E-Marketing - Promotion and the Communications Process Essay -- Busine

E-Marketing - Promotion and the Communications ProcessIntroductionIn this assignment I pull up stakes be using a case study to demonstrate aneffective promotional campaign figure for the launch of a new e-business- selling wine over the internet.The name of the e-business go out be The Wine Seller, which will helppromote brand recall. This will also form the basis of the PR andAdvertising campaign.The steps taken will include* Promotion Plan/Objective* SWOT Analysis* Formulating a marketing and advertising plan* Setting the Marketing Objectives* Identifying the target audiences* Evaluating and implementing the communications conflateThe promotional campaign budget is 500,000.1. Promotion Objective & PlanThe Wine Seller is a small company offering high quality harvest-feasts totwo principal(prenominal) target markets.The main business objective is to generate awareness of the websitefacility to the existing customer base, respond to the needs ofpotential customers and generate a wareness to two existing andpotential customers. and so the main objectives of this promotional campaign are to -* Create a brand image* Increase competitiveness* Improve aptitude* Add value for the customerTo fulfil these objectives we need to improve communications, enhancecustomer service, increase sales, reduce costs and evaluate theimpact.A promotional plan is critical for the development of a successfulpromotional campaign.The nerve should ask itself - What are the overall goals of the promotional campaign What is the organisation trying to achieve What resources does the organisation need to achieve the objectives Which elements of the marketing mix are most appropriateWe already have database selective information about the two main targetmarkets. The information leads us to the conclusion that both marketsdemand quality, and a wide range of products.Quality and value for money rather than being the cheapest is more of import to these markets. Therefore the market segmen t is describedas demo geographic.The e-business wants to generate awareness amongst current andpotential clients in both the hotel/catering industry and privateconsumers.The product the organisation has, is well established. The websitewill add value to the product and service delivere... ... 8 Sundays 25,000) 200,000Cost includes productionReprinting of all stationery 15,000Search railway locomotive Optimisation & Data Mining 5650Wine Tasting evenings in Country House Hotels & Promotional offers100,000ConclusionIt is important to the marketer to understand how communication deedsin order to send the right message to the right people at the righttime using the correct medium for the audience.It is vitally important that after a communicating that the results orfindings are monitored and evaluated.Evaluation measures the success or failure of promotional campaigns.These promotions sometimes fail due to poor objectives and a poorunderstanding of customer needs and wants.Successful e-businesses realise the importance of integrating theiroffline and online marketing activities.Any promotional activity should run over a reasonable time scale inorder that the receivers of the message recall the content. This helpsreinforce the message and leads consumers to Purchase.The internet is the biggest library and storefront in the world and whence an ideal platform to sell products and ideas and researchcompetitors.