- All Best Essays, Term Papers and Book Report

Market Management

Essay by   •  April 19, 2013  •  Research Paper  •  1,951 Words (8 Pages)  •  1,432 Views

Essay Preview: Market Management

Report this essay
Page 1 of 8


Marketing has been thought by several people to be some type of mystic as well as magical formula in which production companies use it that introduces new merchandise. On the other hand, the team that is behind promoting the specific product are very important for its eventual success otherwise its failure. In two different examples, you will see the highlights of the vagaries of the promotion of the context of the eventual success. Additionally, you will see one of the most outrages as well as expensive failures that has been included and the mostly cautionary tale that any new as well as coming marketing executives should never do.

Marketing Success Examples


When someone thinks of marketing, they might believe that the strategy is some kind of magic; but then again, the marketing strategies are really the groundwork of a well-written marketing plan. At the same time that the marketing plan obtains a list of events, but the marketing plan that does not have a sound strategic base will not make sense to no one.

Definition of Marketing Plan

The marketing process is understood through the marketing mix theory in which it had been explained before. For this technique, the final action within the process would be the actual control of markets intended for the most organizations. Therefore, "strategic planning" is an annual process, usually covering only the direct year to come. Frequently, several organizations might look in a more extensive measurement, through a sensible plan, in which it extends it for three otherwise more years in advance. However, this might really make sense for several kinds of corporations.

In order for the plan to be a better success, then the plan must be prepared and clearly understood, and is frequently done in a printed format, like a formal "marketing plan". The center of the procedure is that it shifts from the conceptual to the detailed, and from the vision to the mission, and then last of all it is to the goals that the corporate objectives of the organization, then down to the individual action plan for every part of the marketing program (Flaim K. 2007). In addition, it is a collaborative process; in order for the draft output of each stage that is checked to distinguish what impact it has on the previous stages, they will then be corrected if required.

Marketing Plans: an Example of Success

A single successful as well as marketing strategies that had been loved was the Wendy's advertising slogan in addition to the promotion program, was "Where's the Beef". The strategy was referring to the commercial promotion of the Wendy's hamburgers from the Wendy's fast food restaurant chain. The pitch had been centered on the elderly woman whom lamented on the

Present state of the hamburger within the business as being excessively small, of course, compared with the moderately large amount of Wendy's offerings. However, this had been a successful plan, in which it had urged an epidemic of replicate incarnations that followed for months and years. Several customers had been well aware of that one phrase, "Where's the Beef" and then it had become a national hit throughout the country, or might have even been throughout the world.

Marketing Plans: an Example of Failure

Crystal Pepsi would be a good example of failure. Crystal Pepsi is a soda that is marketed by PepsiCo, from the early 1990's. For the period of the 1990's there was a marketing trend equating clarity that was with purity that began with recreating the Ivory soap from its classic milky solution (Garber, 2003)' and the thought had extended into other several businesses in which it had included PepsiCo. Crystal Pepsi had been marketed because it was caffeine-free "clear alternative" to standard colas, equating clearness with purity as well as health (Zyman, 1999). Their market slogan was "You've never seen a taste like this". Regardless of the help with a very popular super group, Van Halen as well as their song, "Right Now" being in their promotional ads, the product eventually flopped, with it being only after one year, it had been abandoned.

Analysis of Examples

What did happen to these two examples for them to be dissimilar? Why was it that one had ended with the resounding as well as the enduring success and the other one was a big failure? We will start with the hamburger campaign that was used by Wendy's. This seems like it might have been so much of the marketing magic, except in reality, it had been a well-crafted as well as devised plan in which it had considered the public's interest. Although this time period had been recognized for its wealth as well as its excesses, the majority of the customers had always been concerned in receiving their money's worth from their products. However, this had been the idea that was behind the slogan as well as subsequent advertising campaign. The women that had stared in the ads was Ms. Peller, and she was not in anybody's thoughts, a beauty queen, or even that likeable. However, she had voiced the concerns that several of us had felt at the time, namely that we was getting far less for our hard-earned money.

What had gone wrong for the Crystal Pepsi's product had failed? Before, the whole thing had hinged on marketing, the decisions made through the advertising staff. They had wrongly evaluated the need for freshness as well as the clarity in the soda market, as well as they had spent a great deal of revenue rolling out manufactured goods that would eventually fail. The need for purity, make-believe on the other hand



Download as:   txt (11.1 Kb)   pdf (129.9 Kb)   docx (13.3 Kb)  
Continue for 7 more pages »
Only available on
Citation Generator

(2013, 04). Market Management. Retrieved 04, 2013, from

"Market Management" 04 2013. 2013. 04 2013 <>.

"Market Management.", 04 2013. Web. 04 2013. <>.

"Market Management." 04, 2013. Accessed 04, 2013.