Case study 3. Group 2 PDF

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Case Study on Sustainable Management about how the sustainability of the property influence on performance...

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Case study 3 Done by 1.Hamrakulov Bakhtiyor 2. Khamidova Nazokat 3. Lutfullayeva Nargiz 4. Temirov Utkir 5. Khasanova Nilyufar Our Mission: Your vision is our MISSION. Dream big. We make it happen. We will work with your vision and your budget and provide you with the best of our creativity, professional expertise, outstanding organizational abilities and deep knowledge of resources. As event managers, our goal is to create event that dazzle, delight, and “wow” in every possible way. Our Vision: To be the most passionately referred company in the event making industry. Our Value:  Teamwork: Our development is based on our employees’ involvement and collaboration; we establish structures that encourage dialogue as a way of implementing best practices.  Respect:To preserve a climate that is conducive to workplace well-being, it is vital that we treat our colleagues and customers with respect and fairness,while also being sensitive to each individual’s needs.

 Innovation: To remain competitive, we strive to encourage new ideas by maintaining an ongoing improvement process. We believe in human potential and in the constant improvement of our processes.

ANSWERED BY BAKHTIYOR HAMRAKULOV

Case study 3 Demonstrate the potential impact a new marketing and promotions campaign could have for the Justintime EventsCompany.

1. In order to interest managers, you need to talk about how good marketing can help increase the customer base and gain a foothold in the market. Good marketing is impossible without promotion and advertising. Here are a few rules to pay attention to: Ads must meet the AIDA principle: A — attention (to attract attention) I-interest (be interesting for reading/viewing) D-desire (make you want to buy a product/service) A-action (encourage the required action) Advertising should “inspire» Be simple and accessible It is not superfluous to learn the basics of copy writing, which will help in the promotion and writing of advertising texts. One of the good methods that allows you to significantly save on your budget is using co-marketing (joint promotion). If you find partners to implement projects together, it will not only reduce the cost of promotion, but also increase the customer base and the value of offers. One example of comarketing is the use of signage, equipment, or other advertising materials from wellknown brands. Client orientation Marketing plans should focus not only on attracting new customers, but also on retaining existing ones. As one of the most cost-effective tools that can solve this problem, you need to use customer feedback support. According to experts, 67% of former clients leave only because they did not maintain contact with them. It is easy enough to increase customer satisfaction – 20% of consumers can be satisfied only by asking them for their opinion on the quality of service. But only 3-5% of companies respond to customer reviews. Therefore, there are quite a lot of ideas for marketing with a zero budget. To implement them successfully, you need to create a system and a clear action plan and monitor its implementation on a daily basis. And to find new good ideas, you should study, read, attend conferences – the result will pay off. Action plan: Creating a website Creating a logo and promoting the company's brand The promotion of products on Facebook and Instagram To use the methods of word-of-mouth advertising

Case study 3 Organize various events and cover them in social networks.

ANSWERED BY NAZOKAT KHAMIDOVA ( NAOMI ) Explain how the marketing approach might be undertaken to ensure meaningful and directly applicable outcomes.

2. The modern market is oversaturated with goods and services - both domestic and imported. The task of introducing a new product to the trading floors is not easy and very expensive, and it also takes a lot of time. However, marketing specialists and marketing agencies have reliable technologies and methods for promoting products on the market. The main tool that comes to mind when it comes to finding methods of promoting goods on the market is advertising. But you need to keep in mind that it is not an independent activity, but one of the marketing tools and should be used in conjunction with other technologies to mutually reinforce each other's actions. Marketing campaigns aimed at bringing a product to the market can take various forms, but they will necessarily use the basic methods of promotion, without which it is impossible to implement an integrated marketing strategy.1 These include: advertising; direct marketing; telemarketing; press information; relationship marketing; sales support; printed materials. As we have really huge experience, the most beneficial approach would be Relationship Marketing. Relationship marketing is becoming one of those fashionable terms that every marketer uses now a days. Relationship marketing was developed in response to the criticisms of traditional marketing models such as marketing mix and is a diverse concept 2. A key and a common factor for the developing relationship are the personal or social relationships with the individual or a company. This is very hard and it consumes lots of time, to develop long-term relationships, the companies should be very patient 1The essential ways of promoting goods and service. Retrieved from: https://practicum-group.com/blogs/metodyprodvizheniya-tovara-na-rynok/ 2 Lindgreen, 2001

Case study 3 and spend many resources. However, in our case it would not be an issue for our company. As we have done a huge amount of events and gained good reputation. There is customer centric approach which we will use in organizing events. The information we get from customers post-event will help us in evaluating the event and give better service for the future events. This gives a personal touch and also helps in developing long-term relationships with the customers/participants. We must admit that modern marketing is built around CUSTOMERS. It is an old and by-now universally accepted concept that the Customer is the King. They are our eyeballs. The customer is the person who has unique interests, needs, attitude preferences, issues and opportunities, and most importantly the authority to spend the money on the offerings of the company. Therefore the traditional approach of making one-time sales is being replaced with making long-term commitment to the customer. The former approach is popularly known as transactional marketing, while making long-term commitment is the basic of relationship marketing3. Besides that, we are going to develop and concentrate on direct marketing as well. Direct Marketing is a form of communicating an offer, where organizations communicate directly to a pre – selected customer and supply a method for a direct response4. Direct marketing allows us to promote our service directly to our target Market. Additionally, it gives us opportunities like: 1.1.

