Marketing Communications Strategy and Distribution Strategy Assignment Marketing Plan Document: a new cosmetics product that will be launched in the UAE.
Marketing Communications Strategy and Distribution Strategy Assignment Marketing Plan Document: a new cosmetics product that will be launched in the UAE.
Dear writer, I need your help to prepare the following marketing plan based on the information I will provide. It’s a group project, however I will share with you my part that I need to work on it.
Description:
For my part, I need to develop a Marketing Communications strategy and distribution strategy
. When preparing the strategy it is important to draw on researchto support your critical analysis and application of concepts.It is essential that your research is referenced(it should be relevant and used in the research , not using random sources) . Correct referencing is important because it identifies the source of the ideas and arguments that you present, and sometimes the source of the actual words you use, and helps to avoid the problem of plagiarism.
So below are the needed information.
The new product we will launchis basically we do some adjustments and improvements to the lash glue by add type of vitamin called (niacin) that helps lashes grow faster and will as will add vitamin C to the lash glue that will prevent the lash glue from damaging the lashes once remember. This product will be under Huda Beauty Brand. So you need to Outline of all relevant changes/trends in marketing environments and implications for Huda Beauty Brandand the new product, beside thorough analysis of the competitive situation.
Instructions:
Develop a Marketing Communications strategy ( this section should include the following points explained in details ) ( 2 Pages)
Marketing Communications Objectives
Promotion Mix
What mix of advertising, personal selling, sales promotion, sponsorship, direct response marketing, public relations/publicity will you use?
Is it push, pull, or mixed?
Develop examples of your communications with reference to the Six-steps of Communication Effectiveness
Follow the steps and develop a message to communicate with target customers on your new brand.
Distribution Objective (1 Page )
Explain your distribution channel structure.
Is it direct or indirect? Who are the channel members? How are marketing functions shared? Is there a vertical marketing system? Is there potential for any channel conflict (what type)?
What numbers of marketing intermediaries will you use? Who are they? Where are they located? Do you need a reverse channel? Marketing Plan Document : a new cosmetics product that will be launched in the UAE.
Dear writer, I need your help to prepare the following marketing plan based on the information
I will provide. It’s a group project, however I will share with you my part that I need to work on
it.
Description:
For my part, I need to develop a Marketing Communications strategy and distribution strategy
. When preparing the strategy it is important to draw on research to support your critical
analysis and application of concepts. It is essential that your research is referenced(it should be
relevant and used in the research , not using random sources) . Correct referencing is important
because it identifies the source of the ideas and arguments that you present, and sometimes
the source of the actual words you use, and helps to avoid the problem of plagiarism.
So below are the needed information.
The new product we will launch is basically we do some adjustments and improvements to the
lash glue by add type of vitamin called (niacin) that helps lashes grow faster and will as will add
vitamin C to the lash glue that will prevent the lash glue from damaging the lashes once
remember. This product will be under Huda Beauty Brand. So you need to Outline of all
relevant changes/trends in marketing environments and implications for Huda Beauty Brand
and the new product, beside thorough analysis of the competitive situation.
Instructions:
1. Develop a Marketing Communications strategy ( this section should include the following points
2.
explained in details )
• Marketing Communications Objectives
• Promotion Mix
• What mix of advertising, personal selling, sales promotion, sponsorship, direct response
marketing, public relations/publicity will you use?
• Is it push, pull, or mixed?
• Develop examples of your communications with reference to the Six-steps of Communication
Effectiveness
• Follow the steps and develop a message to communicate with target customers on your new
brand.
Distribution Objectives
• Explain your distribution channel structure.
• Is it direct or indirect? Who are the channel members? How are marketing functions shared? Is
there a vertical marketing system? Is there potential for any channel conflict (what type)?
• What numbers of marketing intermediaries will you use? Who are they? Where are they located?
Do you need a reverse channel?
Please Use the Template provided in the second page:
Marketing communications strategy
Explain Marketing communications objective:
Explain the relation between the Marketing communications objective you have
mention above and the six buyer readiness stages. (Please Check The Example)
Clarify the Promotion mix:
Explain the Push Marketing Strategy:
Identify and explain the Marketing communication steps:
Develop Communication massage:
Distribution strategy
Explain the Distribution Objectives
Explain Distribution channel structure
Determine the marketing intermediaries
8. Marketing Communications strategy
Marketing Communications Objectives
Communication is one of the most important steps to the success of any product or
service so we have developed a strategy to communicate with our target audiences to reach
our objectives.
Figure 6.Buyer readiness stages. Adapted from “Integrated Marketing Communications” by Thetis, 2012, Slide
serve.
