Final Project: Promotion

“Above all else, new-product development must be customer-centered. When looking for and developing new products, companies often rely too heavily on technical research in their R&D labs. But like everything else in marketing, successful new-product development begins with a thorough understanding of what consumers need and value. Customer-centered new-product development focuses on finding new ways to solve customer problems and create more customer-satisfying experiences.” (Marketing: An Introduction Armstrong/Kotler Chapter 8 pg. 253) In order to properly promote Cherry Poppers I must focus on what I’m trying to channel through my product. This message is the experience the customer is supposed to feel and to eradicate the problem the customer encounters when choosing an adequate treat whilst enjoying a fine wine. That is our main objective with Cherry Poppers: To create a unique and original experience. “Each category involves specific promotional tools used to communicate with consumers. For example, advertising includes broadcast, print, Internet, outdoor, and other forms. Sales promotion includes discounts, coupons, displays, and demonstrations. Personal selling includes sales presentations, trade shows, and incentive programs. Public relations includes press releases, sponsorships, special events, and Web pages. And direct marketing includes catalogs, telephone marketing, kiosks, the Internet, mobile, and more.” (Marketing: An Introduction Armstrong/Kotler Chapter 12 pg. 377) A plethora of promotional tools shall be used to successfully promote Cherry Poppers, the first one being radio spots to introduce it to a specific target market, rather than broadcasting to a larger audience and thus making it more difficult to truly build a fundament to stand on. It would also be a viable way to promote Cherry Poppers in special wine tasting events, book releases, and other leisure-related events that many wine indulgers might specifically attend to. This should really begin building a concurrent base of consumers.