A Critical Analysis of the Marketing Campaign for Babydam Bathwater Barrier
Marketing communication campaigns refer to the integration of suitable actions, activities, and procedures geared towards promoting and consequently creating awareness of a particular product or service within a specific market segment. The communication campaign facilitates the promotion of the product by conveying a specific message to the public within the market segmentation through diverse communication channels such as the use of television, internet, print media, etc.
However, the marketing communication campaign does not primarily focus on advertising of the product/service alone; it stretches further to include the exhibitions and appropriate strategies aimed at creating high awareness of the product (Newman, 2017). Therefore, this paper seeks to highlight a critical analysis of Babydam Bathwater Barrier marketing campaign.
Most parents have always been bathing their babies in the kitchen sinks. However, with the introduction of Babydam Bathwater Barrier, things have changed a bit since then for the better. Notwithstanding the numerous bath seats and holders for sitting and bathing babies when in the big bath, the Babydam Bathwater Barrier is specially built and designed to ease and help parents bath their babies. The structural design of the Babydam Bathwater Barrier transforms the family bath into a baby bathtub and consequently saving time and money.
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Additionally, the usage of Babydam is flexible and very dependable. It can be placed at any point within the house to create the required and usable space for bathing and hence saving over 28litres of water per bath. Moreover, Babydam Bathwater Barrier is designed and built in strict conformity with the required standards of the United Kingdom household bath making it easily reliable as it can fit in any household. Also, the availability of fitted suction pads makes it easy for the individual to release them after each bath easily.
Description of the Marketing Campaign
The significance of media platforms with regards to the conveyance and creation of product awareness within the required market segment cannot be overlooked. The media platform can be able to efficiently promote the sale of the within the operative constraints of space.Therefore, it's one of the most efficient and a vital tool in advertisement and the subsequent sale of the product. Thus, among the various method used to advertise the BabyDam Bathwater Barrier brand in general and the product, in particular, includes the use of televisions sets, radios, newspaper, and magazines. Also, the use of the internet and posters and billboards was adopted to facilitate the promotion of the product further.
BabyDam Bathwater Barrier extensively used the internet in advertising its products. Typically, online advertisement of any product is achieved through the extensive and appropriate use of banners, on-site sponsorship, pop-ups, and ads. Thus, BabyDam employed the above online advertisement strategies in attempts to promote its product. Moreover, the BabyDam Bathwater Barrier brand dedicated specific forums and websites to enable its users to share the stories of their product widely.
The use of posters and billboards was also pivotal in as far as promoting the sale of BabyDam was concerned. Subsequently, posters and billboards formed an integral part of the BabyDam Bathwater Barrier media promotion. BabyDam billboards were strategically placed within major city Centre's, as well as major highways in the United Kingdom. On the other hand, posters were displayed at shops and restaurants and some on public transport.
Additionally, the use of television sets played a significant role with regards to creating awareness of the BabyDam to the customer segments. BabyDam Bathwater Barrier brand spent a considerable amount of financial resources on advertising the product through various television channels across the country. However, the creation of BabyDam TV ads was only suitable for the local markets in the United Kingdom.
Moreover, in today's corporate world, newspapers have proved to be the most popular media platform in advertising and promoting the sale of any product or service. Most companies and product brands opt to use this channel of marketing communication campaign as it is relatively affordable and more efficient (Kitchen, 2017). As a result, the BabyDam Bathwater Barrier widely used newspapers to enhance and promote the product awareness within the market. Additionally, BabyDam has starred and engaged in a several media advertising since 2017.
Also, BabyDam Bathwater Barrier managed to use magazines in advertising the product extensively. Just like the newspapers, product brands have always been having a preference of magazine in creating awareness of their brand in general, and the product in particular because of its dependability. Magazines can be easily read by the targeted customer segments within the market. Thus, the advertisement of BabyDam often occupied nearly the entire page of the magazines. This was aimed at maximizing the positive impact of the marketing communication initiatives.
Finally, BabyDam Bathwater Barrier media advertisement was also conducted through a various radio station in the United Kingdom. However, the use of radio as a media advertisement platform is not very useful compared to the use of internet, magazines and posters and billboards. This is because the advertisement on radio lasts only for a few seconds. Nonetheless, the use of radio in creating product awareness cannot be overlooked altogether. This is because of its efficiency regarding increasing customer loyalty and the brand awareness level.
However, future marketing communication campaign should focus on taking into account of the local culture of their targeted market segments should they wish to promote the sale of the product in different countries. Thus, it's imperative to put into consideration the characteristics of the local cultures to avoid the possibility of misunderstandings as a result of cultural differences. Consequently, it's important to maximize and emphasize the positive impact of the television and video ads initiatives.
