marketing mix

Author: chase

  • Marketing Objectives

    CustomFit is an AI powered app that allows users to find personalized ways to reach their goals.In a world where health consciousness is growing more into the mainstream each year, CustomFit has arrived at the perfect moment. With AI trained by a team of trainers and nutritionists, there is a unique opportunity to set this service apart from the competition, and see real success. One issue CustomFit may run into is standing apart from the competition initially.

    The use of marketing objectives

    Marketing objectives allow marketing teams, sales, and management to work together towards a common goal. This shared goal allows the company’s different departments to come together, and avoid work that is not productive, while also being one cohesive team. The coordination created by working towards a common goal will also increase the likeliness that this goal is met, whether it be to increase downloads by 15%, reach new demographics, or grow in new geographical locations. This cohesion also allows for more strategic planning. With the input of different departments, there is a broader view of the overall market, and therefore a more descriptive view of their target consumer. This will also hold each department accountable for their share of the work and input.

    How to use marketing objectives

    Once a company’s objectives have been pin pointed, the teams work towards reaching these goals, and developing marketing strategies. Developing and executing a plan to reach the identified goals will help these companies best reach them. Tools like Google analytics, app store analytics for downloads by date, and keep track of how successful their marketing plan has been,

    Marketing ties with goals

    Marketing activities can tie in with the company’s mission, objectives, and goals while taking into consideration the legal and ethical issues. CustomFit’s mission is to provide an affordable reliable way of getting fit, and healthy, and their objective is to reach as many people as they can. Their marketing plan can be designed around how innovative and accessible their service is, while providing real, verifiable results. This will keep the company honest, force even more innovation, and keep up with legal and ethical standards. The goals of the organization are to do their part in helping the people of America reach their fitness goals. This means not pushing impossible standards of fitness, and creating a product that does what it claims to do.

  • Marketing Tools

    CustomFit

    Customfit is a health and fitness app that uses AI technology to provide consumers with their own personalized experience. While this product provides a great offering it is essential to have ways to market your product and track the effectiveness of this marketing.

    Google Analytics

    Google analytics is a service that tracks who visits your website or app, providing gender, device,location, and age. A service such as this is useful for marketers because it narrows down where their most profitable segments are. The company can now focus their messaging on this particular segment and really hammer home their offerings, and why this service is appealing,

    Social Media

    An essential part of a business marketing strategy these days is their social media presence. Some Company’s such as Red Bull have found massive success with their social media presence using their unique messaging with unique products that followers love to see. Others, such as the Wendy’s Twitter page have found success in an unusual way; being rude. The Wendy’s Twitter page has found massive success with their dry, snarky humor poking fun at both competitors, and their own customers. Social media is a powerful tool that can be utilized to make or break your company.

    Social Media Analytics

    Social media Analytics will be useful in much the same way that Google Analytics is. One plus to social media analytics is that the most active average time for your followers will be available to you. This will allow you to post about your product at a time where many of your followers will be active on the service. These analytics will help you determine what posts were most liked, shared, commented on, or interacted with. This kind of feedback from the social media algorithm will allow marketers to determine what is working, and what is not working to determine the best overall marketing plan for their target audience.

  • Uber’s Data Breach

    Uber is a travel and delivery service that was founded in California in 2009. The company’s “about us” page focuses on the importance of movement, and providing sustainability throughout the world. The company proclaims it’s goal to go fully electric, zero commission vehicles in the future. (Uber, N.D) The company however, has not always been known for it’s transparency.

    The Breach

    In October of 2016, Uber announced that the data of about 57 million riders, and drivers were potentially compromised. This was further complicated when Uber did not initially contact authorities, and instead offered the hackers $100,000 to delete the stolen data and keep the breach a secret.(Trend,2017) These hacks gave the hackers access to the sensitive information of many who use and work for the service, and the companies initial reaction was to cover up the breach, and avoid accountability for the act. This attempt to cover up the breach resulted in the company’s former chief security officer Joseph Sullivan to be sentenced to three years probation, and was ordered to pay a fine of $50,000.(APNews,2023)

    Implications

    The immediate implications for the brand were that Uber is not a company that the consumers and employees can trust. Ubers attempt to cover a breach of such sensitive information is a clear declaration that the potential feared fallout more than they cared for the safety of others. This not only makes consumers doubt that Uber has their best interest at heart, and may move on to other ride apps. Another issue is that the investigation by authorities was also likely hindered by the brand due to their delay in reporting the issue. Had Uber reported the issue immediately, perhaps this hack could have not been as extensive, and they would have not further caused damage to their brands reputation and trustworthiness. In Uber’s information page they claim that their riders may have had their names,email addresses, and mobile phone numbers accessed by these hackers. There is no mention of their attempt to pay off the hackers to delete this information and stay quiet. Instead the company just claims that immediate steps were taken to secure the data and prevent further breaches.(Uber,N.D)

