The report is based on the strategies that are adopted by The Social Cup in order to strengthen the promotional campaign of a product. The product that needs to be promoted is the hamper range of the company comprising of tea and coffee. The report focuses on the budget approach that the organisation undertakes in order to maintain its financial position. The message strategy adopted by the company and the sources through which this communication can be addressed. The report provides creative advertisements that help in the promotion of the product. The media plan that can be included in this organisation is discussed. The Communication Channels, geographical area of coverage, appropriate scheduling is discussed in this report. An evaluation of the marketing plan is provided in order to cover an in-depth research about the ways by which The Social Cup can implement its marketing practice. The key points of the discussion are also summarised to give a comprehensive detail about the promotional method.
Budget is prepared by an organisation in order to understand the financial position. Preparation of a proper budgeting plan helps an organisation to evaluate the expenses and the incomes in a financial year (Chen, Lin and Zhou 2013, p.64). Based on this evaluation, an organisation can predict the future course of action that may be required for the betterment of the organisation. In the case of The Social Cup, the managers need to evaluate the budget based on the income and expense of the company. After analysing the budget, it can be seen that the expense is comparatively more in the packaging of products. This is mainly because of the fact that in order to attract customers, a proper packaging is required. However, the income of the company is good due to the reputation it holds in the markets of Australia (Thesocialcup.com.au 2017). In the light of this statement, it can be said that the company adopts a bottom up budget approach. According to Maksim, Aleksei and Mikhail (2015, p.304), the bottom up approach allows the middle managers and immediate supervisors to formulate the budget sheet. These budgets are deemed to be accurate and prove to have a positive impact on the employees. The budget sheet of The Social Cup constitutes the total expense that is incurred by the company. It has been seen that the actual expense is more in the company than the estimated expense
In the bid for the promotion of a product or an organisation, generation of a key message is important (Blut et al. 2015, p.226). The message generated by the organisation needs to reach the public and ensure that the people understand the message. The aim of the message that is delivered is to attract customers to the hamper range. In this regard, the key message that needs to be incorporated is the price, quality and availability of the product. In the case of The Social Cup, the key message for attracting the customer needs to include the quality and the quantity that are provided in the hamper range pack. The message needs to be strong in order to make the customers believe in the product and help it to gain maximum buyers. The message also needs to provide the availability of the product along with its price. Thus, this can help The Social Cup to generate more buyers of the product.
According to Ju and Park (2015, p.546), communication is an important aspect for the success of an organisation. Without proper communication technique, it can be difficult for an organisation to maintain collaboration among the members and maintain customer satisfaction. In the case of communicating with customers, it is necessary that the managers of an organisation approach the interests of the customers. This can be done via social media, press or print media. This can help in attracting the customers and gain feedback from them in order to improve the organisation In the case of The Social Cup, it is necessary that the advertisements have a proper source. The source of communication for the advertisements in this regard needs to be the social media and billboards. This can help in attracting the customers and provide them with an idea of the quantity of the product. In order to make the advertisement even more attractive, The Social Cup can take the assistance of a popular face of the country.
In order to make an effective communication, it is necessary that an organisation formulate communication objectives. As stated by Greene (2013, p.12), communication with an entity needs to be done keeping in mind the purpose of the message that is delivered. Communication of a message needs to be clear and need to create awareness among the employees and deliver knowledge. In the case of communicating with customers, it is necessary that the objectives of communication remain brief and to the point. The Social Cup needs to create an image in the mind of the customers through the advertisement. The objective of the advertisement is to impart knowledge in the mind of the customers about the new product, its quality and price. The image that the advertisement may present needs to be such that customers are attracted instantly to the product.
Every organisation needs to have a customer base that forms the target of the company. These customers are the intended source from where income can be generated. In this regard, the companies need to segregate and target these people in order to succeed in the business (Fraering and Minor, 2013, p.334). As stated earlier, the target audience of The Social Cup are the people that love to provide gifts to others. The company targets start up shops as well as individuals with a taste for coffee and gifting it as well. Household people are also targeted in order to improve the range of sale of the product. In this regard, the advertisement set up by the company need to target these people.
