The present work consists in defining the Guidelines for the Formulation of Strategic Marketing Plans and Operational Tactical Marketing in the company Compramerica El Salvador.
It is intended, first, to describe the current situation of marketing planning by management in the areas of Strategic Marketing and Operational Tactical Marketing to then propose the guidelines to formulate other properly structured marketing plans.
The guidelines for the formulation of the proposed plan will include the definition of the Mission or reason for being proposed for Compramerica, proposal of its objectives and marketing goals, design of the business portfolio, planning of the growth strategy, the proposed market segments, the positioning strategies and to achieve competitive advantages in addition to the tactical operational strategies proposed for products, price, distribution channels and promotion.
To carry out this work, the information provided by the theory seen in class was necessary, the information obtained by the marketing management of Compramerica, as well as the criterion and judgment of the researcher of this study, based on their experience and accumulated knowledge. that you own from the aforementioned company
1. Generalities of the company
Compramerica is an Internet shopping portal that has its headquarters in Richmond Virginia and its operational office in Miami, Florida. It has 6 functional managers and more than 50 employees, offices in the Sunset Plaza Building in the San Benito neighborhood and operations in Guatemala, Costa Rica and soon in Honduras and Panama.
Its main activity is the sale, through the Internet, of products imported from the United States in El Salvador, Guatemala and Costa Rica.
Benefits:
In Compramerica, the risks and uncertainties of buying from the Internet are eliminated, guaranteeing:
- A final price in the quotation of your products until delivery at your door; Security in your payment, we avoid fraud or misuse of your credit card through a solid technological infrastructure that guarantees your online transactions, in addition to offering you the option of paying in cash, check or request financing; Home delivery of your products from when your request was received through the Internet until it is delivered to your door; Guarantee that you will receive the product you asked for, working and in perfect condition; Personalized service with a personal purchasing advisor available to help you find and quote your products, in the best conditions for you.
Org Chart of Compramerica El Salvador
2. Approach to the opportunity
The opportunity has been identified to structure the marketing strategies defined and applied by the presidency and by the e-marketing management aimed at all active and non-active partners in El Salvador, as well as the customer service strategy to motivate non-active members to use the service; increasing the satisfaction of buying online through Compramerica.
3. Objectives of the study
3.1 General Objectives:
Define guidelines for the formulation of strategic marketing plans and operational Tactical marketing for the Compramerica online shopping service in El Salvador.
3.2 Specific Objectives:
- Formulate and propose the Mission for the company Compramerica Formulate the objectives and goals of Marketing of the Compramerica online shopping service Design the business portfolio Define the growth strategy of Compramerica Establish the target market segments to which the online shopping service will be oriented Identify the Compramerica's positioning strategies Define the strategy to achieve competitive advantage in the online shopping service Design the product strategy Formulate the pricing strategy Define the distribution channel strategy Identify the promotion strategy Establish a performance evaluation system for the strategic marketing plan and operational tactical marketing
4. Current situation of market planning
4.1 Strategic Marketing
4.11 Current Mission of Compramerica
Compramerica has not yet defined a mission and, if at some point it was formulated, it has not been known to the company's personnel.
4.12 Current business portfolio
Compramerica offers its partners a wide variety of product lines, which are listed below:
Automobiles: Appliances
- Parts and accessories - EquipmentAudio and safetyTires Home: Tools and maintenance Baby: DecorationCare and accessoriesClothes Fashion: ToysClothes
Computers: - Shoes and accessories
- Peripherals and accessories for Children: Portable Systems - ToysGateway - Video games
sports
Recreation:
- Equipment and machineryGolf - Outdoor
Electronics - Indoor
- Audio Video and PhotoDVDDigital CamerasPDPDV Movies - Traditional CamerasTelevisions - Video Cameras
4.12.1 Strategic Business Units UEN
Based on the purchasing report for the year 2002 (Annex No. 2), the strategic business units identified for Compramerica are: the line of products concerning Computers, such as peripherals and accessories, desktop systems, laptops, network devices wireless and line of Mac systems.
Second, the Electronics line is identified, for example DVD players, Audio systems, home theater systems, PDA digital personal assistants, DVD movies, telephones and televisions.
