abhishreshthaa
Abhijeet S
Promotion
Promotion is communicating information between seller and potential buyer or others in the channel to influence attitudes and behaviour.
The promotion of “Quench-It” is very important since it is a new and a unique product. So, Quintessence has thought of many ways to promote the product.
1. Print media: We shall promote “Quench-It” through the daily newspapers and also the elite class magazines.
• The Indian population from all classes read a lot of newspapers and that too in different languages. Promoting the product through newspapers will make sure that all sections of the society who speak in different languages shall be aware of it. Thus we have tied up with maximum number of newspapers to promote “Quench-It”.
• The business and elite class people are used to reading health, business and other sorts of magazines. Promoting “Quench-It” through them shall also cover such people who do not read newspapers regularly.
2. Hoardings and sign boards: The hoardings and sign boards on roads, highways and national highways are a good means to promote “Quench-It”. These will make sure that people travelling shall definitely have a look at the boards and get aware of our product. The rural India shall also come to know about the product through such hoardings. Many Indian commuters use trains to commute and the hoardings on the stations would be a good medium to promote “Quench-It”.
3. Electronic media: Since decades this type media is being used to promote tons of products. Advertisements and promotions done through the electronic media have a brilliant effect on millions of probable customers.
• Television is the most attractive form of electronic media since it enhances the effect of the product through audiovisuals. They have a splendid effect on the eyes and the ears of the probable customers. Promoting “Quench-It” through television would be a great idea since most of our Indian audiences, be of any age, are glued to their T.V. sets and this will help us make them aware about “Quench-It” since people addicted to smoking are from almost all age groups.
• Radio is another medium through which “Quench-It” shall be promoted. This shall take care of the people of the lower working class and the rural areas where people cannot afford to buy T.V. sets or make minimum use of them.
Announcements in various local languages shall help promote “Quench-It” in every nook and corner of India.
• Internet advertisements and flashings on the sites shall cover the youth of India who surf the net regularly. This would be the most efficient medium to reach to the youth population.
Anti-Smoking Campaigns
Another effective way of promoting “Quench-It” is by starting anti-smoking and quit-smoking campaigns before the launch of the product. These campaigns shall be conducted few weeks before the launch of “Quench-It” showing the ill-effects of smoking and the consequences that one has to face after smoking regularly for years.
This will firstly make the target audience and others aware of the fate of smoking and then it shall make them curious to know what is the campaign all about and why has it been conducted. And then the regular advertising and promotion of “Quench-It” will definitely boost the sales.
Tie-ups
Tying up with NGOs and other organisations that oppose smoking shall be another effective facet of the promotions. These NGOs will prove to be useful since they regularly conduct anti-smoking programs and they will promote our product during their programs.
Brand Ambassador
Quintessence is proud to have acquired Mr. Shahrukh Khan as the brand ambassador for the promotion and advertising of “Quench-It”. Shahrukh Khan himself being a smoker is the perfect celebrity to promote “Quench-It”. His star status and fan following is huge and hence many people do what he does.
Promoting “Quench-It” with the help of such a brand ambassador will ensure that the probable consumers shall definitely pay heed to the promotions and will definitely try the product once they see SRK using it. Shahrukh Khan has agreed to work for free for Quintessence since the cause of the product is a noble and social one and he too knows and is aware of the ill-effects of smoking.
Hence he is more than willing to promote the product without any fees. He shall work for almost all promotional material and advertisements and also take part in rallies and campaigns too.
Sales Promotion
On the weekend of the launch of “Quench-It” free samples shall be distributed and be provided to the smokers who shall visit the malls and departmental stores. Their verdict shall be taken into consideration too. This strategy shall help since the consumers can even try “Quench-It” for free on that particular weekend.
“Quench-It” shall also be provided for free to those who buy cigarettes at the pan beedi shops of Mumbai
Promotion is communicating information between seller and potential buyer or others in the channel to influence attitudes and behaviour.
The promotion of “Quench-It” is very important since it is a new and a unique product. So, Quintessence has thought of many ways to promote the product.
1. Print media: We shall promote “Quench-It” through the daily newspapers and also the elite class magazines.
• The Indian population from all classes read a lot of newspapers and that too in different languages. Promoting the product through newspapers will make sure that all sections of the society who speak in different languages shall be aware of it. Thus we have tied up with maximum number of newspapers to promote “Quench-It”.
• The business and elite class people are used to reading health, business and other sorts of magazines. Promoting “Quench-It” through them shall also cover such people who do not read newspapers regularly.
2. Hoardings and sign boards: The hoardings and sign boards on roads, highways and national highways are a good means to promote “Quench-It”. These will make sure that people travelling shall definitely have a look at the boards and get aware of our product. The rural India shall also come to know about the product through such hoardings. Many Indian commuters use trains to commute and the hoardings on the stations would be a good medium to promote “Quench-It”.
3. Electronic media: Since decades this type media is being used to promote tons of products. Advertisements and promotions done through the electronic media have a brilliant effect on millions of probable customers.
• Television is the most attractive form of electronic media since it enhances the effect of the product through audiovisuals. They have a splendid effect on the eyes and the ears of the probable customers. Promoting “Quench-It” through television would be a great idea since most of our Indian audiences, be of any age, are glued to their T.V. sets and this will help us make them aware about “Quench-It” since people addicted to smoking are from almost all age groups.
• Radio is another medium through which “Quench-It” shall be promoted. This shall take care of the people of the lower working class and the rural areas where people cannot afford to buy T.V. sets or make minimum use of them.
Announcements in various local languages shall help promote “Quench-It” in every nook and corner of India.
• Internet advertisements and flashings on the sites shall cover the youth of India who surf the net regularly. This would be the most efficient medium to reach to the youth population.
Anti-Smoking Campaigns
Another effective way of promoting “Quench-It” is by starting anti-smoking and quit-smoking campaigns before the launch of the product. These campaigns shall be conducted few weeks before the launch of “Quench-It” showing the ill-effects of smoking and the consequences that one has to face after smoking regularly for years.
This will firstly make the target audience and others aware of the fate of smoking and then it shall make them curious to know what is the campaign all about and why has it been conducted. And then the regular advertising and promotion of “Quench-It” will definitely boost the sales.
Tie-ups
Tying up with NGOs and other organisations that oppose smoking shall be another effective facet of the promotions. These NGOs will prove to be useful since they regularly conduct anti-smoking programs and they will promote our product during their programs.
Brand Ambassador
Quintessence is proud to have acquired Mr. Shahrukh Khan as the brand ambassador for the promotion and advertising of “Quench-It”. Shahrukh Khan himself being a smoker is the perfect celebrity to promote “Quench-It”. His star status and fan following is huge and hence many people do what he does.
Promoting “Quench-It” with the help of such a brand ambassador will ensure that the probable consumers shall definitely pay heed to the promotions and will definitely try the product once they see SRK using it. Shahrukh Khan has agreed to work for free for Quintessence since the cause of the product is a noble and social one and he too knows and is aware of the ill-effects of smoking.
Hence he is more than willing to promote the product without any fees. He shall work for almost all promotional material and advertisements and also take part in rallies and campaigns too.
Sales Promotion
On the weekend of the launch of “Quench-It” free samples shall be distributed and be provided to the smokers who shall visit the malls and departmental stores. Their verdict shall be taken into consideration too. This strategy shall help since the consumers can even try “Quench-It” for free on that particular weekend.
“Quench-It” shall also be provided for free to those who buy cigarettes at the pan beedi shops of Mumbai