Marketing a new Product
... LaRocco nutritional benefits. Through surveys, isolation of sociocultural characteristics targeted and helped determine the culture, subculture, social class and demographics influencing potential customers. The discovery of brand loyalty was set aside by the willingness to try a low-fat pizza. The survey results targeted primarily upscale older teens and adult women ages 18-45 as well as individuals concerned with nutrition. Verbal strategy to increase product awareness, as a television commercial, would target the older teen audience as well as adult women. Someone such as Oprah would endorse the product well-she portrays high levels of credibility, and is a source of attractiveness and power. This targeted market responds well to this particular strategy as she is a seen as a well trusted and liked individual who eventually will be associated with the name A.C. LaRocco pizza. Acknowledging that, in general, the United States is (somewhat) superficial, one strategy containing sex appeal (not all audiences appreciate this of course) will target this particular customer. In selecting an incredibility attractive model, the point-of purchase for this ad will lure and entice individuals into buying the “lite” and healthy product in hopes that one day they too can look and attract a man/woman like these. Charts comparing A.C. LaRocco pizza to other brands in taste and price is crucial and can be added at the bottom of any ad or advertisement. Mixing media with consistent messages to capture the market, announcements can be made making consumers aware of the product. Coupons and product demonstrations, and even A Walk for Diabetes where T-shirts can be distributed thus promoting A.C. LaRocco even more so. Advertising as the first low-calorie frozen pizza forces any other competitor into a “me too” position. All ads will have simple messages that are recalled and recognized through repetition. Appealing to the emotional and rational facets of consumers will persuade them to act accordingly. Billboards and in print advertisements consisting of the company motto, the brand logo as well as pictures of the product, the company spokesperson (Oprah), and/or customers are displayed. Television and radio ads, including the testimonies of satisfied customers encourage trial and brand awareness. Centering a kiosk in a well visited local handing sample to prospective customers is the best means of trying merchandise without obligation or trial and error. These extra incentives are needed in the implementation of the sales promotion. In increasing the value of A.C. LaRocco pizza (product sampling or toll-free numbers) while decreasing its cost (coupons, rebates) the company generates a specific, measurable action/response. Toll free numbers are a fantastic direct-marketing approach if any issues, complaints, comments or questions should arise. This gives comfort and assurance that the pizza will be “backed up” for the quality it is portraying. Along the lines of a con...