Smell Great My Primary Vals Term Paper

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The idea of having a high level of reach is that our competitors all have a very high brand reach. The brands against which we are competing tend to be household names. In addition, new brand introductions in the industry have entered the market with a very high level of saturation marketing. This allowed such brands to capture significant market share relatively quickly. Lastly, brands that are not widely known are typically viewed with suspicion by consumers, especially brands trying to compete as premium.

The average frequency will be five times per week. For those consumers that we are reaching, we want to be able to bring the SmellGreat name to their brains and eyeballs with a high degree of frequency. The five times per week reflects the ability of the company to reach the consumer during the work week, either on radio or television. Our target market is active during weekends, and therefore will be much harder to reach, but because they make a good living they must work all week to make that happen. As a result, these weekend warriors must receive our message at least once per day during the work week. Through this high level of exposure, we hope to achieve not only brand recognition but some excitement about the brand as well that will translate into an intent to purchase.

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There are three main types of schedules -- continuous, pulsing or flighting. The continuous patterns implies a steady level of promotion; pulsing sees promotion levels fluctuate but always with some promotion (RAB, n.d.). Flighting schedules have periods of intense promotion with intermittent breaks. The latter two are useful to avoid overexposure, but in this case we are aiming for a very high level of exposure. It is recommended for SmellGreat that a continuous promotion strategy is adopted. The product is new, so any break in the promotion as in a flighting schedule would serve to reduce the momentum that the company is trying to generate. Even a pulsing schedule carries this risk, so the optimal approach is to saturation the market with a continuous high level of promotion that constantly reminds the customers of our product. We are not concerned about overexposure, because our business is highly competitive and only through very high exposure levels can we hope to make inroads into this competitive industry.

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