Target marketing objectives
The company make the objectives for making the marketing plans. These are as follow:
- To provide the platform to the entrepreneurs for expanding the business at the global scale.
- To spread the brand awareness in the new market.
- To influence the consumers for the services provided by the company.
ENGO enter the new market for expanding or spreading the Brand awareness. Before enter the market, company has to target the specific consumers. Entrepreneur and new starters are the target consumers of the company. For attracting the target consumers, ENGO has to analyse the consumer’s resources and investment structure. In India, company target the small enterprises, entrepreneurs, new starters and new ideas. The company has to identify the consumer’s interest and desire for the product and services then influence them for the services. It generates the consumer’s desire and interest for the services by using the AIDA Model (Grant, 2016).
For making the good plan and attract the new customers toward the services, company has to analyse their desire and give them attention. ENGO can use the AIDA model for making the marketing plan by covering the all objectives.
With the help of advertising, consumer attention can be created towards the services. ENGO can advertise their services by the television, radio and Social applications. The company spread the awareness of its services by organising the events and seminars. Consumers become aware of a category services and brand. It is essential for the company to aware the more and more consumer for their services in the new market (Ambat, et al., 2017). There are many ways from which the company spread the awareness in the market these are as follows:
Advertising is the best sources to aware the customers for its services. With the help of Advertising, ENGO can easily reach at the entrepreneurs, and new starters. The company has to spend on advertisement according its profit (Wijaya, 2015). The company advertise the service by television, radio and many social applications. Old age or young age people can attract by the television and radio channels. For attracting the youth, digital marketing is used like social media (Wijaya, 2015).
According to the research, it is observed that the ENGO provide the fund to the differenet parties and the environmental issues which help the company to promote its events and seminars. Events and seminars are the tools which can be used by the company to aware the customer toward the services which is provided by the company to the entrepreneurs. By organising the events and seminars, ENGO provide the information of the terms and policies of the company. It is also provide the information related to the services. Event and seminar are the best sources because it is a fact that the face to face conversation is a strong communication channel as compare to the others channels like social media. Face to face company can quickly get the feedback. Events and seminars organise by the company on the monthly basis. At the time of entering the market, company has to organise the events and seminars in the different cities and places for aware the more and more consumers. It can be organise on the monthly basis or in weekly bases. Organising the events on the streets, malls and near the banks from which the consumers can easily trust their policies and services. Seminars organise by the company in the hotels, dharmshala and near by the shopkeepers market (Sasmita, and Mohd Suki, 2015).
Target consumers
It can be said that investment in environment policies and offer the funds to the third parties helps the company to increase its brand loyalty. Social Media is another source to aware the customer for the services. The company make the creative pages which attract the customers toward their policies and services; The Company can make the creative pages and upload the pages on the social sites with the detail information about the services (Zimmerman, and Ng, 2015). Company also make the fake accounts which help the customer for resolve their queries. Social Media can easily reach at the corner of the world. Entrepreneurs also give their advertisement on the social media applications which conclude that the entrepreneurs are also used these application for the new ideas as well also find the new opportunity for expanding the business in the market (Cavusgil, and Kleimenhagen, 2015).
It has been analysed that the Indian consumers is not made to make a buying decision before they are hungry to hear what you have to say. The ability to make them hungry is crucial to achieving the consistent success. By generating the interest of the consumers towards the company services, increase the brand awareness. For generating or influencing the customer for the company services, ENGO has to analyse the customer needs and demand for the services. After analysing the demand of the consumers, company can make their policy as per the requirement of the customers. There are many ways to generate the customer interest towards the services.
The company can generate the interest of the consumers by showing them concern. Mentality of the consumers says that the companies are care about the money only. ENGO has to be genuine by providing the services to the customer which indicates the genuine care of the customer. Soft skill is the part of the care; the company can show their care by tone of voice and attentiveness at the time of providing the information (Chernev, 2018).
The company has to show their concern by taking to customer with the help of online or offline applications. Entrepreneurs are simply more open to buying by more talking. Giving the good respond with the repeating their words show the good concern towards the customer questions. By solving the queries or by giving the consultancy advice to the consumer helps to generate the consumer’s interest in the company services.
Customer will pay for the knowledge and expertise, deeper the knowledge is the better to give the advice related to their services. Company organise the seminars on the monthly basis or by weekly basis for giving the information to the customers. Customer can invest only when they have the knowledge about the services without the information it can be a blind investment which makes them fool sometimes. It is necessary for the company to inform the customer for their policies and services,
Marketing Plan
By generating the emotional advertisement related to the family shows the care for the company.
- Simple pamphlets also help to provide the information of the seminars.
- Newspaper advertisement also helps the company to inform the entrepreneurs to check all the details related to the services.
- Get the third party in the deal support the services–contact pitch.
The company has to create the desire by providing the demo to the customers. The idea is to get someone experience the services in some way or another so that they can desire to own it. Most of the purchase will take place after the buyer has been seen the services several times. Customers take the services when they experience it. Before creating the desire of the customer, the company has to understand the customer and experience the services in the real life (McDonald, and Wilson, 2016). There are many ways to creating the desire of the services in the new market:
The company give the examples of the entrepreneurs who reach at the big scale by using the services. ENGO is a non-government organisation, its motives is to develop the economy. By expanding the business at the global scale is beneficial for the Australia as well as India. Investing in the new market helps to develop the Indian market but it also beneficial for the Australia.
