Your Marketing Plan

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Fiesta Incorporation’s marketing plan

Fiesta Incorporation’s branding strategy

Bearing in mind the position of the organization, it is prudent that three of the four marketing strategies are used at the same time to ensure that the organization is fully marketed. The three strategies that will be instrumental to the success of the organization are the brand name selection, brand positioning, and brand development. The brand name selection will look at ways to ensure that the name of the company “fiesta” fits with the services and products offered by the company. The brand positioning strategy will focus on three main things; the characteristics of the services and products that the company offers, the advantages of the services and products offered by the company over their competitors as well as the values and the beliefs that the company prescribes to. The brand development strategy will focus on brand extensions.

The brand name selection strategy

At the moment, the name of the company is Fiesta Inc.; fiesta is the Spanish word for a party or feast. The name is appropriate considering it is a company that operates in the technology industry. The best marketing or branding strategy for the company is any strategy that campaigns that the products and services offered by the company bring joy to the lives of the customers. By having a slogan that states that the company’s products are the life of the party then the company is likely to attract young aged customers as well as tech survey customers who live for the moment. In addition, the company should design their logo to incorporate themes of technology and joyous celebration. With a logo that has the above theme combined with the slogan then the company can sell itself as a company that produces products, technological products that bring joy to the lives of people. The company can also look at ways of ensuring that they customize their logo depending on specific customers (Batey, 2015).

The brand positioning strategy

Fiesta Inc. is known all over America for its innovative products and useful products. The company is also known for its outstanding customer service experience when providing services for its customers. It is for the above reason that the company should carry out a marketing campaign that lets all the customers, as well as potential customers, know of the products that they offer. The company should not shy off from proclaiming the benefits their products offer to customers, the attributes about their products that make them unique as well as more useful compared to products from other companies. The marketing campaign should also market and advertise the services they offer and the manner in which the services are offered. The above branding positioning strategy will ensure that the company’s brand awareness increases and through that the company can attract more customers which will translate to more revenue collection for the company.

The brand development strategy

Since the company is known for producing mobile phones and computer devices, the company can have several brand extensions that will ensure that its brand awareness increases. The company can adopt a marketing strategy that sells the company as a one stop solution for all handheld devices as well as computer devices. The company can opt not only to sell mobile phones that they have developed but they can team up with other mobile phone developers and sell their products. Through the above, the company will tap into their competitors market with a probability of retaining the customers.

In addition, the company can offer products and devices that are associated with mobile phones as well as computer devices. For example, the company can start selling earphones, Bluetooth pieces, branded laptop bags, phone covers, laptop, and computer covers and electronic stencils. The above brand extensions will grow the brand of the company. Customers and potential customers will no longer view the Fiesta Inc. as a mobile phone and computer devices developer but they will view the company as a household technology company that offers all products and services related to computer and mobile phones.

With all the above brand strategies taken into consideration a strategy that will ensure that Fiesta Inc. stands out from its competitors is the role-focused specialization strategy. The strategy will push for the company to produce mobile phones and computer devices that are appealing to professionals due to the services and applications they offer to professionals (Marx & Hsu, 2015).

The primary and secondary market for the company

The two main divisions of the products and services offered by the company are the mobile phones division and the computer products’ division. Each of the divisions mentioned above has both its primary and secondary market. The primary market for the mobile phone division consists of young customers, professionals between the age of 24 and 45 years and institutions. The secondary market for the mobile division products consists of anybody interested in getting a mobile phone handset regardless of their age.

On the other hand, the primary market for the computer products division is the retail market that consists of retail customers. The retail customers include; professionals. The other primary market for the computer division products and services is organization and institutions. Just like the mobile division’s secondary target market, the secondary target market for the computer division and products and services is anybody interested in getting a computer regardless of their age. It is important to note that the target gender for both the mobile and computer divisions is the male gender and this is because of the preference of the male gender to deal and relate with technology. In addition, the primary geographically target market for the products and services offered by the company is the whole of the United States, with special emphasis on the city of New York.

