Quality Mini Computers (QMC), Essay Example

QMC Marketing Strategy

At Quality Mini Computers, this company has effectively created a product that has experienced much success in the early stages.  This success is primarily attributed to the differentiation of the product as it is quite different from many of the other computers and mini-electronics that are in stores and on the open market today.  Fortunately, QMC has determined that it is best to create and implement an exciting new e-Store for brand recognition and to provide the customer with a one-stop-shop method for making a purchase and becoming educated on the product’s specifications.  While the company is taking steps to provide an environment for growth and expansion, it is critical that QMC is able to create and implement a marketing campaign and strategy to reach out to our target market and push the positive factors that make the minicomputer worth buying.  In summary, the main goal of this marketing campaign is to utilize innovative advertising techniques to reach out to a younger target market and provide each potential consumer with a “must have” feeling towards the minicomputer product.

One of the key concepts in marketing that we will focus on in developing this campaign is the concept of differentiation versus competition.  While we have effectively created a product that is smaller than all other laptop computers, differentiation is the key to our success.  According to King (2000), product differentiation affects the components of market competition as all companies are seeking to gain a larger slice of the entire economic pie.  Our inherent product differentiation will cause a competitive battle between companies with similar products to show how their products are superior to the new minicomputer.  One potential argument we will need to discuss before our competition raises the question is the reliability of the minicomputer due to the product entering its infancy in the open market.  Most consumers believe that well-known national brands are more reliable and are of higher quality than generic home-based products (Morch, 1984).  Therefore, we must create a message of quality and reliability with all of the marketing text and images produced for consumer consumption.

Population is another key element to marketing campaigns as the target audience is a primary focus for all of the advertising efforts.  Many marketing campaigns seek to reach out to a specific target market within a geographical location such as a town or city (Abdel-Rahman, 1988).  Due to the advent of the internet and the international explosion that has occurred since its inauguration, many marketing campaigns are not able to reach out to a much greater target audience.  Our exciting e-Store component for products enables Quality Mini Computers to begin a widespread internet-based marketing campaign.  We will reach out to websites and advertising space that is conducive to grabbing the attention of a younger target market.  Facebook, MySpace and Twitter will be used to promote free or cost-effective advertising space on the internet to a younger audience that uses these websites most often.  Popup advertising campaigns are not beneficial for internet marketing efforts because most individuals simply close popup browser windows before they ever view the content of the page.  Therefore, we must continue to seek innovative methods to grab the attention of a younger audience through internet-based marketing efforts.

Finally, we must continue to work with our finance department to determine overall affordability options for the pricing of the product and available marketing funds for the new campaign.  The initial success of the minicomputer suggests that it is within the company’s best interests to invest in a large marketing budget that will be used to market the product in various internet-based sources.  If funds are available, additional marketing funds can be spent on television advertising that will be primarily on television stations that show programming that many young teenagers watch on a regular basis.  The goal, as previously stated, must be to implement a feeling to the consumer that he or she must have the product because it is unique and beneficial for their use.  If this feeling can be communicated to the consumer, the marketing campaign will be successful.

Bibliography

Abdel-Rahman, H.M. (1988). Regional science and urban economics. Product differentiation, monopolistic competition and city size , 18(1), 69-86.

King, III, C. (2000). Marketing, product differentiation, and competition in the market for antiulcer drugs. Working Knowledge for Business Leaders, Retrieved from http://hbswk.hbs.edu/archive/1850.html

Morch, Al. “Off-the-Shelf Advice on Saving Money.” San Francisco Sunday Examiner and Chronicle, August 5, 1984: Scene 4.

Wiliams, T.G., & Slama, M.E. (1995). Market mavens’ purchase decision evaluative criteria: implications for brand and store promotion efforts. Journal of Consumer Marketing, 12(3), 4-21.