中小环保型企业市场营销模式探究【毕业论文】.doc

1、本科毕业设计（20届）中小环保型企业市场营销模式探究所在学院专业班级工商管理学生姓名学号指导教师职称完成日期年月目录1DEFINITIONOFTARGETMARKETTWO,APRICELEADERSHIPSTRATEGYOFINCREASINGMARKETSHAREWITHLOWERPRICESANDBETTERSERVICESANDTHREE,OFFERNEWINTEGRATEDSERVICESWITHNEWTECHNOLOGY2BCEINCISACANADIANTELECOMMUNICATIONSERVICESPROVIDERTHECOMPANYDIVIDESITSBUSINESSINT

2、OTHREESEGMENTSWIRELINE,WIRELESS,ANDREGIONALTELECOMMUNICATIONSERVICESTHEDEMANDS,COMPETITORS,ANDSERVICESARETHETHREEMAJORKEYFACTORSAREDETERMININGTHEDESTINYOFTHECOMPANYBCEISNOWFACINGTHEOPPORTUNITYOFTHEINCREASINGDEMANDONWIRELESSSERVICETHECANADIANWIRELESSMARKETISCHARACTERISEDBYLOWPENETRATIONANDACCELERATIN

3、GSUBSCRIBERGROWTH,DISCIPLINEDCOMPETITION,ANDSTRONGFINANCIALRETURNSONTHEOTHERHAND,THEDECREASESINDEMANDFORTRADITIONALLANDLINESERVICEDIRECTLYLEADTOTHEINCREASEDEMANDONWIRELESSSERVICEESSENTIALLYONESERVICEISCANNIBALISINGTHEOTHERTHEINCREASEDEMANDOFINTERNETUSAGEISANOTHEROPPORTUNITYFORTHECOMPANYHIGHSPEEDINTE

4、RNETHASBECOMEANIMPORTANTPARTOFANYMODERNCANADIANLIFESTYLE,ANDINTERNETUSAGEINCREASEDSIGNIFICANTLYINTHEPASTFEWYEARSSOMEACTIVITIESSUCHASVOIP,TELEPHONESERVICEWHICHREQUIRESTHEUSEOFINTERNET,ALSOTAKESOVERSOMEOFTHEDEMANDFORTRADITIONALLANDLINESERVICEBASICALLYSPEAKING,THEINCREASINGRELIANCEONTHEINTERNETFORDAYTO

5、DAYACTIVITIESISLEADINGTOANINCREASEDDEMANDFORINTERNETSERVICEHOWEVER,THEREISAMAJORTHREATPOSEDTOTHEINDUSTRYBCE,TELUS,ANDROGERS,THETOPTHREEMAJORTELECOMCOMPANIES,HOLDANAPPROXIMATELYEQUALMARKETSHARETHEYACCOUNTFOR94OFWIRELESSSUBSCRIBERSAND95OFWIRELESSREVENUEMOREOVER,THESECOMPANIESPROVIDESIMILARASEACHOTHERS

6、THEREFORE,WITHSUCHLITTLEDIFFERENTIATIONBETWEENPRODUCTSANDSERVICES,ITWILLBEDIFFICULTFORANYONECOMPANYTOSTANDOUTAMONGSTCONSUMERSANDCAPTURESIGNIFICANTMARKETSHARETHESSTWOKINDSOFCORPORATIONHASTOTALLYDIFFERENTSCALEANDDIFFERENTTARGETMARKET,WHILETHROUGHTHECOMPARISONOFTHESETWO,WECANSTILLFIGUREOUTHOWTHEYREACHT

7、HEIRGOALINTHEIROWNFIELD,HOWEVER,THEYMAYHAVEFLAWSASWELLAFTERANOVERVIEWOFMRWSCURRENTSTRATEGIES,THETARGETMARKETISDEFINEDASYOUNGERCONSUMERSWITHHIGHERLEVELSOFINCOMEWHOENJOYDOINGHOMEHANDYWORK,ANDAREECOLOGICALLYCONSCIOUSBASEDONTHESEANALYSESANDKEEPINGINMINDMRWSMARKETINGOBJECTIVES,ANUMBEROFPLANSAREPRESENTEDT

