Individual Report Essay Example | Topics and Well Written Essays - 2000 words - 4

Individual Report - Essay Example The fundamental principle towards achieving a successful integrated marketing strategy for a product entails both the combination of the traditional and the non-traditional marketing promotional methods, to enhance the synergies of different promotional tactics, such that together, they can produce brand equity for the product. The creation of a synergy for different promotional tactics ensures that the weakness associated with one promotional tactic is offset by the strengths of the other promotional methods, thus building a marketing strategy for a brand that is consistent, clear and easily understandable, and which increases the impact of the marketing campaign (Zvobgo & Melewar, 2011:12). Thus, this discussion seeks to establish Strategic marketing communications approach that can be applied towards ensuring the success of Sony and its SP3 product, with a view to applying a combination of different promotional strategies, to tell the overall product story of (PlayStation 3) to the market. To achieve this, the discussion will seek to establish the weakness associated with each of the available promotional tactics for the products and determine how each of the weaknesses is offset by the application of an integrated system of various marketing promotional tactics. The suitable marketing approach that has been devised for Sony is the APPD approach. The APPD marketing approach focuses on the application of four key marketing strategies; Advertising, Personal selling, Public Relations and Direct marketing as the basis of a product promotion. Under this strategic marketing approach, both the traditional and the non-traditional marketing tactics are applied, to enhance a synergy that increases the impact of the advertising and promotional campaign. Advertising is one of the marketing tactics that will be combined with the other three components of the devised APPD marketing approach for SP3 product,