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Nanoviz Products - Communication Objectives Against Targets, Appeals, Media and Expenditures During the Examined Period in the Future

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Name : Bui Hoang Hong Ha

ID : BABAIU15005

Assignment 4: case study of nanoviz

The summary of communication objectives against targets, appeals, media and expenditures during the examined period in the future.

NanoViz is known as a company selling small projection equipment for for computer-driven presentation. I will have 4P framework for showing an overview about the company. After that, there will be a recommendation of communication objectives against targets, appeals, media and expenditures in the future

To start with, NanoV is the best-seller of NanoViz and among the products line. This product  was advertised on a computer magazine as “the next best thing to buying a cinema”. Customers are pleased when associating with any any screening device, and clear image by using the product line. It will cost £1,500 for each, which is a superior price for this kind of product. The chosen distribution system has no intermediaries and NinoViz had not turned up with any promotion plans.

The financial condition is impressive. All the money is in parts and good backlog and only $40,000 cash on hand for marketing. 11 media options ranging from advertising, personal selling, trade show marketing to website development and email marketing with budget requirement are classified for archives.

NanoViz targets customers who are companies that have a demand of acquiring projection equipment for each department. The size of the company may alter from 100 – 500 workers, professional and has high interest in carrying meeting, conference using computer-driven presentation. . The buyers of those companies may play a role of an admin manager or an accountant. Companies can also target individual having high position in a certain company and have to travel to work and have presentation to partners.

The ambition of  the Integrated Communication Marketing planning for NanoViz is to grow sale. Or to highlight, based on the hierarchy-of- effect model (Awareness, Interest, Desire and Action), this is a goal seeking action from specific key account of customer’s company. The result would be repeat purchase, new purchase or a call to set an appointment.

Strategic goals would be set to drive the planning of messages and media selection in order to achieve the overall strategy. Regarding the message, in this case, the product line which is the exclusive component of company is high quality, basic and advantageous so that the company could put itself as a professional and innovative projection provider brand.

To successfully cipher the message to its customers, besides product differentiation the company had better concentrate on installing and maintaining service going along with the warranty. The process to deal with customer’s issue should be lean and fast. Continuing update technology also contributes to the overall positioning of the company

As you can see, because the product line has a premium price and it is not typical, so we can’t use mass communication to reach customers while focusing on media selection.

However, the final purpose is to eliminate as inventory goods as possible so we have to sell about $315,000 the value of product

The average direct cost of product: $570, NanoV : $759.

So, the budget for marketing is $40,000,  as we estimate, we will sell 500 pts for marketing activities.

By selling 500 pts , we must find 10 times larger or more about the number of potential custumers or more qualified ones if less about amount of custumers ( Notification: Bud get is limited)

Then, we will dissect both advantages and disadvantage of each type below:

  • Four colour ad in PC: the advantages of advertising
  • Black and white ad: Advantages:Low cost/ contact;  ablility to reach unknown buying and potential buyers (who reach PC magazine); Disadvantage: Doesn’t generate enough potential customers for close sale
  •  4 color ad in sales&marketing tips magazine:  Advantages: Low cost/ contact; ability to reach unknown/ inaceesible buying and potential buyers ( who interesting in sales and marketing); Disadvantage: Doesn’t generate enough potential customers for close sale
  •       Mailing list:  “Big business”: It will be an ideal for markcters who know exactly about customers/ people they’re communicating with.

-      Postal charge ( same but more expensive)

-       University info Technology directors: The effective way for markets to know about the school’s average budget for those equiptment is to use personal selling and direct marketing ( Technology directors of a few University/ College).

-      Razor image catalog:  the marketers good catalog designed working depends on how well know about target geographic area to send the catalog

-      Tradeshow exhibit and receptions/ demo: Advantage of personal interaction for affers so that products can easily be showed

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