Disruptive Marketing Plan 1

Disruptive Marketing Plan

Teri Weekes

School of Information Systems, Liberty University

Author Note

Teri Weekes

I have no known conflict of interest to disclose.

Correspondence concerning this article should be addressed to Teri Weekes

Email: tdweekes@liberty.edu
Disruptive Marketing Plan 2

Abstract

The main goal of this analysis is to identify how the use of disruptive marketing

strategies promotes brand loyalty among customers and different brands. The study defines what

disruptive marketing strategy is. On the other hand, the research establishes the meaning of brand

loyalty. The main body of the analysis consists of eight subheadings. These subheadings

represent the key information the study discusses. Therefore, the first is biblical integration of

bible chapters related to the topic. The second subheading describes a literature review

concerning disruptive marketing plans on brand loyalty. The third subheading presents why

disruptive marketing is a robust strategy for branding. The fourth subheading demonstrates how

effective disruptive marketing promotes brand loyalty. On the other hand, the fifth subheading

identifies how numerous brands can develop a disruptive marketing plan. The sixth subheading

identifies some of the brands which have emulated the process of disruptive marketing strategies.

The seventh subheading presents why disruptive marketing strategies work in most situations.

Lastly, the last subheading gives a conclusion that summarizes the main points of the analysis.

Keywords: Brand, Marketing Plan, Brand Loyalty, Market-based Value

Disruptive Marketing Plan

A business brand becomes memorable when individuals can think beyond traditional

approaches and apply effective disruptive marketing strategies. In simple terms, a disruptive

marketing plan is a way by which important marketing actions take root initially in applications

within a department of an institution and then persistently move across an organization's internal

functions or departments, ultimately linking with the external corporates to make sure that

market-based value formation is conveyed to an institution's primary stakeholders. On the other

hand, brand loyalty is a trust-driven connotation between clients and a particular brand.

Currently, many clients try to engage themselves with brands that are going beyond their

expectations and standards. On the other hand, diverse brands use disruptive marketing plans to

replace the traditional marketing strategies, making a business brand not prosper. There are two

main types of marketing disruptions. They are new-market disruption and low-end disruption.

New-market disruption is a type of market disruption that targets clients with existing needs.

Conversely, low-end disruption is a type of marketing disruption that targets clients who do not

require every feature valued by consumers at the high end of the market. Therefore, to

effectively understand the connection between brand loyalty and disruptive marketing plan, this

analysis identifies a biblical overview on the topic. The analysis identifies some of the past

research on disruptive marketing plans on brand loyalty. The study additionally identifies why

disruptive marketing has several strategies that make it a robust strategy to brand loyalty. The

research also identifies how disruptive marketing plans promote brand loyalty. How brands can

develop a disruptive marketing plan is another factor presented in the analysis. Moreover, the

analysis suggests some of the brands which must implement disruptive marketing strategies. The

study additionally explains why a disruptive marketing plan works.

Biblical Integration in Brand

Various Bible verses present vast ideas on why individuals should implement effective plans

that can improve business performance. A common verse in the bible that gives such an

overview is proverbs 16:3. The verse posits that "Commit to the Lord whatever you do, and he

will establish your plans" (New International Version, n.d.). When individuals develop business

plans and ideas and share them with God, He can make sure they accomplish them. Also, from

the verse, businesses owners and brands should identify thoughts that can help them execute an

essential strategy for their business. Another necessary verse is proverbs 29:18. The generally

states that "Where there is no revelation, people cast off restraint; but blessed is the one who

heeds wisdom's instruction" (New International Version, n.d.). If individuals aim to be true

business owners, they should have a vision that can guide them. Ideally, vision makes a business

thrive. On the other hand, if a person lacks vision and forwards thinking, the company may not

last long.

Reviewing Research on Disruptive Marketing Plans on Brand Loyalty

Numerous researchers present their overview on why disruptive marketing plans promote

brand loyalty. Ideally, most of the researchers believed that developing effective marketing plans

increased customer loyalty to different brands. Analysis by Bappy & Haque (2018) identifies that

brand awareness is an important marketing tool because it helps customers recognize brands of

interest. Also, the researchers prove that when consumers are attached to a certain brand, they

will frequently use their resources to support the brand (Bappy & Haque, 2018). Hence, brand

awareness is integral since it promotes customer loyalty and brand loyalty. Similarly, Ganguly et

al. (2017) contend that having an effective brand awareness is important in the current

competitive world because it facilitates the development of new markets for upcoming new
Disruptive Marketing Plan 5

products. However, the researchers posit that identifying a disruptive marketing technique

depends on how diverse brands understand markets concerning the development of new products

and services, consumer behavior, and marketing strategies that support the wants of consumers.