With the help of Digital, the company can show their services and try to feel them in the real life. The company can utilise the resources and creativity to attract the customer toward their services (Verma, 2017).
Presentation is a way to explore the whole business in 10-15 mint. Company can present their business by making the creative presentation. By making the animated presentation helps the company to realise the services in the real life of the customer.
Webpage is an another way to give the information to the customers. ENGO can make their own webpage which cover all the details of the services and easily describe the each and every services of the company. Images are the first thing that eyes is drawn to any web page. Images attract the customer as well as it is way to describe the information in an easy way. It is easy for those customers who have not time for reading the description of the services (Theaker, 2017).
The company take the steps to build the desire and interest is initiated. ENGO gives the information to the customer but the company has to tell the customer to do the action like it the company provide the information on the webpage then it tells to the customer to subscribe the page if they like it. Action describes the result of the marketing plan and the success of the business. Company use the soft skill for the process of action. ENGO tells the entrepreneurs to try the services without any investment and they can also refer the services to the friends. Action is the last step of process to promote the brand. In this step, company has more attentive to tell the customer by using the soft skill (Bahadir, Bharadwaj, and Srivastava, 2015).
AIDA Model
To spreading the brand awareness the company can use the 6Ps these are place, product, promotion and price.
Distribution is a key element of placement. ENGO can use the digital marketing for serving their services. Digital marketing helps the company to reach at the corner of the world. The distribution channel of digital marketing is helpful for the company to serve the services at the different countries within a single click. It can easily resolve the queries of the customer by video conferencing or emails. It is also cost effective channel and time saving. The company can save their traveling time; it can give the information to the customer with the help of webpages, social sites and many others (Datta et al., 2017).
Price covers the actual amount which is pay by the end of the user for services. The company can offer the services to the customer in the lower prices. It can charge the helping fees only at the lower prices. If the value of the services is higher but lower than the perceived value then the brand value of the customer is decreases. If the value of the services is lower than the brand value of the customer is increases. To enter the Indian market, ENGO can set the helping charges around Rs. 500-1000 for target the new consumers during enter into the market (Grzegorczyk, W. 2016).
The marketing communication strategies and techniques help to promote the company services. ENGO promote the services by advertising it through television advertising or offering some special offers to the customers (Alhaddad, 2015). ENGO can promote their services by organising the events and seminars for the entrepreneurs or encourage the people for new starter. It can spend money on advertisement around 10, 00,000 or according to the profit to promote the services and helps the entrepreneurs. The company organise the seminars in the hotels and many other places by inviting the entrepreneurs. Events can be organising in the roads, colleges, near banks and in the industrial areas (Huang, and Sarigöllü, 2014).
All the companies are reliant on the people who help to run the business. The right choice of the selection of the people is essential for the company. It can appoint the people by following the process of recruitment and selection. ENGO is a helping company which is establish to develop the economy thus it is essential for the company to appoint the right person. The company can hire the accountant, and experienced councillors to advise the people. Appointed the right staff is the half success of the company (Hanssens, 2014).
Attention
The delivery of the services is usually done with the customer present. How the services are delivered to the customer is also an essential part of the success. ENGO deliver the services to the entrepreneurs by using soft skill. ENGO help to entrepreneurs to expand their business in the market. It makes the links of the customer with the big companies to expand their business at the global market. ENGO can encourage the people to starter their business, it can helps to remove the unemployment from the India. It also gives the ideas to the people to start their own business. It gives the suggestions to new starters for expanding the business (Vargas-Hernández, and Jimenez, 2016).
Almost all the services include some physical elements events. It is necessary to make the trust of the company with the customer. ENGO provides the written documents of warranty which increase the loyalty of the customers (Vargas-Hernández, and Jimenez, 2016). By providing the excellent services, success is also physical evidence which give by the company to the customer. ENGO can provide the helpers for each and every customer is also physical evidence. Helpers are the main element for the physical evidence of the company especially for the ENGO Company. ENGO provide the experts to the uneducated businessman for their helps (Linton, 2016).
For achieving the success in the Indian market, ENGO has to analyse the market on regularly basis. It is observed that the company has to take the advantage of its strength and remove its weakness which reduces its productivity.
ENGO has to adopt the new technology to reach at the international level with the help of internet. With the help of new technology it can made its applications to help the entrepreneurs and new start-up. Applications help the entrepreneurs by providing them ideas. It can upload its picture on social sites to aware the more consumers.
Conclusion
From the above analysis, it has been concluded that the ENGO has a good opportunity to enter the Indian market. It encourages the company to enter the market to reduce the unemployment rate of the economy. ENGO Company can make the marketing plan to reduce the wastage or to create the plan to influence the customer. With the help of models, Company can create the desire and interest toward the services. The company can make the distribution channel from which it can easily provide the services to customer. Promotion, place, price are the major component for attracting the customer. ENGO is an NGO thus the company has to make the trust in the customer thus; the company has to appoint the right people for the staff. To build the trust, company has to provide the guarantee document in the reasonable price. These makes the customer trusts towards the company. It is observed that the company will achieve the success in the Indian market by taking the advantage of its weakness.
Interest
References
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