Third, the Office product line has been identified, such as giant screen projectors, inks for printers and copiers, photocopiers, and fax machines.
4.12.2 Amount of imports by UEN, through Compramerica
In the 2002 import report, Compramerica reports the following quantities for the strategic business units (SBUs) identified and defining each product line as SBU.
- For the products of the Computer line, a total of $ 905,475.84 was imported, representing 74% of a total of $ 1,229,382.49 in imports by Compramerica during 2002. From the Electronics line, $ 124,664.11 were imported, representing 10% of the company's total imports. The Office line reports $ 53,027.01, which represents 04% of the company's total imports.
The three Strategic Business Units of Compramerica represent 88.2% of total imports. The remaining 8 lines of diverse products add up to the balance of 11.8% of the total imports made by the company under study.
4.12.3 Total Industry Demand
The Central Reserve Bank, through the accounts of the Central American tariff system, reports that imports to El Salvador in 2002 of the products identified as strategic business units for Compramerica, were as shown below (see Annex # 1):
- For the products of the Computer line, their parts and accessories were imported during 2002 $ 73,890,453.11 Imports of Electronic products were $ 14,673,522.70 For Office products $ 9,582,575.18 were imported
4.12.4 Market share by SBU
It is important to clarify that the market share has been determined based on the total imports in El Salvador during 2002, including a direct import outside a virtual market. Therefore, said market share could be substantially higher than currently determined.
The strategic business units identified for Compramerica represent a contribution to the Salvadoran market, as shown below:
- For the products of the Computers line, Compramerica participates in a 1.23% with the importation of its products to the Salvadoran market, in comparison with the imports of this same line during the year 2002. For the products of the Electronics line, Compramerica participates in 0.85% of the importation of the products of this line to the Salvadoran market. For the products of the Office line, Compramerica participates in 55% of the importation of the products of this line to the Salvadoran market.
4.12.5 Market growth trend
The Salvadoran consumer market is growing as the necessary conditions are generated for the generation of income and consequently the need to acquire goods and services considered as non-basic and in this sense technology plays a very important role, as new ones appear every time products with better features than their predecessors, making the latter obsolete. In this sense, Compramerica can meet those innovation needs that are not easily accessible in the local market through products purchased with the online shopping service. However, the consumer market for products purchased over the Internet is limited to the demand for Internet connection service and the accessibility of the population to a computer.
Preferences in the growing import market and that can be distributed through the Internet tend to favor products from the Clothing line in the first place with a total of $ 222,615,587.48 in shirts, pants, shorts and T-shirts for men and children, of cotton and other textiles, blouses, pants, jackets, shorts and T-shirts for women and girls, of cotton and other textiles, underwear, for women or men, girls or boys, except baby clothes, jewelery, gold, silver and other clothing accessories for women, men, girls or boys.
Secondly, the products of Computer machines, their parts, accessories, spare parts and more, reported a total of $ 73,890,453.11 in imports for the year 2002.
Third, Electronic products such as audio equipment, DVD players, VHS, DVD movies, VHS, PDA digital electronic agendas, telephones, televisions and home theater systems, reported for the year 2002 $ 14,673,522.70
We can also mention Automobile products, their spare parts and accessories, tires, wheels, etc. that reported a total of $ 11,627,728.08 in imports, in addition to Office products that reported $ 9,582,575.18
Business Portfolio Summary Table for All Product Lines
| Product line | CompramericA imports | Imports | Percentage of participation |
| Automobiles | $ 20,822.15 | $ 11,267,728.08 | 0.18% |
| Baby | $ 3,306.94 | $ 632,174.71 | 0.52% |
| Computer | $ 905,475.84 | $ 73,890,453.11 | 1.23% |
| sports | $ 1,671.00 | $ 1,826,282.94 | 0.09% |
| Electronic | $ 124,664.11 | $ 14,673,522.70 | 0.85% |
| Book | $ 11,221.75 | $ 5,347,346.68 | 0.21% |
| Children | $ 37,913.93 | $ 421,318.70 | 9.00% |
| Office | $ 53,027.01 | $ 9,582,575.18 | 0.55% |
| Recreation | $ 21,469.34 | $ 1,257,903.62 | 1.71% |
| Clothes | $ 26,803.04 | $ 222,615,587.48 | 0.01% |
| Kitchen | $ 6,082.50 | $ 1,048,900.50 | 0.58% |
| Video and photo | $ 28,166.63 | $ 5,347,346.68 | 0.53% |
4.12.6 Classification of the Business Portfolio
We can affirm that the current business portfolio of the Industry is classified as follows:
high
Compramerica's market share in imports
4.2 Current Tactical Operational Marketing of Compramerica
4.21 Product
The products offered in Compramerica through the Online Shopping Service are classified as consumer products, because the service is aimed at natural persons who wish to buy for their own use, and at the same time they are also considered as industrial products since client companies buy these products to resell, transform or support their proper functioning.
