Pls have the assignment brief in front of you and address all areas step by step using subheadings for all areas covered. In your background identify your target market, and identify your market segment. Then Micro and Macro environment and which one does sierra leone fall under, in terms of your product being macro environment, going to a country that has not much money, but want low price and high quality. Then the product life cycle with diagram. KOTLER. THEN PROMOTIONAL MIX-40% OF THE MARKS, MISSING FROM YOUR ANSWER. Here the structure is as follows:
Target Audience,Glocal use Hollingson text book. 1. Promotional Mix, 2,AIDA model, with diagram, then3, Advertising, PR, Communication process Model-what message you are sending out and how your customers decode it. Very important is 4, Above the line and below the line theory. Example because we are selling above the line, as we are doing tv Advertising etc, Read around KOTLER and Hollingson. Internal and Global Marketing and reference from these two books is very essential. Say for e.g ., for our Promotional Mix, we have decided to go for above the line <link is hidden> reasons.
Also your analysis on AIDA MODEL NEEDS TO BE UNDER PROMOTIONAL MIX., AIDA stands for AWARENESS, INTEREST, DESIRE AND ACTION. These describes the processes the customers brain goes through before the customer decides to buy your product. Read on KOTLER about AiDA with a diagram.
In Relation to STP, MOREclarity is needed here. POSITIONING in 2.3 should be under STP not after PESTEL. Pls check ur analysis of Porters Generic Strategy. UNDER PROMOTIONAL MIX, INCLUDE 7PS, Advertising including mass sales and TV and radio,Direct Marketing sales, promotions, sponsorship, public relations, personal selling, Internet marketing. All should have their own SUBHEADING AND IN BOLD.
SALES PROMOTION TACTICS, LOOKING AT PROMOTIONAL METHODS AND COMMUNICATION MODEL- the channel and how the listener decodes the message we are sending out. Then CHARTS ON THE PERFORMANCE OF THE PRODUCT ACROSS OTHER AFRICAN COUNTRIES. For the sake of clarity I will send the instructions on STP etc separately so all areas will be addressed.
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