create core strategies which include the value proposition and product proposition . Also have to provide a marketing mix and include the following:
1. Provide a detailed description of IMC approach and the corresponding promotion strategy necessary to send my message to my target market. For example, the elements of the promotion strategy include: advertising, personal selling, public relations, direct marketing and sales promotion and how I would use them to communicate with the target segment.
2. Explain my rationale for choosing these specific elements.
3. Describe the message I wish to communicate based on the core strategy and explain my rationale for the message.
4. Develop a strategy to measure the effectiveness of the IMC.
5. Did the internet play a role in how I developed the marketing approach? Why or why not?
My product is called the alcohol monitoring system. It is a alcohol breath anlyzer that can be installed in the seat belt of any car by the manufacturer. The cost is approximately $400.00 per unit. The target audience for the Alcohol Monitoring System is auto dealerships/manufacturers, parents, legal system and auto insurance carriers in the United States. The concept of need will be perfectly applied to our target market. Our main premise of introducing this unique concept and product line is to address the problem faced by parents of young drivers, manufacturers, and the legal system. The problem or need to monitor and protect the lives of our lives ones and society in a preventative way is being answered in the best possible way by our product. Even though there are alternatives in the markets to address the problem of monitoring alcohol levels, none of these products have been able to address the peculiar and special need and want of parents and society in an efficient way of preventing a driver to drive under the influence of alcohol and be socially responsible. We have hit the nail on the head by launching a problem (drunk drivers can still drive) whose value proposition to our target market , i.e. parent of young drivers, auto insurance carriers and auto manufactures, is the fact that it addresses their special needs and wants in the best possible convenient way and provides solution to host of other problems recognized by these consumers. The company which will be able to provide maximum consumer satisfaction and maximum possible solution to consumer needs and wants will be able to sustain in this competitive market. By targeting parents of young drivers, the company is fulfilling the need to protect their children by not allowing their kids to get behind the wheel of a car intoxicated. The auto manufacturers are fulfilling a need to be socially responsible. The auto insurance carriers are fulfilling a need to decrease their DUI accident claims. By advertising this product to protect the children as well as others, to protect the public, to lower your auto premiums, and to be socially responsible by acquiring the A.M.S. , the company is fulfilling the consumer needs and wants. The competition has hand-held devices, keys, or dashboard breath analyzers. Our product is embedded in the seat belt, which means it cannot be tampered with; it cannot be manipulated by someone blowing into the monitor.
Mission Statement: To enhance public safety by ensuring the accuracy and scientific reliability of evidentiary breath alcohol tests, facilitating enforcement of Implied Consent Laws and Administrative Rules, and promoting the qualifications and professionalism of persons responsible for breath alcohol analyses.
1 Increase car dealerships, law enforcement agencies, parents, insurance companies, and other organizations awareness of this new product by 40%.
2 Reach sales target of 30,000 units at $400.00 per unit by 2007.
3 Obtain and maintain a good business relationship with auto dealers
4 Become one of the leading supplies of breath analyzers.
A.M.S. is an electronic chip and breathalyzer which is built into the seat belt and computer component of the vehicle. Whether the seat belt is buckled or unbuckled, the electronic chip will constantly monitor the alcohol level of the driver. If the electronic device interprets the alcohol level of the driver is above the drinking and driving level, it will not allow the vehicle to start at anytime. This product will have two components. One will be attached to the seat belt that cannot be removed; if the product is removed the vehicle will not start due to the signal or lack of signal being sent to the electronic component installed in the vehicle computer system. This product will be optional at all car dealerships.
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