Critiquing A Paper
Abstract
Market research indicates a demand for better ways to search the internet with the use of search engines. Total online users and time length during user activities present an opportunity for newly and advance search functions and access options for online researchers and basic users to get the information they need when they need it. This report will provide an introduction to the new iEngine brand, competitors and industry analysis, target segmentation, strategies for brand positioning and promotion to enable a successful launch.
The Launch of iEngine
Introduction
Based on market analysis of search engine optimization (SEO), there is a demand for better ways to search for information that is quickly accessible and relevant to search terms, genre, topic, or phrase as entered or requested by digital users. The development and launch of the new iEngine brand will provide similar SEO offerings as competitors, such as Google and Bing, but with distinct branding, positioning and promotional strategies to gain maximum market reach and achieve profitable outcomes.
Industry Analysis
iEngine falls within the technology industry and are categorized in the ‘other information’ section of the industry. Industries within this subsector are those that provide consumers access to updated and stored information on the internet using search engine services (United States Department of Labor [USDP] n.d.). Primary components of the information industry contain news groups, archives, libraries, Internet publishing, Internet broadcasting, and Web Search Portals (USDP, n.d.). Relative to competitors, Google and Microsoft also operate in this area of the industry, providing search engine services through products such as ‘Google Search’ and ‘Bing’.
Competitive Analysis (Positioning Map)
Competition in the technology industry is fierce and would require strategic positioning of iEngine to gain competitive advantage. Competitive analysis has indicated possible treats to the implementation of iEngine to the target market, to include the swift adoption of technological expansions and aggressive pricing strategies by competing brands such as Google and Microsoft. Other factors to consider include competitor’s imitations of iEngine and making it their own through their product offerings or implementations of solutions that are more appealing to the eye of the consumer. Considering the industry in which iEngine operates, the target market is expected to be highly saturated, as the iEngine brand competes for customers already targeted by its competitors—Google and Microsoft.
Recent search engine optimization (SEO) market shares by competitors (as shown in the table on the left) indicates Google as the current market leader, followed by Baidu (Mangles, 2018). This analysis poses a risk of implementing the new iEngine brand to the e-market but is not a deterrent. In contrast, views of net market share analysis also present opportunities to develop effective marketing plans for successful positioning of iEngine, which is expected to gain adequate market share at eight percent.
Brand Strategic Plan (Vision/objectives/strategies/tactics)
Our vision of iEngine is to empower individuals during research. The goal is to offer consumers access to information quickly and smoothly while ensuring maximum satisfaction and value from the customer’s perspective. Unlike, competing brands, iEngine empowers its users with “touch and voice” features to initiate search terms or categories, along with interactive audio intelligence that reads aloud, the user’s research results, word for word. Additionally, iEngine ‘formatting assistance’ product segment and embedded researching option ‘CiteMe’ allows instant access to “in-text citation and references” and decreases the time-consuming hassle during citation and reference formatting; hence a quality experience for a stronger positioning.
Marketing strategies are formulated by set objectives prior to and after implementation of the new brand. Primary objectives include max awareness and projected sales/revenues of the new iEngine services to consumers in the U.S and across the world. To do this, the following sub-objectives are developed and implemented—expected to achieve within one year:
1st Quarter, FY19 – use both online and offline integrated marketing channels to promote consumer awareness of the new SEO brand
2nd Quarter, FY19 – Improve sales margin by a minimum of 5 % above that of competing brands
3rd Quarter, FY19 – acquire an average market share of 8 to 10 percent by the beginning of the 4th quarter.
4th Quarter, FY19 – revenues and profits earned, exceeds total cost (R&D, marketing, administrative, etc.) by a minimum of 5 percent by the end of the quarter
Distribution strategies include methods for conveying the message of iEngine to the target market through integrated marketing communications (IMC) (traditional and online adverts) such as magazines, public relations, and primarily social media (Richards, n.d.). Social media tools such as Facebook, Twitter, Instagram, coupled with other online tactics, are effective and cost-efficient ways to connect with several audiences, near and far, and across the globe (Richards, n.d.). Distribution will also include plans to expand online retail relationships and building corporate alliances.
Through strategic alliances, strategies to reach mass coverage will be based on mutual agreements to co-brand and pre-load iEngine onto personal desktops, laptops, or any other tpyes of smart devices. Selective distribution channel mix that works well together reduces selling costs by approximately 30%,” and most cases, are cut in half (Sheridan, 2000, p12.).” Unlike Google, more efforts into promotional activities is an effective strategy to attract current and new customer base and build brand equity.