8、OADDRESSISSUESSUCHASPOSITIONINGSTRATEGY,PRODUCTFEATURES,PRICING,PROMOTIONALACTIVITIES,ANDDISTRIBUTIONSUGGESTIONSINCLUDEREDESIGNINGTHELABELTOINCLUDEMOREMODERNSTYLINGANDTHECOLOURGREENLOWERINGTHEPRICEFROM599TO499CREATINGANEW,PROFESSIONALLYDESIGNEDECOMAGICWEBSITE3INSTOREPROMOTIONALEFFORTSSUCHASPOINTOFPU

9、RCHASEDISPLAYSANDAISLESIGNAGEIMPLEMENTINGSOCIALNETWORKINGINITIATIVESUSINGFACEBOOKANDYOUTUBESPONSORINGTHEMANITOBACYCLINGASSOCIATIONEXPANDINGTHEDISTRIBUTIONNETWORKTOINCLUDEADDITIONALRETAILERSINWINNIPEGTHESEANDOTHERINITIATIVESAREOUTLINEDALONGWITHTIMELINESANDPOSSIBLEASSOCIATEDRISKSANDCONTINGENCIESSALESF

10、ORECASTANALYSESREVEALTHATTHOUGH500,000ORMOREINSALESMAYBEINFEASIBLE,PROFITSOF12,097CANBEPRODUCEDIF4OFTHEBRANDONANDWINNIPEGMARKETISCAPTUREDANIMPLEMENTATIONSCHEDULETHENOUTLINESWHENEACHSUGGESTEDINITIATIVESHOULDBEUNDERTAKEN,FOLLOWEDBYANEVALUATIONPLAN4IIENVIRONMENTALANALYSISAINTERNALAUDITMRWINDUSTRIESMRWI

11、NDUSTRIESHASBEENOPERATINGSUCCESSFULLYFORNEARLYFOURYEARSEIGHTEENMONTHSAGO,THEECOMAGICPRODUCTWASRELEASEDANDHASBEENCOMPETINGINTHEHOMELUBRICANT,CLEANSER,ANDDEGUMMINGAGENTCATEGORIESSINCETHATTIMEECOMAGICISCURRENTLYTHEONLYPRODUCTMRWINDUSTRIESHASONTHEMARKETTHECOMPANYISOWNEDBYDAVIDROURKEANDGREGMCFARLANDDAVID

12、ISINCHARGEOFSALESANDFINANCE,WHILEGREGANDHISTEAMHANDLEPRODUCTIONANDPRODUCTTESTINGECOMAGICASAGENERALOVERVIEW,ECOMAGICISANENVIRONMENTALLYFRIENDLYHOMELUBRICANT,CLEANSER,ANDDEGUMMINGAGENT,DIRECTLYCOMPETINGWITHSUCHCONSUMERPRODUCTSASWD40INTHEFORMERCATEGORYANDGOOGONEINTHELATTERTWOTHEPRODUCTISSOLDINONESIZE,A

13、113MLBOTTLEWITHBLUEANDYELLOWPACKAGINGPROMINENTLYFEATURINGACANOLAFLOWERFROMWHICHTHEPRODUCTISMADETHEPERBOTTLEPRODUCTIONCOSTIS150,ANDCURRENTLYSELLSFORADISTRIBUTORPRICEOF315,ANDARETAILPRICEOF599THEPRODUCTISDISTRIBUTEDTHROUGHVARIOUSRETAILERCHAINSINWINNIPEG,BRANDON,ANDPORTAGELAPRAIRIE,INCLUDINGHOMEIMPROVE

14、MENTRETAILERSSUCHASCANADIANTIREANDWINDSORPLYWOOD,ASWELLASENVIRONMENTALLYORIENTEDRETAILERSSUCHASVITAHEALTH,2FARMKIDS,ANDHUMBOLTSLEGACYITISALSOAVAILABLEONLINETHROUGHTHEECOMAGICWEBSITE,SOLDATRETAILPRICEPLUSSHIPPINGANDHANDLING,ASWELLASGREENPLEASEINC,ANONLINECOMPANYDEDICATEDTOPROMOTING“GREENLIVING”PRODUC

