Media for Marketing of New Brand Instant Coffee - Assignment Example

Introduction to marketing and advertising work assessment Introduction to marketing and advertising work assessment Part1 Media for marketing of new brand instant coffee for mass appeal New brand of instant coffee should be made to appeal to the audience at strategic points. There are a variety of media that marketers use to inform the market about the product. Billboards at strategic points and high traffic points would be useful for marketing the product. The billboards can be near shopping centers and coffee-consumption centers (Zarrella, 2010). Strategic billboards are effective because they appeal to the audience and can cover a variety of market segments. Availability of major budget makes the media viable. Marketers can also use television media. Television advertisements have a wide scope of coverage. A new brand of coffee should be able to create a strong original appeal to potential buyers and have competitive features to other beverages. The target market does not have conspicuous boundaries. As a result, it is difficult to predict such as market. Television advertising can reach many people at a time. With the use of the media, marketers can incorporate the advertisements at usual times when consumers use the class of beverages (Blick, 2011). Otherwise, television advertisements are very expensive and should only be used when there are high projections of revenue. New recipe of breakfast A new recipe for cereals is mostly applicable to chefs and households. Television media is the best place for marketing the product. It would appeal to the youth and young individuals. Advertisements should be mostly placed during programs that appeal to the audience that marketers intend for the product. Television has the advantage that they appeal to many people (Hutt, & Speh, 2013). Otherwise, they are budget intensive. Marketers can also use hospitals to market the recipes because slimming could relate to health issues. The target market can be patients with obesity. Target market can also be clients at gyms. A recipe is a service product. It poses challenges on how to present it to the audience. Intangible products are difficult to deal with because they do not have physical properties that individuals can use to please clients. The most appropriate media for the recipe is one that facilitates demonstrations. In television media, there is an opportunity to offer demonstrations on how to undertake the recipe. The advertisements can be incorporated at strategic times. Lastly, marketers can offer demonstration sessions for chefs and the public to inform them of the new recipe. Energy drinks/Sports players/minor budget The market segment for this product is mainly the youth. Minor budget is not intensive and would require specific timing of events. Marketers can make use of sports events to advertise for the drinks. Sports events are not budget intensive because individuals only need to create original appeals (Zarrella, 2010). For instance, marketers can use many product promoters in an event to attract the audience. At sports events, there is urgent need for such types of products, making them readily available successfully informs the public about them. There is no much capital required in advertising in sports events. Budget consideration is a major factor in ensuring that the method used for marketing is effective and economical. Energy drinks are only useful when performing energy-intensive activities such as sports. Marketers would spend less if they use the best methods. It only requires the many marketers at sport events to communicate to people and serve them with the drinks. In that case, marketers can offer a few drinks for free to stimulate people to buy (Stephens, 2009). They can decide to award winners with the drinks in order to influence others to buy. As a result, consumers can adopt the tendency of buying the products repeatedly. Local classical music concert The target market for a music concert can be specific to the type of music. For this case, focus is on classical music and opera lovers. An important consideration is the use of a minimal budget for the process. Marketers should choose to use specific places that consume the products (Sandhusen, 2000). They can use auditoriums that host concerts to inform the audience about the product. Auditoriums are appropriate because they involve minimal budget. The process is direct to the specific market group of entertainment. Marketing classical music at entertainment halls is effective because there is high efficiency of reaching to the target audience. Music market is a loyal segment. The consumers are always keen to look for the next concerts. Therefore, it is easy to inform the audience of an upcoming event about a concert. If the concert were large enough to accommodate a large budget, television would have been appropriate. There are specific consumers for local classical music. Marketers can use current concerts of the same kind to market the local classical music concerts (Zarrella, 2010). Marketers should target the youth for the advertisements because they are the main segment that consumes the group of products. Small village pub and restaurant A village restaurant and pub requires less capital-intensive method of product promotion. Marketers can