Marketing - the Usage of Different Media to Promote Various Products and Services - Essay Example

Marketing Introduction The study will describe the usage of different media to promote various products and services. The choice of media and promotional techniques also varies as per the budget of the overall project. Most of the brands require proper advertisement to effectively create an impression on the mind of the targeted audiences (Belch and Belch, 2003). The report will also describe a design of promotional campaign for a newly launched amusement park. Part One a) New brand of instant coffee The management has allocated a huge portion of budget to promote the new brand of instant coffee. They are following undifferentiated strategy to target almost the entire population to promote their product (Hollensen, 2015). The main types of media that the marketer needs to utilize are television, newspaper and print media, public relation activities and direct selling. Television: Television advertising assists business to cover wide geographical locations (Shimp and Andrews, 2013). The marketer needs to invest near about 30% of the budget for celebrity endorsement through these advertisements. Print media: The management can provide sample coffee sachets along with the advertisements in print media. The marketers should allocate approximately 30% of the budget for this media. Public relation: Sponsoring different tournament and live events will help the brand to attract the attention of different consumers. They need to allocate almost 20% of the budget for this promotional strategy. Direct selling: Establishing their own coffee corner will encourage them to provide firsthand experience to the consumers. They need to allocate 15% -18% budgets for this media of product promotion. b) New recipe of breakfast cereal The new recipe for breakfast cereal is intended to the health conscious consumers. The organisation is mainly targeting the slimmer consumers. They have assigned major budget for the promotional procedure. The management has utilized differentiated strategy where they have only targeted a particular section of the society (Weinstein, 2013). The important media for the promotion are sponsorship, television and print media. Sponsorship: The marketer should promote their product through various health care programs. A handsome 30% of the budget needs to be allocated in this area. Television: Displaying advertisements of the product during different morning healthcare, exercise and yoga shows will prove to be beneficial for the organisation. Another 25% need to be allocated for this media. Print media: Near about 20% of the budget need to be assigned for the print media advertisement. The advertisement need to be placed in the beauty and healthcare section. Direct marketing: They can establish new campaigns near jogging parks and gyms to educate the target consumers. They can utilize 15% of the budget for this purpose. c) Energy drink The promotional activity of the new energy drink mainly focuses on the players and sports personalities. The organisation has decided to spent minor budget for the product as they are focusing on concentrated targeting strategy (Debruyne, et al., 2002). They can utilize internet advertising, posters/ hoardings and sponsorship to promote their product. The word of mouth promotional procedure plays a major role for this kind of products rather than the traditional electronic advertisement procedure (Buttle, 1998). Internet: The organisation needs to design an interactive website to promote the benefits of their product towards the sports personalities. Attractive and encouraging videos in YouTube and interactive Facebook and twitter pages will assist the management to invite new consumers to experience their brand. Posters/hoardings: Big and colourful hoardings on highway will assist them to catch the eyes of travellers. Posters and hoardings in different sports centres will certainly boost the business of the product. Near about 30% of the budget need to be spent for this kind of activities. Sponsorship: The management also need to concentrate on sponsoring national and international sports tournaments as well as local marathon and health care programs. Approximately 60% to 70% revenue needs to be allocated for this activity. d) Local classical music concert The music concert tends to attract the potential consumers through radio, posters, newspaper advertising and internet advertising. As the number of targeted audience is limited, the marketers have assigned minimum budget for the promotion of the concert (Delre, Jager, Bijmolt and Janssen, 2007). Radio: Music lovers are more inclined to use different radio channels rather than television. The management must advertise their event through various famous musical programs in radio. They can distribute free passes to selected populations through different game shows of radio. Management can decide upon using 15%-20% of their budget for this promotional activity. Posters: One of the most important promotional tactics is to advertise their events through colourful and eye catching hoardings and billboards. Frequent display of these billboards will create an impression on consumer’s mind. The half of the remaining revenue must be utilized for this campaign. Newspaper: Advertising through local newspaper is very essential to catch the eyes of potential consumers. They can distribute pamphlets through these newspapers. Marketers must allocate approximately 35% to 40% of the assigned budget for this advertisement procedure. e) Small village pub and restaurant The marketing division of small village pub and restaurant has targeted the local and neighbouring population to promote their product. They can mainly concentrate on using newspaper advertising, pamphlet distribution and posters/hoardings. Newspaper: The marketers can advertise their brand through local newspapers and magazines. A small to medium sized advertisement in the lifestyle and recreation section could be beneficial for their promotional activity. 