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Pilgrim

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Submitted By shr58
Words 365
Pages 2
Valg af målgruppe:

Kvinder i alderen 20-40 da smykkerne henvender sig til både unge og ældre. Kvinder i alderen 20-40 har følgende medievaner i Kina:
”Storskærms reklame” i stormagasiner og varehuse. Tv - reklamer kan også anvendes, da magasiner/medier er statsovervåget, (ikke særlig mange til rådighed).

Fastlæggelse af formål og mål:

Formål:
Budskabet Pilgrim skal ud med, er vedligeholdelse, idet de skal fastholde kendskabsniveauet i Kina, og forbedre kendskabet så de bliver mere populære blandt målgruppen. Da vi har med smykker at gøre, er det vigtigt at kunderne kan erindre om mærket, i det de skal kunne se smykket og vide at der er tale om Pilgrim.

Mål:
For at finde Pilgrims mål vil vi bruge AIDA-modellen:

Attention: Reklamebillede, medie som TV-reklamer og billboards.

Interest: Budskab/Indhold. Personlige smykker da der er forskellige stjernetegn

Desire: Kunden kan sætte sig selv ind i situationen som at de bliver mere speciele da det er personlige smykker.

Action: Produktets navn. Alle smykkerne kan ses på deres hjemmeside og Pilgrim findes i stormagasiner hvor mange befinder sig.

Vi har valgt at Pilgrim skal fokusere i den
Affektive Fase:
Da kunderne kender det, bliver PILGRIM nødt til at overbevise kunderne om at deres produkt har mere kvalitet end konkurrenternes.

Opstilling af platform:

• Beskrivelse af målgruppen: Da vi har valgt kvinder i en bred målgruppe, vi vil mest henvende os til de mere mode- og karrierebevidste kvinder der gerne vil skille sig ud med noget unikt og personligt.
• Beskrivelse af konkurrencesituationen: Pilgrim er et forholdsvist kendt og unikt produkt og de er svære at konkurrere med da mange kender Pilgrim. De har også en stærk side da de sælger deres produkter i stormagasiner hvor mange kvinder befinder sig.
• Beskrivelse af vores indsats: Pilgrim er ikke meget dyrt men dog er det et produkt som viser status og ikke alle og enhver har råd til Pilgrim.
• USP: Det er vigtigt, at der er argumenter i reklamen, der får kvinderne til at føle sig specielle. Dette kan man gøre ved at fortælle gennem reklamen (billederne), at smykket er specielt for dem, da det er vedhæng med stjerne tegn, og ydermere kan Pilgrim også producere smykkerne i de kinesiske stjernetegn.

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