The paper "Relevance of the Pioneer Program" Is a good example of a Marketing Case Study. Being a pioneer of a certain business as given in the marketing I document is a very important aspect of marketing (Louis et al, 1969, p. 156). We see that UNE Life offers a large market for starting a business. As we see in the previous document, my idea was to introduce new documents and articles to the UNE Life bookshop. As previous analysis has shown, we see that the idea was workable and proved to be a great business point to pursue.
It is evident that there were no previous such documents and articles in the bookshop (Louis et al, 1969, p. 156). For this reason, we see that my idea is a pioneer in the making of this business. There are many advantages to being the pioneer and founder of a certain business idea. Being the first to enter a new business idea creates the entire name for the business thus making it the most authentic store for the company (Louis et al, 1969, p. 156). The pioneer market is the most relied upon by most consumers.
It leaks of quality since it was the engineer of a certain idea or concept. The importance of being a pioneer is because it gives the customer a sense of product awareness (Louis et al, 1969, p. 156). Consumers have a habit of sticking to the original brand of products hence are not comfortable trying other new brands of concepts (Louis et al, 1969, p. 156). Buyers do not recall all brands equally. They are usually biased to the original forms of brands.
For this reason, being a pioneer to any product is a good marketing program ion relation to the UNE Life product that was previously described. Once a product is first introduced there are a thrill and excitement that arises among the consumers from it (Louis et al, 1969, p. 156). We see that there is a new buzz for the coming of the new product. There is a lot of excitement for the newly developed item. It is viewed as fashionable and up to date such that, many buyers want to be associated with its possession in order to appear up to date with the recent developments.
For this reason, if a new product arose it would be compared to the already produced product and may thus be seen as outdated because a previous one had already been made (Ahtola, 1975,p. 52). It is difficult to market a new brand of a new substance that has already been developed and if the market is acquired the price has to be subsidized in order to ensure that the product attracts customers (Roger, 1965, p. 24).
On the other hand, being cheaper passes a message that the brand is of lower quality thus reducing the market scope. We thus see that being the pioneer of these new documents at the UNE Life bookshop will actually be a good angle for marketing due to the new excitement it creates (Roger, 1965, p. 24). Another reason why being the pioneer of a certain concept or product in the business is a good program for marketing in the UNE Life is that the pioneer is able to create their own branding strategy (Roger, 1965, p. 24).
They are able to have their own main concept of advertising and marketing. They are able to create their own angles to appeal to the buyers and their own ways to seem very important. On the other hand, we see that superseding brands have to come up with a policy that this says, I am the same but at a different price (Roger, 1965, p. 24). The pioneer has the first hand in marketing. The second brand has to live on the concept that I am the same and in this case will suffer in the comparison with the original (Roger, 1965, p. 24).
It will seem like they are imitation and not the real thing. This is a major stumbling block for other brands and thus an advantage for the pioneer brand when it comes to marketing (Roger, 1965, p. 24).
David O. (1983) Ogilvy on Advertising. Maidenhead: Open University press.
Al R., Laura R. (2008) The 22 Immutable laws of Branding. Harlow: Prentice Hall.
Luke S. (2002) Hey, Whipple. Squeeze This: A guide to creating great advertising. London: Pearson.
Jim J. (1999) Good to Great: Why some companies make the leap others don’t .London: Earthscan.
Naomi K. (1999) No logo (Paperback).New York: University Press.
Teri K. G. (1990) Communication works (Unknown binding).Harvard: University Press
Wroe A. (1954), “ Factors Governing the Development of Marketing Channels,” in R.MN Clewett (ed. I, Marketing Channels for Manufactured Products, Homewood, IL Richard D, Irwin, pp 5-22
James L. H (1976), Marketing, New York: Macmillan Publishing Co., Inc., , pp. 256-257.
Roger M. P (1965), “Selecting and Evaluating Distributions,” New York: The Conference Board, Business Policy Study No. 116 ,p.24
Louis w., Stemand R., Gorman (1969), “Conflict in Distribution Channel: An exploration,” in Distribution Channels: Behavioral Dimensions, ed. Louis W. Stern, New York: Houghton- ifflin Co., , p. 156
AHTOLA, O.T (1975). The Vector Model of Preferences: An Alternative to the Fishbien Model. JMR, Journal of Marketing Research,12 (1) 52-59
Bailyn, L. (1985). Autonomy in the industrial R&D lab. Human Resource Management, 24,129–146.
Denison, D. R. (1990). Corporate culture and organizational effectiveness. New York: Wiley
http://www.unelife.com.au [Accessed 7th August 2015]