Developing an Advertising Campaign for a Product of Praveen Clothesline Company in UK - Term Paper Example

Developing an advertising campaign for a product Executive Summary This is report showing the developmentof a project that will help promote the products of Praveen Clothesline company in UK. The marketing team, will develop a project that will enable the company to advertise the product and that will help the project to be successful. Project management is usually the critical point in the success of a project. Project management will involve resource allocation and proper planning of time and other available resources. This paper discusses the essence of advertisement in promoting a product and for competitive leveraging; stakeholder’s analysis; and the annexed Gantt chart of activities. This project development will also help overcome the constraints that may arise, and carry an analysis on deliverables, stakeholders’ management analysis, project management and control, risk management, budget and the project quality. The company opt to have a cost-efficient and cost-effective advertisement for its products. 2. Introduction A project should be properly planned, evaluated and executed so as to ensure that it is in line with the laid down budget and company requirements. That can only happen if the project management team is comprised of experts that are all rounded that will have knowledge on the prevailing variables in the execution of the project. Advertisements are a rigorous method of marketing a specific product to the market by communicating its basic features and its prices in order to generate customers who would purchase. It is the medium of communication to gain leverage from other companies that are selling similar nature or features of the good (Lynch, 2003, p. 8) Many companies indulged in massive production of goods advertise their products through radio, television, multimedia, and print media with hope to generate reasonable return of investment. This is a strategy to reach beyond that immediate market base and entail exploration of new segments of a market where one could promote a company’s products and services to entice new customers (Lynch, 2003, p. 18). In a business, the marketing department is the department that brings income to a business. That implies that a lot of resources have to be invested in the department. The project development will bear that in mind and also help in ensuring that any obstacles available are avoided. In this paper, this researcher aims at developing a project that will help to advertise a new clothesline with a brand name Praveen. Praveen clothes are male’s clothes made of combined soft textile designed as tuxedo, polo, shirts, and pants. The products used corporate colours such as blue, navy blue, dark blue, black, grey, white and brown designed for males working for managerial posts in corporate and academic institution. Praveen Clothesline company launched in 2012 and will be celebrating its anniversary by October 2013, will be vigorously promoting its product from March 2013 toward October via multimedia, television and print media. The aim of the project is to help the company to increase its sale this year by leveraging in the market to beat its competitors in the industry and when such goal is attained, the company will allocate 20% of its income for an institution in UK that is devoted in serving the visually impaired. The project will have a theme message of the advertisement campaign in the next eight months that would be “Praveen Clothesline: Fashion and Blinds.” The project will deal with an advertisement campaign will be viewable for all males and females aging 14 to 60s in UK who have a father, uncle, grandfather, brother or kins that deserves to be purchased of the Praveen products. The project will also deal with offshore customers who can likewise avail the information posted on social media and may purchase the products online and pay via paypal.com or through wire transfer. The project majorly deals with soliciting of information that will help make the product be purchased worldwide. The project development will comprise a team of marketing expert who will be tasked by the management to come up with advertising plan with cost –effective details. The project is designed as cost-effective to ensure that there will be return of investment too. The marketing team and the models will develop a conceptualized a dynamic multimedia process to create new meanings and creative thinking to consumers (Pearson, 1999, p. 1). Blending is said to be the common cognitive activity, akin to analogy and metaphor which will be used as context (Proctor, 1997, p.1) in advertisement to appeal to their aesthetic experience. 2. Stakeholder Management The project will deal with the management of the relevant stakeholders. The project will ensure that there will be a Praveen Clothesline Company and its management will have clear stakeholder analysis to map out those who have interests, control and responsibilities whilst seeking to benefit from its business operation (Porter, 1987, p. 1-10). The project will try to know the potential stakeholder because Knowing them will also help systematize the relation of the company to other institutions and organization which share the same values and interest on business, market regulation, and human resource management (Porter, 1987, p. 3. The stakeholders are as follows: STAKEHOLDERS ANALYSIS The company The company is a stakeholder on business operations or performance management, profit generation, clientele relation, investment opportunities, and on its relation to agencies regulating the office. The management/ BOD/BOT The management carries most of the interests of the firm. It has however distinct role among stakeholders because it’s the decision-making body of the company. The workers (including marketing expert, models and crew) The workers are stakeholders of the company being instrumental for its operation and in developing customer relation services too, in exchange for salaries, perks and benefits. The government agencies/SEC The government and its departments as regulatory body for business operation, quality control to ascertain lawfulness of business transactions. Investors Companies or persons who entered into partnership with the company The Consumers /Buyers The targeted consumers of Praveen Clothesline company. An institution devoted for the visually impaired The targeted beneficiaries of the fund for corporate social responsibility program of the company. Figure 1. Stakeholders Analysis. (Hill, & Jones, 2007, p. 16). 