Discuss about the Research Program for Salvation Army’s.
Research Program for Salvation Army’s Retail Outlet
Salvation Army has planned to launch a retail outlet for selling their second hand product at reasonable prices for which they need to undertake advertisement campaigns. Advertising is an important concept of marketing and promotion that is adopted by various organisations world over (Hackley, 2007). For launching a advertisement campaign they need to adopt market research techniques to collect data, then analyse them and finally to arrive at results for the study. The organisation needs to adopt research of both qualitative and quantitative nature. Firstly, for primary or first-hand data collection techniques they need to prepare a questionnaire for survey from various participants. The questionnaire will need to include various questions for qualitative as well as quantitative data gathering. The survey will need to be conducted in marketplace area where there is presence of a retail outlet to understand customer choice and preferences. Data needs to be collected pertaining to customer choice and preferences of retail goods, then quantity of goods that they purchase every week, price levels which they are ready to make they purchases and ways they like to make their purchase behaviour as by ordering online or visiting the retail shop. Participants will be made aware regarding the various aims and goals of the survey and then their views will be obtained in regards to the same (Ronald, 2008). Once such data has been collected then quantitative techniques as mean, standard deviation can be applied to understand customer preference for products and prices at which they make such purchase. This will allow the retail outlet to advertise for their products in an appropriate manner.
Yumi Foods Dip & Lavosh crackers Media Recommendation
Yumi food already has a market presence, its teaming with Kurrajong Kitchen for launch of their newest product will be an extension of their brand name (Clow, 2012). The following are some recommendations for their media planning;
Media Mix: Media mix for the organisation needs to include all aspects of earned media, shared media, paid media and owned media.
Earned Media: The company already has an existing brand name in the market hence, through hoardings and display boards it can further enhance it by depicting new products. This earned media will be able to create a brand recall value for customers.
Shared Media: The Company needs to adopt social media promotions of its product through Google+, LinkedIn and so on. This will help the Company create brand awareness and generate maximum possible visibility for its newly launched products.
Paid Media: Initial product promotion has to accommodate paid form of advertisements through Facebook, Twitter and other traditional forms of advertisement as newspaper, television as well.
Owned Media: At later stages of product launch, the Company can incorporate brand journalism and update various new products and its features in its website as well.
Scheduling Strategy and Markets: The Company needs to schedule its product advertisement at appropriate time in the market. It needs to launch its campaign during starting a festival or during a vacation period such that market readily accepts the product (Pricken, 2008)
Stone & Wood Key Target Audience
Stone & Wood offers exclusive crafted beers in Australia, which has immense potential to grow within the market. Target audience can be best understood by means of Roy Morgan Value Segments which explores demographic characteristics, psychographic variables and geographic characteristics (Altstiel, 2012). Further exploring consumer decision making process can also enable advertisers understand its target customer niche. However, for the current organisation, focus needs to be done on the following parameters:
Demographic Characteristics: Characteristics of customers for crafted beer in Australia would include middle to upper middle income group of customers. It caters to both genders, but generally advertisers needs to target at male customer focus groups as they will like the taste of beer better. It will cater to customer from age group 25 years to 55 years, who are office goers and post office likes to enjoy their day with friends and families.
Geographic Characteristics: The Company needs to initially targets key cities within the country as Sydney, Melbourne and so on (Fill, 2013). It needs to put by advertisement campaigns across major locations at the city.
Psychographic Characteristics: Customers who would like to drink crafted beers are generally who are passionate regarding their drinks. Those who are generally white collar employees would like to avail the product.
Altstiel, T. &. 2012. Advertising creative: Strategy, copy, and design. Sage Publications.
Clow, K. E. 2012. Integrated Marketing Communications 5th edition. Prentice Hall Boston.
Fill, C. H. 2013. Advertising: strategy, creativity and media. Pearson Education.
Hackley, C. &. 2007. The trouble with creatives: Negotiating creative identity in advertising agencies. International Journal of Advertising, 63-78.
Pricken, M. 2008. Creative advertising: Ideas and techniques from the World's Best Campaigns. Thames & Hudson.
Ronald, L. W. 2008. Kleppner's advertising procedure. Pearson Education India.