40% to 45% of their budget can be spent for this promotional method. Posters/hoardings: Advertising through posters and small hoardings within the targeted locality will help the management to attract new consumers. This method may cost another 30% of their revenue. Pamphlet distribution: Distributing pamphlet with the details of the products and offerings will assist them to catch the eye of new consumers. The management can also distribute them through the local newspaper. Part two Detailed campaign to promote newly launched amusement park a) Before designing the marketing campaign, it is necessary to communicate the exceptional benefits and experiences of the adventure park. The increased use of electronic gadgets has minimised the scope of physical activities among children. Due to the busy work schedules, parents are also facing difficulties to have leisure time with their children (Jacobs and Gerson, 2001). Different healthy physical activities and homely atmosphere of the adventure park will help the parents to strengthen their bond with the children. Availability of a wide range of rides and recreational facilities will provide relaxation to the visitors. Various activities of the adventure park will assist the parents to educate their children about tolerance, discipline and patience through a number of games. b) To create a strong brand identity, the management need to focus on introducing innovative features and facilities. The unique selling point of the adventure park will provide the details of different components of marketing mix such as the offered product or services and placement among desired consumers (Nandan, 2005). The USP of the adventure park- The adventure park will provide 5D animated movie experiences which will impart environmental and social awareness in an entertaining manner. This feature will attract the families, school students and the overseas travellers. The adventure park will be well equipped with various spots for school camps, summer camps and group picnics. This will be beneficial for the management to welcome the large groups from different school, colleges and institutions. The main attraction of the park will be its 550 meter long customized pool with large and medium sized wave which will provide visitors a real feeling of sea. This facility will provide a unique experience to all the visitors of different ages. c) The media campaign of the adventure park will focus on advertising their recreational services by building brand awareness and influencing the interest and desire of the consumers. Before proposing the right media to promote the adventure park, the management needs to analyse the behaviour of the targeted customers according to the lifecycle of their products and services. The analysis of product lifecycle will demonstrate the change in the product and services demand (Bull and Kozak, 2014). Therefore, it will assist the marketing managers to design the promotional method accordingly. Incorporating the AIDA model will also assist them to influence the awareness, interest, desire and action of the consumers as per the different stages of the product life cycle (Behm, 2009). Introduction phase: During the introduction stage, the management needs to create awareness about their offerings among the targeted consumers (Bull and Kozak, 2014). The marketers need to utilize rigorous advertisement through different print media, television, posters, outdoor billboards and direct marketing. This phase need the maximum investment of the organisation. Near about 75,000 to 80,000 pounds needs to be allocated for the promotional procedure in this phase. Growth Phase: During this phase the brand will experience a huge traffic of visitors due to their rigorous promotional procedure in the initial phase. Therefore, they need to minimize their expenditure of advertisement and need to focus on improving the experience of the consumers. In this phase they need to utilize different direct marketing campaign to ensure the re-visit of the consumers. This will assist them to influence the desires of the consumers (Zolfani, et al., 2012). Approximately 25,000 pounds can be allocated for this stage. Maturity phase: This phase will experience saturation in the demand of consumers due to the presence of different competitors. Therefore, the management need to introduce discount schemes to promote their offerings. Promoting through discount schemes may incur near about 50,000 pounds of the allocated budget. Decline phase: During the decline phase, the organisation will face decreasing consumer traffic to the adventure park. This may cause due to the monotonous experiences of the adventure park. In this phase, the organisation needs to focus on introducing few new facilities. They also need to concentrate on advertising these features through electronic and print media. The management must allocate almost 40,000 to 45,000 pounds of the remaining budget for this phase. d) The intangible services of the park need to be promoted through demonstrating various experiences of regular visitors. They need to focus on improving the service level over the period of time. Therefore, they should collect feedback from the visitors. The management need to make sure that they are offering something new to the visitors every time they come to the park. Celebrating the birthdays and anniversaries of consumers will also provide them an added advantage. e) The brand is encouraging a wide range of consumers in terms of age, class and occupation to experience the different activities of the adventure park. The facilities of the park are designed in such a way that it provides a complete package to all the visitors whether they are school students, collage mass or professionals. These facilities encourage the organisation to improve the communication between family members. The park is situated near the coastal area of East Midlands which will assist them to attract overseas visitors. Therefore, their potential appeal to attract huge mass will encourage the cultural collaboration within the communities. Conclusion The study has discussed the importance of different promotional media during the positioning of various categories of products and services. It has also detailed the importance of product lifecycle during the designing of promotional campaign of an adventure park. Reference List Bull, J. G. and Kozak, R. A., 2014. Comparative life cycle assessments: The case of paper and digital media. Environmental Impact Assessment Review, 45, pp. 10-18. Behm, J., 2009. The AIDA Model - Wrong Spelling in Advertisements as an Attention-seeking Devic. Germany: GRIN Verlag. Belch, G. E. and Belch, M. A., 2003. 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