Part 2 –Segment(s) (about 1-2 pages)Provide the characteristics of one segment which is your focus in this new entry market –which group of customers will you target? You need to introduce the segment giving demographic, behavioral, psychographic,and geographical features; communication preferences should be mentioned; it is advisable to interview 1-3 prospective customers from the new market and prepare a Persona: find out about all the needs, expectations and customs related to the product you will be selling (refer to value proposition canvas); take into consideration how the culture of the new entry market differs from the market of origin and how it may affect your entry strategy.
Part 6 –Promotion(about 2-4pages)Prepare a promotion plan for the product launch in the new market (3 to 6 months); what will be your creative strategy and media strategy (communication channels); plan for advertising, PR, direct marketing/Internet, sales promotions, and personal sales (or chosen elements of the mix). Present your media plan in the form of Gantt’s chart. There is no need to present a detailed budget, however, you must consider the efficiency (value for money/ cost-effectiveness) of the promotion activities in your marketing plan. How will you measure if the promotion renders results, as expected? Will you co-operate with a local marketing agency for the design/execution of this campaign?
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