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Developing Marketing Strategies
Marketing strategy chapter 1
Marketing strategy chapter 1
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Recommended: Developing Marketing Strategies
Marketing Campaigns in 2016: Will you launch, or catapult your business?
There are obvious distinctions between the rocket ship, and the catapult. At first glance, the catapult is an ancient invention. Ousted by more powerful technologies, the catapult seems outdated. A rocket travels farther, faster, and is the “delivery vehicle” of the future, right?
The Catapult
Ancient
Effective
Great Range
Inexpensive
Simple
Time-Tested
"A catapult is a ballistic device used to launch a projectile a great distance without the aid of explosive devices—particularly various types of ancient and medieval siege engines. Although the catapult has been used since ancient times, it has proven to be one of the most effective mechanisms during warfare." -- https://en.wikipedia.org/wiki/Catapult
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Rockets are now used for fireworks, weaponry, ejection seats, launch vehicles for artificial satellites, human spaceflight, and space exploration. -- https://en.wikipedia.org/wiki/Rocket How do catapults and rocket ships relate to marketing? Let’s explore the pro’s and con’s of both. As the big picture develops, I know you will relate!
Acceleration:
As it relates to marketing, the first trait I am going to discuss is acceleration. The catapult, like a rocket, stores energy and releases the energy to create momentum. In the case of the catapult the energy is released at once, and powerful momentum steadily declines until the target is impacted. In a rocket, energy is steadily released over a period of time. Initially much slower, momentum peaks as the rocket approaches its target.
When we are developing a marketing strategy we tend to go one way or the other. Will our marketing campaign need to climb slowly off the launch pad (like a rocket), and gain momentum in the long run, or will our campaign need to spring into action, ultimately losing momentum in the
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A bit of brainstorming will help us to imagine a strategy that will combine these traits into a multi-faceted campaign.
Complexity vs. Simplicity:
We may assume that the rocket is recent technology however, the first rockets were used in China in the 13th century. Both the catapult and the rocket have a proven history, and both platforms are time-tested and efficient.
The fundamental difference between a catapult and a modern rocket are that a catapult is a relatively simple framework, whereas the rocket is can be extremely complex. However, a complex rocket is not always the case!
Remember that the rocket was developed in the 13th century as a tube containing fuel. By design, the rocket is truly simple. This also makes the rocket analogy extremely versatile where it pertains to marketing.
The marketing “catapult” strategy should always be simple. We want highly focused, instant momentum, to deliver a powerful short term impact.
The marketing “rocket” strategy can essentially be both. The simple rocket is light weight, less complicated, and explosive. While the complex rocket is powerful, steady, and reaches broader
Another type of catapult is the Onager. Onagers were used right up to the middle ages with the Trebuchet, when gunpowder and the Cannon were invented and eventually replaced the catapults.
For almost as long as civilizations began they have been fighting against each other. Often times these wars come down to who has the better military equipment. When one army creates an elite war machine another army is sure to soon copy or improve it. For example the U.S. Army Signal Corps purchased the first ever military aircraft in 1902 (Taylor). Two years later the Italians were also using aircrafts. The trebuchet catapult is no exception; it was one of the most destructive military machines of its time (Chevedden, 2000). A trebuchet works by using the energy of a falling counterweight to launch a projectile (Trebuchet). In this research paper I intend to explain the history and dynamics of a trebuchet catapult.
Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
Trebuchets earned a reputation for being much more accurate and precise than their onager and catapult counterparts. Not only was this accuracy a benefit, but being based on rotational motion and leverage rather than torsion (spring power) and lacking in a throwing arm stop, the trebuchet proved a much safer alternative for the personnel operating it. Onagers and Mangonels would literally explode on occasion when the torsion proved too great or a crack developed in the throwing arm due to the rapid stops it experienced.
