MARK 4: Launching DRCongo eStore with Integrated Marketing Comm.

This document presents an integrated marketing communication plan for the launch of DRCongo eStore, focusing on communicating the unique selling propositions and benefits to the target market. It includes a background research and analysis covering opportunities, insights, and sector information, followed by trends contributing to growth and a SWOT analysis. The plan outlines competitors, market communication objectives with specific goals like introducing the product, stimulating demand, attracting new customers, inducing existing customers to buy more, facing competition, and creating a business image. S.M.A.R.T goals are defined, target customers are identified, and segmentation tools are applied for audience segmentation, detailing consumer profiles and addressing potential objections. The communication channels identified are blogs, print media and billboards.

Running head: integrated marketing
Integrated marketing communication
Student
Institution
Date

Integrated marketing
Executive summary
The aim of writing this document is to give a report on promotion of an online shopping store.
Worth remembrance is the fact that an online store is a virtual store. Therefore besides setting
resources aside to establish there need to be a comprehensively well-defined promotion plan,
otherwise the business will end up losing all its money since no potential buyer will know of the
existence of the business.

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Table of Contents
Executive summary.....................................................................................................................................2
Introduction.................................................................................................................................................4
1. Back ground research and analysis......................................................................................................4
a. Opportunity.....................................................................................................................................4
b. Insights about the problem.............................................................................................................4
c. Information about the sector..........................................................................................................4
2. Trend that will contribute to growth...................................................................................................5
3. SWOT analysis.....................................................................................................................................5
4. Outlining competitors..........................................................................................................................6
5. Market communication objective........................................................................................................6
a. Goals to achieve..............................................................................................................................6
b. Introducing the product and stimulating demand...........................................................................6
c. Persuading and attracting new customers.......................................................................................6
d. Inducing existing customers to buy more........................................................................................7
e. Facing competition..........................................................................................................................7
f. Creating business image......................................................................................................................7
6. S.M.A.R.T goals....................................................................................................................................7
7. Target customers.................................................................................................................................8
8. Segmentation tool application for target audience segmentation......................................................8
9. Consumer profile.................................................................................................................................9
10. Audience objections......................................................................................................................10
Conclusion.................................................................................................................................................11
Reference..................................................................................................................................................12

Integrated marketing
Introduction
The purpose of writing this document is to deliver a report on promotion of DRCongo eStore
launch. The main objective in question is to communicate unique selling propositions to market
the DRCongo eStore and its benefits without the expectations of changing other marketing
aspects like the prices of the commodity, the product line, packaging and branding.
1. Back ground research and analysis
a. Opportunity
On my research, it came to my knowledge that it is not easy for somebody to by an electronic
device in our local area with the likes of laptops and desktops computers, solar panels, digital
watches, phones, electric guitars, power cables and music keyboard.
b. Insights about the problem
The difficulties associated with buying of these electronic devices are caused by; complete lack
of a supplier and when trusted suppliers where few are available. Also, for one to buy of these
products, he has to travel for long distance to the nearby town where the dealers are located.
There is also a general lack of knowledge of existence and use of these products despite the
high growth rate of the technology. The culture and traditions of the people of this area also
bars the exploration of the new and trend in market product. Transport of this area raise an
issue of concern also as far as accessing the market is concerned (Andrews, Shimp, 2017).
Finally the absence of electric power in this region is also a factor of interest.
c. Information about the sector
DRCongo eStore is an online shopping business; the customers are expected to make their
orders on the commodities they anticipate to buy with well-defined specification of the

