Why launch an advertisement campaign?
To start off, when your company is just becoming established in the British market, consumers will have no knowledge of your product, we must encourage or persuade the consumer to buy your product. To make customers aware of the product we must advertise.
Large scale advertising mainly consists of advertising on TV, Radio, newspapers and other large scale media. This ensures that advertising reaches the largest amount of people in the shortest amount of time. It is likely that the consumer will be more interested in the product if they hear of on a national level such as TV or Radio.
We must watch out for other companies in Britain that sell a similar product or overseas companies that sell in Britain so Pakanawa can analyse the British marketing strategy and improve upon it.
Market Segmentation is also another factor to take notice of. Market segmentation helps to differentiate products for different age groups.
For most product, there are segments of the market that you need to specifically advertise to. Fore example, different methods of advertising would be needed if you were to advertise to parents than to the children. For a lot of products their are a lot of age groups that you need to advertise for and these must be taken into consideration. We must analyse the different market segments that are applicable to Pakanawa and investigate how we can exploit these different market segments. An ad campaign is a very sensible idea because no-one will know about our products without the use of advertising. This means that we must concentrate on a good ad campaign so people will know about our products. Approximate prices are shown below for large scale advertising:
TV Price agreed with company (500,000 + )
Radio (250,000 +...