For the purposes of this study, only the classification by consumption will be considered due to the scope of the previously stated objectives.
The products that are offered through the Compramerica online shopping service, such as consumer goods, can be classified as Comparison goods, since in some way the client wants to compare these products with other similar products of local or international acquisition, through of other purchasing services similar to that of Compramerica and that by having the different options, the client evaluates with respect to quality, price or other decision criteria.
The products that Compramerica offers through its Internet shopping service can also be considered as Truly Innovative for the Salvadoran market, since most of them are recently launched products.
4.22 Price
Currently, the objective of the tactical operational pricing strategy in the products offered through the Compramerica website is to generate profits, that is, to maximize the return on investment.
For this, the staff in charge of product quotation has a spreadsheet format (see Annex 2) which includes an 8% commission for Compramerica on all product cost expenses, shipping and handling, import tax and expenses. delivery. It is assumed that this commission percentage allows Compramerica to cover all its operating expenses and obtain profits.
The pricing method, then, is based on total costs plus a desired profit, to which are added the commission for using a credit card plus VAT on products that can be purchased online by credit card.
4.23 Distribution
Currently Compramerica plays a role as intermediary merchant for El Salvador, forming part of the intermediaries between manufacturers and final consumers because it acquires ownership of the products it distributes. The chain begins with world-class manufacturers that have economies of scale at global levels and an extremely extensive demand, often with operations on 5 continents. The next level is made up of online companies with a solid position in the market that often combine the functions of wholesaler-retailer, very common in the new economy, due to the approach with the consumer through the Internet, as is the case of Amazon, Overstock and other well-known virtual stores;
The trend in the new way of buying online is to buy directly from the manufacturer, avoiding intermediaries, but thanks to factors such as geographic location, culture, among others, intermediaries can still focus on certain market segments, as in the case of Compramerica, to the Salvadoran and Central American markets.
Compramerica also uses the global Internet network as a means of distribution for its purchase service for imported products from the United States, using the services of a logistics company, which has operations at a global level called Panalpina, and who is in charge of transporting the products. from the office in Miami to El Salvador, import procedures in El País and even local distribution, through subcontractors.
4.23.1 Retail
Compramerica uses retail sales to satisfy the purchasing needs of its partners, a market that represents almost 85% of Compramerica's sales activities. Currently there is an updated database on the membership number, name, address, telephone, email, details of your last purchase, and a purchase history that allow the PSA to observe your tastes and preferences.
Compramerica can be classified as a company with retail sales outside the store, that is, it does not use physical facilities where it can show its products to the end customer, but uses telemarketing and direct marketing tools to communicate with its customers, it also uses means such as e-mail to streamline and make communication between the customer and his personal purchasing advisor more flexible.
The affiliations department also plays an important role in retail, since it is in charge of incorporating new partners into the system so that they can later make purchases through the Compramerica service and the way in which they can better communicate with the potential client is through the telephone and email, so special attention must be paid to the way this resource is being used when contacting the client.
4.23.2 Wholesale sales
For the purposes of this paper, it will be assumed that Compramerica, as a retail intermediary, cannot offer wholesaling or physical distribution, however, it could be applicable in its role as B2B supplier when it comes to the sale of industrial goods, which However, it is not contemplated according to the limitations of this work.
4.24 Promotion
Compramerica uses promotion in order to inform, persuade and remember its online shopping service, through different activities such as advertising through emails and other means of communication such as radio and written press, public relations and sales promotion., which are periodically sent to the service partners by email.
