Strategies to create awareness of a new product
Objective 1
To help in reducing the number of infections and deaths that are caused by person to person contact by 20 % annually in India
Strategy 1
Creating adverts that encourage hand washing
Tactic 1a
Trade shows adverts that encourage hand washing and informative ads will be used by the company to encourage people to wash their hands to reduce infections and deaths cause by hand to hand infections (Todd et al, 2010).
Tactic 1 b
Billboards and signage that encourage hand washing will be placed in major roads, residential areas and shopping outlets to encourage people to buy Indiana soap or wash their hands regularly to prevent infections (Montagna & Zanot, 2008).
Strategy 2
Using the profits from the product in running health camps, sponsoring treatments of infections and sensitization
Tactic 2a
The company will use the profits to sponsor treatments of infections as part of the corporate social responsibility
Tactic 2b
The company will also run heath camps in rural areas and slums to sensitize people and treat people that are infected with contact infections (World Health Organization, 2007).
Objective 2
To help in creating public awareness on the importance of using Indiana hand washing soap among the India citizens
Strategy 1
Use of social media
Tactic 1a
The company will embrace use of Facebook as a platform for creating awareness about use of the Indiana hand washing soap because it reaches many youths
Tactic 1b
The company will also adopt use of twitter in spreading tweets about the importance of using Indiana hand washing soap
Strategy 2
Us of broadcast media
Tactic 2a
The company will use the television broadcasting medias to create awareness to the people of India on the importance of using Indiana hand washing soap to prevent infections spread by hand to hand contact
Tactic 2b
Use of radio broadcasts will also help in creating awareness since it reaches the rural parts of idia and most of the households (Fitch & Sanders, 2005).
Objective 3
To reach 80% of the Indians with the new product of Indiana hand washing soap and make it a household name.
Strategy 1
Use the government channels through the health ministry
Tactic 1a
The company will partner with the relevant government ministries such as ministry of health and environment to distribute the Indiana hand washing soap. This will be done by distributing them through the health clinics, hospitals, health centers, dispensaries and community health workshops and conferences.
Tactic 1b
Through partnership with the government, the government can make a recommendation of the Indiana hand washing soap. This will build trust among the public and make the citizens acquire them
Strategy 2
Get endorsements from a celebrity to act as an ambassador of Indiana hand washing soap
Tactic 2a
The company will partner with the Miss India 2013 to endorse and be the ambassador of the soap country wide
Tactic 2b
The company will also strive to get endorsement by one of the influential celebrity in the country help in distribution and increasing acquisition of the soap (Keel & Nataraajan, 2012).
References
Fitch, K. L., & Sanders, R. E. (2005). Handbook of language and social interaction. Mahwah, N.J: Lawrence Erlbaum Associates.
Keel, A., & Nataraajan, R. (September 01, 2012). Celebrity Endorsements and Beyond: New Avenues for Celebrity Branding. Psychology & Marketing, 29, 9, 690-703.
Montagna, M., & Zanot, F. (2008). Billboards. Bologna, Italia: Damiani editore.
Todd, E. C., Michaels, B. S., Smith, D., Greig, J. D., & Bartleson, C. A. (January 01, 2010). Outbreaks where food workers have been implicated in the spread of foodborne disease. Part 9. Washing and drying of hands to reduce microbial contamination. Journal of Food Protection, 73, 10, 1937-55.
World Health Organization. (2007). Effective media communication during public health emergencies: A WHO field guide. Geneva: World Health Organization.
