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

E-Marketing - Promotion and the Communications Process Introduction In this assignment I will be using a case study to demonstrate an effective promotional campaign plan for the launch of a new e-business - selling wine over the internet. The name of the e-business will be 'The Wine Seller', which will help promote brand recall. This will also form the basis of the PR and Advertising 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 mix The promotional campaign budget is  £500,000. 1. Promotion Objective & Plan 'The Wine Seller' is a small company offering high quality products to two main target markets. The main business objective is to generate awareness of the website facility to the existing customer base, respond to the needs of potential customers and generate awareness to both existing and potential customers. Therefore the main objectives of this promotional campaign are to: - * Create a brand image * Increase competitiveness * Improve efficiency * Add value for the customer To fulfil these objectives we need to improve communications, enhance customer service, increase sales, reduce costs and evaluate the impact. A promotional plan is critical for the development of a successful promotional campaign. The organisation 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 appropriate We already have database information about the two main target markets. The information leads us to the conclusion that both markets demand quality, and a wide range of products. Quality and value for money rather than being the cheapest is more important to these markets. Therefore the market segment is described as demo geographic. The e-business wants to generate awareness amongst current and potential clients in both the hotel/catering industry and private consumers. The product the organisation has, is well established. The website will add value to the product and service delivere... ... 8 Sundays @  £25,000)  £200,000 Cost includes production Reprinting of all stationery  £ 15,000 Search Engine Optimisation & Data Mining  £ 5650 Wine Tasting evenings in Country House Hotels & Promotional offers  £100,000 Conclusion It is important to the marketer to understand how communication works in order to send the right message to the right people at the right time using the correct medium for the audience. It is vitally important that after a communicating that the results or findings are monitored and evaluated. Evaluation measures the success or failure of promotional campaigns. These promotions sometimes fail due to poor objectives and a poor understanding of customer needs and wants. Successful e-businesses realise the importance of integrating their offline and online marketing activities. Any promotional activity should run over a reasonable time scale in order that the receivers of the message recall the content. This helps reinforce the message and leads consumers to Purchase. The internet is the biggest library and storefront in the world and therefore an ideal platform to sell products and ideas and research competitors.