Assignment:
The final component of the Marketing Strategy is the Marketing Mix. The Marketing Mix is the set of decisions about communications and promotion, price, channels of distribution, and customer relationship management.
This week you will focus only on communications and promotion, following an integrated marketing communications (IMC) approach. Such an approach delivers a clear and consistent message to your consumers and is connected to your Core Strategy.
PART 1: General Research
Discuss the aspects of the IMC. (The elements of the communication mix include: advertising, direct marketing, sales promotion, publicity/public relations and personal selling.) Define each and discuss the pros and cons of the individual elements.
PART 2: Application to Product/Service
(NOTE: this section of the assignment will become part of your Final Strategic Marketing Plan.)
Provide a quick overview of the product or service you created - you should continue using the content from the U3 Discussion Board.
Provide a detailed description of your IMC approach. Explain your rationale for choosing or rejecting the specific elements (include applications to the earlier research section). What changes do you expect to make as the product/service matures?
Describe the message you wish to communicate based on your core strategy. Explain your rationale for the message. Formulate how you will communicate with your target market? Be specific. How will the internet be used in your IMC approach?
Select and explain the most suitable method for measuring advertising effectiveness. Your decision must include research to back up the selected method. Be sure to explain why this is the most effective method to measure the effectiveness of your marketing campaign.
Case Journal:
Theresa Henderson
Discussion Board 3
Professor Robin Coffey
06 September 2012
"Amare- with Love" is a eco friendly, e-commerce monthly subscription service for parents that are eco-conscious of their family essentials such as skin products, biodegradeable detergents, plant based diapers and mineral sunscreen. These products are affordable, safe, delivered to your doorstep, and most of all SUSTAINABLE.
"Amare-with Love" is an advocate of children's health and supporter of the safe Chemicals Act 2012. We are committed to social responsibility that benefit others. We donate a percentage of our proceeds and plant based diapers to other charitable organizations that address health and social issues.
Our desire is to redefine the "family brand", secure half a million dollars in funding from our investors and expand our product line based on customer feedback.
Mission Statement
We are stewards of the natural environment and believe we can make amazing products without harming people, our lil ones or the planet. Therefore, we seek to inspire new solutions, and make products that are as non-toxic and healthy as possible.
Target Market
While using demographics, the tried and proven way of sorting out consumers by age, education and income is helpful in some categories it's not always helpful with classifying the "green" consumer. Hence, psychographic. It's a effective tool that delves into the lifestyles, values, interests, and behaviors of the consumer. Identifying which segment of the market is most likely to purchase our product is the first step. The product must fill a particular need. "Amare- with Love" is targeting the naturalites.They are concerned with health and wellness, use many natural products and would like to protect the environment.
OBJECTIVE
The objective behind "Amare- with Love" is to give families a eco-friendly alternatives to use in their day to day lives. We stand behind our mission statement as stewards of the natural environment. We are committed to creating a healthy and sustainable future for our children by providing exceptional products and family support that promotes health, happiness and community.
"Amare- with Love"