Intergrated Marketing Communications Case Assignment on Chs 16 and 17 (Sales Pro

Question

Intergrated Marketing Communications

Case Assignment on Chs 16 and 17
(Sales Promotion, Publicity and Public Relations)

Please study and refer to the two chapters above while answering the assignment below. Your submissions should reflect an analytical use of the ideas in the two chapters as well as your own original thoughts.

Case Context:

Natural and Organic Salon Products is a new firm that is introducing a range of Hair Care products. It has appointed a regional manager for the state of Oklahoma and plans to introduce its products in the state. The products include shampoos, conditioners as well as a range of hair color products and hot oils to strengthen hair and improve hair growth. The products minimize the use of many chemicals and have been tested and found to be as good if not better and more convenient than many well known brands.

The firm plans to market these products to Salon chains, small independent salons, as well as directly to consumers through many small and regional retail outlets for consumer and cosmetic products.

Assignment:

1.      Develop the different elements of a Sales Promotion program that may be used by the Regional Manager. In this context discuss the use of both a “Push” or Trade Oriented policy and a “Pull” or Consumer Oriented promotion policy. Discuss which do you consider more important, or how they may be used together.

(Expected length: 1.5 pages, font size 11, line spacing 1.5)

2.      Develop the different elements of a Publicity and Public Relations program for the firm, in the state of Oklahoma. Explain how the Publicity and Public Relations program can be coordinated with the Sales Promotion program for a greater impact.

(Expected length: 1 page, font size 11, line spacing 1.5)

Explanation / Answer

Answer:

1) promotional strategies to promote new hair care products:

* Push strategy: this promotional strategy helps to create customer demand through providing discounts to the retailer and giving trade promotions. Providing attractive packaging to the products and maintaining brand image help to get large customer base.

* Pull strategy: pull strategy is used to promote products which helps in building customer demand, through sales promotions, attractive offers, and building brand through social media.

* Both the strategies can be used to promote the product, push promotional strategy can be implemented on the products with lower costs or where customers make buying decision after seeing the product on the spot. This strategy helps to develop retail market. When the product is in stores, a pull strategy can be implemented to create additional demand for that product through advertisement.

2) publicity strategies can be used along with promotional strategies, like sales campaigns to increase the brand awareness, roadshows can be conducted to transmit the product information to the customers, social media can be a great platform to promote and popularize the product for this advertisement on Facebook, Instagram, and other modes are utilised. Online contests can be organised to attract the people and provide give ways of the products to yeh winners. These will boost the popularity of the products and builds a large customer base.

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