Integrated Marketing for Anti-ageing Cream –“Kin”
As stated before, Kin will be positioned as a premium product and therefore, the target market for the same narrows down a little. Kin will be introduced to the customers via television commercial; rather than appealing to the emotional side of women the advertisements will concentrate on the functionality of the product. The message that should get conveyed is that Kin provides an easy solution to all signs of ageing and you don’t need anything else if you are using Kin. The commercial will only have celebrities who are over 30 years old, so that the women can relate to the product. When it comes to TV commercial, the timing is a critical factor; the advertisement should be aired during the women’s watching hour. It goes without saying that the commercial should be aired on channels which have maximum female viewership like fashion and lifestyle. Along with TV commercial, advertisements will also be placed in women’s magazine. A lot of elder women spend considerable time reading magazines; therefore, this is one of the best ways to reach the target market. The lifestyle section of the daily newspaper is also a viable option since women have the habit of skimming through those pages for sure.
Along with media, Kin will also use event marketing to make its presence felt. The idea is to sponsor events which are for elderly women; the events could be seminars on beauty and health etc. The company can have events of its own; since hosting an event brings in much more publicity than mere sponsorship. Nevertheless, hosting an event is not an easy task because if the event is not appreciated it gets badly reflected on the brand, which is unaffordable.
Cause-related marketing has gained a lot of prominence recently; every major corporation across the globe is employing this technique. Cause-related marketing is done by forming a partnership or alliance with a non profit organisation and then raising money for a noble cause. It is a win-win situation for both the parties since charitable institutions get the funds required to carry on social activity and the company gets publicity and good will in return. Kin will associate with feminine issues such as saving the girl child, educating women and protecting the rights of women etc. The reason behind getting associated with only feminine issues is to create an impact on the target market.
Easier said than done, integrating all forms of marketing communication is not an easy job. The essence of IMC is that all forms of marketing activities should convey the same message; the benefit of IMC can only be reaped if there is co-ordination and unison.
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