Abstract
The rechargeable e-cigarette is a new product which has better environmental benefits than the conventional e-cigarettes due to its long usage periods. The product is also beneficial medically since it can be used as an aid to quit smoking. This paper explores the various strategies which can be used to promote the new product in its introduction phase in the market.
Promotion strategy for a new product
The advertising and promotion strategy adopted should have the major goal of ensuring that the company best utilizes its available resources to create the largest market share for its product. It will be very important for the promotion strategies to be geared towards creating awareness and a long lasting relationship with customers. The following strategies can be adopted.
Mass marketing strategy
The promotion of the e-cigarette should involve a media which reaches the largest number of audience over the largest geographical area possible. Since conventional cigarettes are available almost on any part of the world, the advertising of the product should be meant to reach all these places in the target market. The use of television as a mode of advertising should be adopted since it will ensure that the largest number of potential customers is reached. The target age group of between 30 and 65 years will be reached most effectively by the use of television advertisements. The advertisements should be placed during prime time to catch the eye of the highest number of potential customers.
Radio can also be used to reach the target market. This is because the target age group for the product is more likely to have access to radio and this would play an important role in reaching the target market.
Billboards
Bill boards form a cheap and cost effective way of advertising a product. Billboards for the new product should be placed in strategic points where they will catch the eye of the largest number of potential users of the rechargeable e-cigarette. Billboards along busy highways and car parks would be most appropriate to create awareness about the new product. Electronic billboards in sporting facilities can also be used to reach a large number of potential users of the product.
Pricing promotion strategy
Pricing can be used as part of the promotional strategy for the product. The price for the product can be placed at a point a bit lower to try and attract as many potential customers to use the product. The lower prices to customers will make the product more attractive than most of other similar product in the market. In advertising the product, the price should be cited as one of the reasons customers should use the product. This means that the price of the product can be effectively used to promote the product to potential customers.
Introductory pricing strategy can also be used for promotion where customers are made aware that the price for the new product is lower for the purpose of introducing the product to the new product. This will fuel curiosity in consumers and will play a role in the successful introduction of the product into the market.
Expert opinions
Another strategy that can be used for promoting the rechargeable e-cigarette is the use of expert opinion. In advertisements for the product, experts in the field of medicine can be invited to give opinion on the medical benefits of using the rechargeable e-cigarette as an aid to quit smoking. This will be more convincing to potential customers since it will give more validity to the medical benefits of using the product.
Since the rechargeable e-cigarette is more environment friendly than conventional tobacco products and non rechargeable e-cigarettes, environmental expert can also be used to explain the environmental advantages of using the product. This will act to attract more customers since they will be inclined to use a product which is less harmful to the environment.
References
Raymond, M. (2003). Organizational Strategy, Structure, and Process. Stanford, CA: Stanford University Press.
Dave, K. (2010). Contemporary Marketing. Mason, OH: South-Western Cengage Learning
