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1. INTRODUCTION & BRIFE REVIEW OF MARKETING PLAN Marketing planning is a detailed scheme of the marketing strategies and activities associated with each products marketing mix (Tagg.T, 2003, p.53). Marketing plan is simply a logical sequence of activities leading to setting of marketing objectives and the formulation of plans for achieving them. In todays world, organizations are operating in a complex and dynamic environment. To meet the continuously changing needs of their consumers, they are expected to deliver new and high quality products and services in an increasingly speed and flexible way. As such all the businesses heavily contributes to effectively market their service or product. An effective marketing plan will result in a lucrative outcome whereby reducing the friction and operational difficulties among the business. Currently businesses are very competitive, as a result every business should have to plan, to survive in this dynamic environment. The marketing plan is a layout for an individual product or for the entire company and all its products. In either case, the plan specifies the marketing goals and objectives to be achieved over a specific time period and then lay out the various strategies to be followed in achieving them. It will also delineate the responsibilities for carrying out the plan. The strategies will involve the proposed development of the products, the definition of the target markets, and the types of media and sales promotions to be used. 1.1 Over view of the product/service DigiTech is a newly established company in Sri Lanka. The business is mainly focusing to the exclusively office product as well as our target audience are lower to high class office users i.e. Xerox brand products. This is worlds first innovators of copiers. Therefore, the business introduces high quality products and builds the brand image. The

442, Galle Road, Kollupitiya Colombo - 3 Tel: 011 2854 854 Fax: 011 2854 855 company's strategic focus is on three primary markets which are high-end production and commercial print environments, networked offices from small to large and value-added services. Today, Xerox is one of the worlds leaders in the copier market along with Sharp, Konica Minolta, Toshiba and InfoTech. Recently, copier machines provide more than just copy. Two unifying themes cross all areas and play to DigiTech's core strengths, colour, and solutions that tailor through Xerox devices to solve the customer problems. This brand, deals with office products like, colour and black-and-white printing and publishing systems, digital presses and basic multifunction systems, laser and solid ink network printers, copiers, and fax machines. DigiTech is a pioneer in designing and building "waste-free" products. In a world of finite resources, Xerox uses materials and energy efficiently to minimize waste and emissions. Each year, Xerox saves several hundred million dollars through product remanufacturing and parts reuse processes, diverting well over 100 million pounds of waste from landfills. All Xerox-designed copiers, printers and multifunction systems are developed to be remanufactured at the end of their initial life cycles. Each new generation of Xerox products offers increasing functionality while conserving energy and materials and requiring fewer hazardous substances throughout the product life cycle. Hundreds of Xerox products have met the environmental performance requirements of the world's most widely recognized certifications - including Canada's Environmental Choice EcoLogo and the international ENERGY STAR. However, good marketing is more than promotional hype and promises, which means consistently building strong relationship with customers based on real value. Currently the company is very much focusing to get the attention of its customers.

442, Galle Road, Kollupitiya Colombo - 3 Tel: 011 2854 854 Fax: 011 2854 855 1.2 Marketing and Promotion Objectives A marketing plan must be created to meet clear objectives. Objectives guide marketing actions and are used to measure how well a plan is working. These can be related to market share, sales, and goals, reaching the target audience and creating awareness in the marketplace. The objectives communicate what marketers want to achieve. Most organizations must devise effective marketing objectives before plunging into a business arena. Experts suggest that setting marketing objectives can serve a reality check for organizations. But, it is also important to have the necessary resources to meet the marketing objectives. The resources include availability of proper product, price, place, and promotion plan.

The main objective of all marketing activities done for DigiTech is to increase awareness of this revolutionary product within its target market. The Company hopes to build a loyal base of customers through advertising and promotions which would be essential as future products are expected to be launched which also includes enlarging the market, increase the market share, to increase profitability and growth, maximize cash flow and establish the market position.

Promotional mix refers to the combination of marketing communication which is brought to bear on the promotion of a product. It is generally accepted that there are four aspects to this- advertising, sales promotion, personal selling and public relation. In this business DigiTech used all four aspects of communication. Following are the main promotional object which is important for this business.

