Marketing Communication Plan for an Electric Scooter Moveo - Case Study Example

Marketing Communication Plan The Case Study – Moveo – The Folding Electric Scooter + City, State Executive summary Establishing of new products or services by the companies is a very hectic and challenging task to undertake. The new products that have not been used again by the clients both current and potential have the first adoption effects in the minds of the consumers. There needs to be conducted thorough enhancement plan to give the customers the knowledge of the scooter. The motorbike has many features, which needs to be explained well before the product can be sold to the clients. Antro group having to introduce the product to the market for the first time has to make clear of the features and the usage before asking the clients to purchase it. The communication process will cost the company five million pounds and will entail the campaign worldwide. After the span of one year of the campaign, the response of the clients will be out at stake and decide on the amount of scooters to manufacture and averagely how many to export to various regions in the world. Introduction Introduction of electric scooter Antro group, which is a new product in the market and with very new features, may take quite long time to be perceived by the clients. The consumers may develop a positive or negative perspective of the product once they see it for the first time. The consumer perception is very crucial in determining the sales returns of the product in the market which is full of stiff competition (Baker 2010, pp60-70). In selling Moveo, the marketing communications group should work intensively and formulate better strategies that will enhance the perception of the potential customers worldwide. There needs to be severe marketing in order to capture the potential customers minds and attention in order for them to accept the new product used in a different way from the others commonly known (Burcher 2012,pp30-40). There needs to be much demonstration on the usage of the new product that will enable the customers to know the concept or the usage of the product in the real life situations (Kimmel 2005, pp 40). Marketing processes are very expensive, and if not properly and professionally planned, the whole process may consume huge amounts of money and lower the overall amount of returns for the company and the investors. Being allocated five million pounds by Antro group for the marketing communication the electric scooter for a whole year, the finance planning personnel should make sure that all the activities to be undertaken and to be allocated funds are valid and verifiable (Kotler 2000,pp50). The cost of the marketing operations needs to be well planned and the costs in every stage to be evaluated in order to make sure that the most economical methods are put in use during the marketing process. The best and the most effective form of marketing communication needs to be applied in order to get to all the respective and targeted number of clients (Higgins 2009,pp100-110). The marketing communications group should input good and very effective communication structures that attract the clients from all over the world. Marketing communication is a mode of communication where the information regarding a particular product or services from a company is passed to the current and the potential customer in order to persuade them to buy. The information maybe regarding a new product or an existing product, where the company wants to keep the products in the minds of the customer and motivate them to continue using it (Sheehan 2011, pp30). This paper uses a new product an electric scooter which is about to be introduced into the market by the Antro group company of Hungary. This scooter is also called Moveo. This is an electric scooter, which folded when not in use, and one can carry it anywhere they are going after folding. The marketing communication is planned to consume five million pounds in order to create a good and applicable marketing framework of the marketing communication to be used in the next twelve months or simply one year. In order to make sure that the five million are enough and make the customers worldwide purchase the products that bring enough returns to the company, will apply the following framework in conducting the communication (Harner & Zimmerman 2002,pp80-88). Findings Consumer Orientation Nowadays, the consumer orientation cannot be done as it was done in the past. The level of technology and the level of the consumer’s education have improved much of the latest days. In this level, the customers are to be introduced to the products and be given the life cycle of the scooters progress and the stages in which they have grown. The clients are to be presented with the old scooters, which use the petroleum products and the late ones, which use the rechargeable batteries as the fuels. The process of orientation needs to go on for a period of about two months in order to provide for the transition effect on the scooters. People in the whole world have access to the media gadgets like the phones laptops tablets and more improved means of advertising. In making these effects be accepted by the consumers, the marketer will need to create a web page which will be very user friendly and post all the details of the scooter and its usage in that website page. A comparison of the old model of the scooter and the new model should also be posted. In applying the ethical practices in this, the marketer is required not to use any products from other companies, as this will be unhealthy competition that is unacceptable in the business field. The cost of designing, making, developing and maintaining a web page is on averagely seven hundred pounds in a period of one year the marketing activity will be in operational. It is also very wise to make use of the billboards especially the neon advertising, which is also visible at night so that the customers even the ones working at night are able to see. These billboards should be placed on the skyscrapers and the long buildings in order for the even the people from long distances to see (Hegel 