1-2 Report: Role of Marketing in Brand Management
Ashley Allen
MBA 645 – Optimizing Brands
Southern New Hampshire University
You have all heard, I'm confident, that a serious security incident at one of our
amusement attractions has hurt our reputation and caused the shutdown of all sites worldwide.
The corporation is moving ahead with a staged rehabilitation, starting with U.S. Park Southeast,
since it is convinced that the problem was already adequately resolved. The senior sales person
has given me the responsibility of organizing the advertising reaction. In order to assist every
global advertising agency realize the importance of advertising in preserving the client base to
our firm, I have created this research.
The Four Ps of Marketing
Product
In its most basic form, the item is the given commodity getting advertised. The water
resort could be the merchandise in our scenario. Due to significant potential dangers that resulted
in the injuries of numerous staff and visitors, it is critical that our customers' and workers' trust in
our business be reestablished. When our parks return, there should be prominent advertising
indicating the regular assessments and safeguards are taken on each ride and attraction. In this
approach, we can demonstrate to our clients that all attractions prioritize security.
Price
The customer will pay for an item or items to the buyer. If it comes to pricing, it can be
tough to strike the equitable level between being inexpensive sufficiently to draw additional
clients while not eroding the corporation's total earnings. By adding additional annual pass plans
at attractive pricing levels, we can attract current and existing clients. Several consumers may
buy advance tickets since they appear to be a good price, merely to use them once or twice a
year, resulting in higher earnings for the corporation. We may also incorporate options with
regular or season tickets, such as discounts on shopping or refreshments, or fast passes to avoid
the wait at a few of the most major tourists.
Place
The location of the item or product getting marketed is referred to as its location.
Consequently, the sites of our resorts are fixed. We can't just pack up and relocate everything to
another place. We have opted to begin the progressive reopenings in areas that have consistently
performed the best. This will be determined by a number of criteria, such revenue figures, survey
details, and favorable and unfavorable social media attention.
Promotion
The term advertising relates to just how our services are marketed and presented. A
delayed restoration of our sites allows us not just to rebrand, in addition to launching a marketing
campaign highlighting the updated and enhanced security measures across our sites. This might
encompass online comments, explicit advertisements on regional internet sites and social
networking sites, direct mailers to countries bordering our sites, and news briefings of our resorts
immediately after launching. We may also implement a software loyalty programme for satisfied
fans, in which they can generate income off refreshments or products by detecting barcodes at
random places across the sites over numerous journeys.
One of the really essential parts for the firm to strive for is consumer trust in our image.
For instance, loyal consumers can save money by lowering the quantity of promotion required to
acquire new clients. We may augment this utilizing the previously described incentive scheme,
which would attract consumers returning to redeem their awards.
Decreasing rivalry ultimately depends on increasing brand awareness. Loyal patrons are
increasingly inclined to select any of our attractions over those of competitors. The limited
number of rivals is due in part to the significant startup and operation costs of attractions, but to
discourage visitors from visiting rival attractions, we must foster trust and self assuredness.
Our full investment success is significantly influenced by the repeat business of our
customers. The Marketing Science Foundation showed in a survey of 220 commodities that
higher brand affinity or recognition "required pricing of 26% on total, even when corporate
brand image remains the same" (Diorio, 2019). This demonstrates that even when rivals are
providing essentially the same goods, we can make money thanks to the strength of client
maintenance.
