When considering a business promotion plan, we intend to use mass promotion rather than distributed promotion. This choice is based on the fact that the demand for our product will increase highly during the months of July and December than during any other period. An apparent reason is people tint the windshields of their cars in summer to reduce the effects of hot weather and during Christmas holidays people buy our product as a gift for relatives or friends.
Therefore, our objectives are demand oriented as we want to increase our sales in the market during these seasons. Thus we plan to run a major ad campaign to reach all car manufactures not only in the US but also all around the world. The main focus of the message of our new company will be on the aspect of reducing the cost of having to tint windows frequently by using our high tech tinting method that comes with a five years warranty. Our strategy will be using an advertising promotional mix to stimulate the sales by 30% in the first six months. We also look forward to enhance the company image by generating selective demand by developing and maintaining the appeal of our product an outside advertising agency to provide a variety of advertising related services to client companies. The clients are the success key of our product and we intent to get this job executed by hiring an ad firm which with clients will facilitate the devising of their advertising plan by including themes, media choice, copywriting and more other tasks.
Our approach to budgeting will focus on evolving an affordable scheme and implementing it. Our company will prioritize expenditures and investments, and all funds remaining will be spent as an advertising budget. Thus, we expect to reduce cost for the company in the first year of selling the product. From a global perspective, our company will embrace a method to establish the advertisement budget while expanding the scope of the product globally. We will control budgeting decisions from our world headquarters rather than allowing each individual market to devise its own advertising strategy and budget.
We intend to make the campaign effective by developing themes that are consumer related. Thus the company emphasizes the theme of products or service help consumer. By evolving a thematic advertisement we tell the customers that our product will provide best privacy, style and security to them and their families. We expect this move to generate customer’s affinity towards our product and we can foresee the success of the product because we believe that consumer appeal describes a product in terms of consumer benefits rather than its features.
The three selected media of the product will be commercial television, magazines and the internet.
Determining the message content and devise ads appropriately will be very important to the firm because through proper communication we can create awareness of the product. As mentioned earlier in our SMP, the transition tinting windows will be cost effective for the consumers because of its durability and there will be no need to change it for 5 years or more. Then, we plan to outline a promotion schedule for all copy and artwork which will be based on the lead time needed for the chosen media. We will specify the location of each ad in a broadcast program or print medium because it is important to our firm, so we incur less cost for ads. Our product differs in message content. It depends on the frequency of presentation and the ad quality.
Because our firm is seasonal, we will be focusing on generating high sales in July and December more than the rest of the year. Timing the ad is also significant so that mass ads are used in peak times to foster short-run interest.
We will also stick to horizontal cooperative advertising and provide the organizational customers with the product. We sell the product to the organizational customers to receive our services through them. The transition tinting windows are purchased from our company and the dealers receive an advertising allowance for each transition tinting window sold and installed. The dealers are required by their contract with our company to use the advertising allowance to advertise our company’s products and services and to produce a documentation of the expenditures to our company for re-imbursement.
One of the important things to advertise any product is touching the people’s emotion through commercial advertisements. Most of the large companies all over the world are evoke the emotions, wishes, and preferences of consumers. In these days, advertisements turn out to be as a part of the culture of the global economy and civilization. Talking to the human emotion is more effective to attract the attention of masses and thereby gain wide publicity.