Mkt 421 Week 4 Marketing Strategy

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Adapted from: Armstrong, G., Kotler, P., Harker, M. and Brennan, R. (2009) Marketing: An Introduction. Pearson: Harlow, p.583-584 Appendix 1 – Marketing Plan Action Programmes “Action programmes should be coordinated with the resources and activities of other departments, including production, finance, purchasing, etc.” (Armstrong et al., 2009, p.583) Product ‘X’ (a new multimedia PDA product) will be introduced in February. Following are summaries of the action programmes that will be used during the first six months of next year to achieve the organisation’s stated objectives: Month Action January We will initiate a £200,000 trade sales promotion campaign to educate dealers and generate excitement for the launch of…show more content…
February We will start an integrated print/radio/Internet campaign, targeting professionals and consumers. The campaign will show how many functions Product ‘X’ can perform and emphasise the convenience of a single, powerful handheld device. This multimedia campaign will be supported by point-of-sale signage, as well as online-only specials. March As the multimedia advertising campaign continues, we will add consumer sales promotion tactics, such as giving away leather carry-cases as a premium. We will also distribute new point-of-purchase displays to our retailers. April We will hold trade sales contest, offering prizes for the salesperson and retail organisation that sells the most of Product ‘X’ during the 4-week period. May We plan to roll out a new national advertising campaign in this month. The radio ads will feature celebrity voices telling their Product ‘Xs’ to perform functions such as: initiating a phone call, sending an email, playing a song or video, and so on. The print ads will show these celebrities holding their Product

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