1.2.

1.3. 1.4.

Optimization of our target market. If we optimize and direct properly our campaign, we will reach results with only a small percentage of the price of traditional advertising. Raise our sales with current and former clients. Digital direct marketing gives us the chance to communicate with our current customers, but also back in touch with old clients and generate new sales opportunities. This marketing allows us to adjust to market demands every time and respond effectively. Direct marketing gives chance to customize our promotion, emails and offers to create instant chain. We can also combine this method with our loyalty program ( f.ex black loyalty cards for VIP customers )

To sum up, having 20 years of experience is not worth and valuable if we do not take advantage of direct marketing. In a result, we will easily get our potential customers and at the same time keep our loyal clients. Answered by Nargiz Lutfullayeva 3 Razaq Raj, 2007,The Relationship Marketing Strategy Creating Impact on Host Community through Special Festivals 4 Robert D. McFadden (14 January 2019). "Lester Wunderman, Father of Direct Marketing, Dies at 98". The New York Times, retrieved from Wikipedia.

Case study 3 3 . Identify possible, feasible communication channels and marketing collateral that could help Justintime reach their target markets. What is communicational channels? The methods a business uses to convey its massage to the world5. With extremely diverse advertising all around us the options are endless. It can be a large project when it comes to selecting your communication channels. When you find advertisers to use, it can be hard to really know which one is the best for your target market. With large numbers of reach and exposure, it can be tempting to choose an advertiser that “makes sense” and has a competitive price. Properly selecting the communication channels your business uses to promote itself is a high value task that needs to be done carefully. The examples of communication channels are: a. Social media platforms b. Magazines and newspapers c. Emails d. Face to face e. Google Ads f. Newsletters g. Text massage and etc. To come up with conclusion we must look at these steps 1. Select 2. Research 3. Rank 4. Evaluate Resources. 1. SELECT: Published / Print

Physical

Newspapers

Events

Magazines

Trade shows

Journals

Face-to-face Sales call

Yard Signs

Cold Calls

Brochures Direct Mail Billboards

Social Media Facebook Posts/ads Twitter Posts/ads YouTube Posts/ads Instagram Posts/ads Pinterest Posts/ads LinkedIn Posts/ads SnapChat Posts/ads

Digital Media

Other Media:

Email Ads

Radio

Websites

Television

Blogs Newsletters Mobile App Text Message Marketing Google Advertising

5 Retrieved from https://pursuepro.com/selecting-communication-channels-how-to-promote-your-small-business-withhigh-roi/

Case study 3 Podcasts 2. Research In this case we should consider Target Market Reach – who the communication channel reaches. This is geographic reach in our case. We need companies and people who are in our area and city. 3. Rank Phase three is where we rank our selected communication channels. Ranking is important because it will allow you to determine where our resources will be designated. Communication channels are not made equally; some will provide more value to our business than others. Target Market Focus – Each Communication Channel needs to be somewhat focused on your target market. There are varying levels of how focused certain channels can be. The more focused it is to your target market, the greater the ROI. The easiest way to rank this in on a scale of 1-10. 4. 1 not focused on your target market at all. 5. 10 very focused on your target market. Monetary Cost – The amount of money needed to spend on communication channels is always a concern; unfortunately, often times this is the only measure business owners will consider. It’s obvious that the cheaper options are more attractive, but we must make sure to take all measures into account to determine true ROI. 6. The best way to measure this is to assign a dollar amount to a specific goal or time frame (ie: $100/month, $50/1k person reach, etc.) Time Cost – Oftentimes, time-cost can be an underlying expense to your company that is more detrimental than the surface costs. Make sure to do your homework and have a good understanding of how much time a certain communication channel may require. 7. The best way to rank is with time/time measure (hrs/week, hrs/month)

Case study 3 Skill level required – Always do your research into the amount of skill required to properly communicate in each channel. Many bosses and owners are slow to realize that there can be detrimental effects on their company image if they did not possess the resources skilled enough to properly communicate in their communication channels. 8. The easiest way is to rank on a scale of 1-10. 9. 1 being complex to use – requiring a lot of skill and expertise. 10.10 being easy to use – hardly requiring any skill to use well. 4. Evaluate Resources: Once we have ranked all our communication channels, now is the time to evaluate our resources. To conclude, from counted above the most appropriate communicational channels that could help us would be Google Ads, social media platform or user friendly platforms like Instagramm, Facebook, Linkedin and of course hidden advertisement which includes Charity Events in orphanage houses or Charity concerts in Nursing homes.

Answered by Khasanova Nilyufar 4. Explain how a marketing approach could be best integrated into the company’s business activities.

