SLP4: The Marketing Plan

Trident University

Brenda Andrade

Module 3 Case 3 Assignment

MKT 301: Principles of Marketing

Professor: Dr. Gordon Leichter

2 August 2020

Principles of Marketing Module 3 Case 3

Product marketing is one of the most effective methods that a business or company can use to promote and maintain high sales. This is due to its ability to build and sustain consumer awareness. In the market today, businesses can use different marketing techniques to reach out to consumers and create brand awareness. The following are some communication channels that can be used to market products and services used in marketing bulletproof vests.

Digital Marketing

Digital marketing is a communication method that entails the use of the internet and digital devices like computers, mobile phones, laptops, tablets in collaboration with digital platforms available like emails and social media to help reach out to consumers. Digital marketing has been selected because it is one of the most effective communication methods, especially when the world is in the digital era. With all the people on different social media platforms and making use of digital devices, it is possible to reach out to the highest number of people reasonable (Bostanshirin, 2014). Secondly, It is cost-effective, reliable, and flexible in the sense that different messages can be conveyed using different styles. At the same time, even though not all people pay attention to digital marketing products, some also confuse. In this case, the bulletproof vest would sue social media where a single post with clear information would be posted daily to offer consumers a chance to go through the post and make comments or inquiries.

Sales Promotion

The communication was selected due to its ability to get into contact with the consumers and understand their mood, feelings, and opinions about the product. The method is highly effective because it reaches out to a high number of people at a go. The consumers get to learn directly from the company employees about the product, and even demonstrations' can be done (Yazdanifard, 2015). However, it is costly and time-demanding for the company, something that affects overall sales and revenues. For the sales promotions, the company to seek for a caravan and go to different locations where roadshows would be done as consumers would be given discounted prices or a buy two gets one free type of sales promotion.

Broadcast Advertising (TV, radio)

The broadcast advertising method was selected because almost all US families have one or more television sets and radios. This is to means that it is an effective method that can be useful in reaching out to all consumers. It is a method that allows images to be captured, and demonstrations have done, especially television (Sama, 2019). Nevertheless, it is costly and requires proper timing, which is the peak time of different broadcasting companies. It is hard to predict method since one cannot be sure whether the advert has been viewed or not as there is no channel through which consumers can respond to the company. However, this method can be applied by ensuring that the product is often aired during peak hours and less regularly for people who are at home or places they can watch television and listen to radio during off-peak hours (Sama, 2019). This is because all clients, irrespective of their work schedule, are essential.

Conclusion

Marketing communication tools and channels are essential as they help share information about a product or service like the bulletproof vest has proven it. However, of importance to note is that all the methods available have their benefits and challenges. A company should work with the channels that have benefits that outweigh challenges for best marketing outcomes.

References

Bostanshirin, S. (2014, September). Online marketing: challenges and opportunities. In Proceedings of SOCIOINT14-International Conference on Social Sciences and Humanities, Istanbul, September (pp. 8-10).

Sama, R. (2019). Impact of Media Advertisements on Consumer Behaviour. Journal of Creative Communications, 14(1), 54-68.

Yazdanifard, R. (2015). The review of how sales promotion changes the consumer's perception and their purchasing behavior of a product. Global Journal of Management And Business Research.