The best strategy to ensure achievement of this goal is to offer the greatest marketing communication in the consumer market (Lamb, Hair & McDaniel, 2008). The target market consists primarily of households and small and medium sized institutions such as schools. The budgeted amount for the company’s marketing communication is $100,000. A large portion of this amount will go towards promotional undertakings. Objectives The communications campaign will seek to identify and take advantage of potential market opportunities available to the company. Another notable objective of the communication campaign is to analyze the effectiveness of the company’s products in meeting consumer desires and demands. This will be facilitated by the conduct of market and consumer analysis in order to determine the characteristics of the company’s target consumers, the types of products aimed at meeting consumer needs and the benefits provided by company products (McDonald & Wilson, 2011). The communication campaign also aims at informing the market about the benefits offered by the differentiated company products while also determining the most effective promotional strategies to relay this information to the market. Advertising message The company’s advertising message involves an assurance to the market of the superior quality of the company’s products while also guaranteeing that consumers enjoy substantial benefits such as fun, cost-effectiveness and dignity (McDonald & Wilson, 2011). Promotion opportunity
This communication program is aimed primarily at households and small and medium organizations that typify a proportion of the consumer market. Specifically, the communication plan is targeted at the medium-income consumers, particularly of the female gender. The company matches up to its primary competitors by providing superior quality products at minimal costs (Lamb, Hair & McDaniel, 2008).