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Essay Available:
Pages:
2 pages/≈550 words
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Style:
APA
Subject:
Business & Marketing
Type:
Essay
Language:
English (U.S.)
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Topic:

Distribution Channel, Strategy and Promotion

Essay Instructions:

As the plan progresses it is time to address each element in a greater degree of detail. In order to encourage that, your analysis this week is limited to just one of the two elements that are being covered in the reading. Both of the elements are important, and you will learn from the Weekly Assignment that they do work together, so the purpose of making a choice here is not to diminish the value of either one.
Decide which marketing element, distribution or promotion, that is more important to the success of your product or service during its introduction and growth phase. Address your selected element using the appropriate set of guidelines below. Please contact me if you have any question about which element to select.
Distribution Assignment (Chapter 12)
Design, explain, and justify your distribution channel choice(s) using the information in the Channel Design sections of the chapter.
Define your strategy as intensive, exclusive, or selective and explain your choice.
Measure and evaluate your channel choice(s) using the objectives listed in the table on Week 5 - Distribution Channels.
Promotional Assignment (Chapter 13)
Make and explain your advertising decisions using the guidelines in the chapter. You are not required to directly address the budgeting issue in this assignment, but your choices must be reasonable. For example, a local food delivery business cannot afford a network 6 pm news show ad and a nutritional advice website cannot expect to show up in Google results above the Mayo Clinic.
Develop and explain your creative strategy for ads.
Make and explain personal selling decisions if applicable. Again, budgeting is not required but the reasonable rule applies.
Make and explain your sales promotion decisions. This will be a critical area for those of you marketing local businesses and/or new products/services.
This criterion is linked to a Learning Outcome Design Channel or make Promotion decisions using chapter material
Design, explain and justify channel or Discuss and justify promotional mix - advertising, personal selling, sales promotion, public relations
This criterion is linked to a Learning Outcome Channel Strategy definition or Creative strategy
choose intensive, exclusive or selective distribution and justify or selling proposition, source and appeal (emotional, attention, interest or call to action)
This criterion is linked to a Learning Outcome Evaluate channel using objectives from chapter or explain personal selling and sales promotion decisions
Channel objectives - product availability, meeting customer service requirements, promotional effort, market information, cost-effectiveness, flexibility or personal selling and sales promotions

Essay Sample Content Preview:

Marketing Plan
The existing product that I would like to market would be shapewear, which is women’s tight fitting underwear that is used to control and shape a woman’s figure. The target market to reach would be the women who aren’t very confident with their bodies, the women who care about what society has to say about them. For instance, plus size women are the ones to reach this the most. I would create videos of ladies who are unhappy in certain outfits that make them seem “fat” have them put on the shapewear with that same outfit to show them the difference the shapewear has on a body, the videos would be posted all of social media, ads on the internet, and television, I would also have audio commercials for the radio.
Distribution channel, strategy and promotion
The selection and marketing channels is necessary to make the products available to the target market, where the marketing intermediaries can affect when and how the customers access and buy the product. Links with the specialized store/ retailers facilitates sales and marketing since they are visible and accessible to the target market. Besides the retailers, the internet or mail-order option is appropriate since the users can indicate their preference, while social media is popular, especially, among the younger generation and marketing strategies using the internet are low cost. Based on comments, location, preference and age, it is possible to evaluate what the customers want. Expansion of distribution channels and geographical diversification further support growth, which will increase the volume of sales and customers, but one potential limitation to optimizing marketing distribution is the lack of adequate information on market and the competition in similar products.
The target market has a variety of styled to choose from and there is emphasis on comfort at an affordable price without ...
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