Denvers Best Foods Media Strategy for Spread - Essay Example

This segmentation is essential in determining the sales and the market potential for growth and development because it is through such differentiation that the firm will be able to cater to the specific customer-tailored needs and demands. Besides, demographic variables such as age and gender are part of the factors that Denver must put into consideration while developing a marketing strategy. The snacks and soft drinks target all the customers, independent of age or gender. Psychographic factors that must be taken into consideration include behavioral and cultural variables.

2) Which media types seem the most appropriate for this product and its target market?  See Table 15.2, pg 436.  Why or why not?

Medium

Why?

Why not?

Newspapers

Because newspapers are only limited by access

TV

It gives a good visual impression and has both visual and imaging features. Besides, TV is effective as it can reach out to many audiences

Direct Mail

This is because it only appropriate for perishable and non-portable commodities

Radio

It will be ineffective since there is no visual impression created about the brands and snacks

Magazines

Has limited access especially for the illiterate persons

Outdoor

Although a good marketing strategy, this method is relatively costly

Internet

Most target customers use social media hence would reach out to many customers

3) What is your positioning for the product?  What is your slogan?

This entails the identification of the specific needs of the consumers than making the products with the specified taste and preferences in the mind. Denver therefore must be familiar with the dynamic and diverse needs of the customers and also mind about the competitors’ products and services. The slogan is “Quality at affordable cost”.

4) Pick one of the media you think would work and design an ad for this product.  Be sure to demonstrate your positioning and slogan.  If you are using print media, use stick figures or quick drawings to illustrate what you would put in your ad.  If you pick TV- create a storyboard.  Radio-create the dialogue.  Explain what colors you would use, label what the drawing is supposed to be. (Use the back or separate piece of paper)

5) Explain which objective you are using (informative, persuasive, or reminder).  How does your picture or words convey that objective?

The main objective of this advertising is to persuade the customers to have the right information on the quality and pricing strategy adopted by Denver in attracting and retaining its potential customers.

6) In addition to your ad, develop a creative alternative marketing or sales promotion (not a coupon) that you can use to promote your brand.

In promoting the brand, other alternative methods of promoting the product include personal selling. Denver would delegate this duty to the sales team to popularize the snacks and soft drink products to the potential and target customers. This method is preferred as it would be essential in building a strong relationship between the company and the customers.