Target Customer Segmentation Analysis
A statistical report of internet users as of 31 December 2017, shows approximately five billion people (of 7,634,758,428) to use the internet for information (Miniwatts Marketing Group, 2018). Of this population, more people are accessing the internet via smart devices such as tablets or smart phones as opposed to desktop or laptop computer (U.S. Securities and Exchange Commission [U.S. SEC], 2015). Additionally, a substantial portion (56 million) of internet users are online students and business professionals that range among the following profiles/ demographic:
Gender – 53% female and 47 % male
Age – ranges between 26 and 44; the average age is 34
Race – White (46 %); Black 24%; Hispanic 29 %; Asian 3%; all others 4.5%
Income – 81% are employed with 73% reported income below $40,000
Current growth in online learning is 21% compared to 1.8% in traditional education (Onlineuniversities.com, n.d.). Base on this analysis and the infinite desire to gain research data for several reasons, opportunities to facilitate brand awareness and its featured developments during consumer’s transition between technological sources is key. iEngine targets individuals with a deeper need for information for which research results are formulated to develop solutions or support personal achievements on a much broader scale. These type of customer segments include educational and business entities, such as students, educators, professional researchers, and so forth that demonstrates a desire for information that is accessible within a multi-screen environment.
Customer Insight
To gain consumer perspective of the new brand iEngine, the responses of twenty participants (10 virtual and 10 in person) was evaluated during a survey designed to assess consumer’s feedback on their experiences of SEOs, and how such services can better support their needs and ends with a quality experience. Methods used in the previous survey of competing brands were also used to bridge the gap between internal strengths aligned with external opportunities. Respondents were gender-neutral (10 males and 10 females) and grouped according to status (students vs. working professionals) between ages 18 through 40. Survey questions were structured to measure participant’s post experiences of other SEOs brands and how iEngine can top current experiences to gain competitive advantage.
Base on the survey, respondents are highly comfortable with using Google search, over Bing, for business and educational needs. However, 17 (77%) shows little confidence in search results by both competitors as some information sources lose credibility when the author and, or date supporting the information is often unavailable. However, all participants were aware of the Google and Microsoft brand elements (specifically the logo and design) which, showed a strong connection between participants memory of the brand in relationship to their post experience of the products or services owned or used.
In contrast, participant’s views of iEngine indicated some potential benefits toward implementation of the brand. Respondents were enthused by the brand’s relative and yet unique delivery of the “touch and voice; audio feedback; and citation and reference options.” Respondents shared respective insight on the benefit of each feature and their perception of value from a consumer perspective. Overall comments by all participants suggest stronger positioning of the new iEngine (compared to competing brands) by highlighting the brand’s distinct capabilities (audio feedback and citation) during distribution. Participants’ insight of SEOs services, regarding current and new developments, suggest strategic marketing efforts to perpetuate similar and yet distinct characteristics of iEngine in areas of attractiveness, design, stimulation, and novelty to gain quick recognition by an already saturated market (Rauschenberger, Schrepp, Perez, n.d).
Brand Essence/Equity Elements
Maslow hierarchy of needs is a prominent model for illustrating the development of brand equity in brand communities (López, Sicilia, & Moyeda-Carabaza, 2017). Based on research, our environment is built up of people whose buying behaviors are driven by brand essence—the need for status by association or status by differentiation (López, Sicilia, & Moyeda-Carabaza, 2017). Therefore, to establish a global icon, brand elements of iEngine are categorized by physical characteristics that allow quick recognition by consumers with little correlation to other brands (Keller, 2018). That is, the iEngine brand will establish equity through current positioning strategies where consumer’s experience of iEngine services are valued and remembered. Feelings of empowerment during research will create a memorable experience for the consumer while ensuring the memory of the brand, that is both recognizable and distinct by the following characteristics:
Logo – includes a two-character symbol centered inside a green circle.
Brand design – ‘ i E ngine’
Slogan – “Be Empowered!”
Unlike Google and Microsoft, brand elements of iEngine are more differentiated in its presentation and strictly focuses on quality despite meeting similar consumer demands. In other words, consumer connection to the brand will rely upon service performances to build consumer loyalty and establish brand equity (Keller).
