Essay - Promotion Plan Outline 1) the Objectives of the Promotional Plan...

Promotion Plan Outline

*****) The objectives of the promotional plan are to raise awareness of the product amongst law enforcement. The product will not have value for ***** end user (parents) without the help of the law ***** community. The strategy must convince law enforcement of ***** merits of the product. From *****re, ***** enforcement will be able to convince parents of the ***** - they will hold much more authority than will ABC when discussing the personal tracking devices with parents. The strategy employed will be to attend law enforcement conventions such as the IACP Conference, where many new products and techniques ***** *****sist ***** enforcement are introduced. This ***** be combined with an extensive mailing program designed to put information about the product in ***** h*****s ***** law enforcement decision makers. The budget for the launch will be set at $1 million. Attendance at a series of ***** enforcement ***** will cost around $200,000 *****cluding travel, *****tendance fees, the booth, and product demonstrations. Of the remaining, the mailout will cost a further $200,000 to reach police departments around the country. There will also be a webpage, and some promotion in law enforcement media, for which $100,000 will ***** budgeted. The remaining $500,000 will be used ***** make face-to-face pitches to interested law enforcement agencies, including samples and travel. Once the product has reached a predetermined degree of s*****turation, such face-*****-face promotion will no longer ***** required except for the largest accounts.

2) The strengths of ABC are that the company ***** great technological skills, strong marketing skills and is well-capitalized. A key weakness is that it is highly dependent on a handful of key employees (there are 4 ***** employees and one administrator). There is only one salesman, for example. More ***** need to be acquired in order ***** properly implement our promotional strategy. The strengths of the product are that ***** is unique - there are no known competitors. It is relatively low-***** and it in tests has proven highly effective. The weaknesses are that it requires law enforcement buy-in and parental buy-in - two d*****tinct groups with ***** needs. The bracelet design is strength because it is ***** only fashion***** but unlike microchips such as those im*****ted into cats, it is not permanent. ***** use of gold or silver, however, could be contentious as children may *****come targets for thieves seeking to acquire the bracelets for *****ir metal value.

***** external environment presents opportun*****ies and threats. Parents are worried about their children, and about incre*****ed crime. This paranoia creates a viable market ***** the product. Law ***** has ***** responsive in the past to broad-based methods of finding missing ***** (i.e. Amber alerts), but as yet does ***** have a viable tracking device ***** as ABC is offering. There are threats, however. One is ***** nature of law enforcement *****, which *****times suffer from poor ********** chains, political infighting and underfunding ***** could make it difficult for them to decide to purc*****e ***** product. As well,