Essay Instructions: PLEASE NOTE THAT THIS IS A CONTINUATION OF Order ID: 93362, Writer’s Username: bolavens
• Parts 1 and 2 remain the same included for the writer’s reference, unless writer determines additional formatting etc. is required.
• Parts 3 – 9 are the NEW pages that are needed 12 plus 1 table of contents page (to be formatted at writer discretion) 13 new pages
• Writer please incorporate parts 1 and 2 into the table of contents
The paper must contain a table of contents, in-text citations and Bibliography
Criteria remain the same: Fictitious Company and product
•Company name: ABC, LLC
•Use a budget summary of $1 million
.Company size 5 employees
•Product (fictitious) gold or silver bracelet with tracking chip imbedded i.e. “REID tags that can be read by scanners when activated by law enforcement.
•Product Name: Personal tracking device
•Purpose of product: to be worn by children so that they can be located in the event they get lost.
1) Executive Summary:
A) Summary of Promotional Program/Plan Objectives
B) Summary of Promotional Program/Plan Strategy
C) Budget Summary:
The objectives of the promotional plan are to raise awareness of the product amongst law enforcement. The product will not have value for the end user (parents) without the help of the law enforcement community. The strategy must convince law enforcement of the merits of the product. From there, law enforcement will be able to convince parents of the merits – they will hold much more authority than will ABC, LLC when discussing the personal tracking devices with parents. The strategy employed will be to attend law enforcement conventions such as the IACP Conference, where many new products and techniques to assist law enforcement are introduced. This will be combined with an extensive mailing program designed to put information about the product in the hands of law enforcement decision makers. The budget for the launch will be set at $1 million. Attendance at a series of law enforcement conventions will cost around $200,000 including travel, attendance fees, the booth, and product demonstrations. Of the remaining, the mail out will cost a further $200,000 to reach police departments around the country. There will also be a webpage, and some promotion in law enforcement media, for which $100,000 will be budgeted. The remaining $500,000 will be used to make face-to-face pitches to interested law enforcement agencies, including samples and travel. Once the product has reached a predetermined degree of saturation, such face-to-face promotion will no longer be required except for the largest accounts.
2) Situational Analysis:
A) Analysis of Current Internal Situation of Company
I Strength
II Weakness
B) Analysis of Current situation of product (product to be promoted)
I Strength
II Weakness
C) Analysis of Current External Situation
I) Threats
II) Opportunities
The strengths of ABC, LLC are that the company has great technological skills, strong marketing skills and is well-capitalized. A key weakness is that it is highly dependent on a handful of key employees (there are 4 key employees and one administrator). There is only one salesman, for example. More will need to be acquired in order to properly implement our promotional strategy. The strengths of the product are that it is unique – there are no known competitors. It is relatively low-cost and it in tests has proven highly effective. The weaknesses are that it requires law enforcement buy-in and parental buy-in – two distinct groups with unique needs. The bracelet design is strength because it is not only fashionable but unlike microchips such as those implanted into cats, it is not permanent. The use of gold or silver, however, could be contentious as children may become targets for thieves seeking to acquire the bracelets for their metal value.
The external environment presents opportunities and threats. Parents are worried about their children, and about increased crime. This paranoia creates a viable market for the product. Law enforcement has proven responsive in the past to broad-based methods of finding missing children (i.e. Amber alerts), but as yet does not have a viable tracking device such as ABC, LLC is offering. There are threats, however. One is the nature of law enforcement agencies, which sometimes suffer from poor decision-making chains, political infighting and under funding that, could make it difficult for them to decide to purchase our product. As well, civil liberties advocates may protest such a product, viewing it as on the slippery slope to tracking all individuals.
Promotional Program/Plan Outline: parts 3-9
3) Objectives of Promotional Program/Plan
A) Quantified Expression of Objectives:
B) Qualified Expression of Objectives:
C) Length of Time to accomplish Objectives
4) Strategy of Promotional Program/Plan
A) Product Positioning
B) Product differentiation
C) Advertising/Promotional Appeals
5) Target Audience
A) Demographics:
B) Psychographics
C) Behavioristics
D) Benefit Sought By Target Audience:
6) Communication Media:
A) Media Selection
B) Purpose of Selection
C) Frequency of Airing
D) Duration of Promotional/Advertising Program
7) Promotional/Advertising Message
A) Visual Appeal (Art/Pictures)
B) Copy (Words/Statement Message & Appeal)
8) The Promotional Budget
A) Method of Budget Selection (eg percentage of sales)
B) Allocation process (Media & Frequency)
9) Conclusion:
