CHOSEN PRODUCT: Breezy Blaster (full body-automatic dryer)

-- Background: My course product is the Breezy Blaster, a full-body automatic dryer that is compact and more affordable than those currently on the market. This product is ideal for college students or young adults with limited access to laundry services, further decreasing their number of clean towels.

Part 1

Evaluate a push or pull strategy to be used.

• Describe present distribution channels for your product.
• Explain if a push or pull strategy is currently being implemented.
• Select and describe how to use a push or pull strategy with your product.

Part 2

Develop a sales promotion tactic for different distribution channel members.

• Describe a strategic objective for each channel member.
• Select and describe a sales promotion tactic for each distribution channel member to meet the objective.
• Develop a schedule for using the sales promotion tactic to reach the objective.

Part 3

Product information for a sales promotion plan.

• Provide a description of the product and the consumer's reason for buying.
• Develop a problem statement to explain why a sales promotion should be considered.
• Develop a product strategy goal to be accomplished using a sales promotion tactic over a period of time.

Sales promotion operational plan

• Determine sales promotion campaign goals and objectives to be measured.
• Describe all sales promotion tactics to be utilized.
• Develop a schedule for the implementation of the sales promotion plan.

Monitoring and costs

• Form a chart of accountability for the sales promotion plan.
• Determine what needs to be monitored and who will receive reports.
• Estimate costs for the sales promotion campaign.

TEMPLATE:

About the Product

Brief background of product describe it and why customers want it.

Problem Statement

Increase sales, reduce inventory, increase market share, reward channel? What do you want to solve?

Product Strategy

What will you want to accomplish (fundamental goals) with this sales promotion campaign?

What tactics will you want to employ?

What will be the time frame for each tactic?

Campaign Goals & Objectives

Quantifiable: What will you accomplish with each tactic? What will be measured?

Description of Activities

Briefly describe each tactic to be used.

Schedule

This may be completed in chart format (Activity, Steps, Period, Name of Person Responsible for Actions).

Campaign Chart of Involvement

Who is involved, and who will work with whom? (Depending on scale, you may have many employees involved, or just one but who will they work with to accomplish activities for each tactic?) List them and explain their purpose of involvement. If outside contractors are used, what do you need accomplished by them?

Examples: Fulfillment, production, distribution of materials, displays, interaction with various targets

Monitoring and Evaluation

What will you do to monitor and measure results at the end of each tactic utilized?

How and to whom will you report your evaluation of results?

Financial Budget Analysis

While you will not be evaluated on full costs for production of the campaign's tactics, you must consider if it is possible to produce and manage the sales promotional activities from a realistic point of view. If your product is real can it really be accomplished? Can the company afford to do what you are proposing? If not, what would you need to cut back on?

Appendix A

Example of Sales Promotional Tactics

If you are able to design specific items for a tactic, include them here (e.g., coupons, sales promotional pieces [pictures]).