15、TSSTRENGTHSANIMMEDIATEOBSERVABLESTRENGTHOFTHEPRODUCTISTHATECOMAGICISENVIRONMENTALLYFRIENDLY,ANDISTHUS5POISEDTOENTERTHENEW,QUICKLYGROWING“ECOFRIENDLY”SEGMENTOFTHEMARKETPLACEMARKETRESEARCHCONDUCTEDBYPROBERESEARCHVIATHEIRMANITOBAOMNIBUSSURVEYPROVIDEDBYMRWINDUSTRIESINDICATESTHATASTRONGDEMANDEXISTSFORANE

16、NVIRONMENTALLYFRIENDLYLUBRICATINGANDDEGUMMINGAGENT,BUTTHISHASYETTOTRANSLATEINTOSALESFORECOMAGICDISTRIBUTINGTHEPRODUCTTHROUGHSUCHOUTLETSASVITAHEALTH,2FARMKIDS,HUMBOLTSLEGACY,ANDTHEGREENPLEASEWEBSITEHELPSANOTHEREVIDENTSTRENGTHISTHATTHEPRODUCTHASTHEBENEFITOFHAVINGMULTIPLEFEATURESTHECLEANSINGQUALITIESOF

17、THEPRODUCTARENUMEROUS,THEDEGUMMINGQUALITYINPARTICULARALLOWINGITTOCOMPETEDIRECTLYWITHPRODUCTSSUCHASGOOGONETHELUBRICATINGQUALITIESALSOALLOWTHEPRODUCTTOCOMPETEDIRECTLYWITHPROMINENTPRODUCTSSUCHASWD40THISABILITYTOCOMPETEINMORETHANONEPRODUCTCATEGORYGIVESECOMAGICCONSIDERABLEREACHINTHEINDUSTRYTHATSAID,MARKE

18、TINGRESEARCHINDICATEDTHATASTRONGERDEMANDEXISTEDFORTHEPRODUCTINTHELUBRICANTCATEGORYWITHINMANITOBAANADDITIONALSTRENGTHOFECOMAGICISTHATITISLOCALLYPRODUCEDTHEDESIRETOPURCHASELOCALPRODUCTSTOSTRENGTHENLOCALBUSINESSISSTRONGAMONGSTMANITOBANS,ASINDICATEDBYMARKETRESEARCH,ANDASSUCHTHISATTRIBUTEOFECOMAGICANDMRW

19、INDUSTRIESWOULDBEPRUDENTLYEMPHASISEDWEAKNESSESTOTHISPOINT,SALESOFTHEECOMAGICPRODUCTHAVEBEENSOMEWHATSTAGNANT,WITHSOMELIMITEDSUCCESSFROMDIRECTSELLINGEFFORTSONBEHALFOFACASHIERANDPRIMEINSTOREPOSITIONINGATTHECANADIANTIRERETAILERINBRANDON,MANITOBATHISSUCCESSWASLIMITEDINTHATITEFFECTIVELYDISAPPEAREDONCETHEP

20、OINTOFPURCHASEPLACEMENTANDDIRECTSELLINGEFFORTSSTOPPEDTHISINDICATESTHATPRODUCTAWARENESSISCURRENTLYTOOLOWTOSUSTAINSALESWITHOUTADDITIONALMARKETINGEFFORTSITALSOINDICATESTHAT,WITHRETAILERLEVELMEASURESSUCHASPROMINENTPRODUCTPLACEMENTANDDIRECTSELLINGEFFORTS,SALESDOINCREASE,ANDTHUSDEMANDFORTHEPRODUCTDOESEXIS

21、TIFTHECONSUMERISMADEAWAREOFITONEPOTENTIALPRODUCTWEAKNESSISTHEBOTTLETHEFLIPNOZZLEDESIGNDOESALLOWFORSOMEDEGREEOFCONTROLINAPPLYINGTHEPRODUCT,BUTMAYFALLSHORTINTERMSOFOVERALLEFFECTIVENESSFORINSTANCE,WD40ALLOWSFORPRECISEAPPLICATIONGIVENITSAEROSOLPROPULSIONANDDETACHABLENOZZLEEVENGOOGONEISAPPLIEDVIAACONCENT

