Mars Wireless Language Translating Earbuds: Marketing Analysis Questions

Part I

Question #1 

The application of Integrated Marketing Communications (IMC) within the strategic marketing of the Mars Wireless Language Translating Earbuds will consist of the presentation of a consistent message throughout all marketing platforms. The new target market that will be the central focus of the IMC strategy is the travel market. Global travel has grown in popularity in recent years (Glaesser, Kester, Paulose, Alizadeh, & Valentin, 2017), and the Mars strategy will seek to provide a simple and effective solution to the problem of language barriers experienced by global travelers. The big idea for this strategy is global interconnectivity. 

A globalized society requires a new standard for communication technology that seeks to address the inherent barriers in the international arena, such as for individuals working in global virtual teams. In order to meet the growing demand for translation services in the travel market (Gambier, 2019), the company will focus on extending the Mars product line to accommodate a much larger variety of languages. Currently, the language variety offered by technology is relatively limited (Hastings, 2017). Through a concerted effort to establish dominance in the language services segment of the travel market, Mars will seek to extend the scope of its product offerings to allow for use of the technology in virtually every major travel destination. This approach will help to advance the guiding principle of global interconnectivity that will shape all of the critical aspects of the company’s marketing strategy. 

Question #2

The AIDA framework is a model that focuses on awareness, interest, desire, and action (Farsijani, Shirmohammadi, Bazazzadeh, & Eghbal, 2018). This model may be employed in order to structure a communication program to better meet the marketing needs of a given firm. In the context of the present marketing strategy, the AIDA model may be applied in order to meet the following objectives:

1. Expose the travel market to the product in order to advance the demand in this particular area. 

2. Make the consumer base aware of the benefits that may be gained by using the product in a travel situation. 

3. Illustrate the significant cultural contribution of the product in the context of the global travel market.

4. Implore the consumer base to take action by demanding product line extension to certain languages not currently on offer. 

The aforementioned objectives may help to guide the communication strategy moving forward. Specifically, it will be necessary to sequentially meet these objectives per the guidelines of the AIDA model so as to build support for the advancement of the product into the travel market. This may be accomplished through the use of specific channels of marketing communication which are attuned to the interests of the target market. In order to sequentially meet these objectives, the AIDA strategy will consist of the running of a wide media campaign, the demonstration of the efficacy of the product across multiple platforms, the open discussion of the cultural significance of the product as a component of strategy media outreach, and the open solicitation of feedback from the target market. 

Question #3

The marketing objectives which have been identified must be met with the proper promotional tools in order to ensure the overall success of the marketing strategy. In regards to the first objective, that being the exposure of the target market to the product, advertising will be employed in order to achieve initial exposure to Mars. Various forms of advertising will be utilized, including television, radio, and social media. 

The second objective of making the consumer aware of the benefits achieved through the use of the product will be accomplished through a combination of advertising and public relations. In addition to introductory advertising, representatives from the company will appear on popular television programs, as well as in digital media streams in order to demonstrate the value of the Mars product line in terms of global interconnectivity. This approach will highlight the value of the Mars product line in such a way as to extend the social relevance of the product in relation to the global social climate. A similar strategy will be employed in order to inform the public of the social benefits which may be associated with the product.

In order to implore the public to become involved in the developmental innovation of the product line, it will be necessary to utilize advertising, public relations strategies, and direct marketing. In addition to the strategies that have so far been summarized, the direct marketing campaign will allow the company to request consumer input regarding the future of the company and the changes which would be interesting to the consumer regarding Mars. 

Question #4

Social media and marketing will play a significant role in determining the overall success of the marketing strategy. It is, therefore, necessary that relevant media outlets are identified for integration into the promotional plan. As far as television media is concerned, the Travel Channel offers the perfect platform for the demonstration of the potential application of Mars products within the travel market. The Travel Channels feature many programs that explore international travel, both as a leisure activity as well as in a professional capacity (Reis & Varela, 2015). The use of the Mars product line in this context would provide the perfect background for providing the public with the information they need to become informed about Mars technology. 

Beyond the narrow viewer market of the Travel Channel, it will also be helpful to target major national news programs such as The Today Show (first hour). Young, urban viewers who are interested in both technology and travel may be targeted through an appearance on the Today Show (Hoffman, Howlett, Breslin, & Dowling, 2018). Furthermore, the Today Show attracts a wide viewership which may extend the visibility of the product line outside of the travel market (Hoffman et al., 2018). 

A final strategic option is the use of social media platforms such as Twitter and Facebook. These platforms may be utilized as beginning points for the application of the promotional tools relevant to the marketing strategy. For example, the direct marketing may be achieved effectively through social media outreach campaigns (Wang & Kim, 2017). Furthermore, advertising and public relations are easily facilitated through the wide channels of communication offered by social media. 

Part II

Question #1

The wide applicability of the Mars product line would allow for a number of lucrative B2B arrangements. One example of such an arrangement would be direct selling to travel agencies who may utilize Mars translating headphones as a component of luxury travel packages. These travel agencies represent the reseller B2B category as noted in Kotler and Armstrong (2011). Other resellers that may be utilized include major retailers and online shopping platforms.  

Another B2B arrangement which may be considered potentially lucrative for the marketing strategy is the government market (Kotler & Armstrong, 2011). The real-time translation capabilities of the Mars product line would provide enormous benefit to the government. There are a number of applications of the technology in this context, including defense activities, diplomacy, and use within public offices (Schulte et al., 2017). 