Therefore, the main goal of the scholars was to identify some of the methods that can help brands

aluminate unique marketing plans while presenting their products and services to their targeted

customers.

An analysis by Keller (2019) presents the effectiveness of brands in a customer's life.

According to the researcher, brands are important in clients' lives because they reveal how they

respond to diverse brands, what they think, and how they react to a particular brand (Keller,

2019). Moreover, Keller's (2019) analysis also identifies that numerous scholars have studied

how different clients respond to numerous brands. Mainly, the analysis suggests that how clients

react to a particular brand depends on their knowledge, attitudes, and cultural backgrounds. Also,

Keller (2019), possessing essential brands in the current world is vital because it enables clients

to live more rewarding, easier, and simpler lives. Moreover, effective branding enables

consumers to refer their friends to witness their diverse brands' services. Conversely, Rather et

al. (2018) reveals that branding has played an integral role in building effective relationships

between brands and customers for considerable years. Additionally, Rather et al. (2018)

postulates that customer-engaged brands are rising because consumers can participate in new

services and products introduced by new upcoming brands. However, the researchers further

state that while business brands are increasing, gaps still need attention because they affect the

customer-brand relationship (Rather et al., 2018). Also, Rather et al. (2018) argue that many

customers from undeveloped states may not access trustworthy brands because the models used

in such countries lead to inconsistencies in branding. From the analysis, the researcher suggests
Disruptive Marketing Plan 6

that business managers should effectively identify models that can help control irregularities

within the business brands to promote branding in developing countries.

On the other hand, Gemici & Alpkan (2015) reveals the importance of technology in

promoting branding. According to scholars, technology has an important role in branding since it

encourages the development of market share and profit for a business organization. Also, the

study presents that apart from technology, having an effective disruptive marketing plan is one of

the important elements since it identifies when, where, and the kind of innovation a brand

requires to succeed in the competitive markets (Gemici & Alpkan, 2015). Additionally, Gemici

& Alpkan (2015) wanted to identify why the power of disruptive marketing techniques helps

consumers and develop effective and healthy business relationships. In their analysis, Hult &

Ketchen (2017) provides a similar overview to Gemici & Alpkan (2015). Mainly, Hult &

Ketchen (2017) reason that branding has assisted many businesses in identifying their target

clients for over centuries. To determine their customers, they must develop unique products that

fulfill consumers' needs (Hult & Ketchen, 2017). Therefore, the scholars’ postulate that when

business brands have access to stable and essential technological podiums, they can easily

monitor what is missing in the current market. Furthermore, through technological platforms,

organizations can create a unique product that attracts a set of consumers. Thus, if a business

brand has identified their key consumers, they can improve their products bit-by-bit to maintain a

healthy association with their customers.

In their analysis, Swaminathan et al. (2020) identify how the introduction of technology

connects the world. According to the researchers, when people are connected, they share

valuable information concerning different brands they support. Swaminathan et al. (2020) further

conceptualize that organizations can identify and connect with the brands they feel safe with
Disruptive Marketing Plan 7

through technologies. Also, the researchers suggest that through technologies, brands are shifting

from traditional methods of communication because they are not effective in providing precise

information that a brand needs to convey to its clients. Therefore, when the brands use the

required technology, they attract customers who believe in their brands.

Why Disruptive Marketing Is a Robust Strategy to Brand Loyalty

A disruptive marketing strategy ensures that brands have loyal customers who often purchase

their products and services. Therefore, disruptive marketing plans have numerous approaches

which ensure that brands get the consumers who support their services. Advertisement is a

common aspect of disruptive marketing strategy use to maintain brand loyalty with the clients.

Analysis by Rather et al. (2018) presents that advertisement is an essential aspect for numerous

reasons. For instance, the researchers argue that advertisement promotes brand awareness for

products and services such as brand price and brand name (Rather et al., 2018). Awareness of

services and products are developed by highlighting the key and unique features of a brand.

