Marketing mix In order to effectively penetrate the Japanese market with hopped coffee as our product it would be criticalto identify our target audience. In the conventional sense and aspect, coffee serves as a stimulant and thus people or customers who have intense schedules of time are most likely to engage and use it for the their consumption. They mostly would include the students and the high end professionals in Japan. Thus, using the traditional means of marketing such as doing manual one to one promotional tours, visiting the locations of the working class, visiting the schools and colleges to market the hopped coffee would be beneficial.
Similarly, this could be done by putting the ads on the transport systems of the localities that we intend to reach and penetrate their markets (Zou and Cavusgil 43). Similarly, it would be beneficial to partner with the local non-profit organisation and the community as a whole. On one hand, it would serve as a corporate social responsibility of sorts, while on the other hand it would be a marketing strategy.
For instance, we could partner with sporting events and help them do the events and in turn we as a prospective company stick our banners and promotional banners at the event. Equally important, we could capitalize on the cultural tenets and principles of the Japanese people and introduce our product-of hopped coffee as part of their meals. For instance, it is common in Japan for the families to share a cup of green tea after meals, therefore we could introduce the hopped coffee to be served at point also during their meals (Jain 12).
This could be done by introducing the ingredients and spices that are used to prepare the green tea to the coffee and then sell it to them. In principle, it would be blending the coffee to the local taste so as to appeal to the larger market of the locals in Japan. It goes without saying that the products would be sold and advertised in the local languages of the students and the professionals. This is not to say that they do not understand English, but language is part of the local culture and the products would appeal more to them if it is sold and put across in local language that they can appreciate better as their own.
In terms of budgeting we would need to operate and use the least cost because of the traditional sense and perspective in the marketing approach. It is to say that we would print banners and promotional brochures in the United States of America at a relatively cheaper price then move them to Japan. Approximately, the cost of reaching one thousand people in advertisement endeavors ought not to exceed twenty US dollars.
After some time, we would buy spaces in magazines and other media outlets at the existing rates. If it is a big or an established magazine, it would be relatively expensive but the cost would be cheaper if we use or follow a smaller magazine outlet. Specifically, it would be good to do three advertisements per week which would translate to twelve advertisements per month. Money would be spent on printing the brochures for promotion and banners alike.
In order to get publicity it would be proper to give the banners to the schools and colleges. The promotion plan would motivate the target market because it would be speaking to their very core of their culture and society such as appealing to their cultural tenets. It would be motivational for them since it would be relating to their culture and way of life by extension. The actual advertisement would follow in the hypothetical manner and approach as follows. Most of the local magazines such as the school and college magazines would have these promotional words inscribed to the front page of the magazines so as to attract maximum attention.
It is imperative and critical to note and mention that since this is a relatively small business venture we would expect to run the promotional message four times in a month in the college and university magazines. A rough approximation is that they would cost $200 per month which would be $2400 annually. In order to reach the local community, it would be imperative to use the government printers and incorporate the same advertisement or the promotional message and information on the front pages.
This is so because the cost of getting spaces in the government letters and printouts is lesser than on commercial magazines. This would be in front pages and would cost $100 per year. The same promotional message would be used in the first page of the county government monthly magazine. However, for the social media, a steady stream of the message would be placed in the Facebook pages of our company. In order to drive online traffic and reach a wider pool of social media users, we would pay bloggers and online marketers to have the promotional message on their page as a way of attracting users and viewers.
This would costs relatively more such $ 400 annually but with a steady and believable rate of returns in success. 1. These two ads would be directed towards the market audience of the student community who would cherish the ambiance and relevance of the exquisite coffee in their lives. 2 3.
This would be directed to the working class so as to entice and imbibe them during their working hours. The ad would specifically interest them during their off-office hours when they are not so busy. 4 This last picture would be used to target the families where the love drawing serves as a connecting and joining factor in the line of thought. Number of advertisement Medium of advertisement Cost Number of times to be advertised annually 1 Social media, banners, college magazines, posters $400 20 2 Social media, college banner and posters, magazines $400 20 3 Government print-outs, professional journals and magazines $200 24 4 Government printouts and local newspapers, magazines $100 24 Work cited Jain, Subhash C.
Marketing planning and strategy. Cincinnati South-Western Publishing Company 1985., 1993. Zou, Shaoming, and S. Tamer Cavusgil. "The GMS: A broad conceptualization of global marketing strategy and its effect on firm performance. " Journal of Marketing 66.4 (2002): 40-56.