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product. Customers will only be able to make orders on products available on website; from
here it will be our responsibility to follow up on the location of the customer and the deadline
delivery given. After the order has been approved the customer will be expected to pay for the
product on order and it will be our responsible to deliver it at any convenient place where the
charge on delivery fee will be implemented in consideration of the distance scale and transport
network of that particular area; the shorter the distance the lower the charge and the poor the
transport means is, the higher the transport charge (Belch, Belch, Kerr, Powell, 2014).
2. Trend that will contribute to growth
The unstoppable fast growing rates of the use of internet will easy our penetration to the
market. The definite need of electric power in areas without electricity will create a market for
our product solar panels, and this will further create the market for the other appliances.
Some people want to shop at areas of their convenience, a situation that is rare to fulfill,
therefore delivering goods at customers door step will help us to boom.
3. SWOT analysis
The high rate of technology growth in the sector of information gives us an assured strength of
taking over the market. Nevertheless we expect a beat from lack of trust at the very first days of
our operations from our customer. It is also expected to hard for us to trace the location of our
customer’s for us to the delivery. Most of remote areas have not been installed with electricity;
this creates an opportunity for us to sell as many solar panels to cater for the need of power.
The phone selling business will do well because however the situation or place there must be

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communication. We have one threat to fear of; the invasion of electricity installation thus killing
the demand of the solar panels.
4. Outlining competitors
Quality first; we will only be dealing with products whose quality is assured. In this conjunction,
we will deal with goods whose cost is consumer friendly depending on any one spending ability.
We will also be very keen on making sure that goods ordered are delivered on time scope.
5. Market communication objective
a. Goals to achieve
In our market promotion strategy, we are aiming at introducing our products to the potential
customers and the process or steps that should be followed to buy these products. The
following are the goals we are aiming to achieve
b. Introducing the product and stimulating demand
Among our main aim is to introduce DRCongo eStore into the market. We will major in creating
awareness of existence and our eStore and outstanding services offered that cannot be found
in our competitors in the market. We will use the following in this promotion; advertisement
and public relation
c. Persuading and attracting new customers
In this subject we are committed to winning customers who are new and who used to shop
from other stores , this will help us increase the number of sales that will have a reflection on
the amount of profit earned.

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d. Inducing existing customers to buy more
Our communication objective have included inducing customers buying form our store to buy
more. In this case we after the customer places an order we communicate to him on existence
of other compliment goods available in the store their quality and necessity. Most rational
customers do not bypass this; they end up making an order. For instance a person who makes
an order on a solar panel and informed of the cables selling they end up making an order thus
increasing the amount of sales from existing customers.
e. Facing competition
Regular reminding people of existence of our product in the market will help us maintain our
popularity in the market thus cubing competition from the upcoming firms and the existing
competitors.
f. Creating business image
Continued market communication will help us creating our image to the people, on reaching
many ears the popularity of our business will raise.
6. S.M.A.R.T goals
We will avail our products in the show rooms for our potential to have a view o what we are
dealing with. On the other side we will make a three minutes video to demonstrate how you
register to our online site and make an order. We are also working hard to make sure that
goods ordered are delivered in less than two working days (Schultz, Kim, Kang K. (2014). To
make sure that this is achieved we will be using the existing transport rout to the area because
those involved have a better knowledge of the place.

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7. Target customers
We are targeting to cut across all generations regardless of their age, race, gender and political
stands because we are dealing with universal products. We are expecting more of our
customers to be comprised of musicians and music lovers because we are dealing with music
instrument and music format supporting storage device (Tomar, 2015). We are also expecting a
number of customers from areas not supplied with the electric power.
Our main customers target audiences are the people living deep in the rural area where the
transport to the town to shop in the malls will have a significantly high count on cost of the
product to be bought. Also there is a group of people that we are targeting the people with
limited ability of movement due to disability. Another very important group is the people
working in the offices or their own business and busy in the most of time and miss time to shop.
8. Segmentation tool application for target audience segmentation
Our first main target I the people living in rural areas supplied and those not supplied with the
electricity. There will be a ready market for our products in the areas fitted with electricity. For
the areas that do not have power supply, we will target on first making sales of solar panels and
other devices will come in later (Šerić, Saura, & Molina, 2014).
A person living with disability is another group that we target also. This is because they have
limited ability of movement and therefore it’s hard for them to get into the shopping malls to
buy the items they need.
We are also targeting the youth and the young generation in general. The youth have a quick
understanding to what is revolving the digital market. They learn with ease the use of the new