According to the figure, one of our objectives is to send the right message of our app
and keep our target audiences that we already determined aware and knowledgeable of it. The
second objective is to convince them about our app importance in their daily life and how it
will help them to reach their destination in faster and easier way. The third objective that we
are aiming for is to attract the target group to buy and use our application on the conviction
and knowledge of its importance and then work on the continuation of the successful success
between us and between our audience, both individuals and companies. Later on, we can do
publicity and awareness campaigns that will increase the audience and influence it.
Promotion Mix
The promotion mix is the specific blend of promotion tools that the company uses to
persuasively communicate customer value and build customer relationships. According to
text book, the tools are Advertising, Sales promotion, Personal selling, Public relations and
Direct and digital marketing.
Figure 7. Promotional Mix Tools. Adapted from “Principles of Marketing” by Kotler, P., & Armstrong G, 2018,
Person Education, p.429.
However, as a company it will challenging for us to use all the tools so, we will focus
on few of them. Firstly, we will advertise our application in social media platforms,
newspapers , radio and billboards. Secondly, we going to make promotions for students, new
drivers and people with special needs. Thirdly, we will build up a good corporate image by
our public relation professionals to have a good relationship with our target audiences. Lastly,
we are going to communicate directly with the induvial by visiting them and provide them
with all needed information. In addition, one of our aiming is to focus in digital marketing
which is a new tool of promotion that started in 2000 by publish our application to the
Internet in general and focus on social networking. All of what me mentioned will be used as
our Marketing Communications strategy.
Push Marketing Strategy
When determining whether our product was a result of a push or pull strategy, we
should acknowledge the reason behind the idea of our product. We believe that our product
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was a result of a push strategy. There was a demand for a GPS application that visualizes the
map in 3D to help users better identify their surroundings and the direction to their
destination. Without the demand of the customers, the idea for our product would not have
been generated. As a result, our product grew from a push strategy by the demand of the
consumers in the market.
Marketing Communication Steps
To effectively communicate our product to the market, we need to follow a set of steps to
ensure that our message attracts consumers in the market. The steps we need to follow are:
identify the target audience, determine the communication objectives, design the message,
choose the media to send the message, and select message source and collect feedback. The
first step is to identify the target audience. When identifying who the product is developed
for, we can then cater the message based on the characteristics of our target audience. Our
application targets the general public who commute to work, school, or are in need for
directions to guide them to their destination. Since we know the general public are the target
audience, we can determine how, when, where will we offer the product. Our application will
be available on the App Store or Google Play for users to install when it is ready to be
deployed. The objective of our message is to entice and attract our target audience with the
competitive features of our navigation application. The third step of the process is to design
the message. The fourth step in the process is to choose the media to display our message.
Since our product is a digital application, we can advertise it through the web or provide
banners on other applications to target a large audience over the Internet. Once our message
reaches a large number of people, we will collect their feedback regarding our
communication objectives and the application we created. We will use the criticism we get to
enhance and strengthen our application.
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Communication Message
According to Draggle (2018), when creating a message to promote our product, we
need to consider what and how to say our message. Different words can change the product
to cater to different consumers. We need to be wary of the words we use in our message to
compel consumers rather than repel. After brainstorming our ideas for a message that will
efficiently deliver our application to potential consumers, we have come up with the message
“We can help you find your destination easily, by making it immersive!”.
9. Distribution strategy
Distribution Objectives
We have many distribution objectives that we are seeking such as, increasing our
growth by miniating a good relationship with our customers and raising the level of
competencies that will benefit consumers and businesses alike. Also, to deliver our app to the
society in a short period of time and target all the drivers by special promotional events to
promote our app.
Distribution channel structure
Our 3D GPS app will carry out a combination of direct and indirect distribution
channel structure. However, we will focus more on indirect distribution channels since we are
providing a service not a product so, we will focus more on intermediaries such as
distributors and retailers in order to reach wide range of consumers in a short period. In
addition, we will focus on partnership with RTA, Uber and schools. Which will allow us
to gain more trust and have more consumers. Also, one of our effective strategies is
through publication we are aiming to create a website that describes all the details off
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the app, people concerns and questions and the collaboration with Expo 2020 and
Khalifa sat.
In conclusion this report is explaining about a new plan for a product that would be
helpful and beneficial to that people. Analyzing everything; the product’s features, pricing,
target customers, the products message, the marketing strategy and the competitors
companies that have the same ideas as the 3D GPS App.
5
References
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Draggle, D. (2018) Marketing Communications Strategy: What It Is & How To Do It Right.
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Kotler, P., & Armstrong G. (2018). Principles of Marketing (p.429). Lego, Italy: Person
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