Equate Anti-plaque Dental Rinse

Equate Anti-plaque Dental Rinse Introduction All product manufacturers and service providers do business in the hope of finding customers whom they intend to serve diligently. However, creation of market awareness is very vital for any marketer as it determines whether the product or service is able to attract more customers or not. Apart from seeking to create new markets, market awareness programs also seek to retain customers and enhance their loyalty for longer periods of time. This paper seeks to discuss the aspect of market awareness creation, with special reference to Equate Anti-plaque dental rinse, an oral cleanser with origins from both the United States of America and Canada.

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Most Appropriate Type of Promotion Equate Anti-plaque dental rinse will effectively be promoted in the market via expert demonstrations on how to use the product. Equate Anti-plaque dental rinse is a medical product meant to heal oral health problems. As such, a market demonstration by medical experts would appropriately help in capturing market attention and therefore win more customers. Health products are likely to be taken note of by the targeted markets, particularly where full knowledge of its consumption as well as clear instructions is involved. Since not every individual consumer has expertise on health matters, the presence of a medical expert conducting demonstrations for users will help in attracting more customers (Koekemoer & Bird, 2004).

Effectiveness of this Promotional Strategy This strategy of advertising while demonstrating product usage will be effective for the target market of Equate Anti-plaque dental rinse. Where the demonstrations are being done in big retail stores, for instance, customers will be able to ask their questions directly to the health expert performing the demonstrations. This will give the customers better understanding on the overall functionality of the product rather than having written or static advertisement messages.

The interaction between the consumer and the demonstrator, who in this case is the manufacturer’s representative, gives the company a better opportunity to get consumer’s reactions, concerns, as well as general feelings about the product. Thus, the company can effectively address all the areas where it tends to receive negative feedback from the market.

Limitations of Online Marketing Online marketing for Equate Anti-plaque dental rinse is less likely to have significant results for a number of reasons; firstly, people with disabilities have a less likelihood of gaining

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access to internet connections as is the case with able-bodied people. This effectively implies that marketing of the product online will be giving the disabled little audience and, instead, will only be concentrating on a section of the market.

Secondly, internet acquisition and connection is comparatively costly. Most households do not consider internet presence as basic, and therefore they consider it as a secondary need. In this regard, therefore, households with low income are unlikely to be connected to the internet more often than is the case for households with higher incomes. Additionally, internet penetration is not uniform across all communities in the country. Different ethnic groups enjoy large internet penetration while others have lower penetration levels. Thus, online marketing, in this context, leaves out quite a section of the market as it will only concentrate on one group (Harris & Dennis, 2002).

SWOT Analysis Promotional strengths Demonstrations on how to effectively use the product will give consumers the requisite understanding and knowledge about consumption. The presence of medical experts to help out in the demonstrations will attract more customers as compared to what rival manufacturers can attain.

Promotional weaknesses Creating market awareness by physical demonstrations cannot be done on other promotional medium, such as magazines, and newspapers. Thus, this limits the platforms on which Equate Anti-plaque dental rinse can be advertised.

Promotional opportunities

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Because consumer tastes keep on changing, demonstrative marketing promotion can effectively handle the dynamism. When consumers finally develop a new trend, it will be easier for the demonstrators to include it as part of their marketing activity in awareness creation.

Promotional threats Competitors in the same industry are equally coming up with promotional activities that are meant to enhance their penetration and market dominance. This, in essence, curtails Equate Anti-plaque dental rinse’s ability to effectively dominate the market.

Conclusion The best promotional strategy for Equate Anti-plaque dental rinse is to have demonstration advertising particularly in retail stores. Health experts should be used in the demonstrations because the product is a medicine. This will attract the attention of the target market because they will be able to ask all questions pertaining to their oral health problems and effectively receive fitting responses from the health expert. This interaction between the customers and the demonstrators will also help to reduce the gap between the company and the customers. Online marketing, on the other hand, will not be effective in creating the requisite market awareness because the penetration of the internet is not uniform in all communities and households. Additionally, people with disabilities are less likely to have access to the internet.

Demonstration advertising will offer additional market opportunities to the product because the demonstrators are able to notice new tastes and trends among consumers and effectively communicate the same to the manufacturers for consideration.

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References Harris, L. & Dennis, C. (2002). Marketing the e-business. New York, NY: Routledge.

Koekemoer, L. & Bird, S. (2004). Marketing communications. Lansdowne, South Africa: Juta & Co. Ltd. Shimp, T. A. (2008). Advertising, promotion, and other aspects of integrated marketing communications. Mason, OH: South-Western Cengage Learning.

Solomon, M. R., Cornell, L. D. & Nizan, A. (2009). Launch! Advertising and promotion in real time. Nyack, NY: Flat World Knowledge, Inc.