Brand Positioning
The positioning of iEngine will be differentiated in the form of three categories: functional, symbolic, and experiential positioning (Positioning, n.d.). Functional positioning will include offerings, such as advance options (i.e. displayed citation options) and innovative features (hands-free interactions) that supports a variety of professional and scholarly needs as a solution and or benefit (personalized customization, convenience, etc.) to customers.
Symbolic positioning will be strategically utilized as a tool for creating a brand image. The brand elements of the iEngine—name, color, design, slogan—will be implemented in such a way that aligns with the social trend of the niche market. The fact that iEngine competes in a shared market where competitors provide related products and services, is an opportunity to quickly capture the attention of customers who are first, frequent users of the internet, and therefore, potential users of search engine services. This approach will help with building brand equity and consumer-brand association quickly within the first year of launching the brand.
Lastly, the effects of experimental positioning it to influence consumer memory and awareness of the iEngine brand. This concept is intended to shape consumers preferences of iEngine over competitors, influencing customer’s willingness to search for iEngine and opportunities to build high customer loyalty base and derived-brand equity with iEngine is achieved. (Fuchs and Diamantopoulos, 2010).
Brand Concept
Based on primary research of consumer preferences and current market trends, there is a demand for better and innovative ways to access information quickly with the use of advance technology. Therefore, the overall concept of iEngine derives from the assumption that customers’ demand quality in the product and services they buy. In addition to brand positioning strategies, iEngine is intended to provide a sense of ease and trust in the minds of the consumer during their searching experience.
The goal is to provide functional and emotional benefits such as more search options, direct citation access, and customized features that appears unique and more user-friendly than other brands (Robertson, 2013). The slogan “be empowered” is geared to motivate the customer’s desire to experience the brand (call to action affect) and satisfy the need for self-actualization—realization of one’s full potential (Joseph, 2016). The assumption that when customers are satisfied, both the customer and the company benefit, and the likelihood of increase brand awareness, positive brand image, and customer perceived value is achieved.
Strategic Brand Promotional Mix: Traditional Promotions
Among the various elements of the traditional promotional mix—personal selling, advertising, sales promotion, and direct marketing, and public relations—it would be more effective to utilize online advertising and direct marketing as tools for promoting the new iEngine. Based on recent reports (in 2018), internet usage of the target market accounts for approximately 96% of a U.S. population, ranging from age of 26 to 44 (Statista, 2018). Past and current survey analysis suggests the strategic use of online advertisement is profitable, assuring max market coverage and max awareness the new SEO brand.
Additionally, public relations (PR) will also be used to help communicate information about the brand in which favorable reviews or opinions on quality, uniqueness, and benefits are relevantly highlighted. Strategy for PR activities includes a fan page on social media and selected campaigns as face and voice for relaying information of the unique functions and feature of iEngine to audiences of 2000 or more (Barnes, n.d.). Combination of promotion elements, traditional and new media, through digital means (online and television) and nd p via internet only a few elements generally considered for marketing new iEngine and gain competitive advantage.
Strategic Brand Promotional Mix: New Media Promotions
In addition to traditional promotion strategies, newer ways to reach customers are trending in the ‘social media’ arena. According to statistical reports, the growth in social media users is rapidly increasing across the globe. Over 64 percent of 1.6 billion social network users are accessing the social media platforms online daily. Base on statistic reports, Facebook accounts for the most user-access and online visits to other networks such as Twitter, Instagram, Pinterest, YouTube, just to name a few. With primary and secondary research data, social media usage is projected to rise significantly to over 3 billion users by the year 2021 (Statista, 2018).
Considering users engaged in long-spent activities across social media platforms, the benefit in capturing customer’s attention to promotional offerings (i.e. free trial usage, seasonal pricing discounts) is expected to be highly profitable. Because social media is popular for providing innovative ideas for new developments through customer opinions, comments, and most often, quantitative and qualitative data of search activities, social media platforms is a strategic way to create connections that allow marketing efforts of iEngine.
The information provided in this report presented opportunities to launch iEngine as the newly advanced and innovated SEO to the technology industry. Based on market research, the launching of the iEngine brand will meet demands presented by consumers of the target market, which is a substantial share of the U.S. population alone. Current strategies for successfully positioning and promotion of the new iEngine brand deems profitable, and therefore, is ready for launch.
References
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