442, Galle Road, Kollupitiya Colombo - 3 Tel: 011 2854 854 Fax: 011 2854 855 Increase awareness and acceptance to 65% - 75% Establish Xerox as a premium quality brand unmatched in quality Position the product offered by DigiTech based on product attribute and quality Communicate the attribute of style Increase awareness and induce trail for the entire range of office product. Improve corporate relations with special interest groups so that future possible products will be well received Create a purchasing behaviour over 25 % of the target market Increase customer loyalty and generate a good publicity

1.3 Marketing Mix Decisions

Marketing-mix decisions are the combination of 4Ps which includes product, price, promotion and place. However, campaign focuses only on product, price and places of marketing-mix. Afterwards we will high light on promotion in brief. 1.3.1 Product decision DigiTech focuses on high quality office product range to meet exclusive market. Therefore due to this they are going to establish a new brand of office product into the Sri Lankan market i.e. Xerox. Xerox office products focus is on high-end production and commercial print environments, networked offices from small to large and value-added services. Xerox offers a comprehensive suite office product ranges from high class to lower class, in a wider collection which is fast, easy-to use and eco-friendly products. All the products are unrivalled quality, feature packed and simply by design. Here are some office products that DigiTech deals with:

442, Galle Road, Kollupitiya Colombo - 3 Tel: 011 2854 854 Fax: 011 2854 855 Xerox office printers - Colour, black & white high quality digital prints and wide format printers - With only 1/3 the ports of comparable colour lasers, printers are more reliable and easier to use - Fast, cost effective, monochrome production printers for transaction printers & publishing environment

Xerox office copiers - Colour high quality digital copiers and wide format copies - High speed, high demand copiers for cost effect digital print productivity & image quality - Productive monochrome, high light colour & publishing with unmatched flexibility & reliability for all digital print applications

Xerox scanners - Scanners integrate hard copies electronically with speed and high image quality into workflows in production and office environments. - Speedy and accuracy for the office

Xerox PC scanning models

442, Galle Road, Kollupitiya Colombo - 3 Tel: 011 2854 854 Fax: 011 2854 855 - Xerox LCD displays are ideal for corporate environments where desktop space is at a premium and power cost savings are appreciated - Multimedia designers and planners that need professionally finished, high quality image and document output. - Professional office applications demanding exacting detail to stylish home environments. Xerox Office Multifunction/Fax machine - Fax, internet fax, print, copy, scan, email services - Best for small to large, high volume fax jobs

1.3.2 Price Price is the amount of money and/or other items with utility needed to acquire a product (Michael, Bruce & William, 2001, p.324). Price is one of the clearest signals a customer has of the value of the offer that a company is making. DigiTech always look forward to provide products with most affordable price in its high quality. Too high a price does not generate sales but too low a price does not generate enough revenue.

DigiTech considers various factors while determining the price. Likewise, they consider the retail pricing, price flexibility and so on. The price is consistent with the perception of the product and the communication strategies in the sense, prestigious advertising, promotions and public relation campaigns which is to be 6

442, Galle Road, Kollupitiya Colombo - 3 Tel: 011 2854 854 Fax: 011 2854 855 carried. It is of comparatively high price to ensure that it maintains the exceptional unmatched quality.

The company will always work back, through the chain of distribution to manufacture, analyzing the costs incurred at each stage and building up a total cost for product. When all the cost has been considered the actual revenue received for this product, they will be checked to see if it is variable or otherwise. The Companys marketing objective is to cover the cost on next five years.

1.3.3 Distribution The distribution strategy involves selecting major dominating and large volume of tasks doing offices or organizations through out Colombo. To be effective for this business, the distribution plan is developed from the objectives and strategies contained within the marketing plan. The business is tailored to suit our products, the market segment targeted, and the performance criteria are standard set.

DigiTech also has a main showroom which is located in the centre of Colombo. In this showroom there will be sales representatives in order to give more information and guidelines about the product. The company is planning to expand the distributional channels to different geographical areas in Sri Lanka. And also has straight forward decision to distribute the products using own sales force as well as gaining customers satisfaction. They believe time is an essential factor to gain the maximum market share and customer satisfaction so the main aim is to distribute the product on time.