Before the days of gunpowder, the military used large timber machines to hurl rocks, arrows and flaming barrels of tar at and into castles and forts. In ancient times, in order to prevent attacks from invaders, forts and castles are built for protection. These castles and forts had very strong walls and were sometimes placed high on top of a hill or such. Therefore, people within the military often build machines and structures to aid in attacking castles. These machines were called catapults, which didn’t use explosives like today’s military weapons, instead they used energy which was stored in bent timber and sinew, twisted ropes or heavy weights. A catapult is a machine that initially stores energy and then releases energy in order to fire a projectile. In simple terms, it is a device that is used to hurl an object to a further distance. In order to be classified as a catapult, the machine generally has to be larger than an average person, which logically makes it difficult for the said person to carry. The first catapults were early
The Trebuchet was a very advanced siege engine that was used in the middle ages, it helped destroy several castles. The Trebuchet is a type of catapult that was used as a siege engine in the middle ages. The Trebuchet is a highly advanced device in terms of its engineering and it was built by engineers with exceptional designing and building skills. The advanced engineering of the trebuchet allowed the trebuchet to “sling” rocks, soil etc. to a target, thus allowing the trebuchet to destroy and weaken the castles walls and defences. These points link back to the focal statement that the trebuchet is a very advanced siege engine
The history of a trebuchet is long and complex seeing as civilizations have struggled to properly maintain records throughout time. The term trebuchet comes from the French word “trebucher”, which means “to throw over”, or “to fall”. The war machine was called “Ingemium” in England, called so as it was Latin for “ingenious”. This ancient form of the trebuchet is called a traction trebuchet. Instead of utilizing a weight and gravity as modern ones do, this structure required man power to pull the arm of down in order to then release a projectile. These projectiles would then incessantly bombard city and castle walls. The trebuchet would, over many years, come to dominate battlefields in the place of catapults and
The history of catapult spans far from ancient time, until modern times with the basic principles remained the same. the designs became more complicated, but the intent is the same (shooting an object, such as rocks, into the air).
To encourage a point-of-view regarding the role of cross-promotions and movie product placements both within the marketing mix, and as elements of new product launch activities
A marketer doesn’t just have a plan. Marketers now open up to a wider strategic plan and it’s based on steps that balance out what the market is offering consumers. These marketers must analyze their production with these steps, then make a portfolio of the growth and even their down falls therefore this keeps these marketers to continuously innovate and create even a greater amount of value for their customers. Marketing management functions are discussed along with the marketing mix and strategy.
There are many ways that marketing strategies and tactics such as the ones I listed above for my new shampoo can be used to boost product sales and distribution. But, many factors come into play- the environmental factors and the technological factors, including competition. With developing a well organized and strategize marketing plan for any business or service it is important to remember to first plan, research, analyze, understand the customers needs and wants, then implement.
As noticed earlier, the formulation of a marketing positioning strategy needs dedication and work from the respective strategist, like patience, creativity, ability, imagination and sheer instinct. It also requires awareness that some times, the best strategy might be not to enter the market.
Marketing is not a static construct, but it grows and develops over time to become what is known as marketing today. “The marketing revolution divides neatly into four separate eras’, eras’ which parallel rather closely the classic pattern of development in the marketing revolution.” (Keith, 1960). The first of these 4 eras was until the 1930’s and was production and profit orientated, and are considered to be outdated. During this era “the new product decision was product oriented not marketing orientated.” (Keith, 1960). “The second era was a sales oriented era, whereby marketing was seen as a series of activities designed to produce profit through ascertaining, creating, stimulating, and satisfying the needs/wants of a selected segment of the market.” (Eldridge, 1970, p. 4). The 3rd and 4th eras are a representation of what
Product launch not only helps company increase the sale revenue but also expand their customer base by targeting new segments. A successful launch involves the contribution and collaboration of all departments, from R&D, Logistic, Sale, Marketing and so on.
Branding and marketing are both buzzwords that to the uninitiated seem interchangeable. After all, they’re both methods businesses can use to increase their profits and productivity. Despite this end goal, there are subtle differences in how and why the tactics are used.