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MArketing Communications Strategy

A washer/ dryer product already exists on the market but has failed to achieve notoriety. This presents an opportunity for the client to achieve premier brand recall and brand recognition in the appropriate product category. If possible, it is our intention to achieve similar brand awareness identical to brands that share their name with the category. (I.e. Rollerblades.).
             Category Need: Fisher and Pykel have existing brand attitude and brand awareness. From the strength of the brand, the product may benefit when entering this product category. Consequently, a focus on creating brand awareness in this product category is of importance as there is an opportunity to become the premier brand involved in this category.
             Within the first year our objective is achieve premiere brand recall and brand recognition within the selected product category.
             Value added incentives would be granted and publicly communicated to the market to allow for an extra presence during penetration period.
             Communication should be undertaken with the Rossiter/ Percy grid in mind. The grid suggests an informational/ high involvement approach to advertising.
             Education of features, benefits, value and convenience should be paramount.
             Target Customer.
             Primary Target Group: Consumer Retail 25-40 Age group: early adopters with a high disposable income. Typically these people will be professional singles and couples with demanding lifestyles.
             The buying groups that we target will be brand loyals, brand switchers and new category users. Brand loyals will be specifically targeted due to the satisfaction already possessed via their preceding Fisher & Pykel acquisitions. Secondary targets include brand switchers. Motivations to switch would rely on several factors, these include the uncompromising strength of our strategic recommendations and our detailed integrated marketing communications, value-added incentives (sales promotions), dissatisfaction with previous competing brands and the potency of the brands of the selected vendors.


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