2. CREATIVE PLAN

442, Galle Road, Kollupitiya Colombo - 3 Tel: 011 2854 854 Fax: 011 2854 855 The main objective of DigiTech is to create a favourable business image to position and enhance the product and quality in the market and in the minds of its target customers. The creative plan includes the key benefit statement, support claims and creative strategy with advertisements which will be further described in depth in the following. 2.1 Key benefit statement In order to have a successful advertising campaign there should be a strong idea, as it will be the central message that will be communicated in a way that will engage the audiences interest and attention for the product in all of its advertising and promotional activities. A key benefit statement should be the strongest remarkable statement about your product and thus each time when the consumer comes into contact with the product, he should be able to recognize and feel that its the product that he should be buying which will give a benefit to him. As such the most suitable key benefit statement for this can be With Xerox, its real. 2.2 Support claims Benefit statements must satisfy the same criteria as the positioning statement itself and reinforce the importance, uniqueness and believability of the positioning statement. It gives reasons to believe the key benefit statement. The probable support claim comments for Xerox are as follow. Xerox it makes business sense Xerox pretty impressive Xerox cut costs and do great work Xerox theres a new way to look at it

2.3 Creative Strategy & Description of Advertisement

442, Galle Road, Kollupitiya Colombo - 3 Tel: 011 2854 854 Fax: 011 2854 855

Advertising creativity is the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems. To be appropriate and effective, a creative idea must be relevant to the target audience (Belch & Belch, 2001, p.249). To have a creative strategy is of vital importance to every business as it helps to over come some of the problems involved with mass communication. As such determining a central theme, image, tone, style and an effective appeal in the advertising campaign is imperative. .Advertising is defined as any paid form of non-personal communication about an organization, product, service or an idea by an identified sponsor. It is the best known and most widely discussed form of promotion, probably because of its pervasiveness.... (Belch & Belch, 2001, p 15) DigiTech will advertise its products through Billboards, newspapers, sales promotions, magazines, posters, leaflets, banners, brochures, internet, personal selling and media vehicles. Xerox uses different methods of advertising through print media ie newspapers, magazine, leaflets and etc and broadcast (TV) and outdoor (holdings, signage, tri visions and billboards). Xerox also participates in Trade Fairs to advertise its products locally and internationally.

2.3.1 Theme The most essential component of creative strategy is to determine the central theme that will become the major selling idea of the advertising campaign. The big idea of Xerox advertisements is with Xerox, its real, which specifies the key benefit of the product. 2.3.2 Image

442, Galle Road, Kollupitiya Colombo - 3 Tel: 011 2854 854 Fax: 011 2854 855

The best solution for successful image advertising is gained by developing an image that would be of high demand to the consumers. Xerox uses attractive graphics, art, visuals and bright colours in their advertisements in order to grab the attention of the customers. The effectiveness and how essential the brand is to customers is generated by the advertisement itself. 2.3.3 Style and Tone The execution style is the way a particular appeal is turned in to an advertising message. The key advantage of Xerox advertisements is that they show the actual use of the product, TV advertisement is mainly suited for this because its shows right on the screen all the benefits of the product. 2.4 The appeal technique To grab the attention of customers, advertising appeal is the approach used by marketers. To convince the public to buy their product and to turn the public towards buying their product, marketers use different types of appeals. Likewise, Xerox will use a combination of rational and emotional appeal technique to convince the customers how effective it is to use Xerox. Following appeal techniques will be focused in the advertisement. Appeal to Emotion: Consists of various techniques relating to manipulating emotion as to get people to buy a product. As such Xerox will stress on the self esteem appeal and emotional appeal to fear. Fear in the sense about the messing up with the prints and color. Feature Appeals: The benefits and the most distinctive features of the product is emphasized here. Emphasizing on it makes business sense and there is a new way to look at it are examples.

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442, Galle Road, Kollupitiya Colombo - 3 Tel: 011 2854 854 Fax: 011 2854 855 Repetition: In order to reinforce the product and the brand name in the minds of consumers the advertisements will be repeated, billboards are placed all over and brochures and leaflets will be distributed on and off. Association: by using desirable background imagery and bright colors and the environment where the product will be used, the advertisement attempts to make the product more eyes catching. Advertising slogan: With Xerox, its real can be considered as a catchy and an easy slogan to recall. Therefore this can be considered as another method of appeal.

