Case Study: Marketing Principle and Digital Technology

This case study examines the integration of digital technology into the marketing of play equipment. It explores how digital advancements like virtual simulations and data analytics are changing the industry. The case study focuses on the application of marketing principles, including the mark...Read More

Principle of marketing and communication in
digital world
Case Study of Leisure and Entertainment Product

Introduction
• Marketing Principle includes four basic Principles
– Product
– Price
– Place, and
– Promotion
• Marketing Strategy is to be effective
• Proper method of marketing mix is to be
selected.
• Principles of marketing also includes- targeting
customers, and branding of product.

Product to be developed
• Case study of playground equipment
manufacturer
• Implementing digital technology in wooden
playing devices
• Increase in technological aspects resulted in
implementing digital technology in playing
equipment
• Helps to intensify the global competition
• Digital equipment helps to view as well as analyze
videos of themselves

Customer need
• Customer needs virtual simulation instead of
physical ones
• Tracking of devices and using numbers and
metrics with new playing devices
• Create a balance for analytics and for talent
• Creates virtual reality and better fan experience
• Provides better equipment for playing

Opportunity for company
• Implement digital technology
• Improve the tracking process of
athlete
• Innovative idea to take sports to
next level
• Helps in competitive advantage
• Will have profit from the innovation

Distribution
• Deciding the distribution types
• Profiling the distribution partner
• Creating a target list for all the
categories of product
• Practicing for partner sales

Marketing Strategies
• Selecting different promotion plan
• The proper marketing mix is to be chosen
for completing the promotional plan
• The total amount of money that is allotted
for the promotional activities are to be
kept in mind
• Response strategies are to be
included in the marketing
promotional plan

Recommendation of Marketing Mix
• Clarifying the things globally and
managing them locally
• Understanding the need of local
markets and developing a
collaborative approach
• Developing and socializing plan of
global marketing
• Managing the campaigns

References
Datta, H., Ailawadi, K.L. and Van Heerde, H.J., 2017. How well does
consumer-based brand equity align with sales-based brand equity and
marketing-mix response?. Journal of Marketing, 81(3), pp.1-20.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix:
getting the balance right. In Social Marketing (pp. 29-43). Psychology Press.
Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on
patronage: A meta-analysis. Journal of Retailing, 94(2), pp.113-135.
Liu, Y., Li, K.J., Chen, H. and Balachander, S., 2017. The effects of products’
aesthetic design on demand and marketing-mix effectiveness: The role of
segment prototypicality and brand consistency. Journal of Marketing, 81(1),
pp.83-102.
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer
loyalty in social commerce. Internet Research.
Jindal, P., Zhu, T., Chintagunta, P.K. and Dhar, S.K., 2019. Marketing Mix
Response Across Retail Formats-The Role of Shopping Trip Types. Available at
SSRN 3127580.