Creating the Marketing Mix
Ensure that Mobile Manufacturing has the right marketing plan for its new mobile product, Michelle has hired you as her marketing consultant for this project.
As the marketing consultant, you will be responsible for planning, organizing, and implementing the marketing plan for MM’s new product.
The board members were very impressed with your
presentation and how you are moving through the product development process. Michelle is ready now to start looking at the promotional part of the plan. She has been reading technical publications that laud the advantages of high-tech or digital promotional tools (i.e., Internet, social media, blogs, etc.) over traditional approaches (i.e., TV, radio, newspapers, and magazines) to reach potential customers. You catch up with her in her office before she leaves on a business trip.
“Michelle, I want to speak to you about the e-mail you sent regarding the promotional tools we should consider for the new product,” you say.
“Sure, I’ve got a few minutes before I have to
leave,” she says. “Go ahead.”
“Well, I agree that digital media is the trend, but I think traditional advertising and promotion should still have a place in the plan,” you say. “I know you don’t have time now, but I’d like to talk about the advantages and disadvantages of each type of promotional tool. When can we get together and talk about this?”
“I really do want to talk about this," she says. "I need to know what type of media you think would be best for MM’s new product. Can send me an e-mail with your thoughts on the subject and I’ll read it on the plane? We can get together when I get back to finalize the choices.”
“Thanks, Michelle. I’ll do that,” you say.