Vitamix Blenders Marketing Communication Plan

Vitamix Blenders Marketing Communication Plan 1. Â  Vitamix Blenders 2. Positioning strategy -Vitamax blenders are positioned as health and strength enhancing products -Competitors’ products are usually positioned in accordance with their lower prices, or with the convenience of their use -Other competitors position their blenders based on esthetic features 3. Communication objectives -Promote the benefits of using Vitamax blenders -Increase awareness on these products -Encourage purchase and usage -Develop an emotional link between customers and Vitamix blenders -Build and maintain brand and customer loyalty 4. SWOT Analysis Strengths: -wide product range -products can be used at home or in a business -high quality -esthetic aspect -can be used in preparing numerous foods and drinks Weaknesses: -customers have little knowledge of them -high levels of investments in communicating the products are required 5. SWOT Analysis (continued) Opportunities: -selling Vitamix blenders at the gym: very good sales environment -online marketing -social media Threats: -numerous competitors on the blenders market -competitors invest significant amounts of money in their marketing strategy 6. Integrated Strategy Statement -The value that Vitamix blenders provide to customers relies on improving the health and strength of their lifestyle through high quality, innovative products at affordable prices. -Rational benefits: high quality, innovation, modern design, various uses, easy to use, affordable prices. -Emotional benefits: company’s interest in customers’ wellbeing, trust, user friendly experience. 7. Print Ads 8. Budget Allocation 9. Public Relations Activities -Organize and sponsor different contests within the gym -Sponsor different sports competitions -Organize sessions for revealing how Vitamix blenders work and what can be achieved by using them. 10. Direct Marketing and Sales Promotion Direct marketing activities: -Vitamax branded calendars, notebooks, and other stationery -direct emailing to the gym’s clients -branded articles on the gym’s website Sales promotion activities: -reward customers with free products on a regular basis 11. Measurement and Evaluation Plan -Develop focus groups -Customer surveys -Inquiry tests 12. References 1. LoBianco, J. (2012). The Small Business Benefits of Focus Groups, Customer Interviews and Qualitative Research. The Washington Post. Retrieved February 5, 2014 from http://www.washingtonpost.com/blogs/on-small-business/post/the-small-business-benefits-of-focus-groups-customer-interviews-and-qualitative-research/2012/08/22/b98d6578-ec9c-11e1-aca7-272630dfd152_blog.html. 2. Rogers, J. (2012). Customer Surveys: 5 Things You Need to Know. The Huffington Post. Retrieved February 5, 2014 from http://www.huffingtonpost.com/2012/02/27/customer-surveys-5-things-you-need-to-know_n_1263811.html. 3. Freeman, E. (2014). The Advantages of Social Networking Promoting a Business. Retrieved February 5, 2014 from http://smallbusiness.chron.com/advantages-social-networking-promoting-business-21990.html.