3. MEDIA PLAN

Media planning is the series of decisions involved in delivering the promotional message to the prospective purchasers and/or users of the product or brand. Media planning is the process, which means a number of decisions are made, each of which may be altered or abandoned as the plan develops. (Belch& Belch, 2001, p. 305)

3.1. Media strategy Plans of action for achieving stated media objectives, such as which media will be used for reaching a target audience, how the media budget will be allocated, and how advertisements will be scheduled.

3.1.1- Target market matching strategy Market segmentation involves dividing a market into distinct groups who share common needs and respond to a promotional activity in similar ways (Belch &

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442, Galle Road, Kollupitiya Colombo - 3 Tel: 011 2854 854 Fax: 011 2854 855 Belch, 2001, p.45). By segmenting the market into different groups, the marketer can develop specialized marketing campaigns targeting the different groups. DigiTech will target consumers who are seeking of high quality office products to enhance their office works. According to marketers the market is segmented in to 5 categories, and there are;

Demographic segmentation

According to Belch & Belch (2001, p.47) This segmentation divides the market into variables such as age, sex, family size, education, income and social class. DigiTech target the market of all the offices and companies in Colombo and its outskirts. So the target market of DigiTech is specifically high margined companies and other offices. Also DigiTech targets non-profit organizations and small business marketers with products of lower prices.

Psychographic segmentation

According to Belch & Belch (2001, p.48)This segmentation divides the market on the basis of personality and/or lifestyles. On the basis of personality and lifestyles DigiTech should focus on different customers preferences, opinions and attitudes. Like there are customers that have a belief that by being slim can build up confidence and can add style to their lives.

Geographic segmentations

According Belch & Belch (2001, p.47) this segmentation approach markets are divided into different geographic units such as nations, states, countries or even neighbourhoods. DigiTech targets the consumers within the Colombo

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442, Galle Road, Kollupitiya Colombo - 3 Tel: 011 2854 854 Fax: 011 2854 855 and other urban cities in Sri Lanka. They can also export to other countries with agents within the regions.

Benefit sought

In purchasing a product, consumers are trying to satisfy need and/or wants, they look for specific benefits to satisfy these needs. The grouping of consumers on the basis of the attribute sought in the product is known as benefit segmentation. (Belch & Belch, 2001, p.50). Xerox provides all the office products with high quality and with affordable price. Xerox gives life time warrantee to all its products and those products are easy to function unlike the other products in the same product line.

3.1.2 Reach/frequency/continuity The marketers make a decision of how they reach to their target market. Whether the message should be seen or heard to more consumers. When the objectives for the target market have been achieved, its a clear sign that the message has been delivered to the target audience correctly.

Frequency is the number of times you touch each person with your message. In this competitive business market it is an added advantage if the marketers use both reach and frequency to maximize their profit.

DigiTech also gives a lot of importance in maximizing the reach ad frequency, especially where a new product is being introduced. New brands or products need a very high level of reach, since the objective is to make all potential buyers aware of the new entry. So when a new product is introduced magazines are used as it is the most selective media expect for direct mail to reach the specific target

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442, Galle Road, Kollupitiya Colombo - 3 Tel: 011 2854 854 Fax: 011 2854 855 market. For example, DigiTech would print their ads on Business Today Magazine as it is a magazine read by business people who are on of the target market of DigiTechs product.

TV broadcasting should be used by DigiTech between 8.00pm and 9.00pm on SIRASA. The flexibility and selectivity of TV ads are more than magazines as it gives a high prestige to the product and it provides mass coverage. It also captures attention of the viewers more effectively than magazines as it has motion, sound and sight which can play with the feelings of the viewers easily. In addition to this DigiTech will be focusing on personal selling, such as visiting various offices within Colombo district and will give presentations on Digitechs product range. As this is an exclusive product and new to the market, personal selling would help DigiTech to establish this product just the way DigiTech wants in the market. Also DigiTechs advertising should be published on Business Newspapers such as (Sunday observer) which would help DigiTech to reach a large portion of the target market.

