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Pooch Pantry - Unit VII - Communications, Sponsorship, and New Products
Communications Channels
The communications objectives for the firm and the product will impact on the way the messages are created and the channels used to make those communications. The communications objectives may be divided into two main categories; the retailers who the firm will want to stock the product, and the consumers who will be the end users.
The communication to the consumers may be argued as most important, as this will impact directly on consumers' knowledge and intention to purchase. Retailers will also consider the marketing support that is provided by the firm, as they will want to stock products that are likely to sell, so they can use their shelf space effectively (Kotler & Keller, 2011)
Looking first at the consumer marketing the initial objectives will be to create product and brand awareness, so that consumers know what the product is and appreciate the differentiation in terms of the benefit it will provide for them. The communication of the message needs to be undertaken using mediums that are likely to be seen and/or heard (Egan, 2007). If the firm is a new start up, it may also be expected that the marketing budget will be constrained and marketing will need to be undertaken in an effective manner.
The first form of marketing communication will be in store, with the use of point of sale marketing materials. The APPMA found that 58% of pet owners became aware of products due to browsing in pet stores and supermarket pet aisles (APPMA, 2005). Point of sale material may show what the product does as well as describe it, as well as contain clear branding. The design for the point of sale leaflet may be replicated and used for billboard advertising in areas new the stores that sell the product.
The marketing will be undertaken integrated manner. The leaflets and the billboard will include a web site URL, where people can visit to find out more about the product. This may include video...
The web site will also offer a range of information and advice for pet owners on looking after animals, focusing on care for while owners are away. The firm may also use Facebook as a form of social media, to increase interaction with consumer, and create cost effective advertising with the use of sponsored ads, targeting geographical areas where the product is available.
The new nature of the product and its uniqueness may also facilitate the use of PR exercises and potential appearance on consumer television programs and breakfast shows.
Communicating with the retailers will involve taking out advertisements in the professional press and attending trade shows, where demonstration devices will show how the Pooch Pantry operates. This will enable the firm to target potential retailers that could stock the product. Direct contract will also be made with the larger retailers.
Sponsorship
Sponsorship is a know way to increase the exposure of the brand through mediums where there may be less resistance to marketing messages. The use of sponsorship may be used carefully to enable effective targeting and to create positive associations with the brand. The aim of sponsorship will be to increase brand awareness and exposure, and create positive associations with the brand.
The first area of sponsorship will be dog shows. Dog shows take place at different levels, including local, regional and national shows. Sponsoring shows at the different levels will increase brand awareness. The costs of sponsorship will vary for the different event, as the potential level of exposure to audiences increases the costs will increase (Egan, 2007). Those who attend and watch coverage on television are interested in dogs, and most will be dog owners. Therefore, this is a natural event to sponsor.
Dog shows are only a limited audience, and while all the audiences are likely to be dog owners, not all dog owners will attend or watch dog shows. This means that…
References
Brennan, J, (2014), IBISWorld Industry Report 45391, Pet Stores in the U.S., IBISWorld
Egan, J, (2007), Marketing Communication, Cengage Learning
Kotler Philip; Keller Kevin, (2011), Marketing Management, Prentice Hall
Raab, Gerhard; Goddard, G; Jason; Riad Ajami A; Unger Alexander, (2010), The Psychology of Marketing, Gower
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