5. Guidelines for the Formulation of Plans in Strategic Marketing and Tactical-Operational Marketing
5.1 Strategic Marketing
5.11 Proposed mission of the company
We are a company dedicated to providing our partners with the most comfortable and secure Internet shopping service in Latin America, putting at their disposal the innovative products they want at an accessible price and with an agile service, through the best personalized attention, the most solid and innovative technological infrastructure and the most efficient home delivery system.
5.12 Formulation of Business Objectives and Marketing Goals
- Increase profits, increasing Compramerica's participation in the Salvadoran market from 2.63% according to the import report, to 3.5% by the end of 2003 Increase the percentage of active members of the purchase service by Compramerica from a current 20% to a 40% during 2003 Promote Compramerica's online shopping service in other mass communication media in addition to email, such as radio, television and written press Develop an information system that allows the personal purchasing advisor to identify the partner at the time of receiving the call Extend the purchasing service to customers with greater purchasing power,Through a special website for vip clients Sponsor sporting events or other types of activities that make the Compramerica service known Improve the assistance service provided by personal purchasing advisers, through ongoing training programs.
5.13 Design of the Business Portfolio
The Compramerica business portfolio for products offered through the Internet shopping service that we suggest, is defined as follows:
5.14 Planning the growth strategy
The growth strategy suggested is one of penetration, using the product lines currently offered by Compramerica to the existing market, in addition, it is suggested to pay special attention to non-active partners, that is, those who have never used the purchasing service. by Internet so that somehow they change to the active state of the service. At the same time, it is suggested to use the market development strategy promoting existing products in new market segments in the country.
5.2 Operational Tactical Marketing
5.21 Proposed target market
5.21.1 Market Segments
Currently Compramerica has market segmentation criteria by geographic and demographic area by means of the age and sex of the members affiliated with the service. In the segmentation by geographic area, the capital city, central, western and eastern areas of our country are defined. In the demographic segmentation, there are ages from 18 to 25 years, from 26 to 30 years, from 31 to 45 years and from 46 years onwards.
The target market to which it is suggested to address, has a profile as follows, being located mainly in the capital city and secondly in the east of our country, have an age that ranges between 21 and 35 years and must being mostly male, not forgetting the fact that they have relatively high incomes belonging to an upper middle social class.
In addition, it is suggested to give special attention to the clients of the new Platinum Compramerica website, which would serve partners who have a higher level of income, therefore greater payment capacity and who want exclusive, high-tech products and recently launched on the market.
5.21.2 Positioning strategies
It is suggested that the strategy of positioning in the market is carried out by offering products with specific attributes, that is, products with their own, innovative characteristics and that above all satisfy the needs and expectations of customers, also combining with a user strategy to the identification of this with the product offered.
5.21.3 Strategy to achieve Competitive Advantage
It is suggested that the strategy to achieve Competitive Advantage is oriented based on the differentiation of the service of the personnel, since in the Salvadoran market, the communication factor with the seller influences when buying products over the Internet.
5.22 Product strategy
Regarding the product strategy, it is suggested:
- Promote products in the category of automobiles, electronics and computers, maintaining a large stock of products belonging to these three lines on the website, giving priority to other product lines. Place on the website new, truly innovative products that are recent in the market and that most of them cannot be acquired locally Eliminate product lines or products that do not contribute to the generation of profits, defining a period of time for testing, a maximum of one month Check the existence of products in the Provider site permanently and continuously, in order to avoid conflicts with customers due to products out of stock.
5.22.1 Mixing of products
Summary table of breadth and depth of product lines:
| Amplitude | Automobiles | Baby | Computers | sports | Electronic |
| Depth | Parts & Accessories | Care and accessories | Peripherals and accessories | Equipment and machinery | Audio |
| Audio and security | Garments | Systems | Golf | DVD | |
| Rims | Toys | Laptops | PDA | ||
| Gateway | DVD Movies | ||||
| Televisions |
| Amplitude | Home appliances | Home | fashion | Children | Recreation | Video and Photo |
| Depth | Equipment | Tools and maintenance | Garments | Toys | Outdoor | Video-cameras |
| Decor | Shoes and accessories | Videogames | Interiors | Cameras
traditional |
||
| Garments | Cameras
Digital |
5.22.2 Product mix strategies
- Positioning strategy
It is suggested that the positioning strategy of the product lines is based on the differentiation in the use and benefit of these products, the way in which they can improve the lifestyle of those who buy them and the attributes that the products individually possess, through picture and detailed description of the product on the website and emails.
