• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

E-Marketing - Promotion and the Communications Process.

Extracts from this document...

Introduction

E-Marketing - Promotion and the Communications Process Introduction In this assignment I will be using a case study to demonstrate an effective promotional campaign plan for the launch of a new e-business - selling wine over the internet. The name of the e-business will be 'The Wine Seller', which will help promote brand recall. This will also form the basis of the PR and Advertising campaign. The steps taken will include: * Promotion Plan/Objective * SWOT Analysis * Formulating a marketing and advertising plan * Setting the Marketing Objectives * Identifying the target audiences * Evaluating and implementing the communications mix The promotional campaign budget is �500,000. 1. Promotion Objective & Plan 'The Wine Seller' is a small company offering high quality products to two main target markets. The main business objective is to generate awareness of the website facility to the existing customer base, respond to the needs of potential customers and generate awareness to both existing and potential customers. Therefore the main objectives of this promotional campaign are to: - * Create a brand image * Increase competitiveness * Improve efficiency * Add value for the customer To fulfil these objectives we need to improve communications, enhance customer service, increase sales, reduce costs and evaluate the impact. ...read more.

Middle

To communicate with the target audience effectively marketers need to understand how communication works. There are nine components that make up the communications process, the two main players are the sender and receiver. Communication starts with a clear focus on who the target audience is be they current customers or potential buyers. There are six buyer readiness stages, these are the stages we pass through when deciding to purchase. To test the awareness of the target audience techniques such as name recognition assist with product recall. In this case the company name 'The Wine Seller' will promote recall and brand image. The website should incorporate added value services that will encourage customers to come back and therefore reinforce the knowledge of the services and products offered. A short online questionnaire with a bonus incentive such as a discount on purchase would assist marketers when evaluating whether the product and service is to the liking of the market. This should also be available to offline markets with an incentive to buy online, i.e. a paper copy with pre paid envelope for markets that don't wish to use the online facility. ...read more.

Conclusion

Budget �500,000 Expenditure Half page ad in the Sunday Times Style Magazine x 4 Sundays �160,000 Secondary data for Direct Marketing @ �20.00 per 100 (1000 required) � 20,000 Television Advertising (Sunday lunchtime x 2 ads over 8 Sundays @ �25,000) �200,000 Cost includes production Reprinting of all stationery � 15,000 Search Engine Optimisation & Data Mining � 5650 Wine Tasting evenings in Country House Hotels & Promotional offers �100,000 Conclusion It is important to the marketer to understand how communication works in order to send the right message to the right people at the right time using the correct medium for the audience. It is vitally important that after a communicating that the results or findings are monitored and evaluated. Evaluation measures the success or failure of promotional campaigns. These promotions sometimes fail due to poor objectives and a poor understanding of customer needs and wants. Successful e-businesses realise the importance of integrating their offline and online marketing activities. Any promotional activity should run over a reasonable time scale in order that the receivers of the message recall the content. This helps reinforce the message and leads consumers to Purchase. The internet is the biggest library and storefront in the world and therefore an ideal platform to sell products and ideas and research competitors. Amanda Whyte - HNC E-Commerce 15/04/2003 E-Marketing - Outcome 3 ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing and Markets section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing and Markets essays

  1. Marketing Plan for the Targe' Full Service Spa Salon

    From its inception, the Targe' Salon was expected to be introduced and to produce very favorable results in the first stage of its life cycle. In the introduction stage, the product and services make their introductions to the market. In this stage, there may be much advertisement and marketing efforts to get the attention of the consumer.

  2. Marketing mix

    SERVICE PROCESSES The idea that "services are activities rather than things" leads Gr�nroos (1994) to a notion of services as processes. A service can be conceptualized as a process, rather than a thing, with a range of inputs, outputs and the substrate upon which they act.

  1. Strategic Marketing Report - Virgin Trains

    markets including banking 6.4 Technical Competence Virgin itself is very high tech and is in no need of improvement however trains as a whole could do with a rethink, speeds are increasing and peoples lives are going quicker and so trains have increased their speed but this has decreased their safety.

  2. Report on Sony Corporation aims and objectives and how they relate a promotional campaign ...

    * Promotion - increasing advertising expenditures can increase market share, unless competitors respond with similar increases. Sony Objectives They want to increase revenue by 46% so that they are earning more than last year by not being in a decrease but an increase from last year Objectives of an organisation can be translated into specific activity objectives.

  1. I have been asked to produce a marketing strategy for an existing or new ...

    3.3.2 SWOT analysis SWOT is an acronym for strengths, weaknesses, opportunities and threats. SWOT is a technique for comparing or matching an organisation' internal strengths and weaknesses with the opportunities and threats found in the external environment. Strengths * Substantial amounts of capital available * Ability to make cost reductions

  2. Business Studies Assignment Marketing

    ways a customer can spend their money so the greater the competition the more businesses have to produce effective marketing. I will be looking carefully at each component and making recommendations to XS Superbowl of my findings. Product The first marketing component is the product.

  1. This coursework entitled "Marketing" is about creating a marketing strategy for a new or ...

    major firms, returns are relatively high and fits with a unique selling point (USP). The advantages of mass marketing are higher returns, can exploit a brand name, economies of scale and less vulnerable to changes in market. The car market is clearly a mass market as the value of sales is high.

  2. Marketing plan

    * Reach profitability by the end of year two. 3.4 Target Markets Monaco is targeting two population segments within the broad category of the fashion conscious female with disposable income. * Professionals: these are full time working professional women. They typically earn more than $45,000 themselves. They will purchase shoes for the workplace as well as for leisure time.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work