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