- Product mix expansion
It is suggested not to expand the existing product lines on the Compramerica website, but rather to extend the sub-lines of computer products with a special section for software that includes products such as computer games, utility programs, etc. It is also suggested to add a home theater section in the electronics line and a personal audio section that contain products such as complete audio systems and home theater-style speakers in the first case and personal MP3 players, walkman-type CDs, drum recorders and other types of personal audio.
- Modification of current products
It is suggested to periodically change (every month) the images of computer, electronic and office products on the Compramerica website that have a sales movement report to extend the life cycle of the products with the highest movement on the website. It is also suggested to find and quote other products that can replace them, such as in the case of higher capacity hard drives, removable hard drives with higher memory, higher speed CD-RW burners, faster and less expensive systems, etc.
- Product mix shrinkage
It is suggested to collapse the product lines that do not add value, for example, it is suggested to subtract the categories of home, appliances and sports.
It is suggested to separate the audio and security sections in Automobiles into two and place more security products such as alarms and other protection accessories for the vehicle, it is also suggested to create a section of wheels with this type of products that differ from tires specifically.
It is suggested to eliminate the traditional video and photo cameras section, and the baby toys section.
- Line increase in high prices and low prices
It is suggested to place relatively low priced products for the site
Compramerica and placing relatively high-priced products on the new Platinum site Compramerica in accordance with the purpose of the new platinum site, which is to serve a market segment with higher levels of income and that wants exclusive product lines.
5.22.3 Product life cycle
It has been determined by appreciation that, in general, Compramerica's Internet shopping service is still in a growth stage, as significant profits are observed and sales grow considerably. It should be noted that the company has not reached the desired level of participation, due to various factors, including cultural, Internet connection limitations by potential clients and even the fact of not yet knowing about the existence of the company, so it is suggested:
- Design appropriate strategies for the brand and shopping service, through an aggressive advertising program in traditional media such as radio, television and written press that reach the general population, to publicize the company and the service, then design operational plans to attract customers, for example fairs or exhibitions of products in shopping centers, which allow interaction with potential customers and obtain in some way personal data, such as emails, telephone numbers and product tastes or preferences It is suggested to keep products updated, according to the tastes and preferences of the target market profile and maintain a continuous maintenance program of the website that guarantees state-of-the-art products.
5.22.4 Trademarks
The name is identified as the brand of the company and its Internet shopping service. The emblem or logo is an at "@".
It is recommended to change the name to "compramerica.com" as a strategy to relate the company to the Internet and thus achieve a higher level of visits to the website, it can also be used as a positioning strategy.
The brands on the products facilitate their commercialization through our website due to their recognized worldwide prestige. Brands such as HP-Compaq, Toshiba, Sony, Epson, Canon, Apple and others, have a high preference from customers due to their tradition of quality, so it is recommended to give preference to branded products over others possibly attractive in price.
5.22.5 Packaging
Currently the products that are delivered to customers are delivered as they were received from customs, in stained boxes filled with stickers or in sealed manila bags, so it is recommended to wrap the product packaging in semi-translucent thermal plastic with the logo of Compramerica to improve the appearance of the product at the time of delivery.
5.22.6 Label
The label has been identified as a brand or promotion with the name Compr @ mericA with their respective blue and red colors, and with the @ in the middle.
It is suggested to include this label on all products that are delivered to the customer, by means of screen printing or other type of printing on the plastic wrapping of the box or bag that contains the imported product.
