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You are the CMO of Comcast XFinity; you will have a $20 million marketing budget Your assignment is to develop a plan and rationale on how you will spend your $20 million in marketing to further the goals of the company Wr to use information about key marketing concepts: positionining, branding, advertising and marketing strategy. How would you market that product?
Marketing Plan for Comcast XFinity
The new brand introduced by Comcast XFinity is an integration of new features in the company’s products and services. This is meant to offer the clients more speed, more HD, more choice and more control for the products and services. The main challenge for Comcast will be creating awareness to customers on the newly branded XFinity for the product platform. This is because many customers had been accustomed to the old brand of our products; hence, they will find the new brand quite different. The rebranding of Comcast products into XFinity may also confuse customers who were already accustomed to the old brands. Comcast however will ensure that customers are truly satisfied with the best services. This will make them be confident with the new brand. The company will also undertake an extensive awareness program to ensure that customers are exposed on the goals of XFinity. Comcast Competitive Advantage The high quality, efficient and vast range of our products and services has created a competitive advantage against similar firms. The company uses the coaxial cable in providing services to clients, which is more reliable than other cables. Moreover, the company has a huge investment in improvising the available infrastructure in its continuous technological improvement.
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