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Channels of Distribution and IMC Promotion/Budgets
Pages 4 (1004 words)
Distribution Channels First, it should be emphasized that Off 2 Gran Grans is intended to resort to the issues of corporate social responsibility as a positioning and competitive tool. And, since the target audience of the company involves 60+ aged citizens, 80% of promotional efforts should be oriented at this audience.
Therefore, the services are provided with the assistance of highly mobile employees. Team of couriers and executives will reach the target market by scooters or other vehicles. Central office involves dispatching point, call center, coordination facility, and information provider. Therefore, additionally to the administrative functions, the central office is intended for ensuring the efficiency of the services provided. It provides information concerning working hours of the supermarkets and drugstores, traffic jams and bypasses, etc. IMC Promotion Plan The primary objective of the promotional approach is closely associated with the necessity to persuade the target audience that the Off 2 Gran Grans is the company that can be trusted, and the services it provides are worth the fee asked. The target audience has to trust the company’s personnel; hence, the advertisement approach should be aimed at creating the image of a personal consultant, assistant, and a housekeeper. (Kitchen and Pelsmacker, 67) Promotional efforts for the Off 2 Gran Grans Company are focused on hitting the target audience through the promotional channels available for it. Therefore, the key channels are radio, television, direct sales, commercial booklets, yellow pages, newspapers etc. Additional accent are made on internet and social media for the rest 20% target audience. ...
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