5.23 Price strategy formulation
5.23.1 Guidance on objectives in pricing 5.23.2 Pricing methods
- It is suggested to review the percentage of Compramerica's commission, to determine if it really covers the current average sales with operating expenses.It is suggested to minimize the costs of the product, if possible, buying directly from the manufacturers or exclusive distributors of the selected products and thus reduce the supply chain that raises prices due to commissions The pricing method is suggested to be based on the sale price and not on cost as up to now, that is to say that the price + commission of Compramerica is a 100% and that the price (includes the price of the product, import procedures and taxes, shipping and handling and others specified in the spreadsheet) represents 90% of the sale price, increasing the profit margin of 10% Buy America.It is suggested to evaluate the import provider and compare its price and service with respect to other providers of the same service, in order to obtain the lowest possible import cost. It is also suggested to evaluate the possibility of hiring a maritime transport company for transport activities and the assignment of personnel in charge of customs procedures and other import activities with their respective cost analysis to compare with the direct import service and in Based on this, decide the most economical way to transport and import the products.It is also suggested to evaluate the possibility of hiring a maritime transport company for transport activities and the assignment of personnel in charge of customs procedures and other import activities with their respective cost analysis to compare with the direct import service and in Based on this, decide the most economical way to transport and import the products.It is also suggested to evaluate the possibility of hiring a maritime transport company for transport activities and the assignment of personnel in charge of customs procedures and other import activities with their respective cost analysis to compare with the direct import service and in Based on this, decide the most economical way to transport and import the products.
5.23.3 Price level strategies
- It is also suggested to set the price of products that are not purchased online, with differentiated delivery by zones, reducing the number of geographical zones and choosing a uniform delivery price for each of them. It is suggested to incentivize certain segments of market, for example, members who have never made online purchases over the internet, with special prices that allow them to perceive an opportunity to buy selected products at a lower price than normal. This, through discounts or the reduction of credit card commissions, to encourage purchases in cash and with a minimum commission for Compramerica for a short period of time and to a select group of partners, previously chosen.
5.24 Distribution channel strategy
The guidelines suggested to Compramerica to formulate a strategic distribution plan include:
- Become a direct distribution channel for companies that produce strategic product lines for the Salvadoran market, such as computers and electronics. In this sense, and due to its activity of retail distribution of consumer products, it is suggested to follow the Producer - retailer - consumer model. A type of contractual system of vertical marketing of voluntary chain sponsored by wholesalers and controlled through contracts between wholesalers and wholesalers is suggested. Compramerica to increase its efficiency in the local distribution of the wholesaler's products Due to the high business potential for computer and electronic product lines, it is suggested to start a limited inventory program of products with a high probability of sale.to aggressively promote and offer immediate delivery to customers It is suggested to pay careful attention to the competition that may be occurring between Compramerica and its current suppliers on the Internet, by including these latest global delivery policies and observing their impact on local performance. suggests starting loyalty programs to avoid the loss of participation in the local market due to the vertical conflict between wholesaler and retailer. Pay special attention to supplier companies that refuse to sell their products to Compramerica, determining the reasons for their decision and seeking alternative providers It is suggested to sign contracts with specialized companies that allow exclusive distribution in the country, such as the Gateway computer brand,that currently offers special conditions, but that could become an opportunity to exclusively distribute this brand of computers.
5.24.1 Retail sale
Because Compramerica does not have physical facilities dedicated to retail sales, it is necessary to look for other alternatives that allow the rapprochement between the current client and its PSA, that is, direct marketing. In addition, it is necessary to find ways to approach the potential customer and help in both cases to answer any questions that may arise at any time during contact with the customer, from entering the website to tracking and shipping the products to their respective recipients.
It is therefore recommended that Compramerica install an online chat service integrated into the website as a way of approaching both current customers and potential customers who enter it and that the function of this service is to answer any questions that visitors may have, regardless of whether they are a member or not, and connect the visitor with the corresponding instance or department that can help resolve their problem or concern when it is not within the reach of the person (s) in charge of this service.
As a technical note, it is necessary to take into account the bandwidth that the visitors who connect to the web page could have, taking as a reference the worst case with a minimum connection speed of 56K.
It is recommended to formulate telemarketing policies that ensure the quality of the service, such as those mentioned below:
- Call clients within a specified time, after 8:00 a.m. and before 9:00 p.m. Do not call clients during lunch hours, unless the client so indicates Establish a control system that guarantees that clients will always receive an excellent telemarketing service and you will not have problems due to a "hostile" customer service Possess a list of customers who do not want to be contacted through phone calls and place this information in the observations indicated in the customer database
The telemarketing recommendations should apply both to PSAs or personal purchasing consultants and to employees of the affiliations department, since the latter are in charge of incorporating new partners into the company and they should take these factors into account in their policy of telemarketing.
