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Promotional Plan Assignment
Question: Write the integrated promotional plan necessary to successfully market your health care product.
Fitness with the taste- The NEW Low CALORIE meals
With the ever-increasing trend in the consumption of fitness products, we would offer a low calorie diet in the market and the distinguishing feature would be as in the punch line, fitness meals with taste (Yulinda, 2018). It is a known fact that existing low calorie meal providers are bland on taste and consumers tend to lose interest in them after some time and thus we would like to offer them our new low calorie diet which would be regulated in nutritional value but would be tastier and healthier as well. We intend to reach fitness clubs with the gym chain and thus partner with them directly. Also, we would be targeting corporate staff as they find it difficult to train but would but fitness diets to cut on the calories and be fit. the advertisement needs to be done on fitness publications and local newspapers, billboards and of course television commercials and also we would need to identify a celebrity endorsing the product who should be a fitness enthusiast himself as the product needs to be priced a bit more than the normal range of products available in the market so as to have a snob value with it. With the residential and far away areas, we should use billboards and newspaper advertisements as the media and messages over radio need to be flashed during office hours. Hence it is clear that our target audience would be existing fitness freaks, gym-goers, and corporate staff primarily as they have interest and knowledge of such products and also can afford the same. Secondly, our focus to target audience needs to be senior school colleges as a youth these days are also very conscious of the fitness and spend time and money on the same.
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Since we eye the fitness industry to be 26.73 million dollars as per 2016 in the given economy and with a growth rate of 10 %, we expect 1 million dollar sales during the first year and thus would be needing approx. 10% of the budget towards advertisement given the fact that it is the first year of launch and their needs to be extra effort required in the form of creating brand recognition and value.
As the Health ministry is focusing on increased fitness programs, we could also take their sponsorship ad help to get our products tested in their labs and have the nutritional values checked in the lab post which we can have certificate form them which would help in building the brand further. We should also try partnering various social causes such as marathon runners and other events related to fitness to create and raise awareness and increase the importance of nutritional regulated diet in out day to day routine rather than going for fried and high on calories diet as usual.
Given our analysis and research we strongly advocate the usage of print media as a primary tool of advertising wherein there would be a long-lasting impact and a sense of recognition in the minds of our target audience. Since the product mix is unique, our pricing proposition needs to be based slightly higher than the normally available products to differentiate the same. also, the product is intended to give a better experience and thus is expected to be rated higher in value chain analysis. Thus we may safely say that a fitness diet with taste would surely sweep the competition and with the right mix would be a big hit and a must-have a product in every household (Crane, 2019).
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