Research
There is a need for qualitative research. It seems like comprehensive marketing research can help to derive different market or customer insights. The food and health market falls under this market research to integrate with some modern food and health industry trends. The most important thing is to make the new product relevant.
Target Audience (Age: 15 to 40)
The target audience for this product is a group of people who are suffering from obesity. People who are health conscious and want to reduce or maintain their weight have been targeted by the company. Customers, containing the age 15 to 40, are the main targets for the company. Targeting young people can make this product quite relevant. Less cholesterol in an egg-like product is an interesting development, and it can enhance the customer response (Gregory).
Needs and Wants
There are several needs and wants of the target audience. For Instance, the basic need is healthy products, which must contain some organic ingredients. Moreover, the quality of the food is also one of the prominent needs of the target customer. Furthermore, the customer wants the high-quality product at an affordable price. Thus, accordingly, the organization has to develop a pertinent pricing strategy (Gregory).
Campaign Theme and message
The theme of the campaign is to create and contribute to a healthy environment. There is a need to reduce the usage of cholesterol in different food items In the United States of America; Obesity has become the main health issue. Thus, the public relation campaign seems pertinent, and it is a good move to create awareness among target people.
Steps in the campaign steps are designing goals, knowing the audience, designing objectives, using tactics, planning activities, informing through evaluation, rationalizing material, creating the budget and staying on task.
The message: It is a low cholesterol product, which maintains calories in your body. It is a high-quality eatable, including delicious ingredients, which can enhance the meal experience and keep your body in control.
Goals
The company is trying to achieve or gain the customer’s attention. Through the campaign, the company wants to increase customer assertiveness and positive buying behavior. Customer attraction can be increased through this campaign, and it can drive the sales process in an effective manner. The goal of the company is to target an immense range of customers in 6 months through this campaign. It depends on the effectiveness of the campaign that can depict some predictable results (Schneider and Yocum).
Tactics
- Paid Advertising
- Promotion
- Publicity
These are the three main activities which will be conducted by the marketing team. The organization intends to develop good relationships with customers through these activities. For Instance, paid advertising includes both traditional and social media channels. The planned message will be delivered on these channels to communicate with the large customer base. Promotional activities include discounts, free samples, and personal selling. Customers will get the knowledge or information about the product and create the positive perception to make the decision (Gregory).
Evaluation
The measure of the success in this public relation process is the rapid growth of sales. With time, the company is expecting a 50% increase in sales of this product. Success is based on how customers perceive information about the product and make the buying decisions. Another prominent success measure is customer satisfaction regarding information. For Instance, customers are looking for a product that is delicious like an egg but has less cholesterol. Thus, the adaptation of customers can be measured (Schneider and Yocum).
Another measure of success is the market share. The company is expecting a 5 to 10 percent increase in the market share in the presence of different competitors. If customers prefer this product over other alternatives in the market, it is a great success for the company. It seems public relation campaign is workable for the organization (Schneider and Yocum).
Work Cited
Gregory, Anne. Planning and Managing Public Relations Campaigns: A Strategic Approach. Kogan Page Publishers, 2010.
Schneider, Joan and Jeanne Yocum. New Product Launch: 10 Proven Strategies. Stagnito Communications, 2004.
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