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Marketing Plan - Essay Example

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Marketing Plan

Promotion of a product is therefore part of the marketing pan in which a business wants their product to be widely known to the prospective consumers, the sole intention of promotion is to create the required awareness among the people on the existence of a product, its uses, effectiveness, price, and availability in the outlets. A well-structured promotion cans results into tremendous increment in the total product sales. There are many other aspects in a promotional mix that will be considered in this case to do promotion in South Africa, they are discussed below; I. Advertising For effective promotion of our product in South Africa, we have considered using advertisement as one of our strategies to meet the prospective buyers. In advertisement, we have opted to use extensive three options, televisions, Radio, and Print ads. This is following the realization that with radio, we are able to reach a number of people simultaneously-the literate and the illiterate. Because a huge chunk of the population in South Africa lives in urban areas, and that the product we intend to promote is mostly related to those in urban areas, we have also opted to use TVs and Print ads to supplement the promotion coverage. Given that the promotion is intended for the acceptance of new product in the market, we have exhausted all the possible languages in South Africa that can be of significance; Afrikaans, Xhosa, English, Tswana, Zulu, and Tsonga languages, KwaZulu-Natal, Eastern Cape, Limpopo, and Mpumalanga radio stations will be used. For the TVs, we have picked on those will national outlooks and these includes South African Broadcasting Cooperation, MNet and DSTV, and The Print to be engaged include Beeld, City press, DailySun, Rapport, Sunday Times, and Sunday World, these newspaper have national outlook. Time factor is a very important issue in promotion and it has to be timely for the audience targeted. For the Radio and the TVs, the promotional time will be during major news time, this is at 1 pm and at 7 and 9 pm. This time were deliberately chosen because it is anticipated that most of the people will be attentive to grasp the new development in news all over the country. In the print ads, the promotion will be done on weekends because most of the people are not committed and will have ample time to read most of the newspaper and chances are that most of the people will access the information (Clow and Baack 78). In our promotional strategy, we have complied with all the regulations that govern promotion in the country, our legal team has considered all the possible loopholes in the advert and advised appropriately. 100,000 South African Rand is able to sustain 1-week advert in the Radio and TVs while in the print media, they serve for a month every weekend. We have also involved the Media Mix for the public relation exercises, they come last but are important in the fact that they make the whole advertisement appealing to the target group and give the much-required reputation. They also negotiate for the number of adverts that our pay can manage for the advert. II. Internet Advertising/ social networking/ mobile phone ads Our product will also be advertised in the internet and other social networks such as facebook and twitter including mobile phones. This is following our realization that most of our targeted clients are also expected to be internet users. Internet also provides a cheaper and efficient way of reaching a large ...Show more


Date Marketing Plan-Promotion In business, marketing plan is found in the larger consideration of what a business plan entails, a marketing plan is borne from a well-structured marketing strategy that stipulates what actions the business will be engaged in to realize their objectives…
Author : bettyeherzog
Marketing Plan essay example
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