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Evaluation of advertising and promotion programs for gourmet coffee
When designing an advertisement and promotion program for a new product, the firm launching it must take into consideration several factors. For Gourmet coffee, several advertising programs can be designed and evaluated accordingly. The location of the business and the target market for this type of a product makes it reasonable to analyze the application of the following two promotion methodologies.
If the firm targets an overseas market through establishment of branches, using internet would prove to be the most applicable way to market this coffee. The success behind this is that the target market is reached with ease and at a lower cost.
To achieve success in evaluation of the advertising and promotion programs, Kudler fine foods can do the following:
- determine the popularity of the product by utilizing the current inventory processes,
- measure customer satisfaction through analysis of repurchases after launching,
- check the responses or even solicit for feedback to help them understand their client needs better among other ways (Annon, 2010).
When designing the advertising and promotion strategy for a new product, for example solar charged laptops, the marketer has to consider the following factors; 1) the nature of competition. 2) The size and distribution of the market and the targeted consumer group, 3) the need that you are seeking to satisfy and the positioning plan that the firm wants to achieve in the target market (Engelhoff, 2009).
The successful way to market luxury cars is through exhibition. By having a real experience of what is being marketed makes a customer more attached to a product (Canfield, 2006). The unsuccessful way to market machines would be to use door to door marketing campaign. The reason is that a luxury car, being a Veblen good, requires personal planning even before the purchase is executed.
Effectiveness of direct marketing depends on the nature of the product being launched. Product like services and more personalized consumer goods are favored by this mode. Interactive marketing refers to marketing your product from the customers’ point of view derived from the past experience with them (Heinz, Karr, & Lacy, 2010). It is interactive in nature as the marketer relates to the customer in his marketing endeavors.
This method is more effective since it sells exactly what the consumer wants. Either of the methods will favor a new product if its nature permits its use in a more effective way. The most common online direct marketing modes used are the subscription sites. Once members log in, they are availed with the products being advertised through these sites.
Conclusion
When marketing a new product in to the market, the marketer needs to evaluate the most effective way of achieving the desired results. The nature of competition, the size and distribution of the market and the targeted consumer group, and the need that you are seeking to satisfy and the positioning plan that the firm wants to achieve in the target market cannot be overemphasized.
Use of exhibition has been thought to be the most effective way of marketing luxury cars. Use of door to door marketing campaign is a rather unsuccessful way to market machines reason being that a luxury car, being a Veblen good, requires personal planning even before the purchase is executed. The nature of the product being launched largely contributes on the marketing effectiveness.
Product like services and more personalized consumer goods are favored by this mode. Interactive marketing is interactive in nature as the marketer relates to the customer in his marketing endeavors. This technique is more effective since it sells exactly what the consumer wants.
Focusing on the above listed methods may render one to be narrow minded hence closing out other better methods. I therefore recommend thorough scrutiny of the viability of all possible approaches before starting a venture.
Reference List
Anonymous, (2010). Kudler fine foods- marketing research. Web.
Canfield, J. (2006). 25 Principles of success: How to move from where you are to where you want to be. New York: Harper Collins.
Engelhoff, T. (2009). How to create advertising plan. Web.
Heinz, D.; Karr, D. & Lacy, K. (2010). Interactive marketing. Web.
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