Objectives of BabyDam Bathwater Barrier Campaign
The fundamental role of any marketing communication campaign is to achieve specific objectives. Therefore, just like any other business entity, BabyDam Bathwater Barrier company's primary goal is maximizing its profit margins. Thus, all of the company's personnel, resources and efforts are directed towards achieving its primary purpose (Kitchen, 2017). However, the BabyDam marketing communication campaign may also enhance and facilitate the achievement of its primary goals of maximizing the profit margins in several ways. Hence, the BabyDam marketing and communication campaign seeks to.
This is essential and a key advertising goal of BabyDam Bathwater Barrier company. This is because the company is new in the market, and hence the need to promote its brand recognition levels within different customer segments. Also, BabyDam Bathwater Barrier intends to create awareness of its product within the countries the company is operating.
The second objective of BabyDam Bathwater Barrier marketing campaign is to increase the sale percentage of the product. Since BabyDam Bathwater Barrier company operates under the push strategy, i.e., it's marketing initiative is not directed primarily to the distributors and wholesalers, but rather the final consumers of the product, thus its marketing objective is to boost sales lead.
Additionally, BabyDam Bathwater Barrier company seeks to get more information and feedback from its consumer products to evaluate the efficiency of the product with regards to its reliability and suitability within the market segments. The feedback from the consumers regarding the product will help BabyDam make appropriate adjustments if need be.
Also, the other vital objective of BabyDam Bathwater Barrier marketing campaign is to promote the sale of its product over that of its competitor. The existence of competition cannot lack in any free market, hence its crucial to implement appropriate counteractive measures. Thus, encouraging the consumers to like the company' products over those of the competitors will help reduce the external forces of competition.
Analysis of the Effectiveness Associated with BabyDam Marketing Initiatives
Primarily, different business entities adopt various assessment criteria in evaluating the success or failure of a particular marketing campaign. However, an effective integrated marketing communication for the company's assessment criteria should include the market share, customer loyalty and the number of proceeds generated as a result of the marketing communication campaign (Kitchen, 2017). Thus, the above principles can be applied in the case of BabyDam Bathwater Barrier to assess and analyze the success of its marketing.
When BabyDam is assessed from the criteria of customer loyalty, the marketing communication initiative can be considered to be very fruitful. A good number of people in the United Kingdom are consumers of BabyDam Bathwater Barrier products. This demonstrates an excellent customer loyalty in spite of the competitor's external forces. Consequently, the preference of BabyDam products is steadily growing over the product's substitutes portraying a positive indication of the success of the campaign.
When evaluating the efficiency of BabyDam Bathwater Barrier marketing initiative from the criteria of market share, the product is considered to have performed relatively fair. This is because the company has managed to sell the product in more than fifty countries and created job opportunities to over 10,000 people globally. This fact demonstrates the success of BabyDam Bathwater Barrier integrated marketing initiative.
Alternatively, the effectiveness associated with BabyDam marketing initiatives can also be evaluated regarding its efficiency through the media platforms (Kitchen, 2017). For instance, BabyDam marketing campaigns involving media platforms are reviewed through a wide range of media tools such as the number of articles published, promotional equivalency and the total number of persons reached through a particular publication. Therefore, evaluation of marketing initiative conducted through the internet and other media platforms portrayed a positive impact of the BabyDam campaign. Majority of the BabyDam consumers got to learn more about the product through various media platforms.
It's vital for any business entity to develop and implement an effective integrated marketing communication to be able to efficiently manage to promote and create awareness of the brand of the company in general, and its product in particular.This is because a good and suitable marketing communication campaign helps the company integrate appropriate actions, activities, and procedures to facilitate and enhance marketing of its product within a specific market segment (Newman, 2017). Communication campaigns boast the sale of the product by conveying a particular message to the public within the market segmentation through proper and most reliable communication channels (Kitchen, 2017).
Therefore, to be successful, it's significant for product brands to ensure that all components and elements of a particular marketing communication campaign are relevant and operational. Marketing initiative aspects such as images, video materials, and text audios need to be authentic and applicable to guarantee the success of the campaign (Newman, 2017). Thus, in the case of BabyDam Bathwater Barrier, the company relied extensively on various media platforms in conducting its integrated marketing communication strategy. Hence, the choice of multiple media platforms use by BabyDam includes televisions sets, radios, newspaper, and magazines. Also, the use of the internet and posters and billboards was adopted to facilitate the promotion of the product further.
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A Critical Analysis of the Marketing Campaign for Babydam Bathwater Barrier. (2023, Mar 23). Retrieved from https://phdessay.com/a-critical-analysis-of-the-marketing-campaign-for-babydam-bathwater-barrier/
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