Nov 26, 2020 in Coursework

Marketing Campaign for a Successful Product Launch

Executive Summary

The considerable part social network is doing at present is quite amazing bearing in mind that it has not been present for long time. The attraction of clients is very important to the Express Venting Company towards its new product, Advanced Venting Machine and the most important thing to do so that a product is received positively by the customers is undertaking massive promotional actions. Also, direct marketing antics such as telephone marketing and direct emailing are quite useful in that they help the company in communicating directly with the clients and obtaining considerate feedbacks from them. Furthermore, other tools like advertisement, public relation and personal selling have been known in the business world to produce positive and effective results as they offer the customers the chance to better know the new product. All these marketing and promotional tools are geared at successfully promoting the new vending machine and the subsequent outcome will definitely be positive.

Table of contents

Executive summary 2

1.0 Introduction 4

2.0 Main Findings 5

2.1 Social network.......................................................................................5

2.2 Direct marketing.....................................................................................7

2.3 Telephone marketing...................................................................7

2.4 Direct mail...................................................................................8

2.5 Advertising..............................................................................................8

2.6 Public relation.........................................................................................9

2.7 Personal selling.......................................................................................9

3.0 Conclusion ....................................................................................................................10

4.0 Recommendation ...........................................................................................................11

5.0 References .....................................................................................................................12

Marketing Campaign for a Successful Product Launch

1. Introduction

Express Vending Company is the UK leading provider of first-class quality drink vending machines. The companys services and products are customised to meet up the requirements of numerous organisations with respect to type and size. From the time when the company was established during 1992, its status has gone by far and wide and the customers are always sure of custom-made, well-organised and cost effectual vending services from the machines at every times (Snakky Max Vending Machine, Confectionary Vending Machine, n.d.). The company products include hot drink vendors, food vending machines, cold drinks, sweet and snack machines, brands machines like those having coca cola, nestle, Cadbury amongst others. More so, the company massive range of machines which fit to any sector be it commercial, industrial, or office makes them the peoples choice. The company recently came up with a new technology oriented vending machine called the ADVANCED VENDING MACHINE and since there is an approaching product launch, the company has requested for intensive promotional tools to be featured during the launch (Snakky Max Vending Machine, Confectionary Vending Machine, n.d.). Subsequently, the key aspiration of the report is to explain on the subject of the promotional devices to be applied and it is based on two core findings which are assessment of promotional tools and obtaining triumphant outcome from the promotional tools.

2. Main Findings

2.1. Social network

For the past decade, internet has grown enormous to become the leading avenue through which many people interact and obtain information from all parts of the world (Dewan and Sharman, 2010). This revolution had borne social network platforms which numerous people interact and share their views on diverse issues ranging from politics, economics, news and even social interactions and this avenue has been considered to be quite an effective media for business companies to communicate to their clients and prospective customers globally (Richardson, Gosnay, & Carroll, 2010). Social networks can be accessed by anyone as long as they possess even mobile phones which have integrated internet in them and therefore anyone is able to read on promotional excerpts about the advanced vending machine and in addition, social network presents an easier means for the company to make contacts with its customers and also stakeholders (Evans & McKee, 2010).

The social network provision is whereby the online service provides direct interactions with different people all over the world and has interactive platforms where people chat directly to one another. For instance, Twitter and Facebook are two social networks which have grown for the past 5 years and currently have more than 1.4 billion subscribers (Zarrella, 2010). With this large market outlet, Express vending Company will a have at its proximity a massive market base to pass information and educate prospective customers on their new product. The company may opt to register their customised social media accounts and contact forums through them and also informative promotional updates about the Advanced Vending Machine.

Moreover, the company can come up with a customised blog or a website which would provide massive information regarding to the new products and all the services they offer. The website/blog would also have an interactive segment where the readers could leave their comments about the product (Burrow & Bosiljevac, 2012). .

There are lots of advantages for applying or rather using social networks as tools for promotion since for instance, Twitter and Facebook have a gigantic following globally (Burrow, & Bosiljevac, 2012). For that reason, the proportion of sharing and viewing the promotion excerpts will actually be higher since the cloud of subscribers acts as the budding market. Also, social networks are not costly and seemingly are easy to use and communicate with viewers (Zarrella, 2010).

2.2. Direct marketing

For the past decade, direct marketing has tremendously grown to become actually a successful marketing tool. There has been massive technological advances achieved over the same period and other changes include changing expectations and lifestyles and they all have affected direct marketing (Hughes & Fill, 2005).

