Entrepreneurial project Individual Project — страница 8

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The recommendations on the promotional strategy may be tabulated, the stipulation made that we consider the two promotional sub-strategies, aimed at addressing two groups of target customers (see Table 2). Table 2 1st Substrategy Local Companies 2nd Substrategy Foreign/International Companies Market Small and medium-sized local companies, occupied in chemical and petrochemical industries, processing certain types of polymers, produced on the Republic of Tatarstan territory Medium-sized and big international and foreign companies, occupied in chemical and petrochemical industries, processing certain types of polymers, produced on the Republic of Tatarstan territory Mission To attract residents to unoccupied land plots and premises To attract residents to unoccupied land plots and

premises Message “Himgrad” Industrial Park is one of the most convenient of all other locations for small and medium-sized companies occupied in chemical and petrochemical industries, because we provide the comprehensive services range along the entire customer value chain at comparatively low prices “Himgrad” Industrial Park is one of the best possible locations for your company global expansion, providing the comprehensive services range along the entire customer value chain at comparatively low prices”. Media Media Advertising - TV - Radio - Newspaper - Specialized Industrial Magazines Direct Response and Interactive Advertising - Mail - Telephone - Broadcast media - Print media - Computer-related Place Advertising - Billboards - Posters Promotions - Contests and

dealer incentives - Trade shows - Exhibitions, seminars, conferences Publicity and Public Relations Media Advertising - Specialized Industrial Magazines Direct Response and Interactive Advertising - Mail - Print media - Computer-related Promotions - Contests and dealer incentives - Trade shows - Exhibitions, seminars, conferences Money approx. $150-250 thousand at initial stages then $40-60 thousand annually approx. $200 thousand at initial stages then $60-90 thousand annually Measurement Attracted residents rents and service payments/amount of money spent on advertising for a period ratio; Number of applications for lease; Number of web-site applications Attracted residents rents and service payments/amount of money spent on advertising for a period ratio; Number of applications

for lease; Number of web-site applications The table may serve as a core element of the “Himgrad” Industrial Park promotional strategy and an assessment medium for the steps taken by the company specialists in that direction. A very important point is that the division of the project promotional strategy into two substrategies does not mean their absolute separation from one another. All the marketing communications program should be unified in terms of style and general principles of execution. The main thing in the two substrategies separation is to concentrate on the criterion, which is of high-priority to the target group. For potential residents it is the level of their convenience, first, and the economizing effect as well (saving on taxes, on utilities prices and on

rent level). Another point, obligatory to mention, is connected with the promotional efforts efficiency evaluation. The problem here is that we cannot assess the short-term efficiency of our efforts. The reason for this is, predominantly, the above described time gap between the point when the company realizes the requirement of location, relocation or further expansion and the point when the location decision is made by the company. Under such circumstances one cannot assess exactly which of the promotional efforts have led the potential resident to the site – it may be equally e.g. an advertisement in a last year’s special industrial magazine, a name card of the company representative with a note “important” or “interesting” found somewhere, a web-site, an article

in a local newspaper, a meeting at a specialized conference, etc. Thus, the provided in table measurement media have a relative character. Nevertheless, they may serve as indirect promotional strategy assessment ratios. Generally speaking, the main thing about the market under analysis is a very high price for any mistakes in the project promotion. So, every step taken should be thoughtfully considered and assessed. Furthermore, since the customer tends to search for information everywhere, the promotional strategy should be carried out by means of different media channels, including even such as rumours sometimes. Considering the promotional strategy budget, the important point here is that due to the peculiar feature of the industrial property lease process, the general concept