E-Marketing - Promotion and the Communications Process.

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Amanda Whyte – HNC E-Commerce                                                                                                                                      15/04/2003

E-Marketing – Outcome 3

E-Marketing – Promotion and the Communications Process


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.

        A promotional plan is critical for the development of a successful promotional         campaign.

        The organisation should ask itself: -

  • What are the overall goals of the promotional campaign
  • What is the organisation trying to achieve
  • What resources does the organisation need to achieve the objectives
  • Which elements of the marketing mix are most appropriate

        We already have database information about the two main target markets.  The         information leads us to the conclusion that both markets demand quality, and a         wide range of products.  

        Quality and value for money rather than being the cheapest is more         important to these markets.  Therefore the market segment is described as         demo geographic.

        The e-business wants to generate awareness amongst current and potential clients         in both the hotel/catering industry and private consumers.  

        The product the organisation has, is well established.  The website will add value to         the product and service delivered to the customer.  

  1. SWOT Analysis

        A SWOT Analysis would be the first step in putting together a promotional         campaign plan that will meet the business objectives.

        The main objectives for the business are to increase competitiveness and improve         efficiency.  To fulfil these objectives we need to improve communications,         enhance         customer service, increase sales, maximise marketing, improve trading         relationships, reduce costs and then evaluate the impact.

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        If the business doesn’t respond to the market it could be left behind allowing its         competitors to catch up.

        The organisation has to ask itself a number of questions: -


  1. Marketing & Advertising Plan


        Marketing Research will allow us to make the right decisions for the organisations         promotional activities to both online and offline markets.

        We know that the business has two main target markets, understanding the         segments assists us to maximise profit.

Primary research is needed to assist us in delivering what the customer ...

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