22、RATEDSTREAM,ALSOALLOWINGFORMOREPRECISEAPPLICATIONWHILETHEADOPTIONOFAEROSOLMAYBEUNWISEASITVEERSAWAYFROMTHEECOFRIENDLYBRANDIMAGENOTTOMENTIONPOTENTIALLYIMPOSSIBLEDUETOCORROSIVEELEMENTS,ITMAYBEWISETODEVELOPAMORECONTROLLEDMETHODOFAPPLICATIONFORTHEPRODUCTA6NEWTYPEOFBOTTLECAP,INOTHERWORDSANOTHERCONCERNMAYB

23、ETHEECOMAGICWEBSITEINSHORT,ITNEEDSWORKMAJORISSUESINCLUDETHELACKOFAPROPERDOMAINNAMEIEWWWECOMAGICCA,SPELLINGERRORS,ONLYASINGLEPRODUCTTESTIMONIAL,ANDMISSINGINFORMATIONSUCHASWHERETOBUYTHEPRODUCT,ASWELLASTHELACKOFAPROPERAUTOMATEDPRODUCTORDERINGSYSTEMADDRESSINGTHESEISSUESBYSUBCONTRACTINGAPROPERWEBPAGEDESI

24、GNERISRECOMMENDEDBEXTERNALAUDITOPPORTUNITIESAMAJORSOCIALSHIFTHASARISENOVERTHEPASTSEVERALYEARSASTHEGROWINGCONCERNSOVERCLIMATECHANGEINPARTICULARHASCREATEDAMILDPANICAMONGSTCONSUMERS,INTURNCAUSINGADEMANDFORECOLOGICALLYFRIENDLYPRODUCTSINTHEMARKETPLACETHISEXPANDINGMARKETFORECOFRIENDLYPRODUCTSWILLBEECOMAGI

25、CSBESTTARGETFORCONSUMERSANOTHERTECHNOLOGICALANDSOCIALTRENDTHATCOULDBEUSEDTOECOMAGICSADVANTAGEISTHEEMERGINGPOPULARITYOFSOCIALNETWORKINGONTHEINTERNETVARIOUSENVIRONMENTALGROUPSONSITESSUCHASMYSPACE,FACEBOOK,ANDTWITTERCANPERHAPSBEUSEDASAFORMOFFREEPROMOTIONPOSTINGSOMEPRODUCTINFORMATIONWITHINTHESENETWORKSM

26、AYATLEASTINCREASEBRANDAWARENESS,IFNOTINCREASESALES,ATNOCOSTTOTHECOMPANYSAVEAFEWHOURSTIMEONEPOINTTHATSHOULDBEREITERATEDHEREISTHATECOMAGICISLOCALLYPRODUCED,ANDTHISFACTSITSWELLWITHMOSTLOCALCONSUMERS,ASRESEARCHINDICATESONCEAGAIN,MRWWOULDBEWELLADVISEDTOEMPHASISETHISQUALITYINITSPROMOTIONALSTRATEGIESTHREAT

27、STHEMAJORTHREATTHATECOMAGICFACESISTHEVASTNUMBEROFCOMPETITORSINBOTHTHEHOMELUBRICANTANDDEGUMMINGAGENTCATEGORIESFOLLOWINGISABREAKDOWNOFSOMEOFECOMAGICSMOSTTHREATENINGCOMPETITORSTHATSAID,THESEAREMERELYAGLIMPSEATTHEMOSTPOIGNANTTHREATSITSHOULDBENOTEDTHATTHESHEERVOLUMEOFDIFFERENTCOMPETITORSINEACHCATEGORYISE

28、NOUGHTOOVERWHELMANDDESENSITISETHECONSUMERASAHOMELUBRICANT,ECOMAGICSTOUGHESTCOMPETITORISWD40PROBERESEARCHINCINDICATESTHATAROUND80OFMANITOBANHOMESOWNTHISWELLKNOWNLUBRICANT,ANDITSWIDEVARIETYOFDAILYUSESMAKESITAN7ATTRACTIVEPRODUCTFORCONSUMERSTOKEEPONHANDITISALSOOFFEREDINAVARIETYOFSIZESANDFORMSFORDIFFEREN