In order to address the customers via the advertisements, identification of the product and service attribute is important. The product attribute defines the tangible and the intangible nature of the business. According to Cheek, Ferguson and Tanner (2013, p.11), the service attributes include the people that are being addressed and the people that need to be communicated with in case of emergency. In the case of The Social Cup, the company need to address the characteristic of the hamper range. The characteristics include both tangible and intangible aspects such as the quality, quantity and price of the product. The method to purchase the product and the ways by which the customers can enquire about the product needs to be clearly stated in the advertisement. This can help in reaching the customers and attract the people for purchasing these products. Thus, these attributes can help The Social Cup to reach the target market and establish a competitive advantage in the market.
McCroskey (2015, p.56) stated that one of the important criteria of communication is the fact that a proper idea needs to be maintained in order to attract customers. These ideas need to be communicated in a correct manner in order to sell a product in an effective manner. In this regard, it can be said that the main theme or the central idea of the promotion of the product needs to be communicated with the target audience. The target audience needs to understand the type of products that are sold in the market and accordingly purchase the product. In the case of The Social Cup, the main theme that needs to be included in the advertisement is the satisfaction that the people may get after the consumption of the brand. This needs to be quoted in a way so that the people can be attracted and tempted to purchase and consume the product. This can help in the proper promotion of the product and an effective use of the advertisement campaign.
Rationality in advertising refers to the facts that are needed to be presented. The information need to be authentic and specific detail about a particular product is also needed to be included in order to attract the customers. This includes tangible as well as intangible sources of information (Kim and Ferguson 2014, p.22). The use and application of the product can be displayed in the advertisement in order to provide a pictorial description to the customers. In this regard, The Social Cup needs to be creative while designing the advertisements. The rationale that is needed to be maintained by the organisation includes a pictorial representation about the hamper range of its products. Target audience needs to be displayed and the assistance of a popular celebrity in the country needs to be approached in order to make the product more attractive (Gaiardelli et al., 2014, p.507). Apart from these, information related to price and quantity is the essential facts that need to be included. Thus, maintaining these can help in addressing the rationality of the advertisement.
In order to develop a suitable advertising for the promotion of a product, it is necessary that an organisation maintain a specific rationale. Ridley et al. (2013, p.78) stated that a specific rationale could help in providing more focus on the advertisement. It can make the advertisement comprehensive yet knowledgeable about the particular product. The focus needs to be on the most important feature of the product that may help in attracting the customers. In the case of The Social Cup, the organisation needs to focus more on the quantity of the product. Based on the quantity provided in the hamper range, the price can be determined. Thus, the rationale that needs to be adopted by the company can help in satisfying the customers in a proper manner.
According to Tiago and Veríssimo (2014, p.703), an organisation needs to include various types of information while designing an advertisement. This includes the important as well as the less important or significant information. This supportive information can provide useful knowledge to the customers in terms of enquiring about a product. In the case of The Social Cup, the supporting information that the company need to provide is the contact information of the company. This is significant in the way that it provides an opportunity to directly deal with the customers without having to go through retail sectors. It is also important in order to provide online assistance to the customers. The address of the company needs to be given so that suppliers can visit them in the case of selling of products. Thus, this information can help in the proper building of an advertisement. The comprehensive and effective manner in which this information can be spread to the public depends upon the designing of the advertisement.
The medium of communication needs to be such that it reaches a large mass of audience. In this regard, it can be said that communication channels need to incorporate a specific rationale for helping in the promotion and advertising of a product (Tuten and Solomon 2014, p.90). The medium used for communication needs to be such that it can address a large mass of people by providing a proper and comprehensive message. In this regard, the technique adopted by The Social Cup in terms of promotion is the advertising via billboards and social media. Thus, the rationale for these medium needs to be such that it can attract the audience in an effective manner. The rationale for communication in terms of advertising is the details of the product and pictures that can provide a short overview of the hamper range. In terms of promotion technique, the rationale that can be used is the detailed information of the product as well as the company. This can help in placing online orders without difficulties.