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invented devices. Therefore they will learn faster on how to scroll through the web and make
the order for the items online. Having catch attention of the youth will help us get to the older
generation through these youths who will explain to them on how the technology is working
(Kitchen, Burgmann, 2015).
We are also targeting the group of people that is generally referred to as wealthy and therefore
feel inconvenience to get into shopping places to buy what they need.
The other category of target is the existing businesses. The procurement officers will have an
easy time to work with us as we will be delivering the goods ordered to the organization. It is
necessary to understand that it is a rarely happening for the procurement officers of various
organizations to go to shopping malls and therefore with this online shopping platform it will
work better for them (Bell McManus, & Rouse, 2016).
9. Consumer profile
The aim of promoting DRCongo eStore is to introduce it to the market of our potential buyers,
create a business name and create awareness of the product we are dealing with. The main
target of our product communication is the youth, musicians, individual businesses
procurement and supply officers and the people living deep in the rural area. Our main
communication channels will be through blogs in the internet and print media like the news
papers, magazines and billboards across the country (Lusch, Vargo, 2014).

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We have a great interest on reaching youth because they have the necessary exposure to the
world of technology, therefore they will be able to make use of the technology available in the
sector of information in complying with our business needs. The youths also are a market of
interest in our industry because it is the most demanding category of population with the desire
to spend. On a further note our product line supporting the different formats of audio storage
favors the youths as it is viewed as the main market for music and thus it will create a good
market for us.
There are area of the world where transport and electric infrastructure, we are targeting this
group in that they have poor access to the towns where business booms. We will take this
opportunity to deliver the goods of their interest at their door steps. This will be a big market
source. The absence of electricity power will create hype for the need of solar panels to
supplement the power supply. This will create a further market on our cables and devices like
phones because the power needed to operate these devices will be now available (Luxton,
Reid, Mavondo, 2015).
Other businesses will also create a good market for us also in that they will need computers to
keep records and access internet for research, the use of phones is further assured due to the
need for communication. We realized that it will be easy for us to work with other businesses
when we deliver goods at their businesses.
10. Audience objections
We have high expectations of failure of our target customers not to respond to our effort of
marketing mainly because of our form of operation. For you to make an order there are several

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vital requirements that an individual will need to assemble. The potential customer will need to
have access to a computer or a smart phone and an internet service because orders are placed
online (Blakeman, 2018). These devices are electric power dependent for them to function, in
case of a willing and able customer with limited access of one of the above then this imply that
there are high chances of failing to respond to our product promotion however good the deal
is.
Our products are paid for on order, this creates poor response in the market because the new
possible customers have the tendency to question the trustworthy of the company in question.
They don’t have the assurance of product delivery once ordered and paid for.
Knowledge power is a cofactor to initiate and do something. When this knowledge is not
available to the potential buyer; that is the customer do not have the knowledge of navigating
through the web. Therefore however interested the person will be, it will be impossible for him
to give a positive response (Bell McManus, & Rouse, 2016).
Conclusion
To sum up this course has helped me to identify and learn on different types of product
promotion and the measure for their effectiveness. It has also equipped me with knowledge of
identifying business opportunity and reason why a willing and able customer may not turn up
to an effective advertisement.

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Reference
Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. (2014). Advertising: An integrated marketing
communication perspective. McGraw-Hill Education.
Bell McManus, L. M., & Rouse, C. (2016). An Integrated Marketing Communication Approach to
Event Planning.
Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Kitchen, P. J., & Burgmann, I. (2015). Integrated marketing communication: making it work at a
strategic level. Journal of Business Strategy, 36(4), 34-39.
Lusch, R. F., & Vargo, S. L. (2014). The service-dominant logic of marketing: Dialog, debate, and
directions. Routledge.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and
brand performance. Journal of Advertising, 44(1), 37-46.
Schultz, D. E., Kim, I., & Kang, K. (2014). Integrated Marketing Communication Research: Its
Limited Past and Huge Potential. The handbook of international advertising research,
455-483.
Šerić, M., Gil-Saura, I., & Ruiz-Molina, M. E. (2014). How can integrated marketing
communications and advanced technology influence the creation of customer-based
brand equity? Evidence from the hospitality industry. International Journal of
Hospitality Management, 39, 144-156.