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Introduction
The primary objective of all companies is
to make profits, and AstraZeneca is not exceptional. The company envisions to
get a firm grip on the market as well as establish itself as the primary
producer of the Ebola medicine. For the company to achieve this, it requires to
have a competitive approach towards it marketing and advertisement of the
products. The changing trends in the commercial market pose an enormous
challenge that the company must ensure that it deals with to succeed in its set
out goals. Hence the need for taking an integrated marketing communication
approach that forms the basis for the current marketing trends.
Integrated marketing communication is an
advertisement approach that is designed to advertise such that it provides a consistent
marketing message to existing and potential consumers (Schultz &
Schultz, 2014) .
The commercials may be run in different available avenues for marketing such as
magazines, radio, televisions, mobiles phones, and internet. The message
contain in any of the mentioned channels can be different considering the type
of the market that is targeted, but the bottom line is that there should be
consistency. The various types of marketing
communications that many organizations use is made up of advertising, public
relations and publicity, sales promotions, direct marketing and personal selling,.
The promotion
communication mix.
1.
Advertising
Advertising involves paying so that a
message that identifies a brand is promoted by a given body of individuals who
can gain access to the people’s attention. The media that can be used are
television, magazines, newspaper, the internet or direct mail (Schultz &
Schultz, 2014) .
Our company will make use of these methods to promote our products. The company
will spend at least $5,100 in the
daily newspapers once a week, by running a half page commercial that promotes
the drugs it produces. It will be run in major dailies in the western African
countries that are at high risk of getting Ebola infections. A link to our
website shall be provided just below the advert and also the company’s contacts.
The purpose of the contacts and link is to ask for the reviews from the
customers, whether they were impressed or do like to get more information about
the company.
The internet forms another essential
avenues for the company to expose the products. The company website will be
well maintained and loaded with all the critical information that expounds on
the products as well as providing the prices of each and every item. The social
media i.e. Twitter, Facebook, etc. is another platform on the internet that the
company will utilize in getting through to the customers. The company will have
a staff who will ensure that all the available platforms are used efficiently
in displaying the company products it will also spend $10,000 in paying for
banners in various websites.
The television and radio will also form
part of the company’s marketing methods. Television time for 30 seconds will be
booked for the advert to run at least twice a day for $15,000 and on the radio
will be at least four times a day for 20,000 dollars. The commercials on
television will be aired on all the channels available in the western Africa
and other regions that are highly affected by the Ebola virus. In countries
that have vernacular radio stations, the company will ensure that advertisements
are coiled to suit the audience.
2.
Personal
selling
Personal selling approach will be vital to
the company to create a relationship with the customers and help maintain a large
number. It will be carried out by sending out agents who will be paid to meet
with clients and sell the products to the directly. The other means that the
company will utilize is involving direct phone calls to customers and the use
of direct communication through social media such as Twitter and taking orders that
are delivered upon payment.
3.
Public
relations
It is the aspect of ensuring that the
company has a good image among the public, and all its products are presented
to the public in an attractive way (Schultz & Schultz, 2014) . The company will
utilize press releases, sponsor various community base socials meetings and
product placement, it will be the responsibility of the PR department to recommend
appropriate means for the company. These occasions are likely to cost the
company 150.000 dollars to organize.
4.
Sales
promotion
It entails various promotions such as
coupons, games, rebates run by the company in communicating to the public (Schultz &
Schultz, 2014) .
The company will give offers to different groups of people even up to 80 percent.
It will help the company gain a quick customers base and a high return on
sales.
5.
Direct
marketing.
The company will utilize the available
methods of reaching the customers to advertise its products (Schultz &
Schultz, 2014) .
The use of mail to deliver catalogs, telephone, email internet or through
direct response marketing. The consumers with a good response will form part of
the customer base for the company hence helping drive its scale higher.
Conclusion
The company only stands a chance of succeeding
in the market if it ensures that it competes effectively with the other
companies providing the Ebola drugs. Despite the fact that there are few
organizations offering the same the company must be very careful because it is
a new product that many customers are not conversant with. The campaigns must
be as drawing as possible to make the public trust the company.
Reference
Schultz, D., & Schultz, H. (2014). IMC, the
next generation five steps for delivering value and measuring returns using
marketing communication. New York: McGraw-Hill.
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