Chapter 9 - Promotion
Promotion process is guided by a promotional strategy plan that provides the framework for developing, implementing and controlling the organization’s promotion plan. This chapter aims to t a suitable promotional strategy for Surity. Firstly, the elements of promotional mix are described. Secondly, appropriate promotional mix is justified. Thirdly, promotional expenditure is propod. Lastly, implementation of marketing plan is suggested.
Promotion Objectives
Pricing strategy should be consistent with the branding strategy in the current marketing plan. Therefore, the pricing objectives of Surity are 1) increasing the awareness of the product in the market, 2) changing the attitude of the consumers, 3) improving the brand image and credibility of the product, 4) enhancing the communication and connections between Surity and TCM practitioners.
Elements of the Promotion Mix
Integrated marketing communication (IMC) is adopted in Surity’s marketing campaign. Advantage of IMC is to create the synergy between different communication channels through the synthesis of media mix elements. The coordination of communications efforts allows consumers to receive consistent messages from a variety of advertising channels. Surity utilizes local Chine newspaper, paid arch, personnel lling, trail products, public relations and publicity in its marketing campaign. Table 1 provides an overview of promotional mix for Surity.
Table 1:
Promotion Mix | Advantages |
Advertising (local Chine newspaper) 世界最长河 | Penetration of local markets Flexibility 实习单位鉴定怎么写Geographic lectivity Reader involvement and acceptance Special rvice. |
Advertising (Engine Search) | More specifically target customers Generate interest Create awareness and an image Create a strong brand Disminate information Stimulate trial Low cost |
Personnel Selling | Allowing for two-way interaction Tailoring of the message and more personal communication Lack of distraction Involvement in the decision process and source of rearch information. Ability to alter the message Opportunity for direct feedback. |
Sales promotion (Free trial period) | A risk-free way to consumers Generate much higher trial rates Receiving consumers’ experience directly Gaining a greater appreciation for its benefits Lead to purcha |
Public Relations | Raising awareness Informing and educating 玉米营养价值 Gaining understanding Building trust Giving consumers a reason to buy Motivating consumer acceptance Cost-effective Achieving credibility |
Publicity | Credibility News value 企业文化作用Significant word-of-mouth communications A perception of being endord by the media |
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Deciding of the Promotion Mix
All promotional strategies have their different functions, and different strategies achieve can achieve different objectives of Surity's promotional strategy. The justification of promotional strategies for Surity will be provided in Table 2.
Justification of Pr看图写话放风筝omotion Strategies
Table 2: Justification of Promotion Strategies
Strategies | Justification | Results |
Public Relations & Publicity 湿疹不能吃什么食物(local Chine Newspaper) Surity would publish medical articles by relevant experts to target Chine community media in Australia. | Newspaper advertising increas the coverage of targeted consumers. Professional articles are to be more objective and reliable. A reality-bad newspaper article written by medical professionals can improve brand knowledge of the product in the market and effectively achieve word-of-month. | Able to meet Surity’s promotion objectives 1, 2, 3 |
Advertising (Engine Search ) Surity would buy ads on arch engine sites such as Google . | Engine arch creates a connection when consumers have relevant needs. Engine arch enhance positive communications with consumers to provide “greater value for consumers as it address their particular interests”. | 筲箕Able to meet Surity’s promotion objectives 1, 4 |
Personnel Selling (Technical Support) Surity would employ a sales person to convenience consumers’ usage. | Personnel lling are likely to improve reach, reduce costs and increa the probability of a sale. Technical rvice and communicating with buyers more often create goodwill, improve customer satisfaction and loyalty. | Able to meet Surity’s objectives 2, 4 |
Sales promotion (Free trial period) Surity would provide rvice of download free trial software on its official website. | Free trial products generate much higher trial rates by providing a risk-free way for encouraging consumers’ using Nearly 70 percentage of the respondents in the PMA survey mentioned that they have purchad a product they did not normally u after trying a free product. | Able to meet Surity’s objective 4 |
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Advertising (Search engine and newspaper advertiments) helps increa the awareness of the product in the market in the introductory stage. Publicity and Public relations should be ud to change the attitude of the customers toward the product, since most customers have negative attitudes toward the TCM software product. Publicity and Public relations can also improve the brand awareness and brand knowledge of the product in the market and improve the brand image and credibility of the product. Personal lling and free trial period enhance the communication and connections between Surity and TCM practitioners.
Setting Promotional Budget
Measuring marketing communication effectiveness is vital to help plan and produce even better marketing communication programs in the future. Since Surity has limited available funds, thus the financial issue is the main consideration for tting TCM software promotional budget. Meanwhile, Surity should record the percentage of sales for each three months as a period to check the effectiveness of the promotion ud and get the feedback immediately.
Sales Promotion
Sales promotion is ud in the implementation stage of TCM software. Surity would provide rvice of download free trial TCM software for letting consumers learn more about the products and further would like to purcha it. Meanwhile, price reduction would not apply as sales promotion becau the TCM software is t by a high price strategy and price discount would influence the brand value in the long term.
Advertising
Bad on most well-known Chine Newspapers in Australia, as Sing Tao Daily, Australian Chine Daily, The Chine Times, Surity would edit a half-page professional article as advertising on the local newspaper by around $20000-$30000 newspaper promotional budgets by considering the nature, copies, distribution area & method and publishing frequency of the newspapers. Moreover, Surity would plan nearly $15000-$25000 as arch engine advertising budgets on Google, when the visitor to the site keys in a specific arch word or phra, such as Chine medicine,
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or medical software, an advertiment targeted to that category appears.
