Initially as we start off small, Intermediaries are not necessary. We plan on providing our products and services directly to the consumer (B2C), bypassing the need for intermediaries. In this way, the markup that results from intermediary selling can be cut out and low prices can be maintained. This is vital as we position ourselves as a student friendly service which includes low and affordable prices. Channel Strategy As we expand our business, we plan on opening different branches across multiple universities in the form of a type of franchise. Each branch will maintain autonomy; being in charge our their own operations such as producing products and services specifically catered toward their university. A contractual vertical marketing …show more content…
Carefully examining our positioning strategy, we made several communication decisions. Firstly, we identified communication objectives. Our objectives are to provide information and raise awareness about our products and services, stimulate demand for them, as well as differentiate our company from our competitors. Also further objectives include; to reinforce our brand, increase sales and market share. We consider our products/services as B2C. There were multiple consideration for our choice of promotion mix tools. Firstly, as a start-up, we lack resources so the most cost-effective methods of advertising was chosen. Also the concentrated nature and small market size of our target market was taken in to account. We hope to develop consumer pull strategy as we communicate directly to our target audience through our promotional mix in order to stimulate trail. Our promotional mix therefore consists of a mixture of mass and direct communication techniques: advertising, sales promotion, guerrilla marketing, direct marketing and buzz marketing. Various digital marketing tools will also be