3.1.3 Timing & Geographic Coverage As this is a new product to penetrate the market DigiTech would advertise the product on an on going basis for 1 month and then advertise the product every now and then, so the customers would be reminded of DigiTechs products and it would maintain the high standard of the product among the consumers since our target market is established within the area of the Colombo district.

3.1.4 Media Selection Rationale DigiTech chose TV, magazines, billboards and leaflets as DigiTechs promotional mix. Through these channels it would be easy to reach DigiTechs target market

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442, Galle Road, Kollupitiya Colombo - 3 Tel: 011 2854 854 Fax: 011 2854 855 and it gives out the products position. These medias would help DigiTech to create a post purchase decision in the minds of the customers. As television broadcasts lot of ads, together it creates clutter effect and it would be difficult for the customers to recall certain ads. To overcome this, DigiTech would advertise its ads on SIRASA between 8.00pm & 9.00pm as mentioned earlier; this would help DigiTech to capture a large audience of their target market. Use of radio for DigiTech is not advisable since it would not be effective in advertising a product like this. Magazines are used as it brings out the products in high quality image and magazine has a very effective advantage compared to news, TV or anything. Also people keep the magazines for future review, and to be kept in lobbys of offices and other service organizations.

3.2 Media execution 3.2.1- Media budget allocation The allocated budget for Media by DigiTech is to carry out the promotional plan of Rs 2,300,000. DigiTech is following the rationalized budgeting system where the strategies are created by reducing the amount of spending for the media and other promotions. By rationalizing the budget DigiTech was able to plan the promotional program below the allocated budget for different Medias.

Billboards The success of the billboards will depend on the quality of visuals and the effectiveness of the message in attempting to communicate to its target market. As mentioned before billboards will be placed where in a high traffic busy area like Airport Road where thousands of vehicles drive away. The costs of making billboards are as below: The expenses incurred for 3 billboards

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442, Galle Road, Kollupitiya Colombo - 3 Tel: 011 2854 854 Fax: 011 2854 855

DESIGN BILLBOARDS SIZE 4 X 8 FT Frame Printing Design charges TOTAL

&

PRINT TOTAL

4,000 X 3 8,000 X 3 9,000 X 3

12,000 24,000 27,000 63,000

Newspaper The cost associated with designing and implementing a newspaper advertisement is as follows:

DESIGN & IMPLEMENTING NEWSPAPER ADS SIZE 6 X 2 Activity Sunday Observer [52 Annual ads @ 4000 charges Observer Daily ads [12 x 30 ads Annual press insertion @ 600 TOTAL charges for Daily Mirror 424,000 216,000 Cost Detail press for Cost[Rupee]

insertion 208,000 Sunday

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442, Galle Road, Kollupitiya Colombo - 3 Tel: 011 2854 854 Fax: 011 2854 855

Cable TV Guide The costs incurred in using the CBN sat TV guide to advertise DigiTech include the cost of designing the advertisements and the cost of placing the ad in the particular guide.

DESIGN & IMPLEMENTING 12 TV GUID ADS SIZE 7cm X 11cm Activity CBN sat TV guide Annual [12 ads @ 45,000] Cost Detail Press Cost [Rupee]

insertion 540,000

charges for CBN sat TV guide once a month

TOTAL

540,000

TV Broadcasting Ad

DESIGN & IMPLEMENTING TV BROADCASTING ADS Activity Cost Detail Cost [Rupee]

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442, Galle Road, Kollupitiya Colombo - 3 Tel: 011 2854 854 Fax: 011 2854 855 SIRASA TV broad Annual casting per month channels Press insertion 1,080,000

@ 90,000 charges for CBN sat TV

TOTAL Total budget ACTIVITY Billboards News paper CBN sat TV guide

1,080,000

COST LKR 63,000.00 424,000.00 540,000

advertisements SIRASA TV Broadcasting Ad TOTAL 1,080,000.00 2,107,000.00

3.2.2 Media schedule/block chart The primary objective of scheduling is to time promotion effort so that they will coincide with the highest potential buying times. Three scheduling methods are available to the media planner. They are continuity, flighting and pulsing.