Moreover, advertisement helps brands to provide the target consumers with information

concerning a specific product. They mainly offer information related to awareness since

consumers will have vital information such as using a product and the main features. Also,

Rather et al. (2018) argue that advertisement also links with persuasion. When different

businesses produce similar products, they must convince clients why their product is the best

choice. For brands to persuade consumers, they must develop persuasive messages regarding the

superiority of their product compared to other products present in the markets. Mainly, the

researchers reason that persuasion can be implemented through product demonstration,

developing creative advertisement messages, and providing a premium offer to consumers

(Rather et al., 2018). Thus, advertisement is an important aspect of a disruptive marketing

strategy because it enables a brand to advertise its products by creating awareness, sharing

information, and being persuasive.

Affordability is another robust strategy why disruptive marketing is essential to a business's

brand loyalty. Ideally, disruptive marketing should implement on plans which are not expensive

to the consumers. According to Bappy & Haque (2018), disruptive marketing plans should

develop affordable prices for consumers because it ensures that individuals familiarize

themselves with products of different brands. According to the researchers, when brands offer

low prices, more people will be tempted to try some products and services a brand market.

Hence, brands can profit from the affordable prices they implement (Bappy & Haque, 2018). On

the other hand, Bappy & Haque (2018) proposes that when brands implement low prices, they

have the opportunity to grow their database with every sale they make. Mainly, when people like

what a particular brand offers, they refer their friends and families to taste the services they

receive from various brands. Also, brands can develop their sales by providing incentives to the

clients. When business brands have set affordable prices for their consumers, they are likely to

get more clients who will ensure the continuity and development of a business brand. As such,

such activity enables more clients to develop customer loyalty with their brands.

Analysis by Ali et al. (2020) presents that organizations require enough resources to develop

unique services and products to increase the demand from their consumers. Also, the analysis

speculates that when business brands have enough resources, they can reduce market

competition, improving consumer's unique needs and wants. Ali et al. (2020) argues that even

though there are sufficient resources in the current world, most brands can still not develop new

products concerning consumer's preferences. Ideally, (Ali et al. (2020) theorize that most

products cannot match consumer's wants because many brands lack effective marketing
Disruptive Marketing Plan 9

capabilities and lack experienced managers. Therefore, the researcher maintains that for brands

to meet consumer's demands, they must have experienced individuals who know about

marketing new products to an existing population. Equally, Dwivedi et al. (2020) argue that

while the current world has numerous social media platforms, most brands still lack effective

marketing strategies to attract new and loyal clients. However, Dwivedi et al. (2020) further

contend that social media podiums such as Facebook, Twitter, and YouTube have become part of

human interactions because they ease communication. According to the researchers, while many

brands do not effectively market their products, most spend most of their valuable time on the

internet. Therefore, brands should not find it hard to market their products and services to

individuals. Also, the researchers propose that various brands do not succeed in marketing their

products on media platforms because they are still using traditional communication, which does

not reach a multitude of people. As such, Dwivedi et al. (2020) address that brand should change

their way of marketing their products to gain many clients. That means that they should emulate

new technological platforms that can help them reach many people.

How Disruptive Marketing Plan Improve Brand Loyalty

Implementing an effective disruptive marketing plan not only improves customer loyalty but

also improves brand loyalty. Therefore, brands need to identify disruptive marketing strategies to

help clients identify their brands to remain competitive. According to Keller (2019), the internet

plays an important role in a disruptive marketing plan. According to the researchers, when

businesses share their brands through the internet, they allow clients to be part of marketing,

services, and other products (Keller, 2019). A disruptive marketing plan mainly enables brands

to create high contents that educate, engage, and informs customers about a certain brand.

Therefore, when clients have adequate information concerning a particular brand, they engage
Disruptive Marketing Plan 10

with its key objectives. Such an act leads to the development of brand loyalty between the

consumers and the business. But Keller (2019) further proposes that before a company advertises

their brands through the internet, they should consider strategies to build their brand loyalty with

the customers. Therefore, if a business has an effective disruptive marketing plan, it can develop

high-quality content to share with its target customers through different internet platforms such

as Twitter, Facebook, and YouTube.