29、TUSESINTERMSOFPRICING,AN11OZCANOFWD40CANSELLFOR429INACANADIANTIRESTORETHISISSOMEWHATCHEAPERTHANTHE113ML,ORAPPROXIMATELY94G113/12CONVERSION,BOTTLESOFECOMAGICPRICEDAT599WITHINTHEENVIRONMENTALLYFRIENDLYCATEGORY,APRODUCTOFNOTEISTOMSSECRETFORMULATHISLUBRICANTISMARKETEDONTHESAMEECOFRIENDLYPLATFORMASECOMAG

30、IC,BEINGNATURALANDBIODEGRADABLE,ANDISAVAILABLEATSIMILARRETAILERSINTERMSOFPRICING,TOMSSECRETFORMULAISSOLDAT299INCANADIANTIRESTORESFORA55GBOTTLEOR649FORA326GBOTTLEITSHOULDBENOTED,HOWEVER,THATTHISISAUSPRODUCT,POTENTIALLYPUTTINGITATADISADVANTAGELOCALLYANOTHERSUCHPRODUCTISTRIFLOW,WHICHISPOSITIONEDASANENV

31、IRONMENTALLYFRIENDLYLUBRICANTWHICHISBIODEGRADABLE,ANDCOMESINMANYDIFFERENTFORMATSTHEMAININGREDIENTOFTHEPRODUCTISSOYINTERMSOFPRICING,A2OZBOTTLEISPRICEDAT539,WHICHISSTILLCHEAPERTHANECOMAGICFINALLY,WITHINTHEDEGUMMINGAGENTCATEGORY,THEMAJORCOMPETITORTOECOMAGICISGOOGONEGIVENITSPOPULARITYANDCLAIMOFMINIMALEN

32、VIRONMENTALIMPACT,THEPRODUCTPOSESASIGNIFICANTTHREATINTERMSOFPRICING,A236MLBOTTLEOFGOOGONEISSOLDAT399INCANADIANTIRESTORESINDUSTRYPERHAPSHAVINGBLACKWITHAGRADIENTTOGREENFROMTHEBOTTOMTOTHETOP,WHILESTILLMAINTAININGTHEYELLOWFONTFOR“ECOMAGIC”FINALLY,WHILETHECANOLAFLOWERISAWISECHOICEOFIMAGERY,ITCOULDBEMADES

33、MALLERTOALLOWSPACEFOREMPHASISOFTHEVARIOUSUSESFORTHEPRODUCTANOTHERSUGGESTIONMIGHTBETORELEASEDIFFERENTSIZESOFTHEPRODUCTMOSTCOMPETITORSNOTONLYOFFERTWOBASICBOTTLESIZESONELARGER,ONESMALLER,BUTOTHERBOTTLESIZESANDFORMATSFORDIFFERENTUSESORCIRCUMSTANCESTHEREFORE,INORDERTOREMAINCOMPETITIVEANDALLOWTHECONSUMERM

34、OREVERSATILITY,ITMAYBEPRUDENTTOPRODUCEASECONDBOTTLESIZEEXACTLYWHATSIZEWOULDDEPENDONAVAILABILITYOFMATERIALSANDASSOCIATEDCOSTSFINALLY,ASNOTEDPREVIOUSLY,THECURRENTBOTTLECAPMAYNOTPROVIDEADEQUATECONTROLOVERTHEAPPLICATIONOFTHEPRODUCTAGAIN,LACKINGFURTHERINFORMATIONONAVAILABILITYOFMATERIALSANDASSOCIATEDCOST

35、S,ITISDIFFICULTTOSUGGESTADIRECTCOURSEOFACTIONITCANMERELYBESUGGESTEDTHATTHISISSUEISWORTHYOFFURTHERRESEARCH12CURRENTRECOMMENDEDPRICETOCONSUMER599499450499475450499475450499475450RETAILERMARGIN474136873000378834743111388835793222398836843333RETAILERPROFIT284184135189165140194170145199175150DISTRIBUTORP

36、RICE315315315310310310305305305300300300MRWMARKUP523852385238516151615161508250825082500050005000MRWPROFIT165165165160160160155155155150150150REDRETAILERSWILLNOTLIKECPRICINGPLANASPREVIOUSLYMENTIONEDTHECURRENTECOMAGICPRICEOF599ISCONSIDERABLYHIGHERTHANITSCLOSESTCOMPETITORSINBOTHTHELUBRICANTANDDEGUMMIN

