Marketing Promotional Mix - Essay Example

The message must be comprehensible, concise, enlightening and communicative, because this will help to make certain that mothers understand your offering. 1.2 Defining a need the product or service can fulfill Underlying the importance of the Heart Monitor in the best possible manner would create a need in the minds of the customers. Persuasive messages would help more in the cause. The goal would be to convince mothers that the product will provide the best value to them, compared to the competitors.

This can be supported by giving competitive pricing and other customer oriented benefits. You may also want to create an urgent demand by proffering limited time offers and other attractive offers. 1.3 Encouraging action from the target: Once you have created an awareness of the product and persuaded the target market, now it is the time to compel them to purchase the product. All the efforts to persuade the customers and to create awareness would go in vain if the customer does not make a purchase.

It is very important to inform the customers about the product so that they patronise your brand and become a core buyer and make a repurchase. (Alyn, 2009) 2. Promotional Mix 2.1 Advertising Advertising is defined as any paid form of non-personal promotion of products and services by a sponsor. The Heart monitor can be advertised on print and broad media. Although, it can be very expensive, it allows the company to dramatise its products through the artful use of print, sound and color. By placing the ad in different medium the company would get a chance to unleash the product whole heartedly into the market.

The customers would get to view the product and would see the various attributes, features and benefits of it. Advertising would enable Mothercare to recur a message numerous times, and would let the buyer receive and evaluate the ad and the underlying messages of various competitors. The ad should be clearly planned out and should be a breakthrough ad; it should be the one which would successfully break the clutter. For this purpose, most organisations take the services of a creative agency which aims at bring the advertising message strategy to life in a distinctive and memorable way.

A creative ad would help to build a long-term image for Baby Heart Monitor. It would also trigger quick sales as a result. 2.2 Public Relations Public Relations is defined as building excellent relations with the company's assorted publics or stakeholders by acquiring constructive and positive publicity, strengthening a high-quality communal representation and managing and resolving inauspicious hearsays, anecdotes and events. The Public Relations (PR) department at Mothercare can use many different tools to promote the Baby Heart Monitor; Mothercare can call press and media before launching their product by creating and placing interesting information in the news medium to catch the attention of attention to a person, product or service.

Product Publicity is a free form of promotion and it takes the goodwill of the brand coupled with its image to get publicised. Mothercare can use its goodwill to allow various TV channels into publicising specific products via documentaries and infotainment news. Mothercare can make full use of its positive image, and the goodwill to build and maintain local, national and international relations. Mothercare can also build and maintain relations with legislators and government officials to influence legislation