Marketing

Communications Plan

The following work is the fourth part to the marketing plan of the solar hair dryer with the straightened integrated, "All in One". The paper present the method in which the product will be presented to selected market. It is noteworthy that "All in One" is a cutting edge never before seen in the context created. Considering “All in One” needs a good communication plan that is specific, clear and detailed the method to draw attention and customer confidence regarding the product. The main purpose is to position the product in the first place by achieving reliability and brand recognition on the client. It is without doubt that the communication plan will be more challenging because the product does not exist in the market. For this reason the team should ensure a communication plan with the following factors into consideration: an effective plan for communication, promotion and advertising program, and existing technology trends for marketing.

Marketing Communication Plan

According to the definition of business dictionary (2013), a communication plan is the process that is going to take the step of the process in how the product will carry out the desired message to be received, understood, and acted by the receiver.

In a communication plan for a service and/or product must coordinate the marketing mix, the 4'P, product, price, place and promotion. The communication plan should provide a detailed and comprehensive message to the consumer. Once the prospective client begins to receive the information repeatedly and positively the consumer began to develop the confidence of the product and/or service being offered. Consequently the product and/or service that is being offered in a sale managed to become that goes along to acquire brand loyalty and a powerful advertising plan using the method of communication between clients "word of mouth" (Kotler & Keller, 2006).

Product and Message

The first goal to develop a communications plan involves the collection of all possible information on the nature of the product and the message the company wants to convey about it. Once the marketing staff get all the information facilitates the identification of potential clients "target market". The message should be short, clear and concise. It must take into consideration the means to be used to transmit the information to ensure that the essence of the message is kept intact (Kotler & Keller, 2006).

Research

One of the most important tasks in marketing research is to adapt the message and the product to the audience the company wants to reach. In other words is to identify the best system to obtain the attention, and to ensure that the message remains etched in the minds of the viewer. For this reason the marketing staff should know the habits and customs of the target market to achieve efficient and effective communication to the consumer (Kotler & Keller, 2007).

Advertising and Promotion

The advertising process required the identification of the target market, motive to acquire the product, mission, money, message, media, and measurement. The “All in One” market target is professional woman over 18 years. The reason to buy the product is the added value. The added value features are cordless and solar rechargeable batteries. The advertising mission or objective is informative. The informative advertising objective “aims to create awareness and knowledge of new products or features” (Kotler & Keller, 2007). The communication message focuses in creating a superiority brand in the target. Because the “All in One” is a new product the budget need to take in consideration the product life cycle stage. The high budget will aim the objective of creating awareness and attracting consumers. After acknowledging the market target, objective, and available budget the process of developing the advertising campaign can start.

The advertising campaign required the selection of a message and a creative strategy to impact and draw in consumers. The message strategy steps are message generation and evaluation, creative development and execution, and social-responsibility review (Kotler & Keller, 2007). The message generated and agreed for the campaign by the team is Electricity is no excuse for a beautiful hair, new cordless and solar rechargeable hair dryer and straightens.

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