• 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 mix

    The output is the customer who has a haircut. Some services focus on processing information rather than people for e.g. accountancy services, with the output being the production of a set of accounts for the taxman. Because this type of service may not involve as much direct contact with customers, management attention would focus more heavily on backstage efficiencies - sophisticated computer systems and internal communications networks.

  2. Business Studies Assignment Marketing

    The other bowling alleys have a great location but there are many problems for XS Superbowl that's maybe where it loses money from. The only proper transport to this location is by car. This is goes with the unique selling point of XS Superbowl.

  1. edexcel Marketing Assignment

    A very effective way to reduce the cost push inflation is by direct intervention or price and income's policy. This is when government takes measure to restrict the increase in wage and prices, there are two types of direct intervention: government freezes wages and prices and voluntary; government tries through

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

    For example, a section head in a supermarket may have the objective at the end of each working day to make sure that there are enough employees scheduled to carry out the required work activities on the following day. Individual employees will have their own work objectives and schedules - e.g.

  1. Strategic Marketing Report - Virgin Trains

    I can't be sure whether or not the people were honest. I must just trust them the only thing which could help is that the first thing I said was 'Do you have time to answer a short questionnaire?' which means they were willing and not in a rush, so have no reason to lie.

  2. Produce a marketing strategy for a new or existing product

    Cash generated by the cash cows may be used to help the question marks. Dogs Dogs are products in decline. These have a low market share in a low- growing or declining market. As they generative negative cash flow, they will usually be disposed.

  1. For this project I have been instructed to come up with a marketing strategy ...

    P.E.S.T: Political factors- Legal constraints (such as the G3 technology constraints that Nokia have to take into consideration) must be taken into account because many businesses aim to make a profit so they may be tempted to mislead their customers about prices, quality of products and the availability of their products.

  2. Discuss the benefits of internet marketing to Virgin

    what product to service they have to offer, it will lead them straight to their website. P5 The company that I have chosen for E business is Virgin. Using the internet I think that it has made Virgins online website more efficient as it can provide wider range of products, which they don?t have in store.

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