NOTE: Free essay sample provided on this page should be used for references or sample purposes only. The sample essay is available to anyone, so any direct quoting without mentioning the source will be considered plagiarism by schools, colleges and universities that use plagiarism detection software. To get a completely brand-new, plagiarism-free essay, please use our essay writing service.
One click instant price quote
... buying double photographs would be eliminated. The product to be re marketed is the Polaroid OneStep. This product offers benefits both tangible and intangible benefits. Also, this is an old product in an old market that is going to appeal to a different segment of the market. The place for the product would be found in retail stores and on the Internet.
For instance, the product will be on the shelves of mass merchandise retailers such as Wal-Mart and K-mart along with department stores such as Ames. In addition, catalog showroom stores like Service Merchandise will carry the product. The channel of distribution in the case would start at the manufacturer, to the wholesaler next and then to the retailers. Currently, the OneStep is not offered in all these retailers. A grand majority of consumers will first look to these locations when first purchasing a camera. Finally, the place that will make the difference in hitting the target market will be in toy stores and departments.
This will be effective in selling the OneStep to children because they will see it sitting next to all of their favorite toys. Stores such as Toys R' Us will carry the children's version of the OneStep. First, the hot pink Polaroid Barbie Camera will be offered to girls. Most Barbie products are very attractive to this age group. Also, the camera version for young boys would be offered with a popular Professional Wresting logo or term on. This would definitely be successful with the current explosion in that form of entertainment.
Obviously, selling the product in retail toy stores would definitely increase sales. In addition, the Internet is a growing and powerful for tool for purchasing by the consumer. Polaroid through the Internet could offer the camera. Following that, a consumer could customize the product with the available options.
For example, they could buy an OneStep with Hulk Hogan logo, "Hollywood", with New World Order carrying case. In conclusion, the mass merchandising, catalog showroom, and specialty stores along with toy stores and the Internet would make the Polaroid OneStep extremely visible to any customer who is looking for a camera. The price of the product, $ 39. 99 for the Polaroid OneStep, would remain the same in retail stores. This is extremely affordable to everybody in the market that is looking to purchase a camera of any kind. The price of the film is $ 8. 99 for ten exposures and $ 17. 99 for twenty exposures. This is remarkably competitive with the cost of buying a disposable camera, which are currently very popular.
A disposable Kodak camera costs about $ 14. The cost of developing standard 4 by 6 prints is $ 7. Another reason why the OneStep is better than disposable are the intangible benefits, such as the satisfaction of knowing whether the picture turned out. The one time fee of $ 39. 99 for push button quality photographs is a steal. When comparing the cost of a disposable camera, which millions of people worldwide use every year, to the cost of the OneStep's film and battery, the OneStep is the obvious choice for consumers. The cost of a camera over the Internet would be cheaper because both the wholesaler and retailer are eliminated.
Buying directly from the manufacturer would allow the consumer more buy more accessories with the camera because of the savings. For example, they could order two sets of twenty exposures for half the price because they would have more money to spend. Buying the OneStep direct would pass the savings on to the customer and would be appealing to the potential buyer. The promotion of the product is the most important ingredient of the marketing mix. Polaroid should implement a pull strategy. The ability to communicate with the consumers and potential buyers will determine the success of remarketing the Polaroid OneStep.
Providing the information about the handiness and simplicity of the OneStep Express would be the central theme in promotion. Ultimately, television would be the most effective in delivering this theme to the consumer. For example, in order to market the camera to children, the advertisements should be aired Saturday mornings and in the afternoon after school. Channels that would provide this would be Fox, USA, and Nickelodeon. A commercial that would be aired on these television networks during the time period starting at 2: 30 P. M.
and ending at 5: 30 P. M. , would be highly visible to children. A more fitting time for young adults would be during prime time in the week. A possible network for targeting young adults would be the Warner Brothers Network.
The WB Network almost exclusively targets teenagers with their television programming. Magazines would be another great means of reaching out to the target. Popular magazines for teenagers and older children such as Teen, Seventeen, and Sports Illustrated for Kids would be effective in hitting the market segment. Specific promotional advertisements would be used in generating sales for the OneStep. Commercials during Professional Wrestling could show popular Wrestlers using the OneStep to promote the product. The wrestlers could be taking pictures of the high flying moves they are doing to one and other and enjoying them seconds later.
Polaroid could use popular hip-hop artist such as Big Dog Punisher and modify one of his songs for the theme, "I ain't a photographer I just push a lot. " In other words, "the push", is the push of a button for an instant picture. In addition, Polaroid could also offer a mail in rebate of five to ten dollars with purchase of the OneStep. Obviously, the main promotional goal is to get the consumer to purchase the camera. Once this is taken care of, the price of film and accessories will generate a large portion of the OneStep's profits. The Polaroid OneStep could be a potential gold mine for Polaroid Corporation. The Business Edition model introduced in the 1970 's is proof of that.
Targeting teenagers and children would be a strategic marketing idea. The idea of instant results with this camera along with the ease of its usage would be very tempting for their lifestyle. Also, the price as well as packaging of the camera is attractive to the target market. The availability through various media sources would guarantee maximum exposure to the potential consumers. In conclusion, remarketing to teenagers and children would boost the Polaroid OneStep Express to reach its full market potential. Bibliography:
Free research essays on topics related to: young adults, camera, 30 p m, target market, retail stores
Research essay sample on 30 P M Young Adults