The primary and secondary target market for the mobile division products and services

The primary market for the mobile division products and services consists of young people between the age of 15years and 30years; is the most technological survey group in America at the moment. Young people desire to have the latest gadgets available in the market. In the Fiesta incorporation case, young people desire to have the latest handheld device that can meet their expectations. It is for the above reason that the company should come up with branding strategies and advertisement campaigns that focus on young people. For example, they can look for young characters to star in the advertisements that they run or they can have their advertisements run on social media platforms such as whatsapp, Facebook, YouTube, and Instagram as the above platforms are frequented by young people who are in the age bracket mentioned above (Latiff & Safiee, 2015).

Most professionals in America range between 24 and 45 years and like the young target customers mentioned above, the professionals love having the top handheld devices available in the market. This is because the handheld devices act as extensions of their career life; handheld devices allow them to make business calls and reply to emails at the convenience of their homes or social places. By targeting the young professionals the company can grow its revenue base and build its customer base. A way through which they can effectively ensure that they increase their brand awareness to the young professionals is through running ads on professional sites such as linkedIn.

Another primary customer for the mobile phone divisions is institutions and organizations that have offsite employees. In order to ensure that their employees are always in communication with the head office as well as with their colleagues, organizations and institutions get their employee's mobile phones or hand held devices. By the company realizing that the organizations and institutions with off-site employees are their primary customers, they can run marketing campaigns that target them. On the other hand, the secondary market for the mobile phones divisions is basically anybody in need of a mobile phone or a handheld device and that market consists of customers from almost all age groups (Truong et al., 2017). To ensure that they capture the above mentioned market, fiesta Inc. can run advertisement ads on mainstream media in order to increase their brand awareness.

The primary and secondary target market for the computer division products and services

Professionals are part of the primary target market for the company because of their use of computers, specifically laptops to carry out their day to day operations. Professionals ranging from doctors to businesses use computers as well as computer systems to earn their living. By placing an emphasis on the above target market, the company can grow its revenue base as well as its customer base. Just like in the mobile divisions, the company can carry out marketing campaigns by placing advertisements on their products and services primarily on linked and secondarily on some few social media platforms such as Facebook.

Most institutions and organizations in the US as well as all over the world use computers, be it laptops or desktops to carry out their operations. It is for the above reason that organizations and institutions are also the primary target market for the Fiesta Inc. organizations can make relatively large orders on the computer products and services offered by the company and it is for that reason that there should be marketing campaigns that target organizations and institutions. In order to ensure that they effectively capture the organizations and institutions’ market, the company can market themselves in technology conferences as well as through professional sites such as linkedin.

Organizations and professionals are not the only entities that need computers or computer related services. Households need computers as well as schools. Households, schools and any person interested in computers or computer services are the secondary target market for Fiesta incorporation’s computer division’s products and services. Branding and marketing strategies that can ensure the company attracts the above target market include advertisement strategies that run on social media platforms as well as main stream media.

Positioning statement

The fiesta Inc. strategy focuses on professionals and for that matter young professional. The organization has identified that young professionals are not afraid to invest some substantial amount on tech gear as compared to old professionals and it is for that reason that the positioning statement of the company is as below

“The fiesta Inc. is a technological firm that specializes in providing state of the art handheld devices and computers for professionals. Our teams of developers have the skills required not only to come up with good devices but have the skills and knowledge to customize the devices to the preferences of the consumer. As a company, we are familiar with hundreds of software applications that can be used by most professionals. We have a reputation for delivering quality products and offering relevant support to our customers at an affordable price. That is why 9 out of 10 clients have as on a long term contract. When you need the best mobile and computer device for a professional, Fiesta Inc. is your most reliable choice.”

The Fiesta incorporation’s perceptual map

Low quality

Dell

High quality

Low quality

Apple

Fiesta Inc.

