Description of product and target market
SafePro is a self-administering alcohol and drug tester that is aimed at bridging the gap that exists with other breathalyzers currently available in the market since SafePro can detect the use of drugs other than alcohol that drivers have used before driving. SafePro will test for alcohol levels and other drugs by checking the facial features of drivers allowing them to drive if their BAC is below 0.02g/dl. Higher BAC levels detected will lead to the car engine refusing to start, and the car cannot be moved. SafePro also has a high-resolution camera which the driver is continually looking into and the eyes captured. Drivers’ faces and the characteristics of their eyes will be recorded in a central database. Since many drugs affect the user’s eyes, the camera will detect over dilation of the pupil, abnormal reddening or whitening of the eye where such abnormalities will lead to the installed SafePro device beeping to warn drivers of detection thus requiring them to drive to the nearest company checkpoint or police station for a checkup.
The target market for the SafePro is private and public companies that have fleets of cars for personnel as well as cargo transport. Also, the product is best suited for schools, public hospitals, and other government institutions that have a defined transport system creating the need to exercise precautionary measures to ensure road safety.
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Product promotion objective
Since SafePro is a new product in the market, the objectives of carrying out product promotion include raising awareness for the production to attract potential customers. Once the target market is adequately covered, the promotion process will aim at creating sales and encouraging repeat business ( Eastman, Smalley, & Warren, 2019) . The performance indicators for the process will include sales made and revenue collected.
Promotion activities
Social media
The process of promoting SafePro will encompass various activities. First, the company will capitalize on the use of social media platforms, mainly Instagram, Facebook, and YouTube. Posts and videos describing the product, how to contact the company for the purchase, and further inquiry will be made ( Juska, 2017). Also, customer reviews will be posted to show the customer experience for SafePro with giveaways being provided for the first one hundred viewers of the posts and videos. The choice of these activities is influenced by the minimal costs involved to implement them.
Advertising
SafePro will also be promoted through advertising, where the company will pay for ad placement in the television and promotional billboards on busy highways ( Yurdakul & Bozdağ, 2018) . The advertising slogan will be “SafePro for Safe Driving Experience” with ads showing how SafePro works and the potential impact it has on the transport sector. These activities will ensure that there is significant control over the relayed message despite incurring huge costs.
Personal selling
A personal selling approach to promoting SafePro will also be included in the promotion activities. Personal selling is adopted since it enables customization of message and interaction with potential customers where they can ask questions ( Yurdakul & Bozdağ, 2018) . Further, the method will allow for visiting of target customers. During personal selling, the sales force will demonstrate the use of SafePro and giving cups with a SafePro logo and company contact on them. In the first two months of personal selling, the company will provide free installation of the Safe Pro product in addition to a “buy five get one free” approach.
References
Eastman, J. K., Smalley, K. B., & Warren, J. C. (2019). The Impact of Cause-Related Marketing on Millennials’ Product Attitudes and Purchase Intentions. Journal of Promotion Management , 1-28. doi:10.1080/10496491.2018.1536625
Juska, J. M. (2017). Integrated Marketing Communication. doi:10.4324/9781315526812
Yurdakul, E., & Bozdağ, A. (2018). Chapter 7.1: IMC: Integrated Marketing Communication. Marketing Management in Turkey , 275-297. doi:10.1108/978-1-78714-557-320181020
