Marketing Campaign Step 1: Objective Setting

The Company set itself the following objectives to be achieved from this campaign.

1. Create brand awareness & Positive image enhancement ( as it involved selling aftermarket parts which are mostly viewed as cheap stuff )

2. Reach the endusers as well as middlemen through the campaign ( ie Heavy Equipment Owners & Spareparts dealers)

3. Get Leads & Contact Details ( Propect Database creation)

Brand Awareness & Positive Image ehancement was the long term strategy which was started off along with this campaign. The company was well established in the local market hence it was not a difficult to promote the new brand of products in its area. But in case of overseas market the company had to create its awareness and also promote the brand visibility so that there's some level of confidence in the minds of the customers as well as the dealers.

To achieve some level of trustworthiness about the brand as well as the company, the decision was taken to promote a well known international brand of which the company was dealer. The product was quite well known and reputed for its quality of products. The company decided to levarage this brand image and help it associate it with the new brand of the spare parts. The campaing objective was modified for this purpose, additional objective was set , ie- to push the sales of the well known international brand through this campaign. Having finalised what needs to be done the next step was the creation and delivery of the message.

To be covered in the next Blog. Keep on reading.