E-Marketing - Promotion and the Communications Process
Introduction
In this assignment I will be using a case study to demonstrate an
effective promotional campaign plan for the launch of a new e-business
- selling wine over the internet.
The name of the e-business will be 'The Wine Seller', which will help
promote brand recall. This will also form the basis of the PR and
Advertising campaign.
The steps taken will include:
* Promotion Plan/Objective
* SWOT Analysis
* Formulating a marketing and advertising plan
* Setting the Marketing Objectives
* Identifying the target audiences
* Evaluating and implementing the communications mix
The promotional campaign budget is £500,000.
1. Promotion Objective & Plan
'The Wine Seller' is a small company offering high quality products to
two main target markets.
The main business objective is to generate awareness of the website
facility to the existing customer base, respond to the needs of
potential customers and generate awareness to both existing and
potential customers.
Therefore the main objectives of this promotional campaign are to: -
* Create a brand image
* Increase competitiveness
* Improve efficiency
* Add value for the customer
To fulfil these objectives we need to improve communications, enhance
customer service, increase sales, reduce costs and evaluate the
impact.
A promotional plan is critical for the development of a successful
promotional campaign.
The organisation should ask itself: -
· What are the overall goals of the promotional campaign
· What is the organisation trying to achieve
· What resources does the organisation need to achieve the objectives
· Which elements of the marketing mix are most appropriate
We already have database information about the two main target
markets. The information leads us to the conclusion that both markets
demand quality, and a wide range of products.
Quality and value for money rather than being the cheapest is more
important to these markets. Therefore the market segment is described
as demo geographic.
The e-business wants to generate awareness amongst current and
potential clients in both the hotel/catering industry and private
consumers.
The product the organisation has, is well established. The website
will add value to the product and service delivere...
... middle of paper ...
... 8 Sundays @
£25,000) £200,000
Cost includes production
Reprinting of all stationery £ 15,000
Search Engine Optimisation & Data Mining £ 5650
Wine Tasting evenings in Country House Hotels & Promotional offers
£100,000
Conclusion
It is important to the marketer to understand how communication works
in order to send the right message to the right people at the right
time using the correct medium for the audience.
It is vitally important that after a communicating that the results or
findings are monitored and evaluated.
Evaluation measures the success or failure of promotional campaigns.
These promotions sometimes fail due to poor objectives and a poor
understanding of customer needs and wants.
Successful e-businesses realise the importance of integrating their
offline and online marketing activities.
Any promotional activity should run over a reasonable time scale in
order that the receivers of the message recall the content. This helps
reinforce the message and leads consumers to Purchase.
The internet is the biggest library and storefront in the world and
therefore an ideal platform to sell products and ideas and research
competitors.
One of the most widely used technologies is the Internet, or also known as the World Wide Web. “In August 1981 about 200 computers hosted Web servers. By July 1998 there were over 36 million Web servers, that are hosts to approximately 150 million people” (Strauss). The Internet proves to be very beneficial to education, since students have unlimited access to millions of websites with tons of information. There are only so many newspapers, journals and magazines that you can find in libraries or subscribe to. Therefore, the Internet offers an unlimited pile of information that students can always have. Moreover, students are enriched with the most current information in any subject, along with regular updates. Students are able to use the Internet anytime of day, as long as they have a computer at hand. The research process will not have to end when the school day is over (Wissick, 82).
Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
This type of telescope is known as a catoptrics version of a telescope. The tube and lens system is similar to that of a refracting telescope. There are many things similar, but others are vastly different for a reflecting telescope. The tube allows light to enter through one end. On that end is a primary mirror, and on the other end is a secondary mirror.
The following plan is intended to provide a basic marketing communications plan for a fictitious company. The company in question operates in China and produces soft drinks, particularly adult soft drinks. The information in the plan has been sourced from various textbooks and online research including the National Bureau of Statistics China.
Shoes have been worn for many centuries and evolved over time. They serve the purpose of protecting and providing comfort for people’s feet. They also have benefited people in the fashion and sports industry through the many different types of shoes that people wear.
First of all, running, because of its high impact nature, can increase bone mineral density. As the feet hit the ground, the bones within the legs and feet are be put under considerable stress. In response to this, the body activates a series of reactions to boost the bone mineral density to avoid injury to the bones subject to the stress. Because of this, running is often used as a therapy to combat diseases such as osteoporosis. However, according to a Missouri University study, bone mineral density was only found to increase from short duration exercises, while long duration exercises showed to decrease it. This means that short distance running such as sprinting is most beneficial to increasing bone density. Still, long-distance runs can be just as beneficial, as long as they are of a shorter
Internet is a free platform where everyone can launch or release whatever they want to that market. With such characteristic of the Internet, the products, services or creations may, in a se...
In the market, cheap shoes are also bad quality shoes. We decide just to focus on the intriguing price and ignore the quality and the manufacturers. According to extensive research from dermatologists it has been clearly proven that substandard shoes cause stifling of the feet and that makes the person walk with damp or wet feet. This encourages the occurrence of fungus and bacterial infections. A common
I venture onto a thin trail that is suffocated with undergrowth and slowly, start making my way down it. I do not seem to feel any discomfort due to the lack of shoes on the contrary the feeling of the soft moist earth under my feet is an unforgettable experience.
Running is a sport with a long history that gives the athlete much freedom in their goal and methods. A runner may choose to run competitively or slowly, to lose weight or to simply stay fit, to increase social wellness or self-awareness, and at almost any time with any degree of equipment. It provides many health benefits and many of the health risks
As shoes are worn, whether with or without socks, the insoles get worn out and this makes the shoes uncomfortable at times. Worn out insoles can be bad for your feet and should be avoided. While replacing the insoles is a great idea, wearing good, quality socks will also provide extra and much-needed padding for the feet. It also helps prevent the feet from sliding in the shoe and protect it from friction and other injuries. According to Harvey Gutierrez in “Five Health Benefits To Wearing Socks,” often, many people who do not wear socks experience friction and hardening of the feet which causes the feet to become dry, cracked, and chafed. However, wearing a quality pair of socks will help prevent sliding, friction, hardening and cracking of the skin by providing extra cushion and keeping the feet healthy, soft, and
The refractor telescope uses two glass lenses, the objective lens and the eyepiece len, to collect and refract parallel rays of light from distant objects in a specific way to produce a image that fits the size of our eyes pupil. The light rays are gathered through the opening of the telescope called the aperture, they then travel through the objective lens and refract onto a single point called the focal point. From here the light rays continue to travel in the same direction until they reach the eyepiece lens, which refracts the light back into parallel rays. Distant objects appear brighter, clearer and much more magnified than they really are because of this process. The magnification of a telescope can be calculated by using this formula
A refracting telescope magnifies a distant object by using a large aperture objective lens a large objective lens focal length compared to the eyepiece lens focal length. The following equation is used to calculate the magnification of an image through a telescope:
We need light to see any object. To see an image of an object in a mirror, you should see in the line of the object. As you sight at the object, light from the object travels to your eye after reflecting in the mirror. The diagram shows that the light reflects off the mirror in such a manner that the angle of incidence is equal to the angle of reflection.
Needless to say, running has many benefits such as increase your productivity and loses weight. So if you are currently not doing it, I encourage you to start now. But before you put on those running shoes, make sure you check your health with your family doctor. This is important if you don’t exercise at all or having any medical conditions.