4. Risk Management A project should also incorporate the risk factor involved in a project. The company being in competition with the rest of clothesline industry will project such distinction of services to customer, in the delivery and nature of its products and in exercising corporate responsibility by sharing 20% of its net profit to an institution devoted in serving those who are visually impaired. The company will also be conscious to exclude information that may mislead the targeted clienteles (Hill, & Jones, 2007, p. 16). 5. Project Organisation Depending on targeted audience, advertisement will be distributed through TV, newspapers, radio, direct mail, hand-outs, newsletters or a stall at an upcoming event. Multimedia can be used if a wide and integrated advertising campaign is made within the budgetary allocation. The company will be very specific that the information presented will be direct but creative and appealing to the senses of the viewers to invite them become the company’s consumers (Thompson. & Strickland, 2003, p. 8). The advertisement will also include information about the company’s details, functions, and its support to the institution of chosen that will benefit a percentile of the net profit in the exercise of corporate social responsibility. This is consistent to the development of the image of the company to be warm with its customers and of being a responsible producer of clothesline (Perry, 1987, pp. 17-25). 6. Resources At the end of the project planning, a budget should be presented with a budget. The management will be represented with the marketing team and its three male models will be part of the human resources needed in the production of the advertisement. The marketing team will be also expected to be expert in multimedia production. Technology, such as camera, video camera, lights, computer, audio recording studio and soft ware’s for video, photo and audio editing, will be used for the production 7. Budget The project should create a budget that is within the abilities of the company. Budget for the production of the advertisement must be cost-efficient and cost-effective. The Praveen Clothesline company (Watts, et.al., 1998, p. 4). The marketing team must also conduct feasibility study of the production of the advertisement materials that will convert the fees required to pay for TV, radio, website development, social network linkages and the like (Li, Duan, Kinman, & Edwards, 1999, p. 5). The total cost will be reviewed the company management and the finance department. 8. Scheduling The project should be practical because the management and the marketing team will be interested to see the advertisements on the first week of March 2013 so that these can be distributed as soon as possible. Details of this can be viewed in attached Gantt chart. 9. Project Quality The management will review all the advertisements produced by the marketing team. They will approve and disapprove if the content does not meet the required advertisement material. The production of these materials should be consistent to the goals, plans and strategies of Praveen Clothesline company (Thompson & Strickland, 2003, p. 3). The marketing team and its unit are subject to the performance evaluation of the company. Conclusion A project should be properly planned and defined. Lack of one of the two will mean that the project will not be completed successfully. In project development, the project managers should ensure that the project is completed within the shortest period and that will ensure that there is cost effectiveness and no instances of job duplication. Bibliography Hussey, D. E. (1990): “Development in Strategic Management” in Hussey D. E, Implementation, and Control, 10th Ed., Irwin McGraw-Hill, Boston, USA. International Review of Strategic Management, John Wiley and Sons, Vol 1. Jossy- Brass. Li, Duan, Kinman, & Edwards, 1999): Strategic Planning for Non-Profit Organizations, Revised edition, Business Review, Pp. 79-93. Control, New Delhi, Prentice Hall of India. Lipsey. R. G. (1987): An Introduction to Positive Economics, ELBS/Weidenfield and Lynch, J. (2003): Principles of Economics, Boston, USA, West Publishing Company. MBA Project, University of Nairobi, School of Business. McFarland, F. (1984):”IT Changes the Way you Compete”, Harvard Business Review, 62(3). Ngobia D. K. (2004): “The Basis of Competition in the Mobile Phone Industry in Nicolson, Irwin McGraw-Hill, Boston, USA Pearce J. A. (II) and Robinson R. B. (Jr), (2005): Strategic Management: Formulation, Porter, M. E. (2008): “The Five Competitive Forces that Shape Strategy”, Harvard Produced by Disadvantaged/Marginalized Communities, Nairobi, Kenya. Thompson & Strickland, (2003): The Strategy Concept and Process: A Pragmatic Industry in Kenya: An Application of Porter’s Five Forces Model”, Unpublished Appendix (Gantt chart) Recruitment and selection Marketing feasibility study stakeholder analysis Evaluation Production Planning Risk analysis 22nd Feb 24-28th Feb 2nd-3rd march 6th March Read More