Letter of Transmittal

Question: Creative strategy development begins with an assessment of the marketing and promotional situation and a determination of what needs to be communicated to the target audience. Answer: Executive Summary This particular study deals with the importance of promotional activities for the recognition of a brand. Reflex has been chosen as a selected brand based on Australia. Reflex is one of the popular brand names of an office paper that is primarily endowed with Australia. Therefore, the brand manager has decided to promote this brand in such a way that people of different geographical area can pay their attention. Therefore, this particular study has intended to use appropriate promotional tools with the help of which the brand can reach the target consumers. Both the print and electronic media has been chosen as the major pathways for promoting the brand. In addition, some of the major recommendations have also been discussed at the report. Introduction This particular study has provided an in-depth understanding of the importance of promotional market for the proper recognition of a brand or a product Reflex office paper has been considered as one of the most useful consumer brand occupying a predominant place for the consumers of Australia. As per the report of Australian Forestry Standard, the fiber that has been used for Reflex official paper is rendered from sustainability-managed plantation as well as from forest operation. In this particular study, I have been appointed as a brand manager. After conducting an effective marketing as well as situational analysis on my brand, I have focused to provide a brief overview about the promotional activity of my brand to the CEO of my company. Market promotion has been conducted as per the geographic, demographic and psychographic Demographic market segmentation is based on the age, gender and family background Geographic market segmentation believes that people should be targeted based on a specific geographical area. Positioning Strategy Media is one of the biggest platforms that are able to multiply the messages beyond going any particular geographical area. As per the feedback of the users, it has been observed that the ultra white reflection of this product easily attracts the customers attention. In addition, this reflection provides an additional look and smoothness of the products. New Promotional Tools Radio Television Print Media Brochure Leaflet New media Leaflet Major Selling Idea Reflex is such a valuable product based on which the officers as well as the students are interdependent. Reflex has exposed how a smooth and attractive paper encourages a student for carrying good marks. Creative Strategy Advertising appeal varies from product to product. As reflex is a office paper, this particular brand is related to education. The advertisers should never appeal this particular brand in such a way that it can ultimately hamper the mind of young generation. students outside the television would be encouraged to use this paper, on the other hand parents of that students would not prevent their children to purchase the brand like Reflex. Recommendation To use seven ps of marketing mix in order to promote the brand more effectively instead of five ps To build the promotional strategy for achieving the international consumers instead of mere regional customers or business expansion To use the direct marketing method more effectively in order to get an immediate response from the customers, be it positive or negative. To highlight the target consumers as per their age group instead of any cultural or family background conclusion This particular study has provided a detailed understanding about the importance of promotion for building the image of a product. In this particular study, Reflex office paper has been chosen as the consumer product. In order to promote the brand like Reflex, this particular study has focused to use appropriate promotional tools. Reference List Buil, I., De Chernatony, L. and Martnez, E., 2013. Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), pp.115-122. Chatzithomas, N., Boutsouki, N., Chatzithomas, L. and Zotos, Y., 2014. Social media advertising platforms: a cross-cultural study. International Journal of Strategic Innovative Marketing, 1(2), pp.74-90. Czinkota, M. and Ronkainen, I., 2012. International marketing. Cengage Learning. Eastman, S.T., Ferguson, D.A. and Klein, R. eds., 2012. Media Promotion Marketing for Broadcasting, Cable the Internet. CRC Press. Glanz, K., Bader, M.D. and Iyer, S., 2012. Retail grocery store marketing strategies and obesity: an integrative review. American journal of preventive medicine, 42(5), pp.503-512. Hays, S., Page, S.J. and Buhalis, D., 2013. Social media as a destination marketing tool: its use by national tourism organisations. Current issues in Tourism, 16(3), pp.211-239.