with wearable sensors.In Wearable and Implantable Body Sensor Networks, 2009.BSN 2009. Sixth International Workshop on, pp. 162-167.

Abdelzaher, T.F. and Stankovic, J.A., 2016, June.Satire: a software architecture for smart attire. In Proceedings of the 4th international conference on Mobile systems, applications and services, pp. 110-123.