Marketing Essay

1187 words - 5 pages

1. Introduction
1.1 Background
G-shock which has good shockproof and waterproof characteristics is a well-known brand belongs to Casio. According to Casio website(2009)'SHOCK' means to combat and impact the shock, and 'G' is means the gravity and tends to convey a kind of spirit which is "never give up" and "toughness". In 1981,a Casio research personnel who is named Mr. Nikaido has broke his watch which was a gift by his father for he pass the college entrance examination. Therefore, he began to developed shockproof watch. In 1983, the first G-shock comes to the present. However it did not sell good at first, after this low tide, it turns 25 years to create a own pop culture and has also ...view middle of the document...

Place is an important part in marketing, choosing a good place need to consider many factors, such as natural factors, business environment factors and infrastructure conditions, etc.(Hall,Jones,Raff,2009:75) According to Hall(2009:75)market segmentation based on consumer demand for the enterprise is different from the whole market which divided into different consumer groups process. According to Hall (2009:66) Market segmentation can be geographic, demographic, psychological and behavioral to analysis.

1.3Aim
The academic goal is from this products promotion what information can get. Firstly, learn different forms of promotional advertising. Secondly, the characteristics of consumers in accordance with market segmentation. Finally, the affect of market mix in business. Another purpose is use the knowledge in business book; explain the advantage of the products by ad.
2. Findings
The latest ad is composed of two posters, mainly to sell G-shock (G-700BD-1AV). In the ad, we can see this watch has two colors, silver and black. Initial D is the background of this ad, this is a film about motorcycle racing, and the film has many superstars to appeared, such as Jay Zhou, Edison Chen, and Jordon Chen and so on. The influence of these stars can make this watch has a part of young people's to concerns, and these stars have lead the direction of the fashion. Jay Zhou and Edison Chen is the popular king of Asia, they are young means idols. The watch is very attractive to men because it symbolizes man's primitive charm and men are keen on cars. Therefore, automobile racing is the sport only for man, as well as this watch's marketing.
3. Discussion
3.1 marketing mix
Marketing mix in the ad will be fully revealed. It divides into four main parts which is product, price place and promotion.
3.1.1 Product
In the ad, Casio products are very eye-catching, product positioning in young people, so that advertising directly to potential customers to give a clear message. Moreover, watches from the top designers and there were two kinds of color options, so that consumers can purchase what they like. The product has two color, according to (Color wheel pro,2009) silver symbolizes the insight, inspiration, Star power, intuition, gives the impression that sacred solemn, handsome, luxurious. Black is the symbol of power, elegance, formality, evil and mystery, gives the impression that profound, noble, intelligent, and stylish. The first sunrise in the morning this is the symbol of hope and...

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