Promotion for TOMRA in Peru is an essential point to focus on since both the company and the product are new to the market. As we could see in the roadmap developed in the Strategy section (link), TOMRA's business model involve different agents, so the promotional mix has to be target for each of them in a different way.
In this sense, regarding:
-
Supermarkets (B2B):
Sales Personnel: TOMRA should use the same approach that has been applied in other countries, using the sales force to sell the product after meeting face-to-face with the customer. Despite the cost it may produce, this channel will allow TOMRA to provide customer attention, personalise its message and create a persuasive impact increasing the chance to close the deal. Since we want TOMRA to be part of the architects of the ecology society that Peru is starting to be, we will need this channel in order to build a long-term relationship with our clients, based on trust and shared knowledge. The sellers will promote the product through their attitude, appearence and specialist product knowledge, aiming to inform and encourage the customer to buy.
-
Consumers / End users (B2C):
Advertising: Until now we have been discussing how to get our customers (Supermercados Peruanos SA for the first year) but now we will condsider the end user? Consumers are a fundamental part of the value chain of this business. In fact, they are the ones who use the machines and they have to be satisfied with the solution provided. No consumers, no business. In order to get their attention and pesuade them of the benefits they could get by using the Reverse Vending Machines, we suggest TOMRA to carry on different advertising campaigns in Peru that will be explained in the Action Plan (link). Social Media strategy will be really important to get the product and brand known and spread all around the end users. All in all, TOMRA has to educate the Peruvian population about the need and the use of the Reverse Vending Machines. The best scenario we expect would be that where the consumers will ask the supermarkets for our product, so creating this "pull demand" effect.
-
Government (B2G):
(*) "This is why the most important “marketing” is when our sales men introduce new products to these chain representatives. Additionally our sales men are of course also in contact with stores. The actual marketing from our side is quite moderate, mainly sending brochures together with offers. For example we participate only on one Trade Fair per year at the most". E-mail conversation with TOMRA Marketing Manager in Finland.
Public Relations: Public relations is the opposite of advertising. In advertising, you pay to have your message placed in a newspaper, TV or radio spot. In public relations, the article that features your company is not paid for. The reporter, whether broadcast or print, writes about or films your company as a result of information he or she received and researched. In this way, TOMRA has to get known by society as much as possible. Therefore, a connection with the Government (Enviromental Ministry) is highly recommended. This will give the company credibility in front of both the customers and the end users. Presence in the press news will be needed.
Promotion