Case Presentation

Running Head: CASE PRESENTATION 1 Introduction This case study response was done based on analytical assessment through the scenario given about JAMPRO’s aim to rebuild and revamp brand Jamaica’s business image. This activity aims to broaden our knowledge base on compiling a case study’s response for final examination. However, this assessment introduces the development of objectives and positioning statements for the campaign that is set to take place, also marketing communication mix and evaluation is being emphasized. CASE PRESENTATION 2 Marketing objectives Marketing objectives are goals set by a business when promoting its products or services to potential consumers that should be achieved within a given time frame. Marketing objectives are also the marketing strategies set in order to achieve the overall organizational goals. JAMPRO aims to accomplish several objectives in efforts to rebuild and revamp Jamaica’s business image. A few of these are as follow: This re-brand needs to be a cross platform initiative to survive and really reap the potential global revenue. JAMPRO aims to urge manufactures of Jamaica the need to protect and promote “Buy Jamaica” to rebuild that trust and knowledge that the country has authority and is worthy of investment. JAMPRO aims to increase awareness though education having a component in building back the pride that people have in the land and culture and should also tie into the Buy Jamaica ethos. Lastly JAMPRO urge politicians/ media houses the need to be mindful of the Brand Jamaica image when they play verbal ping pong throughout each campaign promoting crime stats and the other party corruption. CASE PRESENTATION 3 Positioning Statement A positioning statement is a brief description of a product or service and target market, and how the product or service fills a particular need of the target market. It's meant to be used as an internal tool to align marketing efforts with the brand and value proposition. For aspiring entrepreneurs and investors yearning for success, Jamaica is the most complete, diverse and unique warm weather destination in the world, delivering an environment that cultivates creative, productive workforces and long-term, sustainable businesses. CASE PRESENTATION 4 Marketing communication (IMC) is the process of coordinating all the activities across different communication methods. This refers to integrating all the methods of brand promotion to promote a particular product or service among target customers. All aspects of marketing communication work together for increased sales and maximum cost effectiveness. It aims to deliver a particular message to a specific audience with a targeted purpose of altering perceptions and behavior. According to Lumen (2019) IMC makes marketing activity more efficient and effective because it relies on multiple communication methods and customer touch points to deliver a consistent message in many ways. As seen in the case, consumers have a bad perception of Brand Jamaica. Consumer Perception refers to the process by which a customer selects, organizes, and interprets information/stimuli inputs to create a meaningful picture of the brand or the product. This is evident in the case where it says “so strong is that image that Jamaicans are not generally seen as hardworking, innovative people. The vast majority do not think of Jamaica as a place to do business. This makes it more difficult to attract foreign investments”. According to the case “Jamaica has to compete for business and investment with other countries which already have a positive image… for example “Chinese as the most efficient manufacturers, Germans are seen as disciplined and Swiss are known to be money managers. “If Jamaica is to be seen by the world as a place to do business then we will have to promote a different image, without losing the brand of paradise on earth.” In order to change this “image”, we must change the consumer perception. This can be done by repositioning the brand. Brand repositioning is when a brand changes its status in the marketplace. This includes changes to the marketing mix, such as product, place, price and promotion. Repositioning is done to keep up with consumer wants and needs. The objective is to attract new customers, retain the current ones or encourage a good perception of the brand image. Some strategies that could help with CASE PRESENTATION 5 repositioning includes consumer engagement to keep people aware of what is going on with the brand as consumers want to be involved with the brand. Brand Identity could also be used through the use of logo, slogan, color scheme, marketing materials. Everything about the brand must tie together and provide a unified identity that the consumer can understand. The brand can improve on being socially responsible as it is a brand’s obligation to better the welfare of society. To utilize this strategy, the brand can include its partnership with charities in its advertising. The most appropriate marketing communication mix for this campaign would be Digital marketing. Digital Marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. The marketing landscape has changed drastically, with the rise of the Internet, smartphones, social and digital media all destabilizing the more traditional means of advertising. According to the case the brand should “remind people that Jamaica has a tradition of excellence not only in hotels and beaches but also produces the best rum, coffee and jerk food; the best workers who did everything from building the Panama Canal to running the London transport system; we have a stable democracy; a free press and the rule of law and a strategic location in the centre of the Western hemisphere.” With Digital marketing we will attracts targeted audiences online. It will enable us to channel and interact with targeted audiences in real time. We will also be able to engage with them in any form. By doing this we can get an understanding of what customers expect to receive and show the audience all that the country has to offer when interacting with the brand or business. This vital information will provide customers with an even better experience, develop good relationships and gaining their loyalty and trust that we will need when our business begins to grow. Digital marketing ability for attracting targeted traffic, help them transition into paying CASE PRESENTATION 6 customers that will revisit our website more, on a regular basis. Digital marketing will improve the brand reputation, as satisfied customers will most likely tell other people about their experience with the brand, product or service. Our brand reputation will go viral as expected, further opening new doors of opportunities for reaching bigger markets and attain business growth. We can easily monitor the results and measure as soon as targeted audiences provide contact information, subscribe to a newsletter or training program, or make a purchase. Digital marketing tools and techniques evolve rapidly with technological advances, but this umbrella term covers the ways in which digital technologies are used to market and sell the brands, products, services, ideas, and experiences. Another marketing mix that could be used is Public