    What Should Have Been Done

    In lieu of attempting to cover up a felony, Uber should have immediately contacted authorities, and inform those who may be affected. Yes this decision would have had backlash, yes public opinion on the brands safety could be skewed, but is the ethical thing to do. Uber did not do this, and instead attempted to cover up their problem, and never inform the public of the potential threat to it;s sensitive personal information. Other than simply being the ethical option, reporting this breach immediately could have protected Uber’s image in the long run. Now instead of just being a brand that experienced a complex hack, they have created a reputation of a brand that will cover up their shortcomings and not be honest with their consumers.

    Sources

    Uber breach exposes the data of 57 million drivers and users. Trend Micro (US). (2017, November 22). https://www.trendmicro.com/vinfo/us/security/news/cybercrime-and-digital-threats/uber-breach-exposes-the-data-of-57-million-drivers-and-users#:~:text=In%20a%20highly%20publicized%20data,notify%20legal%20authorities%20and%20regulators. 

    AP News. (2023, May 5). Ex-uber security chief sentenced for data-breach cover-up. AP News. https://apnews.com/article/uber-data-breach-coverup-sentenced-san-francisco-05b2ded36daf55012f03651cf2c7c931

    https://help.uber.com/en/riders/article/information-about-2016-data-security-incident?nodeId=12c1e9d1-4042-4231-a3ec-3605779b8815

    https://www.uber.com/us/en/about/?uclick_id=d8d7c7fc-fe64-4257-9d01-86bf41888879

  • Red Bull and the importance of brand positioning

    By Chase Patton

    Red Bull, through its brand name, logo, and slogan have successfully positioned themselves in their industry and have created a strong image for their brand. Red Bull has long been known for its famous “Red Bull gives you wings” slogan. The phrase offers a product that gives you “wings” or the energy needed to get through the day.(Bergstrom,2024) Rebull’s unique name and logo have long left them to be a recognizable part of culture. The Red Bull symbol is meant to represent work ethic, with the bull signifying strength, confidence, stability and stamina. (Rosie,2024)

    Red Bull has successfully branded itself into one of the most popular energy drink brands in the world, with 12.670 billion cans sold in 2024.(Red Bull,N.D) Red Bull has become well known for its extreme sports sponsorships, celebrity endorsements, and creative advertisement methods. These advertisements are often concluded with the famous ” Red Bull Gives you Wiiings” slogan, and a shot of their logo, paired with their utilization of unique color schemes for different flavors, but also always having the logo present on cans has created a strong sense of brand recognition for consumers. The brand as a whole has become so recognizable to the consumer, that even those who are not energy drink consumers will be familiar with the name, logo, and slogan.

    Importance of Differentiation

    Differentiating your product from the competitors is essential to building a brand. Going up against energy drink giants such as Monster, Red Bull needs to set themselves apart from the competition. Points of Parity are characteristics that make a brand a member of a category. Red Bull falls under the category of an energy drink due to it’s caffeine content, and energy boosting ingredients. Red Bull has long been one of the most popular energy drinks in the world, and has made its mark by it’s involvement in extreme sports, such as their F1 team. Brands like monster have attempted to follow Red Bulls lead, such as becoming the official energy drink of the UFC. Red Bull has become a leader in innovation of product, and marketing in the energy drink industry.

    Points of differentiation are factors that make a brand unique. Red Bull has long offered a variety of different sized cans, unique original flavors, and customized cans with the logo even carved out of the tab in their cans. Red Bull markets themselves to students, athletes, and all individuals as a substitute for traditional means of energy such as coffee. Red Bull’s unique marketing strategy with humourous animations has been a staple in their branding. Red Bull has been very successful in their attempts to set themselves apart from their competition and continue to be an industry leader

    Sources

    Bergstrom, B. (2024, October 30). Red Bull Marketing Strategy: The 9 Ways Red Bull changed the Marketing Game. CoSchedule Blog. https://coschedule.com/marketing-strategy/marketing-strategy-examples/red-bull-marketing-strategy 

    Rosie. (2024, June 11). The Red Bull logo and the history of the company. Hatchwise. https://www.hatchwise.com/resources/the-red-bull-logo-and-the-history-of-the-company#:~:text=If%20you%20didn’t%20know,a%20well%2Dchosen%20graphic%20design. 

