MDK Shampoo Promotion plan. Professor: Dawit Eshetu Subject: BMKT Participants: Raj Shah, Alexander Nikulin, Ilya Makarov

Transcription

1 MDK Shampoo Promotion plan Professor: Dawit Eshetu Subject: BMKT Participants: Raj Shah, Alexander Nikulin, Ilya Makarov

2 MDK MDK is not only the largest seller of shampoo, but it also promotes the shampoo; moreover, it has many other products which are useful for people and normal human beings in their day to day life. MDK is much specified company which makes shopping for customers easier by providing them with online services. MDK also deals in different category of products such as beauty products, bath and body washes, kitchen appliances, food and beverages, jewelers and accessories and has its own endless list. MDK is a company which has its own production, distribution, promotion and its own marketing strategy and different ways of selling their products. Today, product of our day is Shampoo for dead and dry hair. MDK has its own way of producing shampoo keeping everything in mind that how it can be useful for customers or buyers who are facing problems of losing hair or getting dry. There are many shampoos on the markets for consumers to try, but our product is differently designed in such manner that in one wash you can experience stronger and healthier hair, with a new hairstyle. Shampooing is great for both small and large areas that need cleaning because compared to other detergents and rather than having steam cleaning MDK shampoos are vital to use because as compared to other products in market it is neither so expensive nor cheap in way ordinary human being can afford it. MDK shampoos are available in any general stores or officially at MDK centers or, as it was said before, online. MDK Shampoo is a shampoo that prevents men from losing their hair and makes new hair form. Men are divided into three groups which are targeted by this product and have their own specifications: Ø Young blood (20-30) mostly to stop the loss of hair of men and activate their own cells to start producing new and new hair using brand new combination of proactive substances that was developed by MDK. Ø Active lifestyle (30-40) for men who have to look excellent every day despite lack of time due to complicated schedule at work. Because of innovative composition, men lose up to 35% hair less (depends on period of usage of MDK Shampoo). Ø Golden age (40-60) contains stem cells that make hair grow rapidly and, as a result, men are irresistible. The effectiveness of stem cells was proved scientifically and passed all necessary tests on safeness.

3 Advertising Objective Every work to be done needs a plan of action so that the work is done in a desired and correct manner. Media plays a very vital role in advertising and role of media strategy is to find out the right path to transfer or deliver the message to the targeted customers. There are many people who see, hear or read all the advertisements or promotional offers, but the basic intention of media strategy is not only procuring customers for their product, but also placing right message to right people on right time and place; message should be relevant. MDK does the same thing by pre-planning over the media strategy to be used but keeping the budget always in mind. There are different ways of advertising products and MDK has its own way of media strategy which process has three W s to be decided. They are as follows: Where to advertise? When to advertise? What media type to use for product? There is different category of media strategy to approach the targeted audience and there should be proper selection of media strategy to convey their message. If the product is for big amount of customers, then a mass media option can be selected properly. For example, for MDK TV, radio and newspaper are the best source because they can be an effective way to show the advantages of its products and why its shampoo is better than other market products. It also serves an effective weapon because it is visualized on TV; moreover, a free trial in nearby outlets is available, so there is no risk for consumers to go for MDK product and get cheated later. Thus, this media strategy plays a vital role for our company. For example Selection of Media Category Whichever category is selected by the planners of the organization, they should select a proper media to convey their message. If the product is for a big amount of customers then a mass media option can be selected like TV, radio or newspaper. The best examples for this type are detergent ads, children health drinks and major regular used products such as soap, shampoo, toothpastes etc.

4 If the planners want to change the mind of people doing window shopping or just doing shopping for sake of name, then point of purchase type can be opted by the company. This helps the company to explain their point to the buyers and convince them to go for their product. If the planners want to sell their product on one to one basis, then the third option is a direct response type. Here, the company people directly contact the customers via s, text messages, phone calls or meeting for giving demos. The best example of this type of media is the Life cell Cord Blood Banking. They go to their customers, explain them what it is all about and try to convince them. Thus, this process of media strategy plays an important and vital role in the field of Advertising. Advertisement The total amount of money needed for this promotion campaign is $ annually. This sum of money will be spent on 4 methods of advertisement: TV, Radio, Internet and Magazine. TV ad For TV promotion Cosmo TV has been chosen. It costs $4000 for 15 seconds ad. Radio ad CHFI radio has been chosen for this promotion plan. It includes 20 seconds advertisement that costs $2000 per month. Internet ad MDK Shampoo for Hair is now in all famous social networks such as Facebook and QQ. To keep them up to date, MDK has to pay $10000 monthly. Magazine ad Men s Health magazine has been chosen as a printable version of promotion for MDK Shampoo for Hair. Monthly fee totals $8000.

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7 Media Internet 1. It has a big audience. People of all ages use it. 2. Social networks. Many people in the world are involved in social networks. People spend a lot of time using them. The information can be delivered to exact segment of people. The amount of them increases each year and that means that advertising will be developing there and demand will be being developed. 3. Pictures before-after can be incentive for customers. TV 1. It has the biggest audience. Most people all over the world watch it. 2. TV can reach audience that don t use Internet. 3. Video and sound can have better influence on demand of our product. Radio 1. Radio can be of help for our advertisement because people subliminally accept information while they are driving a car, even if they don t want to listen to it.

8 2. Can reach a place where there is no television and other advertisement methods. 3. All radio channels are free for consumers. Magazines/Journals 1. Samples of the shampoo in magazines can attract more customers because they will already have some experience with our product.