Continuity: - refers to a continuous pattern of advertising, which may mean every day, every week or every month.

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442, Galle Road, Kollupitiya Colombo - 3 Tel: 011 2854 854 Fax: 011 2854 855 Flighting: - employs a less regular schedule, with intermittent periods of advertising and non advertising. At sometime there are heavier promotional expenditure, and at others their may be no advertising.

Pulsing: - is a combination of the first two methods. In pulsing strategy it is continuously maintained, but at certain times promotional efforts are stepped up.

This scheduling strategy depends on the objectives, buying cycles, and the budget, among other factors. On a very recent and comprehensive study indicates that continuity is more effective than flighting. So it is better to get exposure to the message as close as possible to when the consumer is going to make the purchase. (Belch& Belch, 2001, p. 319)

DigiTech will be using Pulsing method for the first year in the market as a scheduling method. When DigiTech reaches to their goal or establishes the product as the way it wants, they will continue on Flighting method by doing mass advertising from time to time.

4. OTHER PROMOTIONAL ACTIVITIES Apart from the strategies we have discussed in Media Planning, the following strategies will help DigiTech through out their IMC planning. 4.1 Public Relations Getting media attention is what is categorized as public relations. Public relations activities include helping the public to understand the company and its products and services. Public relations are typically conducted through the media--that is, through

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442, Galle Road, Kollupitiya Colombo - 3 Tel: 011 2854 854 Fax: 011 2854 855 press releases, interviews with the media (television, radio, newspapers, magazines or web sites) or speeches in public forums. PR is considered as one of the primary promotional activities, and most importantly, when done well it is the least expensive form of achieving market visibility. Since getting media attention is a vital and the least expensive way of getting the media attention and can capture the target audience easily, DigiTech is going to host a major Press Conference and write an Article on most popular news papers and magazines in Sri Lanka. 4.1.1 Press Conference As DigiTech is going to introduce Xerox brand products to the Sri Lankan market for the first time, press conference would be one of the most important events to get publicity. The press conference is to provide information about Xerox brand products and its quality. In order to do this DigiTech could provide the awards and its market share through out the world to get the attention of its target market. In order to host the event, DigiTech is going to invite all the potential clients and news agencies through out the country. One of the main advantage of a press conference at this level is as the product is new to the Sri Lankan market, through mass press conference DigiTech could take the advantage of providing information of the product with low cost, and it facilitates to get the attention off all news media. It is very important to invite news agencies and TV operators to cover the event as it facilitates the company to inform all public about the product with no cost. Publicity is not always favourable. Some times it might result a negative story about the product or company would have bad image at first stage. So when hosting the event, DigiTech is going to make sure that the research done about the market and information they provide is correct and has something of value to the market. 20

442, Galle Road, Kollupitiya Colombo - 3 Tel: 011 2854 854 Fax: 011 2854 855

The end result of this approach expected is to grab attention of target market and the public about Xerox brand products.

4.1.2 News Paper Article In order to create brand image among the target market, Digitech is to publish an article on popular business magazines available in Sri Lanka. The article should mainly focus on the areas such as the company image, product ranges, and quality of the brand and how it differs from its competitor brands and most importantly why its a essential product for Sri Lankan market. 4.2 Event Marketing/Sponsorship Event marketing offers brands unrivalled opportunities regarding their specific marketing targets. In addition, events represent the truest form of permission marketing (attendees choose to be there) in the current marketing environment, where mass communication bombardment is turning consumers off, there is no more valuable an accolade. This approach is concentrated on some specific events that are to be held within the period of this IMC plan such as trade fairs, sponsorship of related events etc. Xerox requires a strong presence that would effectively communicate that they have the solution for all businesses, because they understand the New business of printing and the Xerox service is about more than just sales. Event marketing for Xerox would maximize its show presence by designing an imposing stand, with brand experience its key focus. Delegates could interact with a vast range of Xerox products and additional stand space will be saved for product demos, presentation suites, a VIP meeting room and hospitality features and banners and 21

442, Galle Road, Kollupitiya Colombo - 3 Tel: 011 2854 854 Fax: 011 2854 855

The result expected from event marketing would be: - Raise awareness of Xerox Products. - Gain valuable press coverage about the products of Xerox. - Generate excellent ROI results.

