Promotions Decisions
Target Market
The target market for Envopan would include tourists and campers comprising of individuals, groups and families. We would also want to focus on people who are considered influential in groups and communities in general such as tourists or campers. These people are called opinion leaders who when convinced with the features and benefits of Envopan would make the product popular among the target market.
SMART Promotional Objectives
There could be several promotional objectives which Envopan could set such as;
Increase Sales- To ensure that the sales in the first year generate a revenue of $10,000.
Availability of Envopan- Make the product available to customers at camping stores, appliance stores as well as online websites.
Generate awareness of Envopan- Ensure that ample promotional activities are used such that more than 70 percent of the target market is able to recall and talk about the positive aspects of Envopan even after 6 months of launching.
Make the product desirable- Communicate the features and convenience of the product in a manner that the sales double after two months of introducing the Envopan into the market.
Message (USP)
The Unique Selling Proposition of Envopan is based on its convenience for cooking during adventure filled camping and hiking trips. The usage of the Envopan is linked to adventure and camping which makes it appealing to the target market. A USP, when associated with a product, makes it more acceptable to the target market (Frazer, 1983). The appropriate statement which expresses the unique selling proposition of Envopan could be: ‘Envopan: the first easy to carry, rechargeable electric pan. Suitable for cooking during outdoor ventures’. The advertisements would reveal a group of campers, sitting somewhere on the grassy plots with mountains in the background and cooking in the Envopan.
Selection of Channels/Media
There are several channels we can make use of to promote our product. For instance, we can have place billboards on busy roads so as to create awareness of Envopan. Television and radio advertisements are a great way to attract the target market. These days, social media is playing a key role in improving the promotional effect of marketing so by creating a Facebook page of the product and interacting with the customers directly is a favorable way to promote Envopan. The Facebook page can also suggest discounted short time offers, sharing of cooking tips, recipes and important kitchen appliances cleaning tips etc to make the product seem interesting for purchase. Use of pamphlets and online ads can also help in the promotion of the product, Envopan.
Promotional Mix
Promotion is one of the four P’s of marketing which is further comprised of four elements namely public relations, personal selling, sales promotion and advertisement. Public relations can be generated for Envopan by interacting with the customers on a regular basis through emails, survey forms, and social media. Personal selling could be a great way to attract customers by visiting camping stores and malls. Sales promotion can be used to make maximum revenue from the sale of Envopan. Giving discounted offers for a definite period of time or offering a recipe booklet can increase the chances of more sales. Advertisement of the product both on print and online media can help achieve promotional objectives.
Promotional Budget
The promotional budget has to be allotted in a significant form by the manufacturers of Envopan because they believe that if a product is only introduced into the market and no one knows that such a product exists then there is no point in carrying out a business. Promotional activities not only create awareness of a product but change the perceptions of customers in such a way that they want to buy and experience it. For instance, if the total cost of this product comes out to be $250, we will have to spend more than 500 dollars on promotional efforts which would include the cost of advertisement of television and radio, placement of billboards and ads in newspapers, magazines and in the form of pamphlets.
Measurement and Control of Promotional Effectiveness
In order to ensure that the promotion is going in the right direction, we will keep a check on the number of revenues generated every two months and make corrections where necessary. Keeping an eye on the number of click on the Envopan ads and the frequency of interaction of people on the official Facebook page can also help in measurement of promotional effectiveness. Doing a random survey of people in malls and over the internet to find out what people think about the product and their level of satisfaction can also give a good idea of the promotional effectiveness of Envopan.
Reference
Frazer, Charles F. "Creative strategy: A management perspective." Journal of advertising 12.4 (1983): 36-41.
