Question

Abeego is the original beeswax food storage wrap company, based out of Victoria, BC. The true vision behind Abeego is to Keep Food Alive and hold space for those hungry to rekindle food wisdom inherent to humankind.

Abeego plans to export to Germany. Describe an effective Promotional plan and strategy for the export? (min 300 words)

Consider these points for your Promotion strategy:
Major message thrust
Advertising—media mix, reach, costs
Sales Promotion—forms, objectives, and costs
Personal Selling
Miscellaneous promotional methods
Social Media

Answer 1

Major message thrust

Keep your food alive with Abeego, an authentic beeswax food wrap.

Advertising—media mix, reach, costs

A major part of the target group for a food storage wrap would be housewives. Hence, a lot of focus should be on positioning the product in supermarkets, mega-stores, convenience stores etc. Point of Sale displays should be leveraged for better visibility and product penetration.

Billboards and hoardings should be used as they gather a lot of attention around smaller towns and are relatively cheap for the kind of visibility they offer.

Flyers should be made use of as they are an effective and sure shot way of reaching households, which are also they place of consumption for the product.

Radio is an effective and cost sensitive source to disseminate information pertaining to the product to a large section of the target audience in this market.

Highlighting the product in the local newspaper should also be a part of the media strategy, especially during the weekends. As the the number of readers increase during these days and there is also a lot of scope of garnering word of mouth, which is vital in the home-care industry.

The overall budget for the above mentioned activities should be covered within Euros 7000.

Sales Promotion - forms, objectives, and costs

Free samples

Providing a select group of customers from the target audience with free samples, which can be effective in removing monetary obstacles.

Premium offers

This refers to offering a bonus product upon making a purchase of a minimum requirement.

Loyalty programs

Customers can be provided incentives for buying the product in the form of loyalty points.

Coupons

Vouchers can be provided to customers which can be redeemed to buy other products, which can increase synergies.

Discounts

Temporary discounts can be offered for people to try out the products, which would be entering a relatively new market.

Personal Selling

Hiring selling agents who are familiar with the market and the home-care industry would be the ideal strategy. These experts can not only help the company gain a foothold in the market, but can also provide with valuable feedback, which can be implemented for the overall betterment.

Social Media

Social media should be leveraged by partnering with influencers in order to increase brand awareness and market penetration. Organic and paid activities should be conducted through Google and Facebook Ads, which will add to the bottom-line of the company in the form of increased sales.