On the other hand, a disruptive marketing plan can assist brands in instilling their customers

with essential experiences concerning how the brand operates. The quality of expertise these

brands provide is the main reason why clients may decide to leave or be loyal to a particular

brand. A study by Rather et al. (2018) presents that brand experience is essential since positive

experience leads to a deeper connection between the clients and the brands. However, Rather et

al. (2018) further argues that for individuals to understand the experiences of numerous brands,

they need to identify how the experience connects to other branding elements such as brand

voice and brand identity. Also, Rather et al. (2018) provide two key steps businesses can develop

an outstanding brand experience. The first step the authors present is for the brand to discover its

main purpose. When brands find their main purpose, it is easier for the customers to identify the

main products and services related to a brand (Rather et al., 2018). Therefore, when consumers

identify that certain brand have a purpose, they will be loyal and support their key objectives.

Additionally, the researcher suggests that constancy is another way of revealing brand

experience. Mainly, by maintaining consistency in a brand, businesses can easily recognize their

customers, who help to foster a brand's trust and loyalty (Rather et al., 2018). Thus, having an

effective branding experience is essential to diverse brands because it presents the main purpose.

On the other hand, it promotes consistency among brands and their loyal customers.
Disruptive Marketing Plan 11

Disruptive marketing plans assist brands in maintaining current industry trends. Brands need

to pay attention to industry trends and have more knowledge on technologies relevant to brands

to operate effectively. A study by Dwivedi et al. (2020) argues that social media plays an

essential role in brands because it enables them to identify current market trends. Dwivedi et al.

(2020) further propose that social media helps brands identify current trends such as prices of

different products and improve their awareness to attract more potential customers who may be

loyal. Therefore, according to the study, social media, the internet, and other digital

communication enable brands to take note of the available trends (Dwivedi et al., 2020). On the

other hand, brands need to emulate the internet because it has become essential to the lives of

many individuals. For instance, Dwivedi et al. (2020) contend that 2.95 billion people were

active social media users globally. Therefore, most of them learned about brand trends in various

media podiums. As such, disruptive marketing strategies enable brands to achieve their

marketing objectives by identifying the current trends which attract loyal customers.

Disruptive marketing strategies help trustworthy brands to maintain consistency. It is vital to

note that clients like associating and spending their resources on brands that support consistency

in advertising and marketing their products. Swaminathan et al. (2020) identify that when brands

maintain their consistencies, they attract more customers because clients believe they can utilize

limited resources to fulfill their needs. Also, Swaminathan et al. (2020) contend that most

consumers prefer to associate themselves with brands they can trust. Thus, brands should aim at

delivering experience and relevant content which attracts more consumers. Ganguly et al. (2017)

identify why brands should maintain their consistencies in the ever-evolving marketing world.

Ideally, the scholars' reason that brand consistency is integral to client's loyalty since consumers

know what to expect from a brand every time their expectations or needs are met. Therefore,
Disruptive Marketing Plan 12

such an act develops seamless trust and connection between the brand and its customers. Also,

when customers identify that a particular brand is constant in its production, they may refer more

people to experience the services of such a brand.

When business brands offer incentives, they aim at developing customer's loyalty to their

brands. Hence, a disruptive marketing plan helps build brand loyalty through incentives that

clients receive from a business. According to Bappy & Haque (2018), when customers receive

incentives from various brands, their bonds and relationship strengthening. Further, Bappy &

Haque (2018) reasons that most brands offer incentives to their consumers to appreciate them for

being their loyal clients. Also, when brands keep an eye on their clients, they can easily track

most of their activities within the brand. To sum up, brands need to provide incentives because it

promotes brand loyalty and strengthens the connection between customers and different brands

they prefer.

How to Develop a Disruptive Marketing Plan by Brands

Before developing a disruptive marketing plan, brands need to determine what they want to

disrupt. Mainly businesses should have vital information concerning the industry they aim to

venture in. Hult & Ketchen (2017) propose that various tools such as survey monkey, think with

google, and BizStats can help brands have an insight on the industry they want to venture into

and the type of products and services they should implement. On the other hand, such tools can

assist business brands in identifying some of the weaknesses of the industry they want to venture

into and what they can do to avoid the occurrence of such weaknesses (Hult & Ketchen, 2017).