Low price

HP

Microsoft

High price

Other technological firms

Low quality

Consumer behavior

Vero analytics data on Americans shows that on average an adult American, that is above 18 years of age owns over five devices. The devices consist of smartphone, PCs, and tablets. In addition, the data also showed that the average time that users spend on the above mentioned devices have been slowly but steadily increasing in the last five years. The breakdown on the usage included; the average time spent on mobile phones and tablets was identified as 115 minutes per day, the average time spent on PCs was identified as 105 minutes per day. The above figures indicate that the demand for mobile handheld devices and computers is on the rise and by the indications of the figures the time spent on the devices will continue increasing as more features get added onto mobile phones (smartphones) and computers (PCs).

In addition, the average age of consumers who purchase mobile devices and computers in America is 25-34. The male gender makes significantly higher purchases of the above devices compared to their female counter parts. Reliance on the consumer behavior mentioned above has really helped in the identification of Fiesta incorporation’s brand name, brand extension, slogan, logo, as well as the company’s positioning statement.

The brand name

The brand name is a Spanish word that means a party and considering the behaviour of the average customer for the products and services offered by the Fiesta incorporation then the brand name is ideal. Most people in the age bracket of 25 and 34 are young adults; adults who are newly married, eligible bachelors and bachelorettes, adults in their first or second jobs, adults who do not have much responsibilities and adults who do not mind parting because of the few social and financial responsibilities that they have. It is for the above reason that the company’s brand name is ideal; the young adults associate with parties a lot.

The brand logo

The logo of the company contains the image of a person that seems to be speaking at a podium and under the image, there is the company’s slogan. According to reports on consumer mannerism, consumers get attracted to brand logos that speak to them or speak about them (Sharma & Shah, 2017). The fiesta Inc. logo speaks to the primary target customers of the company; young professionals. All young professionals desire to be leaders and the brand logo is a reflection of that. The brand logo is appropriate for the target market.

Brand slogan

The slogan of the fiesta company is “a company that produces products that are the life of the party”. The slogan just like the brand name is ideal for the primary target consumers of the company. The average age of the primary consumers of mobile phone devices and computers is 28 years and the gender that is most associated with the state of the art mobile devices and computers is the male gender. Most people in this age love having a good time and having the state of art technological devices. It is for the above reason that most people who are 28 years and who are male love being referred to as the life of a party. With that in consideration, then the slogan of Fiesta incorporation is ideal as it appeals to the average age of the primary consumer of mobile phones and computers.

Brand extensions

According to the consumer behaviour of most people who buy mobile phones and computers, they as well buy products that go hand in hand with the above devices (Miller & Toman, 2015). Top of the list of products that go hand in hand with mobile phones and computers include; earphones or headphones, flash disk, and other external storage devices, bags for carrying the devices and back-up power sources for the devices. Basing from the above mannerism then it is in place for the brand extensions that support Fiesta Inc. The preferred brand extension products for Fiesta Inc. include; earphones, external storage devices, and back-up power source. The brand extensions identified for Fiesta Inc. are best suited for the company.

Positioning statement

Most customers not only in the United States but all over the world prefer dealing with a company that offers quality products or services at an affordable price as they get what they desire at a good price. According to the positioning statement of the Fiesta Incorporation, the company exactly offers that and in addition, offers reliable support for all their products. It is for the above reason that the positioning statement is applicable bearing in mind the consumer behaviour of the target market for the company.

References

Batey, M. (2015). Brand Meaning: Meaning, myth and mystique in today’s brands. Routledge.

Latiff, Z. A., & Safiee, N. A. S. (2015). New business set up for branding strategies on social media–Instagram. Procedia Computer Science, 72, 13-23.

Marx, M., & Hsu, D. H. (2015). Strategic switchbacks: Dynamic commercialization strategies for technology entrepreneurs. Research Policy, 44(10), 1815-1826.

Miller, D. W., & Toman, M. (2015). An Analysis of the Syntactic Complexity in Service Corporation Brand Slogans. Services Marketing Quarterly, 36(1), 37-50.

Sharma, R., & Shah, M. (2017). Product/Brand Positioning and Interactive Advertising. Journal of Commerce, Economics & Management, 1(3), 6-10.

Truong, Y., Klink, R. R., Simmons, G., Grinstein, A., & Palmer, M. (2017). Branding strategies for high-technology products: The effects of consumer and product innovativeness. Journal of Business Research, 70, 85-91.