Marketing Action Plan - Research Paper Example

For the analysis, a healthy FMCG snacks products has been selected. The company is new in the market and does not have a huge capital to use the promotional mix together. As a new comer in the market the company should focus on its budget. It is important for a new brand to create more and more awareness among the customers by raising the reach of the promotion. But new brand has some budget constraints also. After analysis of all the factors some strategic action plan has been discussed in the report.

Discussion Action Plan 1: For availing maximum number of customers it is important for the company to provide television advertisement but as the budget constraint prevails, the company would focus on newspaper advertisement first as newspaper is the second important media through which maximum people can be approached. For the FMCG products it is important to select the newspaper that is mostly popular in urban and rural area both. It should target the mass customers for its products. The elements of the good layout are Border, Heading, price, color, signature, creativity.

Using more of whitespace encourages the differentiation of the advertisement from the cloud of all other ads but it is advisable to keep a minimum white space as the company’s budget is low. The company logo should be used in the top of the newspaper add. The ad will be given in 3rd or 4th page of the newspaper and not in the front page as it is costly to give ad in the front page of the newspaper. In the content the price, product details should be given (Rossiter,p. 34). Action Plan 2: The local business should be formed strongly.

Developing local business means strengthening the network with the local distribution channels. The FMCG market largely depends on the distributors and word of mouth communication. The company can apply pull strategy which is known as a short term strategy for increasing the sales. In the pull strategy, the company provides more commission than its competitor to keep their products in the distributor’s house. Action 3: Social Media is a very effective tool for any new comer. Uploading an ad in you-tube or face book is a common phenomenon of doing business.

It is to be noted that the cost is very minimum in this media but the reach is maximum. The snacks item is the low fat healthy item that can target the health conscious young generation. The young generation throughout the world is the major user of the social media. The 3 minutes ad can be enough to win billions hearts. Action 4: The radio advertisement has a worldwide demand. In developing countries the radio advertisements had high influence in the rural consumer’s mind. The radio advertisement is costly but it is not that costly like television advertisement.

Initially, the radio advertisement should have a pulsing schedule. A month later they should focus on non-continuous advertisement schedule. Initially it should come mainly in the evening schedule at least between three programs. Later on for the purpose of reduction of cost, the ad should be given in special circumstances like in between any major games or in between special programs. Action 5: The mobile marketing tool is also highly efficient tool for a new comer. The cost is relatively low for mobile marketing.

In this case, company should have a tie up with the major telecom service provider. As the company is new comer in the market, it is suggested to have a tie up with