2016-10-28 来源: 51Due教员组 类别: Report范文
In the presentation, the potential customers and the goal for the product have been positioned t. However, the campaign needs sponsors to advocate the energy. For safe sex condom, the goal is to radically reduce health issue and unplanned pregnancy and negative incidents in the group of people which age between 13 and 29. Moreover, it is also needed to convince the government to concern more about this social problem. Therefore, the sponsors need the brand or cooperation images which suit for the campaign’s goals.
As the campaign started with the slogan ‘Safe Sex No Regret!’, the target sponsors are the IAS and JA (Junior Achievement). The IAS aims to help people who suffer the horrible disease which spread by the sex activities. Moreover, the Junior Achievement is the biggest organization that aims to promote the junior’s development worldwide.
Although these two sponsors are both NGO, it help safe sex condom to build a positive brand image to the customers. The fee for campaign would mostly come from the organizations and cooperation which cooperate with IAS and JA.
The promotion strategies
With the help from the sponsors, the campaign needs to move to the next promotion strategies. If the safe sex condom wants to win more market share and seize more potential target audience, the place strategies and the messenger strategies should work together to promote the product.
The place strategies
There are four place strategies for safe sex condom to implement its promotion.The first one is making the location closer. As a new product to enter the market, the safe sex condom needs to catch more people’s attention in order to get the brand identification from the customers. If the locations are closer, that means the opportunity for the customers to see the product is higher. For example: the customer can see the products in the supermarket in the community and they also can see the products in the clinic where they visit (as it has been mentioned that the clinic is one place where the condom is presented).
The second one is being there at the point of decision-making. There are evidences showing that people tend to by the products which are near the counter, and candies, chocolate bars are put in where the customers are waiting to pay the bill. It is a traditional strategy for condom to improve its sale. However, it may be put next to other condom brands.
The third one is being where the target audiences shops. For example, the product coverage will be increased in the young community but lower the coverage in old community.
The fourth one is working with existing distribution channels. The distribution channels are for those adult shops where the products were sold sell.
The message strategies
After the place strategies were implemented, the safe sex condom also needs to concern how to deliver the message to the customers correctly. As a new product, the safe sex market chose the one-sided message deliver channel which only delivers the positive information for the target audience.
It is important for a new product for build a right brand image when it firstly enter the market. The safe sex condom aims at the young group, so the best idea for it to deliver message is to deliver to the young people.
Moreover, it is also important for the safe sex condom to enlarge its brand identification, and to have a sole sponsor on the important events will be beneficial for the brand image. For example, the sex education series in the high schools and the public sex education in the community.
The promotion iAustralia：The Promotion Strategies for the Safe Sex Condoms one important progress for a new product, because it is the most effective way to emphasize the brand identification.