Marketing Communication Strategy Evaluation for Pigeon

  Marketing Communication Strategy Evaluation for Pigeon Thesis Statement Pigeon's decision to diversify its product line and implement a new marketing communication strategy focused on advertising on English and regional business channels, as well as in business magazines, is a strategic move to increase brand visibility and communicate quality and reliability to its target audience. However, to enhance the effectiveness of the strategy, Pigeon should consider incorporating other elements of the promotion mix and optimizing its distribution channels. Marketing Communication Strategy Evaluation Pigeon's marketing communication strategy is aimed at introducing its new range of electrical products to a broader audience. By advertising on leading English business channels and regional channels in the southern part of the country, Pigeon is targeting both domestic and industrial consumers. Additionally, the decision to advertise in business magazines further amplifies its reach and exposure. The core message emphasizing Pigeon's reputation for quality and affordability aligns well with the brand's positioning. Leveraging established media channels and emphasizing brand recognition can help build trust and credibility among consumers. However, while the chosen communication channels are effective in creating awareness, Pigeon should also focus on engaging with its audience through digital platforms and social media to foster a more interactive relationship with customers. Elements of Promotion Mix Apart from advertising, Pigeon can benefit from utilizing other elements of the promotion mix such as sales promotions, public relations, and direct marketing. Sales promotions like discounts or special offers can incentivize customers to try the new product line. Public relations activities such as press releases or sponsorships can enhance brand reputation and generate positive publicity. Direct marketing initiatives like email campaigns or personalized communication can help target specific customer segments effectively. By incorporating these elements into its promotional strategy, Pigeon can create a more comprehensive and integrated approach to engage with customers and drive sales for its new product line. Channels of Distribution For optimal distribution of its new product line, Pigeon should consider a multi-channel distribution strategy that includes both online and offline channels. Online platforms such as e-commerce websites and the brand's own website can reach a wider audience and provide convenience for customers to make purchases from anywhere. In addition, establishing partnerships with retail stores, electrical suppliers, and wholesalers can help Pigeon expand its presence in physical retail outlets and reach customers who prefer in-store shopping experiences. By diversifying its distribution channels, Pigeon can ensure broader market coverage and accessibility for its products. In conclusion, while Pigeon's marketing communication strategy is a step in the right direction, further enhancements through a more holistic promotion mix and diversified distribution channels can maximize the brand's market penetration and customer engagement.  

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