    Red Bull Company: Giving wiiings to people & ideas. Red Bull Company: Giving Wiiings to People & Ideas. (n.d.). https://www.redbull.com/us-en/energydrink/company-profile 

  • The Marketing Mix and How it Promotes brands

    By Chase Patton

    The marketing mix comprises the four P’s of marketing, product, price, promotion, and place. The marketing mix has successfully laid the groundwork for businesses to successfully market their product or service to consumers. (Twin,2024)

    Tempo: Introduction Stage.

    Tempo is a company that offers an at home gym experience with personalized workouts powered by AI. Founded by a former personal trainer, Moawia Eldeeb, with the belief that “strength is the key to longevity.

    Product: Tempo offers AI generated plans and programs, monthly challenges, and live sessions. There are over 3,500 workouts, and each individuals plan will be determined upon their completion of the quiz as they begin their membership.

    Price: Tempo offers a starter bundle for $59/mo a “move plus bundle” for $60/mo, “Move pro bundle” for $84/mo for their at home services.

    Promotion: Tempo has a very active social media presence, with their Instagram alone already having over 93,000 followers.

    Place: Tempo’s services are available online, through their website, or through their mobile app.

    DoorDash- Growth stage

    DoorDash is a food or product delivery system used online that especially rose in popularity during the COVID19 pandemic. DoorDash has become a convenient way for consumers to have goods delivered to them, and a great side hustle for those who need to make their own hours.

    Product: DoorDash offers an at home delivery service that be accessed online or through the mobile app. DoorDash can be used to have products delivered from local restaurants and stores, chains, and has even moved into the delivery of alcohol in some areas.

    Price: Doordash pricing includes delivery fees, service fees, surge pricing during peak times, and often a tip for the delivery driver. The price of this is justified by the convenience of the service.

    Promotion: For promotions, Doordash uses social media, traditional TV commercials, celebrity and influencer endorsements, and push notifications through the app.

    Place: Doordash is accessed online, or through the mobile app. Those who have access to the service, and live in an area where there are drivers available, or that has restaurants and stores that work with the service will have access to it.

    Nike: Maturity stage

    Nike is a staple brand in the fitness and athletics industries. Nike Promotes the necessity behind living a healthy and active lifestyle, often promoting positive influences, and good role models with their brand.

    Product: Nike offers a wide variety of products, from active wear, to shoes, to hoodies, all often centering around clothing to wear in an active setting.

    Price: Nike is a popular and well sought after brand, often using premium pricing, for their premium products. Nike’s shoe brands, such as AIR-Jordan have long been a staple in pop culture. The new “Air Jordan 4 Retro ‘abundance’” is sold on the brands website for $215. Their popular Air Force shoes are for sale for $115.

    Promotion: Nike often partners with professional athletes, such as Michael Jordan, to promote their brand. Celebrities such as Eminem, who are big supporters of the brand will also do collaborations with Nike to release a new one of a kind product. Nike has a strong social media presence, and still utilizes commercial space on traditional television.

    Place: Nike products are for sale both online, and in traditional brick and mortar stores. With products widely available and easily accessible for both delivery, and convenience. In traditional stores products can be tried on and made sure to fit, or ordered online and shipped right to your house.

    Sources.

    Twin, A. (2024, August 9). The 4 PS of Marketing: What they are & how to use them successfully. Investopedia. https://www.investopedia.com/terms/f/four-ps.asp 

    https://tempo.fit/

    https://www.doordash.com/?srsltid=AfmBOoo-8BX-Uy_BVssKPQ5vddqCiF8Io3CoCYYAKr1HYfaZCt7GHNfe

    https://www.nike.com/?cp=41180663293_search_-nike-g-20300414621-152206248604-e-c&dplnk=member&gad_source=1&gclid=Cj0KCQiAlbW-BhCMARIsADnwasoQBLHvGJyKNyuAHBMXZkZ8s6YQGV_xSzZ5OoTcxzqTiYSEuuH0XgoaAqFPEALw_wcB&gclsrc=aw.ds
  • The Art of Connection

    The Art of Connection

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  • Beyond the Obstacle

    Beyond the Obstacle

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  • Growth Unlocked

    Growth Unlocked

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  • Collaboration Magic

    Collaboration Magic

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  • Teamwork Triumphs

    Teamwork Triumphs

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