Marketing Plan, Alphabet Inc, Marketing Segmentation and Targeting and Competitive Environment

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Alphabet Inc. Promotional Channels

Brianna Patrice Garcia

Excelsior University

BUS351: Marketing Concepts and Application

Professor Susan Craver

December 11, 2022

Alphabet Inc Promotional Channels

Alphabet Inc. will be looking to launch and promote its contact lenses through different avenues. The company's strategy for the promotional mix aims at meeting the target customer at their point of need as well as creating enough awareness of the product in the market through partnerships and collocations. Using the best Marketing mix strategies, the company is looking to leverage traditional and nontraditional marketing campaign strategies to produce a success story.

In caving an effective communication strategy for brand promotion, the company is looking to follow its identity structure, as it will ensure that customers identify with the company and its cultural excellence throughout the years. According to Cornelissen (2020), the key to corporate communication is the idea of corporate identity. Alphabet Inc. wants to portray a profile of a high-tech leader by implementing an initiative-taking strategy. It will include the integration of verbal communication with visualization of the product in question. The style will allow the company to express its views on the usage, advantages and problems solved by the contact lenses, as well as the benefits customers get for connecting with the company. The messages will be drafted in such a way that they are appealing to all demographics to avoid resistance.

The components of the company's promotional communication mix include advertising, public relations, and sales promotion. The company will use mainstream media, including radio, television, and newspapers, to advertise the new product, as these have a greater reach in rural areas. Public relations promotions will involve the company conducting activities in different cities, helped by certified doctors to help the public understand the new product, its uses, and its benefits worldwide. Messages of success stories will be drafted for the media airing an advertisement in print. It will also involve philanthropic activities involving people with the targeted problem of getting free products as a way of helping them. Their stories will be a tremendous public relation strategy to sell throughout the promotion.

For sales promotions, the company will include a mix of entry deals for early buyers as well as free eye checkups for corrective measures. Such a mix will attract customers to run for eye checkups, ensuring they buy the right eye lenses compared to purchasing the lenses using a previous diagnosis. Customers will also be given brochures explaining the use of the lenses and the new improvements that have been made to protect better and care for their eyes.

According to Kakalejčík et al. (2018), determining the marketing promotional channels for the communication plan requires understanding the value and importance of the channel. When value and importance are assigned to each channel, the company can choose from the list of which one to be given high priority. As shown with the selected channels, Alphabet Inc. will not depend on one channel, but the channel that will provide high reach and sales conversion will be more utilized.

As highlighted, the promotional mix will include advertising, public relations, and sales promotions. These have other elements, such as television adverts, newspapers, brochures, offers and discounts, which are overly expensive to maintain. A company such as an alphabet Inc. will leverage its digital footprint to reduce its budgetary cost as well as involve partners to help in digital advertisements. The budgetary impact of the launch of the promotional mix is estimated to be half of the production budget, but as the market share increase, it will go down. After identifying the market niche that is more likely to be profitable, the company will be looking to reduce the budgetary allocation from other areas and invest in that opportunity.

References

Cornelissen, J. P. (2020). Corporate communication: A guide to theory and practice.  Corporate Communication, 1-336.

Kakalejčík, L., Bucko, J., Resende, P. A., & Ferencova, M. (2018). Multichannel marketing attribution using Markov chains.  Journal of Applied Management and Investments,  7(1), 49-60.