Pooch Pantry - Unit VII - Communications, Sponsorship, and New Products
Communications Channels
The communications objectives for the firm and the product will impact on the way the messages are created and the channels used to make those communications. The communications objectives may be divided into two main categories; the retailers who the firm will want to stock the product, and the consumers who will be the end users.
The communication to the consumers may be argued as most important, as this will impact directly on consumers' knowledge and intention to purchase. Retailers will also consider the marketing support that is provided by the firm, as they will want to stock products that are likely to sell, so they can use their shelf space effectively (Kotler & Keller, 2011)
Looking first at the consumer marketing the initial objectives will be to create product and brand awareness, so that consumers know what the product is and appreciate the differentiation in terms of the benefit it will provide for them. The communication of the message needs to be undertaken using mediums that are likely to be seen and/or heard (Egan, 2007). If the firm is a new start up, it may also be expected that the marketing budget will be constrained and marketing will need to be undertaken in an effective manner.
The first form of marketing communication will be in store, with the use of point of sale marketing materials. The APPMA found that 58% of pet owners became aware of products due to browsing in pet stores and supermarket pet aisles (APPMA, 2005). Point of sale material may show what the product does as well as describe it, as well as contain clear branding. The design for the point of sale leaflet may be replicated and used for billboard advertising in areas new the stores that sell the product.
The marketing will be undertaken integrated manner. The leaflets and the billboard will include a web site URL, where people can visit to find out more about the product. This may include video...
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