MArketing Communications Strategy

13 Pages 3125 Words

ailed integrated marketing communications, value-added incentives (sales promotions), dissatisfaction with previous competing brands and the potency of the brands of the selected vendors. Lastly new category users will also be targeted. These include those who do not own either a washer, dryer or both. Due to the economical price, added features, benefits and functions, the compulsion for the product and the vigour of the Fisher & Pykel brand.

Secondary Target Group: Commercial Sector
The identification of this target group as our secondary target group has been based on a myriad of variables relating to specific industries. This group can be seen as new category users as this product is previously untried in this market. The following is a list of possible beneficiaries of the new machine:

- Apartment/ Town House Developers
- Nursing Homes
- Camper Home manufacturers
- Luxury boat makers
- Restaurants
- Hospitals
- Hotels
- Boarding Schools
- Laundromats

Barriers to Purchase

The main barrier to purchase of the WashDry mach...