Also, having basic information in the industry enables a brand to develop a unique product that

will fulfill clients' needs. Before creating an effective disruptive marketing strategy, brands

should ensure that they have basic knowledge of the industry they are interested in.
Disruptive Marketing Plan 13

Further, understanding customers' wants is an added method that can enable brands to

develop an effective disruptive marketing strategy. Ideally, before consumers venture into a

brand, they always understand their unique expectations and needs. Research by Keller (2019)

presents that consumer respond differently to numerous brands. For example, Keller (2019)

identifies that consumer react to brands based on gender, experience, cultural background, and

knowledge; therefore, brands should consider such factors when advertising their products and

services to customers since not all of them will react the same. As such, brands should consider

exploring an audience interested in the brands and services they offer. However, (Keller 2019)

moreover reveals that understanding consumer interests does not only rely on client's knowledge

and experience, but it also relies on how clients spend their time, the need they want, and what

they expect from the brands. Thus, these are other factors brands should consider while working

on consumer needs because they develop connections that promote brand loyalty among clients

and businesses.

When brands are relevant, they attract a large number of customers. Also, the strongest brands

are those that relentlessly make a difference in a client's life. Research by Ali et al. (2020)

presents that businesses have sufficient resources to develop products that satisfy consumer

wants. According to the researchers, enterprises with adequate resources can achieve customer

demands and overcome globalization issues (Ali et al., 2020). Moreover, when brands have

sufficient resources, they remain relevant in the current competitive world because they

understand their main goals and objectives towards their client's satisfaction. Hence, the key

aspect of disruption is to develop experiences that apply to the clients because they are the main

individuals who determine the effective operations of a business brand. Even though most brands

remain relevant, Ali et al. (2020) argue that most brands that introduce new products in the
Disruptive Marketing Plan 14

market tend to face some challenges because new products fail at a high rate due to a lack of

creativity and effective marketing skills. Thus, for many brands to be relevant in the current

competitive universe, they should develop marketing skills that help in marketing their products

to their potential clients.

Data collection is an added method that can be used in developing a disruptive marketing

plan. Mainly, the marketing team should only focus on data that present the current emerging

marketing trends. Research by Keller (2019) states that the profile of existing customers and

their spending pattern is essential, but Keller (2019) suggests that the marketing team needs to

identify more information that reveals why other clients bought a certain service or product. For

the marketing team to conduct such an activity, they may implement diverse qualitative methods

that can help them acquire valuable information. Also, these individuals can use other methods

such as surveys, interviews, and physical observation. All the data obtained by the marketing

team is integral because they help identify marketing trends of numerous products and services.

Moreover, the data acquired can ensure that brands identify services preferred by most clients.

When the marketing team discovers an available market, they should develop strategies that can

use operative media networks in the market. Therefore, the marketing team will create social

media platforms with unique marketing strategies and sales positions. But before the team

introduces a new product in the market, the brand executives need to identify and set consistent

marketing messages and brand guidelines. After identifying the marketing messages and brand

guidelines, the brand can execute an execution plan that will help the marketing team acquire and

interpret data that presents the effectiveness of a plan. On the other hand, the marketing team can

adjust the tactic when implemented as needed.

Brands that have Implement Disruptive Marketing Plan

Since almost every brand has access to technology, they should implement a disruptive

marketing plan. Numerous research identifies the technology industry as among the well-known

organizations that have implemented disruptive marketing strategies. Gemici & Alpkan's (2015)

analysis identifies that technology undoubtedly helps develop and create revenue, market share,

and profits at an institutional level. Also, the researchers propose that technology is among the

vital elements to incorporate strategies because it identifies when, where, and the kind of

innovation a company should implement (Gemici & Alpkan, 2015). Some of the technological

devices which have implemented disruptive marketing consist of computers, phones, and any

other electronic device that can regularly be restructured while already in control of clients.

Mainly, technology companies incorporate disruptive marketing strategies because they can

identify emerging markets and develop a product and service that may be readily accessible to

clients.

Car companies are also brands that are implementing the use of a disruptive marketing plan.

A common car that implemented the strategy is the Toyota Company. Chandrasekaran et al.

