Assignment VII

ASSIGNMENT VII

Part A

Communication objectives and channels of the company

We, at Arimount, seek to achieve three main objectives through our marketing communication to our target audience. We seek to inform our target audience through different methods that we have a new product in the market (Zikmund & Babin, 2007). This main objective is to create and stimulate the interest and awareness amongst the target audience by making creating awareness in our potential consumers regarding the product and where they can find it. This will be achieved by running advertisements aimed at drawing their interests (Lamb et al., 2012). Provided that a significant percentage of our main target group includes teens & young adults, we aim to engage them through social media. This is because many of them spend a lot of their time online. Along with social media, we aim to incorporate email marketing and banner advertising for those that spend majority of their time engaging in online activities (Ormeno, 2007). For the other percentage of our target, consumers who do not spend time on the internet but would rather read or watch television; we will come up with television advertisements, newspaper advertisements, pamphlets, and billboards.

Our second objective is to persuade our target (Gitman, 2009). This goal aims to convince our customers that our product will provide the best value to you, compared to our competitors. This will be done by giving competitive pricing, money-back guarantees, and flexible return policies. We will also create urgency by giving limited time offers and time-specific free shipping discounts.

Lastly, we aim to remind our target consumers to purchase our product. It is important to stay visible to our customers. This is because the more they are reminded of our existence, the higher the chance of them buying from us the next time they need something that we offer (Cant, 2006).

Part B

Event sponsorship

Arimount seeks to sponsor a music concert. This will mostly target our teen & young adults as the key target consumers (Great Britain, 2011). This is in spirit with our brand name 'MASQUE' that emphasizes on the need to have fun, while staying fresh the entire time. We will also sponsor charity walks that will specially target our older target audience. Our target is that by the end of our separate event sponsorship programs, the brand name 'MASQUE' will have reached out to many potential consumers (Budelmann et al., 2010).

Part C

New product ideas

Based on the analysis made by our team with the help of our target consumers, Arimount has come up with two product ideas that may help further develop our product. We took samples of Masque to our consumers and asked them questions like what they did not see in the product that they would have liked to see. We were able to get positive feedback and based on the feedback we have come up with two new product ideas (Brown, 2000).

Silky Masque

This idea is because of many of our target consumers' complaints that most deodorants start melting a few hours ...