Here is the synopsis of our sample research paper on Marketing Communication Plan for Launching a Hair Gel. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 16 page paper presents a marketing communication plan for a new type of hair gel. However, the process could be equally applied to any new product. Starting with the marketing communication objective the process, the strategies and tactics for delivering the message including the use of television, magazine and in store promotions. Te paper then considers budgeting and methods of evaluating the marketing. The bibliography cites 5 sources.
Page Count:
16 pages (~225 words per page)
File: TS14_TEgellaunch.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
5. EVALUATION 14 REFERENCES 18 1. Introduction A new product; a coloured hair gel, has been developed. The target market is the 18 - 25 year
olds who have an active social lifestyle and to whom fashions and trends are important. The development of the product and the identification of the target market is only the
first stage of developing a marketing communicating plan. In the last paper the product and the market have been considered and a swot analysis performed. In this paper we will
determine the marketing communication objectives, develop strategies and tactics to deliver that communication, set the budget and evaluate the effectiveness of the marketing communication. 2. Determining Marketing Communications Objectives.
This is a new product launch and the development of any marketing objectives needs to take this into consideration. The market is already
fragmented, but there are some major companies that have a high level of power. To ensure that the company can gain a position that is highly differentiated and not be
pushed out of the market as other companies emulate the product the company need to take advantage of the first mover advantage.
The first mover advantage is the advantage attained when a new product is brought on the market. There is a small window of opportunity during which the company can become
closely associated with the goods and develop a market, the brands then has an advantage of the association with being the first company to sell the product (Kotler, 2003).
Examples of this include the vacuum cleaner and the Hoover company, now the term Hoover is seen as synonymous with the word vacuum. More
...