37、GAGENTCATEGORIESTHELUBRICANTLEADERWD40COSTS429ANDTHEINFAMOUSDEGUMMINGAGENTGOOGONECOSTS399THEREFORE,ITISSUGGESTEDTHATTHERETAILPRICEOFECOMAGICBELOWEREDTO499TOINCREASEITSCOMPETITIVENESSTHISISSTILLAHIGHERPRICE,BUTITISSOMEWHATEXPECTEDTHATENVIRONMENTALLYFRIENDLYPRODUCTSBEPRICEDHIGHERTHANTHEIRMOREHARMFULCO

38、UNTERPARTSITISALSORECOMMENDEDTOREDUCETHEDISTRIBUTORPRICETO305IFTHEPRICETOCONSUMERISREDUCEDTO499THISISSOTHATTHERETAILERMARGINISNOTSACRIFICEDTOOMUCHOTHERWISERETAILERSWILLNOTWANTTOSTOCKECOMAGICTHISWOULDALLOWRETAILERSTOHAVEAMARGINOF389EXHIBIT2EXHIBIT2RETAILERMARGINANDMRWMARKUPIFAREDUCTIONINPRICEISIMPOSS

39、IBLE,THENITISSUGGESTEDTHATPURSUINGASECONDBOTTLEINALARGERSIZEBEUNDERTAKENALLTHEMOREVIGOROUSLYINORDERTOINCREASECOMPETITIVENESSDPROMOTIONSPLANTHEWEBSITEONEAREATHATCOULDUSECONSIDERABLEIMPROVEMENTISTHEECOMAGICWEBSITESEARCHENGINERESULTSFORTHETERM“ECOMAGIC”DOESNOTPROVIDEADIRECTLINKTOTHEPRODUCTWEBSITE,BUTRA

40、THERAPROMOTIONALFLYERTHECURRENTWEBSITEISALSOTHEMRWINDUSTRIESWEBSITE,WHICHPOSESAPROBLEMFORTWOREASONSFIRST,THEREISNOTENOUGHBRANDAWARENESSORCOMPANYAWARENESSTOASSOCIATEECOMAGICWITHMRWINDUSTRIES,ANDSECOND,THEMRWINDUSTRIESWEBSITESHOULDBEDEDICATEDTOTHECOMPANYITSELF,NOTASINGLEPRODUCTEVENIFITISTHEONLYPRODUCT

41、THEREFORE,ITISSUGGESTEDTHATANEWDOMAINNAMEBEPROCUREDFORTHEPRODUCT,SUCHASWWWECOMAGICCA,13WHILETHEMRWINDUSTRIESWEBSITESHOULDBECONVERTEDTOACOMPANYINFORMATIONSITEORCLOSEDFURTHERMORE,THEDEVELOPMENTOFTHEECOMAGICWEBSITESHOULDBEPROFESSIONALLYSUBCONTRACTED,CONTAININGSUCHTHINGSASINDEPTHPRODUCTINFORMATION,MORET

42、ESTIMONIALS,VIDEOS,LINKSTOASSOCIATEDWEBSITESSUCHASRETAILERSANDSOCIALNETWORKINGINITIATIVES,ANDANAUTOMATEDPRODUCTORDERINGSYSTEMPRINTMEDIATHEMOSTEFFECTIVEMEANSOFADVERTISINGREMAINTHECLASSICRADIO,TELEVISION,ANDPRINTADVERTISINGAPPROACHESEXHIBIT3THOUGHTHESEMETHODSTENDTOBEEXPENSIVE,INVESTMENTINSUCHMEANSMAYB

43、ENECESSARYTOCREATETHEDESIREDBRANDAWARENESSTHATSAID,SUCHEFFORTSASTELEVISIONANDRADIOCOMMERCIALSMAYHAVELIMITEDIMPACTGIVENTHEPRODUCTCATEGORYPRINTADVERTISING,SUCHASFLYERS,MIGHTBEEFFECTIVE,BUTTHEUSEOFSUCHMEDIASHOULDBELIMITEDASITCOULDBESEENASVEERINGAWAYFROMTHEECOFRIENDLYBRANDIMAGEDUETOTHEENVIRONMENTALIMPAC

