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

E-merchandising - Promotion and the Communications ProcessIntroductionIn this assignment I leave alone be using a case study to demonstrate aneffective promotional campaign plan for the launch of a new e-business- selling drink over the internet.The name of the e-business will be The Wine Seller, which will helppromote brand rec on the whole. This will also form the basis of the PR and denote 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 mixThe promotional campaign budget is 500,000.1. Promotion Objective & PlanThe Wine Seller is a small company offering racy quality products to two main target markets.The main business objective is to generate awareness of the websitefacility to the existing customer base, respond to the needs of authorisation customers and generate awareness to both exis ting andpotential customers.Therefore the main objectives of this promotional campaign are to -* Create a brand image* growth competitiveness* Improve efficiency* Add value for the customerTo fulfil these objectives we need to improve communications, enhancecustomer service, increase sales, reduce costs and respect theimpact.A promotional plan is critical for the development of a successfulpromotional campaign.The ecesis 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 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 existence the cheapest is moreimportant to these markets. Therefore the market segment is describedas demo geo graphic.The e-business wants to generate awareness amongst current andpotential clients in both the hotel/ give 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 Engine Optimisation & Data Mining 5650Wine Tasting evenings in Country House Hotels & Promotional offers100,000ConclusionIt is important to the trafficker to understand how communication worksin order to send the right message to the right people at the righttime using the make better 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 bring outure of promotional campaigns.These promotions sometimes fail due to poor objectives and a poorunderstanding of customer needs and wants.Successful e-businesses realise the i mportance of integrating theiroffline and online marketing activities.Any promotional use 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 andtherefore an ideal platform to sell products and ideas and researchcompetitors.