Question #2

Of the various B2B marketing segments outlined by Harrison, Hague, and Hague (2006), the most applicable would be the service-focused segment. The Mars product line is centered on the provision of state of the art technology products to individuals who seek only the best when it comes to products and services. Of the various marketing segments, the service-focused segment most effectively captures the general philosophy behind the presentation of the Mars product line as a major source of innovation with the travel market. 

Question #3

The marketing plan and strategy for the Mars product line requires the accumulation and analysis of a wide variety of information. It is, therefore, necessary that an effective marketing information system (MIS) is employed in order to ensure that the influx of data relating to the marketing strategy is handled in an effective manner (Kotler & Armstrong, 2011). There are many types of marketing information that may be included within a comprehensive MIS (Kotler & Armstrong, 2011). It is, therefore, necessary to select the most relevant forms of marketing information so as to maximize the efficacy of the system. 

One form of marketing information that is particularly relevant to the strategy is marketing intelligence. Marketing intelligence encompasses a wide array of data forms, however for the purposes of the present strategy the data that may be regarded as highly relevant includes publications, trade shows, industry expert, and customers. In regards to the relevancy of publications, it is helpful to follow major news trends in the area of global communication in order to understand how the public perceives intercultural communication and technology (Mandal, 2018). 

Trade shows offer an alternative perspective from what may be found in industry publications. Trade shows allow for the accumulation of data regarding major innovative projects that may otherwise fly under the radar of the general public interests (Sarmento & Simões, 2018). This information is relevant to the marketing strategy due to the fact that the Mars system is innovative and will be introduced in a market-driven by innovation. Significant information streams may also be accessed through industry experts who may provide essential information regarding the viability of innovative products within specific markets (Sarmento & Simões, 2018). Finally, consumers may be reached directly in order to provide feedback which may inform the marketing strategy. The is specifically relevant in the accumulation of data concerning the areas of future innovation which are of interest to the general consumer. 

Question #4 

In regards to relevant financial metrics, the metric that is most applicable in the analysis of the strategic marketing plan is the return on investment (ROI). The ROI provides the basis for determining whether or not the promotional efforts of the firm have yielded the necessary results to justify the continuance of the strategy (Kotler & Armstrong, 2011). By examining ROI, the firm may determine what changes may be necessary to bring about the sequential development of the marketing plan. 

There are also a number of performance-based metrics that are relevant to the marketing strategy. One such metric is the number of leads generated. This is a highly important metric because it provides the basis for determining which elements of the promotional effort yield the highest value. For example, leads generated by Twitters may be compared with leads generated by Facebook in order to determine which social media outlet may be emphasized within the digital marketing scheme (Kim, Lim, & Brymer, 2015). 

In regards to public relations, it is important that the number of positive stories relating to the technology employed in the Mars product line is examined. This is important because it provides a data source which may be utilized in order to track the progress of the media promotional relations campaign. As the sequential development of the marketing strategy advances, it may be expected that the number of positive stories associated with the product line will increase. In this context, it is also important to consider the number of negative stories published regarding technology. 

The final promotional metric which may be observed in order to advance the marketing strategy is the sales by geography metric. Sales by geography is a highly relevant metrics because it provides a means by which the firm may begin to establish a better understanding of the location of key target markets throughout the United States, as well as the international market (Rinallo,  Bathelt, & Golfetto, 2017). By examining geographic data, the company can begin to shift its focus towards those areas of the country that may respond more enthusiastically to the potential value of the Mars product line. One example of the effective use of this metric is the comparison of sales by geographic area to the geographic clustering of viewers of a specific television show. By comparing this data, it may be possible to target advertising on programs that will allow for the most effective dissemination of product information. 

References

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Gambier, Y. (2019). Impact of technology on translation and translation studies. Russian Journal of Linguistics, 23(2), 344-361.

Glaesser, D., Kester, J., Paulose, H., Alizadeh, A., & Valentin, B. (2017). Global travel patterns: An overview. Journal of Travel Medicine, 24(4).

Harrison, M., Hague, P., & Hague, N. (2006). Why is business-to-business marketing special? B2B International.  Retrieved from http://www. b2binternational. com/library/whitepapers/whitepapers04. php 

Hastings, N. (2017, November 13). Translate in real time with Line Corporation's Wireless Mars Earbuds. Digital Trends. Retrieved from https://www.digitaltrends.com/home-theater/mars-earbuds/

Hoffman, E. A., Howlett, K. D., Breslin, F., & Dowling, G. J. (2018). Outreach and innovation: Communication strategies for the ABCD Study. Developmental Cognitive Neuroscience, 32, 138-142.

Kim, W. G., Lim, H., & Brymer, R. A. (2015). The effectiveness of managing social media on hotel performance. International Journal of Hospitality Management, 44, 165-171.

Kotler, P., & Armstrong, G. (2011). Principles of marketing (14th ed.). Upper Saddle River, NJ: Prentice-Hall.

Mandal, P. C. (2018). Marketing information and marketing intelligence: Roles in generating customer insights. International Journal of Business Forecasting and Marketing Intelligence, 4(3), 311-321.

Reis, J. G., & Varela, G. (2015). Travel channel meets discovery channel or how tourism can encourage better export performance and diversification in Nepal. South Asia Economic Journal, 16(2), 183-208.

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Sarmento, M., & Simões, C. (2018). The evolving role of trade fairs in business: A systematic literature review and a research agenda. Industrial Marketing Management, 73, 154-170.

Schulte, P. A., Cunningham, T. R., Nickels, L., Felknor, S., Guerin, R., Blosser, F., ... & Forrester, C. (2017). Translation research in occupational safety and health: A proposed framework. American Journal of Industrial Medicine, 60(12), 1011-1022.

Wang, Z., & Kim, H. G. (2017). Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective. Journal of Interactive Marketing, 39, 15-26.