Therefore, applying this tool will apparently be an excellent opportunity to attract and more so promote the advanced vending machine product. These effectual direct marketing tools include telephone marketing and direct mail (Blythe, 2006).

2.3. Telephone- marketing

Before the invention of portable phones, people had difficulties in communicating urgent information but with its introduction to the market have really changed the way marketing is done (Pride & Ferrell, 2006). The Express Vending Company can assume to use phone marketing whereby it can use a toll free phone service to contact clients on the new product and inform them on its qualities and the launching date. Moreover, the company can use short codes to message all the prospective customers presenting them a detailed description about Advanced Vending Machine. This tool is advantageous as the company will have direct interaction with the clients at any instance and more so will expressly get responses from them (Hughes & Fill 2005).

2.4. Direct mail

There is intense competition in the marketing world as many companies release their products throughout and thus for a company to capture a market it has to apply the direct mail marketing tool. The Express Vending Company can reach quite a large client base by sending loads of emails to prospective customers (Lewis, 2002). It ensures that a large market base is presented with the information regarding the new product and this is a good promotional tool as its possible to analyse the client preferences since the management happens to have all data pertaining the clients and the subsequent quantity of emails sent. The responses received would also assist in evaluating the market response to the new product (Roberts, & Berger, 1999).

2.5. Advertising

Promotional advertising is a noteworthy aspect to interact with customers. The sole purpose behind advertising is to enlighten, convince plus remind the clients on the Advanced Vending Machine (Trehan & Trehan, 2010). The company may opt to use several advertisement avenues to promote its new product for instance like radio and television advertisement which can reach to quite a large number of audience nationally or even globally. Television is most effective as the audience will be able to visually see the product while viewing their preferred programs like films or even sports (Kotler & Armstrong, 2009).

2.6. Public Relation

The main aim of contacting public relation is to put the Express Vending Company along with its new innovative product to the people mind or rather make them well informed or aware of the new product (Blythe, 2010). Sometimes, people seem to dislike personal selling and advertising (Kotler, 1999) and therefore this indirect way to advertise a product will be positively taken by the clients as they see it as a means of education on the product. The company will incur no charges for this endeavour but the results will be appealing since the public will be made aware of the new product, and more so informed about its launching. This tool is usually categorised under news in public service actions and events like the London marathon (Heath & Vasquez, 2001).

2.7. Personal selling

The individual selling tool is of great help to the promotional campaign as it aids the company acquire information regarding its competitors, marker, and customers (Hughes & Fill, 2005). Personal selling entails selling the product one on while with the client although promotionally but it has many merits as for once it helps in customer education, relationship building between the sale person and the customer and this creates trust amongst them (Ellis & Fitchett, 2010).

Moreover, this tool will help the company get direct responds from the customers right away and will save time and money. This tool employs Business to Business as well as Business to customer approaches and will be exceedingly useful during the launching of the new product since many potential clients will be present (Kotler & Armstrong, 2010).

The whole lot of promotional tools named above are best suited for promoting the new product and more so attract prospective clients. For instance, social network like Facebook is quite an interactive platform for many clients and therefore the company will probably opt to come up with its own Facebook page which will then be dedicated at posting the full details of the new products and also engaging people interactively on the issues concerning the product (Brassington & Pettitt, 2003). The new website will also entail detailed information on Advanced Vending Machine and through its blog posts; many clients will be informed on it. Similarly, personal selling apparently will be fully exercised during the launching since many customers will be present. Furthermore, advertising will be placed on several advertising platforms such as the print media, public events, and visual and audio media channels so as to reach a large market base. Public relation on the other hand will make use of employed personnel who are well equipped with marketing skills about the product.

3.0 Conclusion

The promotional tools mentioned above provide excellent opportunity for the Express Venting Company to attract numerous clients to like their product and more so attend the launch extravaganza. Thus, personal selling, public relation, advertising, direct marketing, and social network are great promotional tools for marketing the new vending machine (Roberts, & Berger, 1999).

4.0 Recommendation

All the above marketing tools are good for promoting a new product in the market but those tools which are quite excellent include advertising, personal marketing and social network since they are more effective that the other tools. For instance, since nearly everyone and especially the young generation are on social networks, this offers a good market platform to market the product. Advertising media is everywhere and in all forms ranging from print formats, online platforms such as websites, Google and Amazon, audio to visual ones and many people happen to have access to them, therefore, will be quite a good base for promoting the new product. Personal marketing involves directly contacting the clients and its superb in that the personnel s able to get first hand response from the client (Adcock, Brandfield, Halborg, and Ross, 1998).

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