Homework Assignment

Stansoft Software Corporation

Kristin Velix

11/13/2017

Marketing MKT500

Dr. Burger

Branding strategy

The Brand of any company is a significant event compared to a slogan, name, or logo (Metaxas & Deffner, 2015). It is the whole experience customers, and prospects have with the business entity, service, or product. The brand strategy of Stansoft Software Corporation stands for what the company is promising to its customers and the personality it is conveying. The brand strategy of the company entails the company's name, color palette, slogan, and logo. The above-listed elements in the brand strategy are essential because they are the creative elements that convey the brand of the company. Below is a brand strategy for Stansoft Corporation:

Branding is vital for the company because it helps when it comes to selling its services to a vast consumer market. It helps the company to stand out from its competitors. The brand strategy brings the company's competitive position to life. Apart from bringing the company's competitive position to life, it also positions the company as a specific something in the mind of the company's customers and prospects. The company's slogan is "A Change for the Better." When it comes to brand extension, other software that will be created by the company is going to be sold as this brand name. Examples of software that the company plans to launch are the Stansoft search engine, advertisement, and marketing software. These products will be marketed and sold under the same brand name.

Marketing strategy

The marketing strategy for the company will be less hostile. It will not have the types of advertisements that attach competitors in a manner that is direct. All search results that relate to marketing must be targeted by the company. The marketing strategy will be directed toward improving the image of the company.

The Marketing campaign which is the marketing strategy will have the following: Stansoft segmentation targeting and positioning, Stansoft marketing mix (7ps of marketing), and Scansoft's marketing communications mix. The Stansoft segmentation targeting and positioning will direct the attention of the company to specific group among the population. They will be a group that values advanced features and capabilities and efficiency, as well as the speed of operations of the technological products and services. As per Scansoft's marketing mix (7ps of marketing), attention will be directed to product elements to a greater extent. This is compared to other components. Stansoft marketing communications mix will make use of sales promotion, advertising, direct marketing, public relations, events, and experiences to convey the marketing message or information to the target customer service.

Positioning statement

The positioning of Stansoft Corporation services is better compared to that of its competitor. The customers perceive that the company's service is of a higher quality, and its cost fair compared to that of its rivals in the market. The company has an excellent positioning statement that sells the services of the company. A positioning statement is the foundation of any marketing activity. This is because marketing entails communicating one's brand positioning with the aim of enticing potential customers to trust your products (Jeston & Nelis, 2014). The position statement is the reference document for any branding activity a company does have.

Stansoft Corporation is a technology company that offers a wide variety of calendar software that is specifically designed to satisfy the needs of its end users. Also, to ensures no complaints arise from its customers in relation its products and services. This is the only company that offers its customers a wide range of options that makes life easy through its improved calendars. Stansoft Corporation is determined to maintain its status as number one company in the field of creating calendars and to making the lives of its end-users smooth throughout their day.

Perceptual map

"A perceptual map is the visual technique designed to show how the average target market consumer understands the positioning of the competing products in the marketplace. It is a tool that attempts to map the consumer's perceptions and understandings in a diagram" (González‐Benito et al., 2014, p. 117). The above perceptual map shows the positioning of Stansoft Corporation with regards to its competitors in the market, among them Microsoft and Oracle. Price and quality of products are used in comparing the companies side by side. The position map clearly shows that the company is offering high-quality services at an affordable price compared to Microsoft and Oracle’s. Oracle’s comes second in its service quality and pricing level. Microsoft’s has high-quality services, but their prices are a bit higher compared to that of Stansoft Corporation and Oracle’s.

Relevant customer behavior

The company defines consumer behavior as the study of consumers and the process they use to secure, select, and dispose of services, ideas, or experiences to satisfy their needs. Stansoft Corporation is applying the concept of consumer behavior in their marketing strategy and social marketing. This approach is applied in the marketing strategy, especially when it comes to marketing campaigns. For example, the company knows that consumers are more receptive to its software advertising when they are tired; this makes the company schedule its advertisements late in the afternoon and in the evening. The company also knows that new products and services introduced on the market are slowly adopted by customers, and only spread gradually and later. This makes the company ensure new products and services lines, are well financed to make the new service stay afloat until it becomes a commercial success in the market. Social marketing entails getting ideas from service consumers of the company. The company knows that most consumers of the company like social media. To efficiently pass insights to consumers, the company is exploiting social media, especially Facebook, Twitter, Instagram, Google, and Wikis among others.

The Company's mission statement and company introduction

Stansoft Software Corporation is a small technological business owned and formed by two qualified programmers that deal in selling customized calendar programs. They also sell application development to about two hundred firms that use the software for advertisement and divestment of the companies' activities. The corporation is essential in offering employment. It employs at least two hundred employees per year. The firm has periods of offseason and peak season whose challenges have been how to maximize their profits and to use their resources maximally during the offseason.

The mission of the company: To make it possible for people in different parts of the world realize their full potential in their daily life. This mission statement is a commitment to the customers to keep them on time at all times. The company delivers on its promise by creating technology that is easily accessible by every person, irrespective of age and ability.

References

González‐Benito, Ó., Martos‐Partal, M., & Fustinoni‐Venturini, M. (2014). Retailers’ Price

Positioning and the Motivational Profiling of Store‐Brand Shoppers: The Case of Spain. Psychology & Marketing, 31(2), 115-125.

Jeston, J., & Nelis, J. (2014). Business process management. London, UK: Routledge.

Metaxas, T., & Deffner, A. (2015). Using Critical Path Analysis (Cpa) in Place Marketing

Process: a Methodological Approach in the Case of Rostock, Germany. European Spatial Research and Policy, 22(1), 135-151.