Marketing Marketing Discussion

Within the Discussion Board area, write 400-600 words that respond to the following questions with your thoughts, ideas, and comments. This will be the foundation for future discussions by your classmates. Be substantive and clear, and use examples to reinforce your ideas.

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.”I have 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 plans,” you say. “I know you don’t have time now, but I would like to talk about the advantages and disadvantages of each type of promotional tool as they relate to the target segment and branding strategy. 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 will do that,” you say. Scenerio
Michelle Dietrich, president of Mobile Manufacturing, Inc. (MM), stared out of her third-floor window at the
traffic below her San Jose, California office and said to herself, “This new product has to be right. If we can’t
gain back a significant share of the mobile phone market with this product, MM is not going to be here next
year.”
Michelle’s company made its debut in the mobile phone industry in 2002 when it invented the first mobile
phone that could access the Internet. At the time, this gave MM a huge advantage over its major rivals.
Mobile Manufacturing, Inc.’s first successful product and initial public offering (IPO) in 2003 raised enough
capital to help the firm develop new products, but since then, the technology giants have caught up with
them. Although MM had some success with other products, it has not been able to match its initial success
and distinguish itself from its rivals. MM—though it was the darling of the technology world in the early
2000s—was struggling to attract first-class employees and new investors; it was floundering in the market.
After several failed attempts at new products, Michelle hired Elena Steokovich, the top cell phone designer
and engineer in Europe, to help design a new product. Elena knew her stuff when it came to phone product
design, and she had worked with Michelle on MM’s first product. After stints with big-name competitors, she
agreed to return to MM to help Michelle restart the product innovation engine.
“I know that just designing a good phone will not be enough,” thought Michelle. “Perhaps the most
important question is: How do I know if anyone will buy our phone? Certainly market research will help us
identify potential customers so that we can target them effectively, and careful analysis of the research
findings will lead us to a good marketing plan. Yes, the marketing plan is the key. I need to know that the next
phone we develop will meet the needs and wants of those who crave the latest and greatest technology in
their mobile phones.” MM needed to get back a market share if it was to survive in a fiercely competitive
environment.
Michelle also knew the mobile phone and technology markets had changed drastically in other ways since
MM first entered the market. There were new domestic and foreign companies competing, increased market
demand driving prices down, and innovative products being introduced every year. Although some
consumers were happy to try out the latest and greatest products, a large number of customers were
suffering from feature fatigue, a term used to describe the tiring of the bells and whistles. The customers
with feature fatigue just wanted to make phone calls to their family and their friends.
To help ensure that MM 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.