(2021) contend that most automobile industry majorly aims at showcasing innovation and

sophistication. Also, the researcher proposes that vehicle corporates do not normally have a

repute for fun, though the researchers argue that Toyota was the first company to use a disruptive

marketing plan to develop an advertisement talking about cars (Chandrasekaran et al., 2021). The

advertisement campaign was implemented in 2015, and the company used it to show Toyota fans

that the company could develop a sense of humor (Chandrasekaran et al., 2021). The

advertisement was not only funny, but it also presented that the company was taking extra steps

towards its aim of developing more suitable vehicles for its customers.
Disruptive Marketing Plan 16

Nike is another brand that incorporated the technique of disruptive marketing plan. Ideally,

the company uses the method to transform how people view their fitness and their general health.

Fabrik (2018) contends that in 2015, through YouTube, Nike Company launched known as

"Better for It." The main goal of the company with the campaign was to introduce a relatable

experience to their clients, educating them that they are not just a brand for those who love

athletics, but it was to show them the organization was willing to sponsor those who do not

support athletics too (Fabrik, 2018). Ideally, the Nike marketing campaign is appealing because

it does not aggressively aim at getting clients, but it aims at providing a realistic portrayal of the

importance of working out.

Also, HBO is another brand that implemented the use of disruptive marketing strategy. In

2015, HBO developed its marketing technique, "HBO Go," a platform that enabled HBO clients

to watch any show that interested them. Fabrik (2018) suggests that while HBO's marketing

technique was not entirely a disruptive plan, it was still a unique advertisement since it enabled

viewers to watch their favorite show from any device they preferred. Therefore, disruptive

marketing technique is all about identifying the obvious choices and then purposely choosing

another direction.

Why Disruptive Marketing Techniques Works

Clients like disruptive marketing campaigns because it provides services which help them. On

the other hand, disruptive marketing is important because it makes brand names gain attention

from different customers who wish to associate themselves with successful brands. Research by

Christensen et al. (2018) presents why disruptive marketing techniques work for brands and

clients. The author mainly suggests that the plan works for both consumers and business brands

since it is easy to understand (Christensen et al., 2018). The designs used to develop the plans are
Disruptive Marketing Plan 17

not always complicated. Therefore, these designs were created to be both amicable for brands

and their clients. On the other hand, disruptive marketing works for both clients and brands

because they are unique. Even though there are numerous marketing plans, Christensen et al.

(2018) identify that most of these marketing plans cannot duplicate the same plans as disruptive

marketing strategies. When these plans are unique, it is easier for a customer to identify a brand

that uses disruptive marketing techniques. Also, disruptive marketing technique operates because

it simple. For instance, marketers do not require big budgets to develop effective disruptive

marketing campaigns. Ideally, Christensen et al. (2018) reveal that brands only need ideas to

have developed operative marketing strategies. Therefore, any organization can develop strong

descriptive marketing strategies that promote maximum return on investments with the right

clue.

Conclusion

In summary, the analysis provides a precise overview of how an effective disruptive

marketing plan promotes brand loyalty between customers and brands. The study mainly

identifies past analysis that explains the effectiveness of marketing strategies on brand loyalty.

For instance, most past research reveals that technology is crucial in developing brand loyalty

between clients and diverse brands. Further, the study gives a brief overview of why a disruptive

marketing plan is a robust strategy to brand loyalty. The main goal of a disruptive marketing

strategy is to ensure that brands have loyal customers. Therefore, there are numerous approaches

provided within the discussion. Some of the techniques presented in the study are; advertisement,

awareness, and persuasion. On the other hand, the research identifies why disruptive marketing

plan improves on brand loyalty. Moreover, the study some of the approaches a brand can use in

developing an effective disruptive marketing plan. According to the study, disruptive marketing
Disruptive Marketing Plan 18

strategy improves brand loyalty when businesses share their brands through the internet. Also,

the marketing strategy improves brand loyalty when they teach their clients how their brand

operates. Further, brands that have implemented the program are additionally enlisted in

research. The brands discussed are Toyota Company, Nike Company, and HBO. Lastly, the

study has clearly outlined why disruptive marketing techniques operate in the current

competitive world. The research further explains disruptive approach improves on brands when

it maintains the use of current trends. Disruptive marketing strategies work in the contemporary

world because they are easy to understand, unique, and simple.

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