44、TOFPAPERPRINTMEDIAEXHIBIT3COSTEFFECTESTIMATESOFADVERTISINGINITIATIVESSOURCEHTTP/WWWCARDMEDIACOM/PUBLIC/HOMEJSFSOCIALNETWORKINGTHENEWCRAZEINMARKETINGISTHEUSEOFSOCIALNETWORKINGINITIATIVES,ASTHEYPROVIDEANINEXPENSIVEPLATFORMFORPRODUCERSTOREACHAHUGENUMBEROFPOTENTIALCONSUMERSVIATHEINTERNETFURTHERMORE,THES

45、EGENERALLYYOUNG,WELLEDUCATEDWEBBROWSERSFALLNEATLYINTOTHETARGETMARKETDEFINEDEARLIERTHUS,ITISSUGGESTEDTHATSOCIALNETWORKINGINITIATIVESBEPURSUEDFIRSTOFALL,THEVIDEOONTHECURRENTECOMAGICWEBSITESHOWINGTHEVARIOUSUSESOFTHEPRODUCTCOULDBEUPLOADEDTOYOUTUBEFREEOFCHARGEINANEFFORTTOREACHAWIDERAUDIENCEOPTIONSPRICETI

46、MEEFFECTRADIOADVERTISING1000/WEEK6WEEKSMEDIUMTVCOMMERCIAL2000/WEEK4WEEKSHIGHNEWSPAPERADVERTISING4100/WEEK6MONTHSHIGHYOUTUBECOMMERCIALNONE6MONTHSMEDIUMFACEBOOKADVERTISINGNONE6MONTHSLOWFLYER500/2000PAGES2MONTHSLOWOWNWEBSITEREDESIGNADVERTISING125X/YEARUNKNOWNFLEXIBLE14ONESUGGESTIONISADVERTISINGONSOCIAL

47、NETWORKSTHEFACEBOOKADVERTISINGCOMPONENTALLOWSACOMPANYTOCHOOSEWHOTHEYWANTTOTARGETTHEIRADTOBASEDONLOCATION,AGE,SEX,INTERESTS,EDUCATIONASWELLASRELATIONSHIPSTATUSRATESFORSUCHSERVICESAREREASONABLYPRICEDASCALCULATEDINTHEADVERTISINGBUDGETINEXHIBIT4,THERESHOULDBEENOUGHMONEYINTHEBUDGETTOADVERTISEONFACEBOOKFO

48、RAPPROXIMATELY119DAYSCREATINGAFACEBOOKFANPAGEANDGROUPPAGEISANOTHERMETHODOFFREEPROMOTIONONTHESITEBOTHAREVERYEASYTOMAINTAINANDCANCONTAINUSEFULINFORMATIONFORCONSUMERSSUCHASLINKSTOTHEPRODUCTWEBSITEANDVIDEOEXHIBIT4ADVERTISINGBUDGETADVERTISINGBUDGETFACEBOOKCALCULATIONFLYER500005/DAY10CLICKS051CPC1010PERDA

49、Y1,18170FOR119DAYSWEBSITEDESIGN30000SPONSORSHIP50000FACEBOOKAD1,20000TOTALBUDGET2,50000SOURCEFACEBOOKDATAWWWFACEBOOKCOM/ADS/CREATE/ALONGTHESAMEVEIN,THENEXTSUGGESTIONINVOLVESCREATINGANDMAINTAININGFACEBOOKANDMYSPACEIDENTITIESEPITOMISINGTHETARGETCONSUMERTHESEIDENTITIESCOULDBEUSEDTOINFILTRATEVARIOUSENVIRONMENTALLYFRIENDLYANDLOCALBUSINESSORIENTEDGROUPSWITHINTHENETWORKSTOPLUGTHEPRODUCT,THEREBYINCREASINGBRANDAWARENESSANOTHEROPTIONWOULDBETOPAYSEVERALPEOPLEANOMINALFEETODOTHESAMEWITHTHEIROWNSOCIALNETWORKIDENTITIES,THEREBYINCREASINGCOVERAGEANDHOPEFULLYCREATEABUZZABOUTTHEPRODUC