Product: Diet Breakfast Cereals
Target market for Diet Breakfast Cereal
The target market chosen for the product is the healthy diet-conscious people specially women who are weight conscious or working woman who do not have enough time to make healthy meals for themselves and the family in the rush hour of the morning.
People spend plenty of hours at super markets looking for the right product to suit their needs. As most commonly observed, one of the major requirements for people nowadays is to enjoy a perfect and a healthy breakfast. . They believe that breakfast which is full of nutrition reduces risk of health problems. For many people, choosing a healthy cereal for breakfast is not simple (Magee, 2007).
Women who are conscious about having a nutritional diet but do not have time planning out a balanced diet can simply buy diet breakfast cereal. These cereals give all you want i.e. all nutrition’s in a single packet. The product is fresh, long lasting and ready to eat. The product owing to its ingredient and hygiene packaging is comparatively expensive and is intended towards the high income group that is motivated to spend for a healthier lifestyle
Medium for the advertisement of Diet Breakfast Cereals
Magazine advertising is chosen as a source of promoting this product. the product targets a niche market, the strategies must be effectively planned. The most important thing is to reach the targeted audience. Popularity of the magazine should not be the only consideration. the target audience of the magazine is an important consideration. A variety of magazines are available such as Ability, AHealthMe.com, Alive, B positive, Health Eating and Nutrition, Apollo Life, and many other which may prove productive for our advertisement. The magazine that will be chosen for the product will be one most popular among young women as that is the group with high diet concerns. An appropriate magazine which will not only promote the product but also has a section providing health and care tips that create interest for the readers. Women Health Magazine is another popular magazine and will be our main focus as it is read most commonly by the women of affluent class. The publications that will be chosen for the advertisement of the breakfast cereal will be the one that targets weight conscious readers and also the affluent class that is very particular about healthier life style.. .
How to convince potential buyers?
Competitors may also seek to advertise their products in the same magazine. In such a case, business will ensure on having a successful advertising. One of the benefits of magazine advertising is that detail information about the product or a service can be provided. Certain messages can be added to make the advertisement more appealing to the potential consumers. Guerrilla advertising is also one way of making the magazine advertising more catchy and appealing, compelling the audience to use the brand.
As the product is targeted to working women, it will be kept in mind that the chosen publication reaches up to the desired audience. Besides this, in order to encourage consumers to buy the breakfast cereal, consumers are informed about the ingredients and their usefulness. Moreover, advices of experts and interviews from well-known healthcare specialists would also encourage readers to buy the diet breakfast cereal. In this way, an attractive and appealing advertisement could be created. This kind of advertisements is possible in private magazines as government magazines are generally not kept up to date. Another way of convincing the potential consumers is to offer discount coupons. For instance, on the purchase of $100, the consumer can enjoy a free packet of cereal and so on. This strategy will be used in the future to increase sales. T
Setting up promotional budgets:
However, what medium to use depends on the promotional budget. The promotional budget should be kept in mind when planning out marketing strategy. Advertising budget should be in line with marketing and promotional goals. Promotional activities often become complex when the budget is very limited. Promotional cycle includes idea, research, informal communication, idea protection, report findings, conferences etc. The total advertising budget for breakfast cereal is $500,000. For effective budgeting, each aspect of publication process should be individually assessed and money should be allocated accordingly (Entrepreneur, 2013).
The magazine that will be chosen would be a weekly one. More than half of the budget will be allocated to the advertising agency that will not only responsible for the creation of the advertisement but since the distribution will also be a part of their end, distribution cost will cut down on our part.
As the breakfast cereal is newly introduced, choosing an expensive publisher will not be preferable.
Standard rate and data services (SRDS)
All media rates are provided by SRDS along with the related information and data about the market. The information includes programming and editorial content, advertising rates, circulation etc. Besides this, the information regarding media companies and publishers is also provided (SRDS Team, 2012). It assesses the advertisers in planning out their promotional activities. Before the Breakfast Cereal is launched for advertisement, SRDS will be thoroughly researched to avoid negative costs.
Is magazine advertising a good option?
Another important thing is that uncertainty whether a the ad would be able to reach the targeted audience or not. According to David, (2013) the trend of magazine advertising has changed after the introduction of new and vast media. It is important to know how many people are competent readers. As observed by David, (2013) readers who have paid the subscription fee are among qualified readers.
One of the drawbacks of magazine advertising is that consumers’ feedback cannot be accessed. This is important as the cereal is newly been introduced in the market. However, promoting through blogs and personal websites will provide solution to this problem. This will not only lower the cost but also allow consumers to comment on the product. A forum is another publication used to promote this cereal. The consumer’s reaction to this product will be acknowledged thorough reviews and questions.
In order to achieve the goals and targets of the business, it is important for the marketing strategy to be effective. A business when choosing magazine advertising must ensure that the targeted audiences are covered. The resources should not be wasted and cost should not be too high. However, the advertising budget is always fixed and always limits the number of targeted audience.
References:
Enterprenuer, 2013. Magazine Advertising. Available at http://www.entrepreneur.com/encyclopedia/term/82422.html accessed 6/2/2013
K. David, 2013. Magazine advertising-trade secrets. Available at
http://www.studio1productions.com/Articles/MagAds.htm [Accessed 6/2/2013]
Magee, E., 2007. Choosing a healthy Breakfast Cereal. WebMD Weight Loss Clinic - Expert Column. Available at http://www.webmd.com/food-recipes/features/choosing-healthy-breakfast-cereal. [Accessed 6/2/2013]
SRDS, 2012. How to find the best digital opportunities. Available at http://blog.srds.com/blog/advertising-rates accessed 7/2/2012(Please correct this last reference)
