Challenges in buying electronic devices in DRCongo
The purpose of writing this document is to deliver a report on promotion of DRCongo eStore launch. The main objective in question is to communicate unique selling propositions to market the DRCongo eStore and its benefits without the expectations of changing other marketing aspects like the prices of the commodity, the product line, packaging and branding.
On my research, it came to my knowledge that it is not easy for somebody to by an electronic device in our local area with the likes of laptops and desktops computers, solar panels, digital watches, phones, electric guitars, power cables and music keyboard.
The difficulties associated with buying of these electronic devices are caused by; complete lack of a supplier and when trusted suppliers where few are available. Also, for one to buy of these products, he has to travel for long distance to the nearby town where the dealers are located. There is also a general lack of knowledge of existence and use of these products despite the high growth rate of the technology. The culture and traditions of the people of this area also bars the exploration of the new and trend in market product. Transport of this area raise an issue of concern also as far as accessing the market is concerned (Andrews, Shimp, 2017). Finally the absence of electric power in this region is also a factor of interest.
DRCongo eStore is an online shopping business; the customers are expected to make their orders on the commodities they anticipate to buy with well-defined specification of the product. Customers will only be able to make orders on products available on website; from here it will be our responsibility to follow up on the location of the customer and the deadline delivery given. After the order has been approved the customer will be expected to pay for the product on order and it will be our responsible to deliver it at any convenient place where the charge on delivery fee will be implemented in consideration of the distance scale and transport network of that particular area; the shorter the distance the lower the charge and the poor the transport means is, the higher the transport charge (Belch, Belch, Kerr, Powell, 2014).
The unstoppable fast growing rates of the use of internet will easy our penetration to the market. The definite need of electric power in areas without electricity will create a market for our product solar panels, and this will further create the market for the other appliances.
Introduction to DRCongo eStore
Some people want to shop at areas of their convenience, a situation that is rare to fulfill, therefore delivering goods at customers door step will help us to boom.
The high rate of technology growth in the sector of information gives us an assured strength of taking over the market. Nevertheless we expect a beat from lack of trust at the very first days of our operations from our customer. It is also expected to hard for us to trace the location of our customer’s for us to the delivery. Most of remote areas have not been installed with electricity; this creates an opportunity for us to sell as many solar panels to cater for the need of power. The phone selling business will do well because however the situation or place there must be communication. We have one threat to fear of; the invasion of electricity installation thus killing the demand of the solar panels.
Quality first; we will only be dealing with products whose quality is assured. In this conjunction, we will deal with goods whose cost is consumer friendly depending on any one spending ability. We will also be very keen on making sure that goods ordered are delivered on time scope.
In our market promotion strategy, we are aiming at introducing our products to the potential customers and the process or steps that should be followed to buy these products. The following are the goals we are aiming to achieve
Among our main aim is to introduce DRCongo eStore into the market. We will major in creating awareness of existence and our eStore and outstanding services offered that cannot be found in our competitors in the market. We will use the following in this promotion; advertisement and public relation
In this subject we are committed to winning customers who are new and who used to shop from other stores , this will help us increase the number of sales that will have a reflection on the amount of profit earned.
Our communication objective have included inducing customers buying form our store to buy more. In this case we after the customer places an order we communicate to him on existence of other compliment goods available in the store their quality and necessity. Most rational customers do not bypass this; they end up making an order. For instance a person who makes an order on a solar panel and informed of the cables selling they end up making an order thus increasing the amount of sales from existing customers.
Target audience and market segmentation
Regular reminding people of existence of our product in the market will help us maintain our popularity in the market thus cubing competition from the upcoming firms and the existing competitors.
Continued market communication will help us creating our image to the people, on reaching many ears the popularity of our business will raise.
We will avail our products in the show rooms for our potential to have a view o what we are dealing with. On the other side we will make a three minutes video to demonstrate how you register to our online site and make an order. We are also working hard to make sure that goods ordered are delivered in less than two working days (Schultz, Kim, Kang K. (2014). To make sure that this is achieved we will be using the existing transport rout to the area because those involved have a better knowledge of the place.
We are targeting to cut across all generations regardless of their age, race, gender and political stands because we are dealing with universal products. We are expecting more of our customers to be comprised of musicians and music lovers because we are dealing with music instrument and music format supporting storage device (Tomar, 2015). We are also expecting a number of customers from areas not supplied with the electric power.
Our main customers target audiences are the people living deep in the rural area where the transport to the town to shop in the malls will have a significantly high count on cost of the product to be bought. Also there is a group of people that we are targeting the people with limited ability of movement due to disability. Another very important group is the people working in the offices or their own business and busy in the most of time and miss time to shop.
