Home Solutions Managing a Marketing Project
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You really enjoy your job as the director of marketing at Sof-A-Logue.com, a personal e-communications company that is celebrating its 10-year anniversary this year. The anniversary of this social media communications company is so important that the executive management team has requested that you lead the marketing strategy portion of the strategic business plan this year, and include some celebratory branding elements to help continue to push Sof-A- Logue.com into the marketplace as an innovative, low-cost, quality service leader in communication technology. The name Sof-A-Logue evolved from the various personal communication applications that allow family and friends to stay connected from their home. The idea is essentially “dialoguing from your sofa,” in the comfort of your home. The company grew quickly through strategic acquisitions during the past five years. This rapid growth also led to an image problem in the marketplace. A recent survey showed that although the company is successful, most prospective and current customers do not know the brand. Though the software is often located on their cell phones, computers, and other communication devices, they are unfamiliar with the brand name. Your company is now at a place where it needs to concentrate on organic growth to continue to build the brand and grow revenue. Organic growth means that a company builds its revenues by creating new products, increasing productivity, and growing sales. Therefore, organic growth will be the number- one business objective during the next five years, and brand recognition and awareness will be a number-one priority for the company and its new products. New Product Launches to Celebrate Sof-A-Logue’s 10th Anniversary Aligned with the organic growth plan, the company is expanding its services to include three low-cost, personalized, downloadable software applications (apps) known as custom-logues. The three custom-logue apps that you will help market and launch this year include: Book-logues.