Objectives

Every company has objectives. An objective is an end that can be reasonably achieved within an expected time frame and with available resources. An objective usually includes many individual goals and are basic tools that underlie all planning and strategic activities. The main objective of our facial wash is to sell it to men between the ages of 18-45. Our objective is to have men want to think about our product when they are out shopping. Our advertising objective is going to be to prove that by washing your face woman will be more attracted to you. We are going to use the advertising objective that sex sells. Our challenge is how we can sell facial wash to men. We are going to achieve this challenge by setting research objectives. We will use exploratory, descriptive and causal research. Exploratory research is marketing research that gathers preliminary information that will help define problems and suggest hypotheses. Descriptive research is marketing research that better describes marketing problems, situations, or markets, such as the market potential for a product or the demographic and attitudes of consumers. Causal research is marketing research to test hypotheses about cause and effect relationships. We will try to set a high research objective like the objectives set by the company Kohler who claim to develop products that embrace the "essence of gracious living". (Armstrong & Kotler (2011)Marketing: An Introduction, 10th Ed. Prentice Hall Publishing, pg 43)   The next objective we will set will be an advertising objective.An advertising objective is designed to persuade, inform or remind. We will set an advertising goal such as the one used by Dunkin Donuts "In a recent national blind taste test," proclaimed the ads, "more Americans preferred the taste of Dunkin donuts coffee over Starbucks. It's just more proof it's all about the coffee(not the couches or music)." (Armstrong & Kotler (2011)Marketing: An Introduction, 10th Ed. Prentice Hall Publishing, pg 387) Our objective will be to create a catch phrase that will stick with men. We can create a catchy jingle that will stick in our target markets head so they will be thinking about the product when they are shopping.