relations. This is used to create goodwill between the brand and consumers and the “public” or target segments it is trying to reach. This happens through unpaid or earned promotional opportunities: articles, press and media coverage, winning awards, giving presentations at conferences and events, and otherwise getting favorable attention through vehicles not paid for by the sponsor. The case posits that potential foreign investors generally don’t think of Jamaica as a place for serious business due to the “all-pervasive tourism advertisements of an island paradise where people do not work but rather spend their days drinking rum while lying under a coconut tree on a white sand beach gently caressed by the warm azure Caribbean Sea.” This is a great image for tourism in Jamaica but it does not capture the possibility of Brand Jamaica serious for Business. The public relation would help to improve the reputation of the business as it displays to customer testimonials, it encourages customer to review customer products and leveraging social proof. The Public relations will expose our business to new audiences and communicate with our customer. Hence their efforts manage how our information is being spread and work to protect CASE PRESENTATION our reputation. And help our brand gain more exposure. When someone hears about our brand from another source, Public relations will want to make sure the content is informative and drives them to convert. We can also use paid media to improve the visibility of your marketing campaigns; this is when you pay someone to display our content. Incorporating a paid media strategy will help expose your business to a more specific group of people who fit within your target market. This is more effective than content that’s distributed to everyone and anyone who just happens to turn on a local news station. Our actions, behavior, and the quality of your products and services are all within our control, one other thing you should do is track your brand mentions. This will help us to see what people are saying about your brand, products, or services, Mention can also connect you with potential influencers. PR activities plays an important role in identifying and building relationships with influential individuals and groups responsible for shaping market perceptions in the industry or product category where the brand operates. The final marketing communication mix that Brand Jamaica could use is advertising. Advertising is any paid form of presenting ideas, goods, or services by an identified sponsor. Advertisers may target individuals according to their profile characteristics or behavior. It helps the brand reach a wider audience within the shortest possible time frame. Advertisements in newspaper, television, radio, billboards help end-users to believe in the brand and also motivate them to buy the same and remain loyal towards it. Using advertising will give us an opportunity to show the world how diverse the country is also what country has to offers and also bring awareness of products or services that we have it will also educate our audience about product and service and that there more to Jamaica. The case made mention of Brand Jamaica which is associated with Bob Marley, the World’s biggest music star and Usain Bolt, the world’s fastest 7 CASE PRESENTATION 8 runner. Advertisements not only increase the consumption of a particular product/service but also create brand awareness among customers. By advertising we will get the word out about the product and services. This involves creating a campaign that aligns with the wants and needs of the prospective audience. A great advertising campaign uses a mixture of media to best generate excitement for a product. Using advertising we can reach a wider audience more precisely with print ads and advertorial placed in newspaper to reach local audience or in magazine Digital ads can now be highly targeted by advertising on specific websites related to our products, and even "pop up" on search engines when people search for a similar product, or on Facebook when they express interest in something by “liking” it. Outdoor ads can be placed near a specific location, and transit ads can run on vehicles whose routes go where your market lives and works. Advertising on radio and television can be expensive, but we can save by advertising only on stations that are popular with your market, or at times of day when our audience is likely to be tuned in. Evaluation of Campaign CASE PRESENTATION 9 The population of Jamaica is approximately 2,953,061 million and the country’s motto is “Out of many one people” which means that it is has people from many nations. Many stated that the small island was made famous by the world fastest man, Usain Bolt and the well-known musician, Bob Marley. People of different nationalities around the world who has never visited the country or has no knowledge of what the country entails, believe that Jamaica is only known for the smoking of marijuana, the people are Rastafarians and that we live in caves or under coconut trees. As the brand manager of JAMPRO, our team will be discussing how we can launch a campaign to revamp Jamaica’s business image. Marketing includes advertising, selling and delivering products to consumers or other organizations which is done by a company to promote the buying or selling of a product or service. Marketing the brand is essential for the increase in revenue of the business. Both small and large businesses are operated in Jamaica, however, due to lack of resources and knowledge, inconsistency in the growth of the dollar and the technicalities of becoming an entrepreneur, people tend to migrate to more developed countries such as United States of America & England for better opportunities. To find a possible solution for this burning issue, we can agree that promoting the unknown products and service to foreigners would create awareness and aid in business start-ups. For foreigners, other than the famous people discussed, Jamaica is known for the amazing hotels and beaches located in the rural areas of the island. The country is also famous for the production of the best coffee known as Blue Mountain coffee, rum produced by J. Wray & Nephew & Appleton to name a few and our scrumptious jerk food whether it be chicken, pork, fish, seafoods, anything jerk is available. Beginning a campaign to promote these products may be to start networking and community involvement. Networking involves making new contacts CASE PRESENTATION 10 and to reach out to potential customers by participating in conferences and liaising with other international brands. Using social media platforms such as Instagram would be an easier method to advertise or market the businesses as it reaches to a vast majority of the world. The use of social media encourages online interaction between the consumers and the business. In conclusion, pushing the campaign to promote awareness to building the business brand in Jamaica, will not only increase revenue for the organization but it will also make people more knowledge of the variety of services/products in Jamaica which eventually will develop the country as people will continue to stay and build the country instead of leaving to build another.