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  • Subject area(s): Marketing
  • Price: Free download
  • Published on: 14th September 2019
  • File format: Text
  • Number of pages: 2

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Presentation of the new product:

Plush toys are extremely grateful, friendly and needed. They will help the child to train motor skills and stimulate the child to be active. They are sewn from various types of coloured fabrics, which makes them both safe and attractive. The clothes of plush toys are made of high quality natural materials. Pluszak is a faithful friend of every child during every journey. Included with cute accessories, made of soft, pleasant to touch materials. Teddy bear is dressed in an elegant, woolen sweater, which gives him a special charm, in the evening you can change him into pijamas and get ready for the baby! The child will have his little friend even while sleeping. Our Misio will take the child for adventures and travels to the world of creative and carefree fun. Our teddy bear has a speech function with a programmed set of sentences and answers necessary to conduct a simple conversation with a child (yes, no, how do you feel, hi, my name is ...; etc.). Teaches days of the week, colors and shapes. Supports the proper development of the child, emphasizing motor and cognitive functions.

Ethics (Greek ethos - a permanent place of confusion, custom) is a normative philosophical discipline, the purpose of which is to justify or subject moral judgment to various legal principles, morals, institutions and motivations, intentions, beliefs or actions of individual people or groups. Evaluations and ethical standards concern how we can deal with others and ourselves.

Advertising is the result of the growing commercialisation of the reality that surrounds us. It has become a permanent element of our lives, as a live functioning stereotype intensively affects decision-making in everyday life, constantly creates specific images and thus often arouses the emotional attitude of the potential customer to the products offered. Advertising campaigns have taken on the size of giant tenders on an extremely competitive commodity market. The power and power of advertising grows with the appetite of the society, which craves more and more new information, needs generalised patterns, fashion determinants, and imposed models of behaviour. Promotional activities of companies are an inseparable element of the free market. When assessing from the ethical side whether they are good or bad, it is necessary to determine whether for a given individual or group of people they have beneficial or harmful effects.

Strategy is the art of predicting and choosing the best way to achieve success, especially in the long run - in the face of environmental challenges. With regard to marketing, the strategy consists of a set of activities that involve selecting an activity and determining the position of an enterprise in a competitive environment. Marketing strategies are implemented through the systematic planning and implementation of the marketing mix in order to exchange products, which adds value expected by the parties participating in it. An element necessary for the proper selection of a marketing campaign is the definition of the so-called Target group are people who are potential consumers of the brand or persons making purchasing decisions. These are the people who have the strongest influence on the purchase. To determine the target group is not enough just to take into account the demographic criterion, if we take as target group, eg "parents", then we still need to determine the whole household environment in which we would like to exist as a brand: what family model, whether it is metropolitan, or rather small-town, to which schools children go, whether both parents work, or just one of them etc. The basis for introducing a new product is consumer insight, i.e. the need for a man belonging to the target group. In the two different approaches considered, we will define two different targets - Children in aggressive marketing and adults (parents, caregivers) in a low key approach, such as we have used so far.

There are two philosophies about creating ethical rules in an enterprise. The first one indicates that companies do not have to make moral decisions and can only be guided by the principles of the free market and applicable law. This approach can be summarised by saying that anything that is not prohibited is allowed. The second, more advanced philosophy accentuates the individual responsibility of companies for their activities.

An aggressive sales campaign.

The problem of child-advertisement relations has been the subject of many pedagogical, psychological and sociological studies. The power and power of advertising grows with the appetite of the society, which craves more and more information. While the "world" of adults is willing to interpret the proposals in advertisements freely and has the ability to rationally separate reality from fictitious premises, the children's world is constantly influenced by commercialism which shapes their personality on a daily basis, evocatively influences the psyche, the way behaviours and mutual relations between peers and adults. It is obvious, therefore, that advertising has gained enormous popularity among this reference group. Promotions addressed to children are, more often than not, negatively perceived by parents because advertisements strongly shape children's desires, which are intensified by the multidirectional and mass promotion of specific products. Such manipulations lead to the awakening in children of the discomfort associated with what they do not have. Strong childlike jealousy among peers because of luxurious, fashionable toys is, according to my observations, the main reason for the existence of clear disproportions between them. These, on the other hand, are the basis for shaping the materialistic style, which is based on the orientation of having as many of the commonly-desirable goods as possible. It seems that the faulty impact of advertising on the child's psyche is so great that it would be necessary to prohibit preschoolers from sitting in front of the television or to closely monitor what they are watching. Advertisements strongly shape children's desires, which are compounded by the multidirectional and mass promotion of specific products. Advertisements and promotions have important advantages for young consumers, such as providing information about products, their functions, accessibility, price, providing entertainment. However, these promotional activities may cause threats in the form of buying products that the consumer does not need, a sense of inferiority due to the inability to buy the advertised products, unnecessary competition with peers, excessive spending on advertised brands and thus financial problems and debt. An aggressive marketing campaign aimed at children could bring considerable financial benefits as well as help in the development of our company, however, this may be related to the lowering of the brand's status in the eyes of parents, disappointment of existing and the detriment of potential new customers. In the long-term, unethical behaviours bring many negative effects, which include, first of all, the loss of trust and credibility, and, consequently, a decrease in the effectiveness and efficiency of operations.

Low-key campaign.

Consumers are becoming more and more aware of their strength and importance for companies, which is demonstrated by boycotting companies that are acting unethically. It is now a powerful tool of pressure, because it no longer requires additional sounding of traditional media like television, radio or newspapers. Currently, it is enough to shock the information about the company's activities posted on the social networking site on the Internet to trigger the avalanche reaction of many consumers. This forces certain behaviours of companies, such as ours, operating on the market, which feel controlled by public opinion and not only declare more pro-social and pro-environmental actions. This phenomenon can be determined by the evolution of the economic system towards more responsible capitalism. We now have commitments not only to our shareholders, but also to other social groups that bear the risks and consequences of our activities. The goal of our company can not be only profit, but to maintain the loyalty of the society by providing good products and taking care not to generate additional negative external effects in its operations. Relationship marketing that points to the need to build long-term, mutually beneficial relationships based on mutual trust. Only the long-term perspective of action indicates the values ​​and benefits (not only tangible) that the company can relate to. Therefore, the company should develop its own marketing ethics policy, which should indicate clear and transparent rules applied by the company and its employees in various situations, especially those in which there is a conflict between the interests of the company and the client or the long-term good of society. In directing the campaign to parents, we should focus on: using renewable raw materials (minimising the use of non-renewable resources in the production process), lack of materials dangerous to children's health, consumes small amounts of energy to function, allows motor and cognitive functions to develop, supports the development of speech in a child. Our current strategy currently has the future of using sustainable marketing throughout the life cycle of a product or service, and especially in the phase of designing it, is now the most desirable, among customers and companies themselves, a manifestation of innovation. According to the idea of ​​CSR (Corporate Social Responsibility), enterprises should take responsibility not only for honest treatment of their stakeholders, but also for shaping consumption patterns that affect the state of the environment.

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