Case Analysis: Borton-Lawson Engineering
• Building features should be aligned to the needs of different target market segments
• The company should embrace the use of recycled materials for manufacturing construction materials to promote the environment sustainability
• Information packaging should be done effectively, and there should be marketing messages written on the product covers and packages to promote the brand.
• The brand position or promise should be ‘high quality, affordable, available, and flexible’.
• The company should keenly consider investing in market research and innovative product development so as to meet the ever emerging needs among customers.
Borton-Lawson Engineering Price Strategy
• Borton-Lawson Engineering should adopt a competitive pricing strategy. …show more content…
• This includes an integrated use of ads, PR, sales promotion, and personal selling.
• The marketing messages used in the integrated marketing communication should be aligned to the marketing objectives so as to actualize the brand positioning values.
Borton-Lawson Engineering Advertising
• Ads should include the use of traditional marketing and contemporary marketing
• Traditional marketing includes the use of TV and radio commercials, newspaper and magazine ads, in-store ads, and highway billboards.
• Contemporary marketing includes the use of internet marketing (company website, industry-related websites, Google ads, and email marketing), as well as the use of social media marketing, such as blogs, LinkedIn, and Twitter.
• Social media should be treated as a long-term and cumulative process instead of quick fix
• Blogging should be used as a first tool for B2B social media success while LinkedIn and Twitter should follow in that order.
• An Internet marketing team should be hired to ensure the effectiveness of both the internet marketing and social media marketing …show more content…
• In order to stand out in B2B public relations, the company should align its PR efforts with the rest of its pull marketing strategy
• Public relations will greatly enhance positive perceptions of the company
• Public relations would be actualized through televised news and newspaper articles
• Essentially, public relations initiatives will significantly incur low marketing costs
• The company should adopt a multichannel information distribution strategy, which include physical information distribution, as well as online ordering and purchases of their services.
• With respect to physical information distribution, the company should contract the information distribution and logistics services to various outside logistics firm.
• Every contracted logistics firm should be given a particular territory to distribute the company’s information
• This distribution should target bookshops, retail agents, and schools for every target customer to get their information journal.
• Most importantly, Borton-Lawson Engineering should endeavor to establish a long-term, sustainable relationship with its supply chain
• The company should embrace the use of recycled materials for manufacturing construction materials to promote the environment sustainability
• Information packaging should be done effectively, and there should be marketing messages written on the product covers and packages to promote the brand.
• The brand position or promise should be ‘high quality, affordable, available, and flexible’.
• The company should keenly consider investing in market research and innovative product development so as to meet the ever emerging needs among customers.
Borton-Lawson Engineering Price Strategy
• Borton-Lawson Engineering should adopt a competitive pricing strategy. …show more content…
• This includes an integrated use of ads, PR, sales promotion, and personal selling.
• The marketing messages used in the integrated marketing communication should be aligned to the marketing objectives so as to actualize the brand positioning values.
Borton-Lawson Engineering Advertising
• Ads should include the use of traditional marketing and contemporary marketing
• Traditional marketing includes the use of TV and radio commercials, newspaper and magazine ads, in-store ads, and highway billboards.
• Contemporary marketing includes the use of internet marketing (company website, industry-related websites, Google ads, and email marketing), as well as the use of social media marketing, such as blogs, LinkedIn, and Twitter.
• Social media should be treated as a long-term and cumulative process instead of quick fix
• Blogging should be used as a first tool for B2B social media success while LinkedIn and Twitter should follow in that order.
• An Internet marketing team should be hired to ensure the effectiveness of both the internet marketing and social media marketing …show more content…
• In order to stand out in B2B public relations, the company should align its PR efforts with the rest of its pull marketing strategy
• Public relations will greatly enhance positive perceptions of the company
• Public relations would be actualized through televised news and newspaper articles
• Essentially, public relations initiatives will significantly incur low marketing costs
• The company should adopt a multichannel information distribution strategy, which include physical information distribution, as well as online ordering and purchases of their services.
• With respect to physical information distribution, the company should contract the information distribution and logistics services to various outside logistics firm.
• Every contracted logistics firm should be given a particular territory to distribute the company’s information
• This distribution should target bookshops, retail agents, and schools for every target customer to get their information journal.
• Most importantly, Borton-Lawson Engineering should endeavor to establish a long-term, sustainable relationship with its supply chain