use charts to inform the public about the products. The scope of coverage of such a business is small and requires the most economical method (McDonald, McDonald, & Morris, 2004). The budget should be able to be recovered in the small revenue. Marketers can prepare stickers and cards to present to the potential customers. An advantage of that case is the ability to interact with potential customers. Marketers should be able to give credit facilities to customers. Otherwise, the budget should not be too large to increase overhead costs. Villages are small regions that can allow marketers to meet their esteemed customers. In most cases, performance of the businesses base on the relationship with the residents of the area in which it operates. Marketers can use personal appeal to convince consumers to buy their product (Lamb, Hair, & McDaniel, 2008). Meeting consumers helps in creating a positive customer relationship that promotes loyalty of the consumer. The challenge is the existence of many small businesses in a particular region (Hardy, 2010). As a result, customer loyalty is prioritized. A small change in customer decision can adversely affect performance of a business. Offering credit facilities to loyal customers is one of the ways of creating good customer relationship. Part 2 Benefits, excitements, and experiences of going to the park The park is located at a strategic position from the main highway. It is in a serene environment that is comfortable for relaxing purposes. It has a variety of landscapes that are interesting to view. The park contains various recreational facilities that range from those that kids use to adults (Blick, 2011). It also has conference facilities for those who require. It has good restrooms with special designs that can allow both indoor and outdoor activities. The park has a spacious car and coach parking. BRAND IDENTITY Adventure Park is suitable for good relaxing moments with family members, colleagues, and friends. It can host a variety of people because it is culture-sensitive. There are a variety of delicacies that individuals can choose. There are several recreational activities that can be used by kids and adults. The park can accommodate groups of individuals that have different tastes and preferences (Hutt, & Speh, 2013). It has cool restrooms that are self-contained. For those who would want to hold conferences, Adventure Park is the place with modern facilities. The park also has a play ground within it. It can hosts a variety of indoor and a few outdoor games. Media campaign It is necessary to use the right media to market Adventure Park. With the budget allocation, there should be initial heavy product promotion that introduces the organization into the market. It might not give fair returns at the initial stage because of the high cost f advertisements. Print media can be useful in informing the public about existence of the park (Hutt, & Speh, 2013). According to AIDA model, marketing activities enable consumers to be aware, gain interest, have desire, and start acting. The early growth is cost-intensive but its benefits are only realizable after some time. Promoting an intangible service As had been mentioned earlier, marketing of intangible products can be quite challenging because they do not have physical properties. Otherwise, marketers can describe the benefits of using the services in order to build curiosity of using the services. Marketing the park involves informing the public about the products that it offers. It is also important to mention how the products that the park offers have an edge over competitors. Important advantages can be identified and exaggerated to the public (Sandhusen, 2000). As a service industry, the organization must maintain a good customer relationship with its clients. Justification of brand potential The brand obviously appeals to many individuals. For example, there are recreational facilities for both kids and adults. Second, the park can be useful for different purposes. it has conference facilities for users who would want to host meetings. It can accommodate different types of people. It provides serene environments for couples who want to enjoy themselves out (Sandhusen, 2000). The brand has the potential to create appeal to a wide range of consumers. The park appreciates cultural differences and taste preferences in its consumers. References Top of Form Top of Form Top of Form Top of Form Top of Form Top of Form Top of Form Top of Form Blick, D 2011, The ultimate small business marketing book, Surrey, Filament Publishing, Surrey. Hardy, J 2010, Cross-media promotion, Peter Lang, New York Hutt, M. D., & Speh, T. W 2013, Business marketing management: B2B, Cengage Learning Australia, South-Western. Lamb, C. W., Hair, J. F., & McDaniel, C. D 2008, Essentials of marketing. Mason, Ohio: South-Western. McDonald, M., McDonald, M., & Morris, P 2004, Marketing: A complete guide in pictures /Malcom McDonald and Peter Morris, Oxford, Butterworth-Heinemann, Oxford. Sandhusen, R 2000, Marketing. Hauppauge, Barrons, Hauppauge, N.Y. Stephens, S. M. W 2009, The big book of self promotion, Collins Design, New York, NY. Zarrella, D 2010, The social media marketing book,OReilly, Beijing. Bottom of Form Bottom of Form Bottom of Form Bottom of Form Bottom of Form Bottom of Form Bottom of Form Bottom of Form Read More