2009, pp55-65). Solution Provider Having created the web pages and designed the billboard contents, the customer needs to know the purpose of the scooter and how well will it solve the problems with transportation in the urban areas than the normal models of transportation. For the web page, it will be accessible in all the areas of the world. The billboards created in the urban areas are accessible by all people, those who are willing and the ones not willing to purchase. The clients will, require the demonstration center where they will meet face to face with the sellers and ask their questions. These actions will require training individuals from the respective countries in order to have a team of demonstrators and personal sellers if the products in these countries. With the rush hours and the tomes of the petroleum products hike in prices, the individuals who are used as demos are to be advertising their colleagues in their countries on the efficiency and effectiveness of the scooter (Matsusaka 2001, pp 409-431). The advantages of the electric scooters in solving the daily problems as the jam rescues, the fuel problems, the thieving of the scooters in the working areas should also be addressed. The demonstrations to be undertaken in all the major towns and cities in the sample countries should address these issues while performing the promotional services. The services will involve the public campaigns that the employees will give the scooters for free to the winners whom there will be strategies to win them. This may be by asking some simple questions regarding the products and the ones who get right, gets a chance to win an electric scooter. These winners are the ones to be used to communicate the efficacy of the products in the estates where the promotional team cannot reach. This is an area that will consume much of the marketing funds provided by the company since the promotional processes requires to be well managed and fully funded in order to make sure that the clients are left satisfied at all costs. This area is planned to use an average of one and a half million pounds in order to make the operation effective (Doyle 2000, pp299-311). On Time Advice and Solutions Creating an advice management team in every country is the best thing to do. Customer care services at any time of the day are the required in order to make sure that the clients get the required help. In the websites created in the first area, the website needs to have a chat option in order for the online clients to get help and advice whenever they find themselves in a fix. The live chats with current and the potential customers will improve the market perspective of the Moveo and see the producers as their immediate solution whenever the need arises (Evans 2012, pp100). The live chats with the customer care services will help the customers to know the places near their areas where they can easily access the products. The customers are also informed of where to consult in the case there is a technical problem or the scooters do not function, as they are required to be performing (Trout & Rivkin 2010, pp150). This case increases the communication and chats create a good bond between the customers and the company. It helps in selling the products to the people in the whole world by the use of one chat control agent in the company and the internet (Shimp 2007, pp105-110). However, in the communications it is always good to be true and post the truth information about the products on the internet. In the countries and the cities where the marketers have selected as the demonstration centers, there should be created a team of marketers who have been taught well of the requirements of the scooters (Webster 2011, pp30). These teams should have the necessary training in handling the parts of the bike. The bike being a new product in the market and with some unique features like the folding and unfolding, the team should be able to know how these parts antagonizes and do the fixing on behalf of the clients who have presented the problems to them. Despite having the chatting services in the website, the clients should be given mobile phone numbers they can call at anytime of the day and night. The opening of the offices in all the cities all the countries for customer care is not as expensive as the promotional services. However, some cities have a high cost of living and paying for office rent can be hectic. The costs of hiring offices in the cities and towns in the demonstration areas are speculated to be at least one million over the span of one year. This cost is inclusive of the payments of the employees in these offices and any expenses expected to be incurred thereafter (Chen & Xie 2008, pp477-491). Customer Interfaces Affordability is the key to getting customers. In order to get the customers attention, the marketers, and the management should come up with a price that the willing people in the world can afford. This case will make the potential clients to opt for the new products against the ones for the competitors and the older products of the company. The folding and the portability of the scooters make them good and better for the today’s hectic transport means and the increment of vehicles in the towns owned by the individuals (Mühlbacher 2006, pp102). The numbers of vehicles in the cities and towns have increased due to the cheaply affordable vehicles produced by the different assembling companies. These cases have led to the increase in congestion of vehicles and high increased jams in the highways due to this, people demand for more convenient and promising ways to reach their destinations and the places of work. By using the electric scooter, which is so, flexible and economical, the people commuting to work will find it very easy in reaching their destinations and reporting to work early. The current price of the scooter, which is going at two thousand pounds, is much for the ordinary individuals to afford. Therefore, the company is encouraged to reduce this price of the scooter for the span of one year in order to get the sales go. The company may opt to reduce the cost of the scooters in order to fix a good entry price in order to