OXO Kitchen Gadgets - Developing marketing communications strategy on a budget

Assignment Objectives

Apply concepts of marketing communications and promotion.
Understand the changing communications landscape and the need for integrated marketing communications.
Appreciate he communication process and the steps in developing effective marketing communications.
Understand how budgets affect the design of the promotion mix.
Course Concepts

Marketing targeting strategies (Chapter 7)
Positioning (Chapter 7)
Integrated marketing communications (Chapter 14)
Promotion mix (Chapter 14)
Use of social media (preview Chapter 14)
Budgeting (Chapter 14)
Overview

For over 20 years, OXO has put its well-known kitchen gadgets into almost every home in the United States through word-of-mouth, product placement, and other forms of non-traditional promotional techniques. While OXO is a leading national brand, it competes in product categories that are small in size. With its tight advertising budgets, mass-media promotions are not feasible.

This video demonstrates how OXO is moving forward with its promotional mix through online and social media campaigns. For its Good Grips, SteeL, Candela, Tot, and Staples/OXO brands, OXO is making extensive use of the major social networks, expanding into the blogosphere, developing online ad campaigns, and more.

Your Task

You will be demonstrating that you understand the above-noted course concepts by applying them to the OXO product/market scenario.

Directions

View the OXO video, which can be found in Mymarketinglab under Chapter 14.
Check out the following articles; all of which can be found in UMUC's virtual library:
Bruner II, Gordon C., and Anand Kumar. "Gadget Lovers." Journal of the Academy of Marketing Science 35.3 (2007): 329-39. Web.
"Handy Gadgets for $30 Or Less." Consumer reports 62.12 (1997): 36. Web.
Perry, Dawn. "Handiest, Smartest, Sturdiest, Snazziest, Best." Real Simple 14.5 (2013): 192. Web.
"Tools & Gadgets: Staying Steady." Housewares.159 (2001): 22. Web.
Check your kitchen drawers. Do you own any OXO kitchen gadgets? Do you seem to favor other brands? Do you know why?
Ask your family and friends about their kitchen gadgets. What brand do they own, if OXO why do they buy OXO? What is the main source of their information about kitchen gadgets?

Review the requirements for written assignments and the grading rubric in your course syllabus under project descriptions.

If you are unclear about the assignment requirements, ask questions in the written assignment topic established for this case in the WebTycho conference area.
Prepare your three- to four-page written assignment by addressing each of the following questions in order.

After viewing the video featuring OXO, answer the following questions:

Questions

1. Oxo advertising strategy. Describe OXO's overall advertising strategy. Be sure to use the approapriate terminology per your text.

2. Changing communication strategies. Why has OXO chosen to change its promotional strategy at this time?

3. Creating a new communication strategy. Is OXO abandoning its old promotional methods? How is OXO blending a new advertising strategy with the promotional techniques that have made it a success?