Promotion is also an important factor as this will help me to use different methods to attract my customers to my product. This will involve using different ways of advertising the product to my intended audience.
It will also provide consumers with information so that they are able to make a more informed choice about what they buy. I also believe that my advertising will encourage more competition from my competitors.To do this I will use below-the-line promotional methods that do not involve the media. Firstly I will offer free samples to customers so that they are able to taste the deserts and treats that we offer before purchasing them for the full price.Hopefully this will tempt them on the spot and they will be quickly influenced to purchase one of my products. Secondly I will use point-of-sale displays and place my product on a special stand for displaying.
Finally I will intend to use price reductions and I hope that this will tempt customers to try one of my products that they might not otherwise buy.This will be good for customers walking by as they will see my business and will straight away be temped into trying out my product. Finally I will use flyers and signs which will let people know from home about my business and also I will place any deals and offers that I am running on my shop window in order to raise local resident’s awareness of my shop. My price reductions will be printed in voucher form and I will intend to send these by post to local residence. When my business is fully established I will attempt to make a website so that people can have a look at what ice-creams and deserts I sell before making a trip to my shop.
In order to attract a wider range of customers and as many customers as possible I will list the entire ingredients used to make each and every one of my products so that people will have a choice to choose one of my very healthy ice-cream and desert or one of my regular ice-creams and deserts which are not that healthy.For Advertising it would be impractical of me to use television as a form of advertising, as I will only have one shop in a very local area, and television is not good to advertise in the local area. Also the cost involved in creating the advert, and putting it on television is enormous. This would mean for me to run the advert more times than once and I would have to cut things for my business like customer benefits, and opening hours. Radio would be a better option but as I only have one shop, it is not a good method to use at this moment in time for my business.This is because the advert will be heard by the whole of London, but at the moment I am only targeting the North Harrow to Pinner area. Local papers are a very good method in my case, but this will depend mostly on the results of questionnaire that I carry out.
A magazine is not suitable as they are normally national. Another very good method would be adverting on local transport, as they will be seen by people in the local area. This will also depend on the results of my questionnaire.
A mail shoot I think would be a good method as I can target a specific group, and it is very cheap, but this will also depend on my research.Advertising in a local cinema would be a very good method, but because it only goes to a limited number of people it wouldn’t be that successful. Also as films are normally seen by young people, this is a disadvantage as they often have the least money. The method of advertising that I am choosing has little effect on the local area.
The only effect that there is that the leaflets that are delivered are just thrown away damaging the environment.