get the market share in the midst of the intense competition experienced in the whole world (Smith 2006, pp70). However, the necessary business legal and moral ethics should be adhered to. The act of the company reducing the price of the Moveo should come with specific actions that the price will not be taken negatively by the competitors and the business compatriots. After the year and the company have adopted a good market share and the consumers, known of the product the company can then raise the prices to that reasonable and the ones acceptable by the competitors. As these will reduce the returns of the company over the span of that one year, the deficit will be covered by an amount of one million pounds from the funds allocated to the marketing purposes (Busch et al 2007, pp104). As the prices will be economical and the use of the batteries as an alternative for the fuels the consumer will feel that their affairs have been checked into and the best and reasonable basis. The money that has been sacrificed in order to achieve a market share will be returned in the case if the increased sales and the profits of the company. As the product life cycle goes, there is a development stage, which is the first stage, is that the company or a product developer should not be expecting many returns in the start of an innovation as this stage is faced by many challenges (Burnett & Moriarty 2008, pp10). Business Processes In order to get customers to get along and get in line with the business processes and they are following the developments of the products of the company, the management should separate the complexity of the business and the affairs of the customers. The company should be focused in getting the customers connected to the products and the company’s developments in the products. At least the marketing money given by the Antro management should spend on some of the management advisors in the ways to deal with the customer relations. The advisors will bring diverse ideas on how to keep the scooters human and way of improving maybe on cleanliness and the portability modes. Indulging the customers and letting them be affected by the activities undertaken by the company (Hagel 2009, pp 20). The customers either current or the potential ones should not be involved with the fallouts of the company and its negativities. The advisors who will be brought will see that the inside operations of the company and the conflicts with the production processes do not hinder the purchasing activities of the company. Sometimes the business daily planned activities can be manipulated in ways that favor the client’s options and the cases that will help to evaluate the purchasing trends of the customers (Ottesen 2001, pp30). Segregating the customer’s values from the activities of the business makes all the employees in the organization to be customers oriented. For the one year, all the organization will be customer focused and the complaints and compliments of the customers will be met and solved faster. By this, all the necessary precautions that may arise in the future over the scooters will be solved. This case will help the management to be proactive in the problems and defect management, as they will know the problems that will arise in the future and deal with it without any mistake. Despite not connecting the affairs of the customers and that of a complex organization, the process needs to be equal in a manner that the affairs of the company will not be left aside. The operations go on in order to have the stocks and the continuance of the supplies and the sales for the next year (Bryant 2008, pp45). Conclusion In conclusion, the customer is the boss in every market. Organizations need to work hard in making sure that the demands and the needs of the customers are sorted within no time. Gaining customer trust is very important in the progress of every organization and the profitability of these organizations. The custodian of the marketing money and the one who is supposed to be allocating them are supposed to be a very responsible individual an economic in that case. The money need to be planned for well in order to cater for the activities for the whole year. This is as much as the company is profits oriented, and the returns of the company matters much. Not all people can be given the work of being marketers. Before allocating one with duties of being a marketer, the required qualifications are needed. This is because customers come from different diversities and in order to comprehend them; one needs to be very much intelligent (Aoki & Hayami 2000, pp30). Recommendations In the marketing communication processes, the organizational support is very much required and the moral support of the executives of the business. In order to make sure that Moveo penetrates in the market and sells well, there is required the customer trust, which does not come too easily. Therefore, I recommend for the management involvement in the cities and towns that the marketing team will be conducting the promotional and the advertising activities. It is important for the inventors and developers of the product to talk to the customers about the product. The marketing teams are entitled to ensuring that the management executives have a good and better place to stay whenever they visit them in the field areas (Ray 2003,pp120-150). Demonstration of the scooter in the specifications given like the 22 miles battery use, the speed of 28 miles per hour needs to be demonstrated by a much senior individual in the organization in order for the customers to see the sincerity of the material. Since the clients especially the new ones hear that the scooter can be fold and be carried as a briefcase, this action needs to be demonstrated by a senior individual in the organization so that the customers sees the activity be serious and enjoys the services and the adverts. The marketers need to be very efficient and always vet the finance controllers before giving them a task to manage the money. Money is so tempting and may be misused making them not to achieve the required targets (Berry & Linoff 2007, pp30). 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