The organization of integrated marketing communications with suppliers and customers via the Internet One of the existing communication channels of marketing that can help reach target markets is marketing via the Internet. Technology communication programs in Internet based on a model of effective marketing communications, subject to certain modifications, which provide the specifics of advertising on the Internet. The first planning phase of Internet advertising is to set objectives that the company wants to achieve through the Internet. These goals must strictly comply with the company's strategic objectives and goals of the communication policy of the company.

Case study 3 Objectives of marketing communications JUSTINTIME are: • increase sales of products to pre-select maintaining a trusting relationship with potential clients; the increase of consumer information; • improve contacts and communication with suppliers; the analysis of the behavior of visitors on websites and Internet pages and improving the website, product and marketing in accordance with the findings; • build a database of customers. The second stage in the design of effective technologies of marketing communications is determining the audience, which will be sent advertising message. The audience of the Internet is huge. However, information about the firm and its products, will see, not all network users. But this is not required. It is necessary that a web page visited by users, who may be potential buyers. The nature of the correspondence - maintaining relationships with partners, attraction of new customers and formation of system of operative information about activity of the enterprise. This tool, studies show, is much more efficient than traditional correspondence and much cheaper than using telephone. 65% of users researching via the Internet the environment of its business activities, – receive information about prices, products, competitors and partners in the market. The speed of placement of information makes this kind of entrepreneurial activity is technologically simple and low cost. Knowing the basic communication goals of the company JUSTINTIME, features, and advantages of these Internet technologies allow to make the conclusion about expediency of use in an advertising campaign in Internet all the above-mentioned Internet technologies, namely: 1 - participate in the customer survey; 2 - use email distribution lists to pass information to partners and potential clients. 3 - creating the corporate Web page. But in order to achieve significant results, using the means of dissemination of advertising information, it is necessary to use a two-tiered approach, which consists in the fact that in addition, detailed information about products and services on the Webpage it is necessary to send also an effort to attract visitors to the corporate page. The goal can be achieved only when the page will be visited. To Web page JUSTINTIME was not doomed to be rare, episodic treatment by the users, apply a number of measures to promote the page in Internet:

Case study 3 1) Registration node in a popular and "visited" the search engines. This will facilitate network users to search for necessary information. The most visited to date are: 2) Advertising in traditional ways. Since find out exactly what you need gets harder and harder, the indication of the email address using traditional means of advertising is very reasonable. Should recommend to use the instructions the e-mail address and corporate Web page in your existing traditional advertising media: • business cards; letterhead; booklets; calendars; exhibition stands, etc. All outgoing documents should specify the web resource and the message that is waiting on the site, what are the advantages of using Internet in comparison with alternative ways of obtaining information. This approach can give significant results in the influx of visitors to a Web page JUSTINTIME. 3) links to other Web sites on the terms of barter. Links to pages and servers partners and competitors, which in turn will need to place on a Web page JUSTINTIME in the "Our partners", "Where to buy our products". Regarding cooperation with competitors, in Internet there is a rule about the nonconcealment of information. Users sooner or later will find competitors, and in terms of network competition is not based on the concealment of information, and on the ability of the best way to offer your product or service. Create a company page JUSTINTIME in Internet along with pursue more outreach and advertising purposes. At this stage the potential customers know about the possibility of satisfaction formed in their minds needs. Internet users most appreciate information. Therefore, the content of a Web page is one of the major benefits that can bring to your firm if it will post information relevant to users. In relation to the content of corporate Web pages in Internet the approach adopted on the principle of "first give, then receive". The more necessary and useful information and useful links will provide the company users on your page, the greater its sales volume. The main goal pursued by the company using this Internet tool is maintenance of cooperation and trust with business partners and attracting new customers. After developing and hosting Web pages maintained by JUSTINTIME in the network is expected to notify all partners of the company have electronic mailboxes on the

Case study 3 establishment of such page. This message will be business, but at the same time friendly character, configures the receiver for a wave of trust and mutual cooperation. In the implementation of the mass mailing, the first step is to contact each potential client with a brief query, if he is interested in further information. To promote their products companies, create their own distribution lists, which allows them to act more confidently when distributing promotional materials. As already noted, the obvious advantage of ongoing advertising in Internet is the ability to establish effective feedback from the buyer or the effectiveness of advertising. To this end, proposes to implement the following activities: - set on a Web page JUSTINTIME counter, with which you can set the number of calls to a corporate page for a certain period and time spent on the page; - to place a questionnaire with the minimum required to analyze a number of questions, which pages, servers, search engines were used for entry and exit of visitors, age, gender, region of residence of the user; - use the "Guest book" for the consumer survey to determine level of satisfaction with the Web – page to track questions, comments and suggestions about products, companies to determine their needs, preferences and improve marketing strategy of the firm. This program is subject to the basic principles of the Internet – advertising will enable JUSTINTIME successful communication policy and to conquer new markets. In addition, for the application of this technology in the enterprise must calculate the costeffectiveness of the introduction of Internet advertising. Except for the calculation of future costs, it is necessary to determine how the number of Internet users will turn to Web page JUSTINTIME in the planning period. According to experts, with a successfully created corporate Internet page and its good promotion in the network, 1/3 of individuals...