5.25 Promotion Strategy
Promotion is very important for Compramerica, since being a company that is not physically tangible like a warehouse or a store, it has to use marketing tools to get the message of its Internet shopping service to its partners. service partners.
The objective of informing about the Internet shopping service through Compramerica must be used, because there are market segments where it is still not clear what this service is about, how it works or what Compramerica is exactly.
The objective of persuading must be immersed in the message each email and each advertisement, in order to increase sales through the resource of promotion. The persuasion must be oriented to the competitive advantages that Compramerica has over its competitors, among which we can mention the security of online transactions, final price to the quotations, that is, without extra charges for importation or delivery, the need not to credit card to buy, since you can pay in cash, check or debit card, guarantee of receiving the order in perfect condition and the personalized customer service that is offered. With these points in mind, it should be positioned in the minds of the partners,that buying online using the Compramerica service does not represent any type of risk and that no other negative factor can prevent buying.
The objective of remembering should be used with those market segments that are frequent customers of the service, as a way to support the benefits obtained from buying online, using the Compramerica service. It can also be used in those customers who in one way or another did not have a good experience with the service, to attract them to try again, putting special interest in this group of customers and giving priority to their orders, ensuring that that second chance is really used to make an excellent experience.
5.25.1 Promotional mix
The combination of personal selling, advertising, sales promotion, public relations and propaganda is recommended through strategies as mentioned below:
- Target market:
The promotion strategies to be implemented are suggested to be oriented towards the proposed target market (see 5.21), differentiating the different segments such as sex, age and geographic location. It is also suggested to take into account the factors:
- Willingness to buy: Determine in which of the six hierarchies of effects the proposed target market is located, these can be: recognition, knowledge, sympathy, preference, conviction and purchase, with special emphasis on the recognition and knowledge stage to ensure that the Service concept is clear in the mind of the proposed target market. It is also recommended to orient the promotional strategy for the preference phase, so that the market, given the existence of several Internet shopping service options, chooses ours.Nature of the product: it is recommended that for complex products and partners that require it, there is an installation and advisory service that benefits them, for an additional cost, the installation directly in their home, just to use.This service may be feasible with partners who are not used to technology and who require advice for the installation and use of products, such as DVDs, computers, household appliances, electronics and others that require it. Stage of the product life cycle: It is recommended to formally launch the new Platinum website in the written press Available funds: It is recommended to allocate a percentage of profits to advertising in mass media, such as radio and television, in order to allow the positioning of the company in the Salvadoran Market. Pull or Push Strategy. It is recommended that Compramerica use a pull strategy, since the promotion should be directed to the consumer or end user. In addition, it is recommended:Form alliances with manufacturers and leverage the message and concepts ofadvertising directed to final consumers that they own, to integrate them into the advertising oriented to local clients of Compramerica. For example, use slogans or messages from manufacturers in the advertising of Compramerica.It is recommended to promote sales promotion alternatives such as raffles for air tickets to the United States, discounts for online purchases, prizes or gifts for purchases over $ 500 accumulated, contests or others It is also recommended to lobby in the main newspapers for the preparation of special reports on technology, business, trends in the Latin American market, etc. as a way of propagandaAlluding to the role of Compramerica in its contribution to new trends in world shopping. It is recommended to sponsor or participate in special events, such as motor racing championships, sporting events, sponsorship of computer equipment for rural or public schools, etc. as a public relations strategy
It is recommended that the advertising campaigns that Compramerica undertakes have consistency and unity of message, both in radio media, emails, newsletters, spreadsheets, etc. For example, "Security" can be the subject of an advertising campaign provided that all the media are targeted with the same message, even if it is differently.
5.25.2 Promotional budget
It is recommended that Compramerica allocate a percentage of its financial resources for the correct coordination and execution of promotional activities of the company.
The method you could use is “All Available Funds” that may be idle and that may fund advertising and sales promotion activities.
Among the options available for advertising and sales promotion are:
Advertising in El Diario de Hoy:
