Honey & Honey Products Research Paper Example | Topics and Well Written Essays - 1500 words

Honey & Honey Products - Research Paper Example The popularly used model is AIDA model, which includes four stages, namely awareness, interest, desire and action. These four stages occur when a consumer is confronted with some form of advertisement. Honey and Honey Products are basically in their introduction phase. This provides a good opportunity for the honey company to make a long-term impression on their consumer’s mind through positive brand building activities. Advertising and media relations will focus on building awareness and long-term relationship with consumers, while sales promotions and direct marketing activities will help in generating sales and revenues. Advertisement will consist of print, television and outdoor advertisements. Print advertisement will be included in popular cooking and home magazines, targeting women. Television advertisement will include a 30 second ad, which will be featured during prime time on popular local channels. The ad will be a combination of testimonies as well as information, where features and USP of the products and brand will be discussed. Outdoor advertisement includes billboards and flyers of Honey and Honey Products at different strategic places, such as, malls, shopping centres, food market as well as health and fitness gyms. According to the diagram above, it is evident that advertisement plays a significant role during initial stages of consumer decision making, i.e. awareness and interest. Also, good and effective advertisement will help in establishing positive brand equity and brand recognition. Public relation tools will be used for the publicity of new products. It will help in placing products among target consumers through press and media, thereby increasing consumer awareness and knowledge about Honey and Honey Products. Another strategy adopted by the company is customer satisfaction through 24x7 phone lines. This will not only solve