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Essay sample - Peter Alexander Promotional Plan
Pages 9 (2259 words)
Contents Executive Summary: 2 Introduction to the Brand 3 Objectives of the Promotional Plan 3 Target Market 4 Budget Allocation 7 Media Strategy 8 Creative Strategy 9 References: 10 Executive Summary: Peter Alexander is one of the most prominent sleepwear brands in Australia…
Target audience is subdivided into three categories. Differing products are to be designed for each target market. The markets include teenagers, young adults, couples and kids. Members of all of these audiences shall be satisfied via product differentiation. The marketing mix of the firm shall be representative of its overall strategy. Products shall be designed in ways that are differentiable and aimed towards the specific target market. Placement shall be done strategically and strong third party ties with distributors shall be ensured to ascertain timely distribution of products to customers all across the country. Promotion shall be done through ATL and BTL. The cost effective medium of internet shall be the key communication strategy as it can attract customers immediately online and does not add much to the costs. The firm shall use creativity by using the image of Peter Alexander as the brand persona and exploiting the internet for this purpose. Introduction to the Brand Peter Alexander is an exclusive brand of nightwear that has operations centralized in Australia. ...
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