New Product Launch Marketing Plan, Part III
New Product Launch Marketing Plan, Part III Public relations and sales promotion will play a major part of LiveWell’s ability to stay in the growth stage, attract new customers, and keep loyal customers that wish to lead a healthy lifestyle. Healthy chocolate’s message to the public is to “Live healthier and happier with every bite”. To enforce the credibility of healthy chocolate’s message, all of the chocolate products can get labeled with university research on its ability to produce anti-toxins, reduce blood pressure, and claim any other discoveries healthy chocolate can achieve. Public relations for healthy chocolate will involve sponsoring events for publicity such as the Special Olympics, hosting disabled veterans sports events, and holding fitness fairs to identify with individuals who want to become healthy in the target market, increase the product’s name, and to express commitment toward social issues. “Companies can promote their brands and public name by sponsoring and publicizing sports and cultural events and highly regarded causes” (Kotler & Keller, 2012, pg. 529).
The brand image of living a healthy lifestyle will get promoted through public relations and can get used for sales promotion of the product. “New products typically merit large advertising budgets to build awareness and to gain customer trial” (Kotler & Keller, 2012, pg. 505). Hosting a disabled veteran sporting event or the Special Olympics is not only a less expensive advertising campaign but will encourage the trial of healthy chocolate through samples at these events.” Marketing communication activities contribute to brand equity and drive sales in many ways: by creating brand awareness, forging brand image in consumer’s memories, eliciting positive brand judgments or feelings, and strengthening consumer loyalty” (Kotler & Keller, 2012, pg. 478).
The two additional advertising methods that will be used to target LiveWell consumers will be word of mouth (network marketing)
The brand image of living a healthy lifestyle will get promoted through public relations and can get used for sales promotion of the product. “New products typically merit large advertising budgets to build awareness and to gain customer trial” (Kotler & Keller, 2012, pg. 505). Hosting a disabled veteran sporting event or the Special Olympics is not only a less expensive advertising campaign but will encourage the trial of healthy chocolate through samples at these events.” Marketing communication activities contribute to brand equity and drive sales in many ways: by creating brand awareness, forging brand image in consumer’s memories, eliciting positive brand judgments or feelings, and strengthening consumer loyalty” (Kotler & Keller, 2012, pg. 478).
The two additional advertising methods that will be used to target LiveWell consumers will be word of mouth (network marketing)
References: Kotler, P., & Kevin, K. L. (2012). Marketing Management. Upper Saddle River, NJ: Pearson Prentice Hall.