MArketing Communications Strategy

13 Pages 3125 Words

Executive Summary

The following contains confidential detailed strategic recommendation by ¡§Creative Solutions¡¨ using integrated marketing communications strategies. It is the intent of Creative Solutions to appropriate the advertising and promotions contract offered by Fisher & Pykel to proclaim it¡¦s latest offering, code named ¡§WasherPlus¡¨, to it¡¦s elected audience.

Marketing Objectives

After analysing the present market situation, it is Creative Solutions (hereafter referred to as ¡¥our¡¦) primary marketing objective to procure a 25% market share within one year of the ¡§WasherPlus¡¦s¡¨ (hereafter referred to as the ¡§WashDry¡¨) launch in it¡¦s appropriate product category, that is the washer/dryer category).
Similar products already exist on the market, however the ¡¥WashDry¡¦ is positioned extremely competitively against its opponents, due to its value for money and relatively inexpensive retail price. For this reason, it is our intention to obtain premier market share within the said category.

Consumer research has indicated that a sales forecast of 60,000 units is very achievable. This total is the result of the sum of what we believe to be the two most viable target markets. Our primary target market has been segmented demographically via age, income, earning capacity and geography. This group consists of the 25 ¡V 40 age group, medium to high-income earners, with relatively disposable incomes, and primarily urban dwellers with a lesser focus on the non-urban population. It is our conviction that this target market can accomplish a sales figure of 40,000 units. The second target market consists of the industrial and commercial sectors, which we believe can contribute an extra 20,000 units.
Ultimately our goal is to generate profitable market share results.

Communication Objectives
„h Brand Awareness: Due to the enigmatic concept that the product presents, it is paramoun...