The Process of Communication
This only shows that for MAX to be a household name in the gray market for MP3 players, there should be constant feedback from customers, and from would be customers. These six cardinal rules in creating a brand, and establishing its mark in the market can be the criteria for choosing the media that you want for MAX. There is a wide array of media to be used. To have a wider reach, the global marketplace should be the focus. IF one goes by numbers, the older population throughout the world is enough as the playing field for MP3 players. Hence, a web site is a must. It can reach people quickly and at lower costs.
Orders would be delivered also quickly, so long as the payment infrastructure is established. The web site is an effective tool to promote MAX across the country. Initially, the company should use multi-media approach to promote it among the people in the country where the company is. Media wall along highways, TV ads, flyers; jingles in the radio and the like would be good choices for this promotion. Another option is the push-pull strategy. Push-pull strategy is not a new concept. It has been in use for quite a while. According to Miyamoto at <http://www. geocities. com/WallStreet/8925/pushpull.
html>, pull strategy has “dong food things” at its heart, and that pull strategy is more concerned with ‘’the talking about it’’ element. The “push” strategy makes use of a company’s sales force and trade promotion activities to create consumer demand for the product. The manufacturer promotes its product to the wholesalers, the wholesalers to the retailers, and the latter promote it to the consumers. An example of “push” selling strategy is mobile phones where in major phone providers such as Nokia promote their products to their retailers, who in turn, would sell to the customers.
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Nokia can provide subsidies on the handsets to encourage the retailers to sell in large volumes. This could also be adopted in the marketing of MAX. The company’s existing retailers can be tapped for the gray market. The whole range of communication tools, from brochures to direct mail, from newsletters to phone calls, from speeches to exhibits, and from emails to web sites, can be used to make known the product to a large population. The “pull strategy” involves communicating directly to the primary audience, the consumers with the main purpose of them taking a favorable action towards the product or service being promoted (Miyamoto, 2000).
The ‘’pull strategy requires big budget on the advertising and consumer promotion to build up the consumer demand for the product as cited in <http://www. tutor2u. net/business/marketing/promotion_pushpull. asp>. For example, in the case of Max, creative ads and promotional materials should be made that appeal to the older people, will make an impact so a demand for the MAX will be realized. If the strategy is successful, consumers will ask their retailers for the product, and retailers will ask their wholesalers for the supply, and the former will order from the manufacturer or producer.
“Push-Pull” strategy is a combination of the above strategies. It involves planning and timing the “pull” initiatives with the “push: initiatives. Persuasive methods should be used directly with the primary audience (and that is pull strategy), at the same time, utilize existing or new targeted communication tools (push strategy) The following promotional objectives can be adopted for MAX: 1. To create a demand for the product among the older people. 2. To inform the wholesalers and retailers of the potentials of the gray populations as a big market for the product. 3.
To participate in different trade exhibitions for MAX to be well known as a household name among MP3 players. 4. To distribute flyers, pamphlets and CD informative material in the target population.
Berlo, D 1960, The Process of Communication, New York, Holt Rhinehart & Winston. Cultsock: CCMS Infobase – Berlo: SMCR model, viewed 24 January 2006, <hhtp//www. cultsock. ndirect. co. uk/ MUHome/cshtml/ introductory/smcr. html>. IDB Summary Demographic Data, This page allows you to obtain summary demographic data and population pyramids for one … Ukraine, United Arab Emirates, United Kingdom, United States, viewed 24 January 2006, https://www.tutor2u.net/business/reference/marketing-promotion-what-are-push-and-pull-strategies