Marketing Plan for Comcast XFinity

Marketing Plan for Comcast XFinity
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Marketing Plan for Comcast XFinity
Introduction
The new brand introduced by Comcast XFinity is an integration of new features in the company’s products and services. This is meant to offer the clients more speed, more HD, more choice and more control for the products and services. The main challenge for Comcast will be creating awareness to customers on the newly branded XFinity for the product platform. This is because many customers had been accustomed to the old brand of our products; hence, they will find the new brand quite different. The rebranding of Comcast products into XFinity may also confuse customers who were already accustomed to the old brands. Comcast however will ensure that customers are truly satisfied with the best services. This will make them be confident with the new brand. The company will also undertake an extensive awareness program to ensure that customers are exposed on the goals of XFinity.
Comcast Competitive Advantage
The high quality, efficient and vast range of our products and services has created a competitive advantage against similar firms. The company uses the coaxial cable in providing services to clients, which is more reliable than other cables. Moreover, the company has a huge investment in improvising the available infrastructure in its continuous technological improvement. In general, much of the competitive advantage for Comcast relates to its mission of video on demand, quality pictures, exclusive networks and customer satisfaction. These factors make our customers prefer our products to those of the competitors.
There is however, a need for market research to be conducted in order to establish the market value and demand, distribution channels, competition and so on. Because we live in a dynamic world, there is a need to acquire updated information in relation to the same. Additionally, the research will enable us understand the changes in technology, consumers tastes, product ranges of competitors and economic conditions.
Before designing and planning the marketing strategies, I will as the CMO first analyze the target market aimed for the product in terms of size, trends, growth prospects as well as the sales potential. The main marketing strategies like product positioning, branding, advertising among others will be applied accordingly in marketing of the product in order to improve sales and the company’s revenue and profitability. The $20 Million set aside is adequate, and will be appropriately spent in the marketing process through the following ways:
Product Positioning
As Gambetti points out, product positioning relates to the creation of a perception on the target consumers’ minds regarding the product and involves the development of the product image directly against the competitor’s offerings. Therefore, product positioning will enable the target market to develop a specific perception regarding the company and its internet service offerings in relation to the competitors. As the CMO of Comcast XFinity, I will apply this strategy to positively influence the target market’s perception towards the company’s internet services by creating an image of value, quality and reliability compared with similar offerings. I will ensure that there is a high product identity associated with our services compared to similar competitor products in the market. The positioning message will be “The Fastest or Nothing” so that consumers associate our internet provision services with very high speeds and reliability, the best in the market (Gambetti 2010: pp. 34).
I will spend $3 Million in this positioning strategy, whereby most of the money will be applied for research purposes. Ho and Merrilees point out that the process of product positioning involves defining the target market, identifying the qualities which make the product stand out from others in the market and gathering information from the target consumers on their views regarding the products and their qualities, (2007: pp. 384 - 408). Of the $3 Million, $2.5 Million will be used to conduct research in order to find out what the target consumers think (their perception) regarding the services and their opinions and suggestions on how they could be improved. The company will also hire a famous and celebrated personality to help in positioning the company’s services in relation to the competitors’. Being a company that provides internet services, the company will hire someone who will help to ...