The use of vehicles for the promotion of products is an important objective for an organisation. The vehicles of promotion are also considered as the strategies adopted by companies in order to promote the brand or product. These strategies include social media, contests, charities and product giveaways. These strategies are designed for the comprehensive promotion of a product and the ways by which it can be effective for an organisation (Kerzner, 2013, p.89). The Social Cup needs to implement any one of the vehicles for advertising and promotion. The most effective use of the vehicles can be the utilisation of social media. This can help in reaching people all across the country. The company for the promotional method already adopts these tactics. Product giveaways can also be effective for attracting deals from cafes. Cafe managers can analyse the contents of the hamper range before making investments on it. Thus, the use of these vehicles or strategies can help in the promotion of the hamper range in the country.
According to Moriarty et al. (2014, p.467), in order to promote a product in an effective manner, organisations need to select a proper demography that can help in reaching the customers quickly. The demography of a place needs to be analysed before making any decisions regarding the sale of products or establishment of an organisation. This is important to determine the profitability level of the company from the place of business. It also helps in understanding the type of people that reside in the area. In this regard, it can be said that The Social Cup needs to cover those areas that are interested in the purchase of hamper range. The packaging of the product can be done based on the national emblem of the country. It can also include pictures of the particular component that is being sold. The company can start by promoting the range in the nearest location. This can help in determining the success of the hamper range.
The target market needs to understand the ways by which promotional vehicles can be used for its benefits. The target market needs to be imparted with knowledge in order to understand the ways by which the company can be reached. According to Kelley, Sheehan and Jugenheimer (2015, p.88), the use of social media in the modern world is an easy-to-use vehicle for sending messages to the company. This is because with the application of internet and improvement of phones every person possesses the ability to maintain communication via the social media. People can gain instant updates about the company and its new products. Apart from this, The Social Cup involves itself in charitable trust and in the promotion of the empowerment of women rights. Hence, the product giveaway technique can also help as the vehicle used for promotion. Thus, using these processes, the target audience of The Social Cup can receive feedbacks from the customers. This can help the company to rectify any errors and implement different techniques if needed.
The scheduling of the vehicle needs to be done separately in order to understand the impact it creates on the people. This is done in order to identify the tactics that are most effective for the people. B?a?ewicz et al. (2013, p.34) stated that the scheduling is also done as per the financial requirements of the organisation. This is because the promotional vehicles require a considerable amount of finance that needs to be invested. Hence, because of this, it is necessary that an organisation maintain its financial status before engaging in the promotional activity. The Social Cup adopts the use of Facebook and Twitter as the social media vehicle for promoting its hamper range. Hence, this can be used on a regular basis in order to promote the product. The use of product giveaways can be done after the promotion of new products. The time required for this cannot be easily determined as the launch of a product is dependent upon the organisational policies and position (Refer to Appendix 2 for schedule chart).
In order to ensure that an organisation can make the promotion and advertising campaign effective, it is necessary for the managers of an organisation to develop appropriate plans. These plans need to be executed keeping in mind the position of the organisation. The overall effect can be determined depending upon the plan set up in the organisation (Gangwar, Kumar and Rao 2013, p.94). The Social Cup needs to ensure that the plans developed by the organisation help in the promotion of the hamper range as well as other products of the company. One of the ways to ensure the effectiveness of the advertising or promotional campaign is to make the campaign attractive. The recruitment of a celebrity can help in the promotion of the hamper range. However, Miller and Lantos (2015, p.270) stated that in this technique financial stability of the organisation is necessary. Apart from this, the use of social media in a planned manner can help in the evaluation of the product.
Conclusion
Thus, it can be concluded that in order to promote and maintain an effective advertising campaign, it is necessary for an organisation to apply techniques that can help in effective promotion. The Social Cup needs to promote its product so that it can reach the mass people of Australia. The use of social media and product giveaway can help in the formulation of these plans and ensure that the hamper range gets the desired promotion in the country. It has been seen that the expense of the company is more than its income. Hence, the budget needs to be controlled in order to have an effective promotional campaign. Thus, it can be said that keeping the financial position in mind, the use of promotional vehicles can help The Social Cup to gain a competitive advantage in the market. In the future, such a promotional campaign can be improved and the company can improve reputation in the market.
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