Our first main target I the people living in rural areas supplied and those not supplied with the electricity. There will be a ready market for our products in the areas fitted with electricity. For the areas that do not have power supply, we will target on first making sales of solar panels and other devices will come in later (Šeri?, Saura, & Molina, 2014).
A person living with disability is another group that we target also. This is because they have limited ability of movement and therefore it’s hard for them to get into the shopping malls to buy the items they need.
Goals of promotion
We are also targeting the youth and the young generation in general. The youth have a quick understanding to what is revolving the digital market. They learn with ease the use of the new invented devices. Therefore they will learn faster on how to scroll through the web and make the order for the items online. Having catch attention of the youth will help us get to the older generation through these youths who will explain to them on how the technology is working (Kitchen, Burgmann, 2015).
We are also targeting the group of people that is generally referred to as wealthy and therefore feel inconvenience to get into shopping places to buy what they need.
The other category of target is the existing businesses. The procurement officers will have an easy time to work with us as we will be delivering the goods ordered to the organization. It is necessary to understand that it is a rarely happening for the procurement officers of various organizations to go to shopping malls and therefore with this online shopping platform it will work better for them (Bell McManus, & Rouse, 2016).
The aim of promoting DRCongo eStore is to introduce it to the market of our potential buyers, create a business name and create awareness of the product we are dealing with. The main target of our product communication is the youth, musicians, individual businesses procurement and supply officers and the people living deep in the rural area. Our main communication channels will be through blogs in the internet and print media like the news papers, magazines and billboards across the country (Lusch, Vargo, 2014).
We have a great interest on reaching youth because they have the necessary exposure to the world of technology, therefore they will be able to make use of the technology available in the sector of information in complying with our business needs. The youths also are a market of interest in our industry because it is the most demanding category of population with the desire to spend. On a further note our product line supporting the different formats of audio storage favors the youths as it is viewed as the main market for music and thus it will create a good market for us.
There are area of the world where transport and electric infrastructure, we are targeting this group in that they have poor access to the towns where business booms. We will take this opportunity to deliver the goods of their interest at their door steps. This will be a big market source. The absence of electricity power will create hype for the need of solar panels to supplement the power supply. This will create a further market on our cables and devices like phones because the power needed to operate these devices will be now available (Luxton, Reid, Mavondo, 2015).
Communication objectives
Other businesses will also create a good market for us also in that they will need computers to keep records and access internet for research, the use of phones is further assured due to the need for communication. We realized that it will be easy for us to work with other businesses when we deliver goods at their businesses.
We have high expectations of failure of our target customers not to respond to our effort of marketing mainly because of our form of operation. For you to make an order there are several vital requirements that an individual will need to assemble. The potential customer will need to have access to a computer or a smart phone and an internet service because orders are placed online (Blakeman, 2018). These devices are electric power dependent for them to function, in case of a willing and able customer with limited access of one of the above then this imply that there are high chances of failing to respond to our product promotion however good the deal is.
Our products are paid for on order, this creates poor response in the market because the new possible customers have the tendency to question the trustworthy of the company in question. They don’t have the assurance of product delivery once ordered and paid for.
Knowledge power is a cofactor to initiate and do something. When this knowledge is not available to the potential buyer; that is the customer do not have the knowledge of navigating through the web. Therefore however interested the person will be, it will be impossible for him to give a positive response (Bell McManus, & Rouse, 2016).
Conclusion
To sum up this course has helped me to identify and learn on different types of product promotion and the measure for their effectiveness. It has also equipped me with knowledge of identifying business opportunity and reason why a willing and able customer may not turn up to an effective advertisement.
Reference
Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated marketing communications. Nelson Education.
Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. (2014). Advertising: An integrated marketing communication perspective. McGraw-Hill Education.
Bell McManus, L. M., & Rouse, C. (2016). An Integrated Marketing Communication Approach to Event Planning.
Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield.
Kitchen, P. J., & Burgmann, I. (2015). Integrated marketing communication: making it work at a strategic level. Journal of Business Strategy, 36(4), 34-39.
Lusch, R. F., & Vargo, S. L. (2014). The service-dominant logic of marketing: Dialog, debate, and directions. Routledge.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37-46.
Schultz, D. E., Kim, I., & Kang, K. (2014). Integrated Marketing Communication Research: Its Limited Past and Huge Potential. The handbook of international advertising research, 455-483.
Šeri?, M., Gil-Saura, I., & Ruiz-Molina, M. E. (2014). How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry. International Journal of Hospitality Management, 39, 144-156.
Tomar, M. (2015). Adopting social media in the integrated marketing communication process by automotive lubricant companies in India.
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