Communication Strategy
Because Zuri’s present and future products need customization extensively to meet the client’s needs, it is important to organize the function of marketing by the groups of customers. It allows Zuri to focus its efforts in marketing on exclusive specifications and needs of every segment of targeted customers: (1) business to business group, nonmanufacturing group; (2) manufacturing group; (3) industry association department; and licensing group for a consumer product. Each segment will be led by a sales manager who briefs the marketing director- the positions will be created. The groups are responsible for marketing Zuri’s products within their customer segment. Additionally, groups will have the authority to fully make decisions which shows a change from the present centralized management system. Salespeople in the frontline will be guided to make decisions that better satisfies Zuri’s client.
The marketing organization changes will enable Zuri Software to focus on creativity and flexibility in meeting the client’s needs. Likewise, the present lack of diversification in Zuri’s client base and product lines will be solved by these changes. Finally, the changes in communicating with clients will allow Zuri to monitor the competitor’s activities.
Promotional Mix
One of Zuri Software’s products that work is the differentiation strategy which is a result of a commitment to high quality, customization of support and product services, and healthy market attitude. There is also a turnover among staff members who are liked and well-compensated by clients. The relatively low number of employees promotes camaraderie between clients and coworkers and allows communication and fast responses to customer’s needs. Zuri’s lasting relationship with the leading suppliers has brought about shared information on adhering to quality standards, products requirement, and a shared vision through the production and development process resulting in an improved economic boost.
Effects of Promotional Efforts
First, In the United States, advertising expenditures exceed $132 billion each year, with up to $25 billion spent in direct mail advertising, and $20 billion on speciality advertising. Zuri Software’s growth potential in this market is significant. Second, technological advances not only gave Americans free time and became more efficient but also increased stress in their daily lives. Americans have made personal computers a familiar place, with private information managers gaining popularity. Third, as promotional strategies such as giving clients acceptable gifts or premiums useful to them act as reminders of the business relationship as U.S corporations look for strategies of developing customer relationship instead of just focusing on sales. Finally, promoting the product through computer-based calendars allows easy distribution countrywide and globally. The globalization of trade enables the business to create new opportunities and establish other customer relationships in the global market.
Integrated marketing program
For economic business success, Zuri uses the schedule planning procedure, which helps in arranging the timeline; the client should require promotional tools. This strategic process concerns the effect of the tool on the target audience. Depending on circumstances like public activities, specific events or season, Zuri personnel have been able to select the most suitable time to plan for marketing activities. Another implication of adopting integrating marketing program is improved monitoring, control and evaluation. This approach meets Zuri’s communication objective, where the salespeople effectively campaign for the business through observation, focus group, and in-depth interview.