This report gives solutions on how a small sized research center (ALIFE), without established identity, can promote itself in the Business-to-Business market to successfully achieve the communication objectives of creating awareness, interest and preference among the target audience by integrating and employing several promotional tools.
Promotional campaign for the research center ALIFE was created by interviewing existing clients, doing desk research on internet and applying theory from the course book throughout the report.
Findings show that personal approach, cost effectiveness and applicability are the key qualities that the institute posses and consequently occupy the positioning claims. First, the company has to set an identity to be able to promote – logo, business card and poster examples are suggested and visualized. Nature of the service and doing business with organization narrows the target market, to the extent where the mass advertising would lead to overexposure and low return on investment. Thus, effective combination of highly selective promotional tools like telemarketing and direct mail, which would include activities like customer database creation, promotional material selection, advertising item purchase, is recommended. Together with being present on internet through homepage, blogs and business networks, and additional sales promotion support like relation days, tradeshows, exhibitions, and last but not least advertising in highly relevant editions on life sciences and food magazines is a suggested combination of promotional tools for ALIFE to make first steps to claim position in the food research market.
Inhaltsverzeichnis
- Executive Summary
- Introduction
- ALIFE Research Center
- Purpose, mission & values
- Services offered
- Problem definition
- Problem definition
- Challenge
- Limitations
- Goal
- Objectives
- Promotional Situation Analysis
- Internal analysis
- Targets
- Strengths & weaknesses of the brand (image)
- Strengths & weaknesses of the service
- Budget determination
- External analysis
- Customer Analysis
- Environmental analysis
- Competitive analysis
- Segmentation and Targeting
- Analysis of existing client segmentation
- Segmentation of the potential customer
- Target customer
- Positioning
- Communication Process
- Objectives
- Insights into different objectives
- Message
- Ways of decoding promotional message
- Promotional Mix & Tool Selection
- Criteria for selection of promotional tools
- Selected promotional tools
- Brand workout and promotional materials
- Direct Marketing instead of personal selling
- Mass media - only for special magazines
- Exhibitions/tradeshows and information days
- Internet & Interactive media
- Integrated Marketing Communication
- Conclusion
- Tables & Illustrations
- Bibliographie
- Appendix
- List of Netherlands food companies
- Additional Layouts of the A1-poster
Zielsetzung und Themenschwerpunkte
Dieser Bericht bietet Lösungen dafür, wie ein kleines Forschungszentrum (ALIFE) ohne etablierte Identität sich im Business-to-Business-Markt bewerben kann, um die Kommunikationsziele zu erreichen, Bekanntheit, Interesse und Präferenz bei der Zielgruppe zu schaffen, indem verschiedene Werbeaufgaben integriert und eingesetzt werden.
- Entwicklung einer integrierten Marketingkommunikationsstrategie für ALIFE
- Identifizierung der Zielgruppe und deren Bedürfnisse
- Erstellung einer Positionierung für ALIFE im Markt
- Auswahl und Implementierung geeigneter Marketinginstrumente
- Messung des Erfolgs der Marketingkampagne
Zusammenfassung der Kapitel
Die ersten Kapitel des Berichts befassen sich mit der Einführung von ALIFE, seiner Mission und den angebotenen Dienstleistungen. Es wird das Problem definiert, das ALIFE bewältigen muss, um seine Ziele zu erreichen. Die interne und externe Analyse liefert Einblicke in die Stärken und Schwächen von ALIFE sowie in die Wettbewerbslandschaft und die Bedürfnisse der Zielgruppe. Die folgenden Kapitel konzentrieren sich auf die Entwicklung einer Kommunikationsstrategie, die Auswahl geeigneter Marketinginstrumente und die Integration dieser in eine umfassende Marketingkampagne.
Schlüsselwörter
ALIFE, Forschungszentrum, Life Sciences, Lebensmittel, erneuerbare Energien, Gesundheit, Marketingkommunikation, Zielgruppe, Positionierung, Marketinginstrumente, Integration, Erfolgsmessung
- Arbeit zitieren
- Christian Röse (Autor:in), Janis Baranovskis (Autor:in), Jelmer Huisman (Autor:in), 2010, Integrated Marketing Campaign, München, GRIN Verlag, https://www.grin.com/document/170351
