IMC Bndok
IMC Bndok
IMC Bndok
Advertising: (TV & broadcast ads, Brochures, booklets, Posters & Logos)
Sales promotion: as a the solar car is a new product sales promotions will
not be applied
Public relations :
Speeches for those who need to have open discussion of the product
Company magazine: weekly or monthly including last updates for the
product & news for plans of improvement.
Seminars introducing ideas & plans ..
Community relations : sponsorship for events with high publicity attention
Digital Marketing:
A digital monthly newsletter & Catalogs will be available for the customers
& audience containing last updates for the product & news for plans of
improvement via E-Mailing & Fax Mailing.
Telemarking: will be used for informing the potential customers of the future
offers & places to experience the solar car test drive.
Person to person: street campaigns will be held to introduce the solar car.
Type of
Primary Target Segment
Segmentation
Nations: Egypt
Geographic
Governorates: Great Cairo
Urban/ Rural: Urban
Tv, Radio
Social media
Loyalty Status: Shifting loyals & Switchers
Outdoor billboards
Newspappers & Magazines
Tv, Radio
Social media User status: Nonusers, Potential users, First-time
Outdoor billboards users
Newspappers & Magazines
2. Determine the Communications Objectives
Communication objectives will be determined using the AIDA model as follows:
Build awareness to motivate Increase traffic to physical or virtual stores, social media
target customers to take action and other channels
and purchase solar car
Remind customers about solar car benefits
Interest: Differentiate a product, stressing points of difference
(PODs) to differentiate solar car from other competitors
Create interest toward the solar products
car by informing target
customers about benefits Provide more information about the solar car because
perceptions information may be correlated with greater likelihood of
purchase
According to the solar car company vision, the objective-and-task method will be the
proper way for determine the total marketing communications budget. , as we will work on the
following.
a) Establish the market share goal:
According to (CAPMAS) Central Agency for Public Mobilization and
Statistics that the number of licensed vehicles by the end of 2016 reached
9.4M vehicles. ( 3.2M at urban , 3.1M at sea side Governorates, 2.8M at
upper Egypt , 247k at boarder Governorates )
Advertising
a) Pervasiveness: it will be guaranteed as were going to use a multiple communications
tools at different channels (billboards, radio ,T.V ,car events )
b) Amplified expressiveness: the Ad Quality is one of the man factors to express the
product (the creative Ads. the sound quality, and colors), all the small details will be
considered to express the product in a very good image.
c) Control: The Ads timing, duration, occasions, billboards places will be considered
with arrangement with the Advertising agency.
Sales Promotion
a) Ability to be attention-getting: using the wholesalers, retailer database to send SMS
to the customer guiding them to the nearest test drive place and time , well trained
sales persons will be available at the tire exchange shops distributing a free gifts and
coupons , ex: this coupon will be in attractive design
b) Incentive: the coupon will be valuable to the customer as its giving a voucher at the
service he is doing at the place he got the coupon from, discount.
c) Invitation: this coupon will be linked with date for the test drive, or a visit to a big car
showroom. With a clear message that its free of charge.
a) High credibility: car expertise will be asked to publish a reportage about the solar car
at the specialized newspapers, and the good reputation ones.
b) Ability to reach hard-to-find buyers: this kind of customers will be targeted by the (word
of mouth), the customers will invite a new customers for a test drive or a full
presentation for the car specs. and the value , ( the old customer will get 20%
discount at the first 5 times he visit the service center for that simple task )
c) Dramatization: the idea and the need to the solar car will be explained in an attractive
story to be considered as the brand history, and explain that the need, and only the
need which generated the innovation.
WORD-OF-MOUTH MARKETING
a) Influential:
b) Personal:
c) Timely:
d)
PERSONAL SELLING
a) Personal interaction:
b) Cultivation:
c) Response:
7.Measuring Communication Results
8.Managing the Integrated Marketing Communications Process