Promotional Plan for Gypsum Product

Members:

Trần Quân, G1350754L

Ni Fan Xiao, G1180155U

Shan Li Bo, G1198534W

Wang Zhi Chao, G1296066U

Wu YiWei, G1190270M

Liu Zhanxing, G1327584Q

Promotional Plan

ReMDS Manufacturing is the manufacturer of gypsum products. Presently, they need a good promotional plan and has hired us to make a good advice. This report states the objectives of the promotional, types of promotional plans that REMDS should use and expected cost involved.

The objective of the promotion plans is to make ReMDS gypsum products achieve an annual sale growth of 10% for the next five years. There are many tactics to reach this target. Below, we’ll discuss about the most effective and suitable promotional tactics for ReMDS. Our tactics are Advertising, Promotional Activities, Public Speaking and Conferences and Media Relations Campaigns.

● Advertising

Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. Two basic types: Informative advertising and Persuasive advertising.  

        Source: (AMA, 2014)

 From the definitions above, we can see that advertising is a communication with these characteristics:

 1. Using verbal and nonverbal elements structured and composed to fill predetermined space and time formats that the sponsor controls.

 2. It is a non-personal communication of information because advertising is directed to groups of people instead of individuals.  

 3. It is usually paid for advertising by sponsors.  

 4. It is usually designed to win consumers through persuasion.

Gypsum is a special kind of decorative materials. It is used for interior decoration. It can be formed to many beautiful patterns. Beside the look, fire, moisture resistance, sound insulation, are Gypsum advantages. Meanwhile, the more important thing about gypsum is its environmental friendly. So we can use these advantages and features to advertising.

We can print advertising such as programs for events, trade journals, magazine, and newspaper. These ways are very conducive to spread for Gypsum and recognize them by consumer.

Magazine is for younger consumer groups. You can put some beautiful pictures which they are more attractive to them.

Newspaper is for older consumers. We can focus on the environment protection ， health of the body，and the quality of production on newspaper because senior people more concern about how safety is the product. Beside, we can cite some public data for trade volume, sales, and customer’s satisfaction by trade journals. We need some data to increase trust and realization of consumer for our product. We also need something different for consumer groups and transmission routes to promote our products and what customer need in the product.

Sale growth expected:

        Trade Journal increase:         0.5 % per annum

        Magazine increase:        0.6 % per annum

        Newspaper increase:         0.7 % per annum

        Total sell increase:        0.21 % per annum

Estimated cost:

        Trade Journal cost:         29,000 SGD per annum.

        Magazine cost:         28,000 SGD per annum.

        Newspaper cost:         25,000 SGD per annum.

        Total cost:         82,000 SGD per annum.

● Promotional Activities

Promotional activities include all the activities carried out by an organization for promoting its brand. Promotional activities include advertising on television, radio, websites etc., doing personal selling i.e. Selling the products through sales person or door to door selling etc. An organization can also promote its products through public relations i.e. by the use of newspapers, media. It can sponsor events to become prominent in the eyes of the customers. The ultimate goal of any promotional activity is to increase the sales of its products or to create brand awareness among consumers.

        Source: (Hoe, 2014)

For the Gypsum Production, we have seven programs. They are Sponsorship for special events, Participation in community projects and boards of directors, Trade shows, Fairs, Give-aways, Coupons and free samples and conducting contests.

Sponsorship

We can sponsor for special events. We can sponsor some large outdoor survival activities. Then, the gypsum board of their simple board room will be provided by us. But the activities must be interviewed by TV station. We don’t need to give them for free. We can sell gypsum board to them and sponsor by giving a huge discount.

Participation in community projects and boards of directors

I think every modern cities all have a same problem – infrastructure. Community and government are all refurbishing building. So, we can take part in an old HDB transformation plan. We can provide free ceiling repair, exterior wall repair or internal transformation. Even, we can provide gypsum board when the old HDB install new elevators. For this plan, the spending is worthy. We will get a lot of profit and reputation. But it is difficult to get a chance to participate.

Trade Shows

We can join a decoration product trade show. We should prepare enough leaflet, posters, models, and some gifts. Getting a good location booth will bring us a lot of advantages. We also need to survey the other exhibitors, then decide whether we should take part in. If there are too many competitors take part in the trade show, this promotional tactic will be less effective.

Give Away

A give away is a promotional tool used by businesses to improve awareness of the brand, improve their image, or drive sales (wisegeek, 2014). We can do give away in the fairs or public organization as well as put on or logo and slogan of ReMDS. Give away also can sponsor on the team uniform such as basketball team or put on the logo in club. In the internet also has chance, we put our logo on some website as well as in the hot software. The magazine, newspaper, and weekly story book can be used, and those publications also can put on our logo and slogan.