4.2.1 EXPENSES OF EVENT MARKETING Trade Exhibition Displaying each banner - Rs 7500 2 banners = Rs 7500 x 2 Sales representatives = 850 x 5 Cost of the Stall Cost of designing the Stall TOTAL 4.3 Sales Promotion "An activity designed to boost the sales of a product or service. It may include an advertising campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps, arranging demonstrations or exhibitions, setting up competitions with attractive prizes, temporary price reductions, door-to-door calling, telemarketing, and personal letters on other methods". DigiTech is going to use special giveaways, discounts and contents to promote their sales. = Rs 15,000 = Rs 4,250 = Rs 8,000 = Rs 8,500 Rs 27,250

4.3.1 Giveaways DigiTech will provide customers with additional giveaways with every purchase they make. When ever a client purchases Xerox copiers, cartridge and free services for a specific period could be provided. This will make the clients more loyal to our Xerox brand products and will give them value for money.

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4.3.2 Discounts As mentioned earlier in event marketing, through the trade event it will be of great opportunity to conduct a sales promotion with the event. This can be done by including promotions like every Xerox product purchased within the event will get special discount and extra cartridge with it. Discounts can be given later at the DigiTech store when a customer make a purchase at bulk, and this will result to boost the sales of the copiers.

4.3.3 Contents B-B contests are geared toward distributors, brokers, retailers, etc. DigiTech is to establish a contest for its distributors. These contests help push sales along by offering personal rewards for added performance. The most effective sales person would win cash, prizes, or exciting trips. 5. CAMPAIGN EVALUATION PLAN The huge amount of expenditure spent on the promotional activities and advertisements needs to be carefully evaluated. To do so DigiTech, has come up with an evaluation plan where it will focus on the internal as well as the external perspectives of the campaign with regard to the consumers, distribution and stakeholders. Measuring the effectiveness of the promotional campaign for this is vital to determine the extent of the products success. The reasons for measuring the effectiveness of a promotional campaign are as follows. Avoiding costly mistakes

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442, Galle Road, Kollupitiya Colombo - 3 Tel: 011 2854 854 Fax: 011 2854 855 By evaluating the campaign it helps the company to minimize the risk of unnecessary expenses.

Evaluating alternative strategies

Since there are many alternatives in the promotional campaign it helps the company to make the best decision. Increase efficiency of advertising

As some advertisers may lose focus of their objectives, evaluating helps to make sure that the right message is passed on to the audience. Determining if objectives are achieved

This is the most important element as the end results of the campaign are to determine if objectives have being achieved. The following criteria can be used to evaluate the campaign. Message variable

Campaign has to be a memorable one in which it should make the customers purchase the product. Since the main idea of the campaign is to make them remember the product.

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442, Galle Road, Kollupitiya Colombo - 3 Tel: 011 2854 854 Fax: 011 2854 855 Media Strategies

Finding out the media schedules and location of the advertisements in the newspapers is also important for an advertising campaign.

Budgeting Decision

When deciding on the budget of the ad campaign, its important to see if the sales are increased or it affects the sales of the company. Since the advertising campaign has not been publicly launched, pre-testing methods would be more appropriate. This can be done through field methods. Pre testing feedbacks are relatively inexpensive and also it helps to identify the problems or weakness in the advertising campaign, before a large amount of money is spent on development.

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APPENDIX
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MAGAZINE ADVERTISEMENT

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NEWSPAPER ADVERTISEMENT

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BILLBOARD ADVERTISEMENT

POS MATERIALS

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POS MATERIALS

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Reference

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442, Galle Road, Kollupitiya Colombo - 3 Tel: 011 2854 854 Fax: 011 2854 855 Belch, G. E. & Belch, M.A. (2001). Advertising and promotion: An intergrated marketing communications perspective (5th ed.). Boston: McGrawhill-Hill/Irwin Tagg, T. (2003), The War of the Soaps. Retrieved on September 20, 2005, from http://www.tashitagg.com/features/soap.asp Etzel, M., Walker, B. & Stanton, W. (2001) Marketing International edition (12th ed) McGraw-Hill

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