Marketing Analysis Paper: Communication Tools - Essay Example

Marketing Analysis Paper: Communication Tools Marketing Analysis Paper: Communication Tools Executive Summary Consumeraffair is a limited liability company established in 2010. The basic business model for Consumeraffair is to become a renowned producer of consumer products, including, among others, baby diapers, toilet tissue, sanitary pads and air fresheners. The company thus seeks to build a comprehensive marketing plan that speaks to the company’s fundamental objectives while at the same time targeting increased market exposure and sales.

The ultimate objective is to build Consumeraffair into the premier producer and distributor consumer products. The best strategy to ensure achievement of this goal is to offer the greatest marketing communication in the consumer market (Lamb, Hair & McDaniel, 2008). The target market consists primarily of households and small and medium sized institutions such as schools. The budgeted amount for the company’s marketing communication is $100,000. A large portion of this amount will go towards promotional undertakings.

Objectives The communications campaign will seek to identify and take advantage of potential market opportunities available to the company. Another notable objective of the communication campaign is to analyze the effectiveness of the company’s products in meeting consumer desires and demands. This will be facilitated by the conduct of market and consumer analysis in order to determine the characteristics of the company’s target consumers, the types of products aimed at meeting consumer needs and the benefits provided by company products (McDonald & Wilson, 2011).

The communication campaign also aims at informing the market about the benefits offered by the differentiated company products while also determining the most effective promotional strategies to relay this information to the market. Advertising message The company’s advertising message involves an assurance to the market of the superior quality of the company’s products while also guaranteeing that consumers enjoy substantial benefits such as fun, cost-effectiveness and dignity (McDonald & Wilson, 2011).

Promotion opportunity This communication program is aimed primarily at households and small and medium organizations that typify a proportion of the consumer market. Specifically, the communication plan is targeted at the medium-income consumers, particularly of the female gender. The company matches up to its primary competitors by providing superior quality products at minimal costs (Lamb, Hair & McDaniel, 2008). Communications Companies that operate within the consumer products market make use of diverse communication strategies.

Most of these companies make use of magazine advertising, television and radio media, as well as online advertising. The company operates within a highly competitive marketing environment; some notable industry characteristics that will influence the company’s marketing communication plan include a lack of access to comprehensive promotional tools that impact both digitally and non-digitally adept individuals (McDonald & Wilson, 2011). In addition, the industry is presently not taking complete advantage of direct marketing, and this poses substantial opportunities for Consumeraffair LLC to reach the entire market.

Competitive analysis The company’s positioning within the market is quite advantageous since its products are quite holistic in terms of their fulfillment in consumer needs. In other words, people buy from Consumeraffair rather than its competitors because its products are extremely cost-effective and the company provides a one-stop-shop for diverse consumer product needs including aerosol air fresheners, sanitary pads and toilet tissues. These benefits are vital for middle-income households and small institutions.

The company seeks to target the middle-aged female population whose demographic characteristics align with the company’s desires (Lamb, Hair & McDaniel, 2008). Middle-aged women are likely to be part of the workforce, allowing them to earn essential income for both personal and family upkeep. Price is an important determinant of purchasing trends among the target population. Opportunity The consumer products market present extensive opportunities for the company. These include easy accessibility to the market, easy assessment of changing trends, for instance, shifting consumer trends towards products that protect the environment.

The growing population, especially female populations presents significant market growth opportunities for the company. Positive market perceptions regarding the business’ products and ability to provide improved value is bound to enhance demand for the company’s products, thereby presenting opportunities for sales growth (Nash, 2000). Media decision Based on the characteristics of the company’s market, the company’s media decisions are centered on the achievement of enhanced value, as well as greater access to the market.

As a consequence, the company opted to make use of print media, including newspapers, magazines and posters to make the market aware of its products (McDonald & Wilson, 2011). Messages inserted in local and national newspapers and magazines will increase market awareness of the company’s products (Nash, 2000). Promotional materials A notable opportunity has been presented by the industry’s concentration on indirect advertising. Therefore, the company will focus on direct marketing in order to reach a larger proportion of the market while also impacting consumers in a personal way.

As a consequence, the company will make use of direct promotional materials including posters, provision of discounts on purchases, as well as sending alerts to potential customers through their cellular phones. In addition, the company will use door-to-door promotional strategies to enhance awareness of its products and guarantee increased sales volumes (Lamb, Hair & McDaniel, 2008). References Lamb, C. W., Hair, J. F., & McDaniel, J. C. (2008). Essentials of marketing, (6th edn). Boston: Cengage Learning.

McDonald, M., & Wilson, H. (2011). Marketing plans: How to prepare them, how to use them. London: John Wiley and Sons. Nash, E. (2000). Direct marketing: Strategy, planning, execution (4th ed.). New York: McGraw-Hill Publishers.