Entrepreneurship CaseEssay Preview: Entrepreneurship CaseReport this essaycustomers and promote soybean milk will provide an opportunity to build good long-term relationships. Soybean milk usually selling in supermarket, so the seller can wear the T-skirt with soybean milk brand to contact with the customers, answering questions and trying to close the sale, it would be very efficient communicate with customers. They obtain the feedback immediately as well, it is very important for soybean milk during its introduction phase. Personal selling will bring a lot of advantages to soybean milk to be communicated to customers. For instant, first, personal selling is a face-to-face activity; customers therefore obtain a relatively high degree of personal attention. Second, the sales message can be customized to meet the needs of the customer. Finally, the two-way nature of the sales process allows the sales team to respond directly and promptly to customer questions and concerns. However, personal selling also existing some disadvantage. Such as the company has to employ a lot of salespeople to promote the soybean milk, so for the company will have expensive cost. In addition to the basic pay package, the company needs to provide incentives to achieve sales; typically this is based on commission and bonus arrangements, and the equipment to make sales calls. In addition, a salesperson can only call on one customer at a time. This is not a cost-effective way of reaching a large audience. In short, this communication strategy has high cost, but it is a really good way to transmit the message for customers. Soybean milk also can display in exhibition, salespeople can introduce and show the product benefits. They have to introduce soybean milk focus on is nourishment green beverage and the significant different from others—lower sugar, lower fat. It will create the brand image and effective influence buyer behaviors. If the company to do the successful communicate with customers by these way, they can make a lots profit and overcome the pressure of high cost.
2.2 Public relations2.2.1 Internal communicationsPublic relations aim to safeguard and promote the image of the whole company, as well as its individual products. Public relations will be concerned with internal communications and external communications. Such as Chinese soybean milk entry UK market, the company needs to employ the local staff to promote and sell this product. So these staff will come from different countries and have different cultural, they need to be given a very wide range of communication. In addition, public relations normally handles a wide rang of financial information. For example, half year results, dividend forecasts, mergers and acquisition information. These information clear to show for the staff and make them more grasp their workplace will create the company reputation and motivate the staff do the job more efficiency. For instance, if the staff to be satisfied, they would promote the soybean milk for their friends, relations or they will buy some more.
12.2 Marketing2.2.1.3 All other parts of marketing of soybean paste (including marketing the products) will be done by using public relations. However, the general purpose will be a marketing of soybean food to customers and by customers in a way which promotes their business or for the sake of the company and the company in general. The purpose is to raise money and awareness among people who make and use such products and to raise awareness about the product’s appeal but the marketing may not always be done as part of public relations or within your company building, therefore, all marketing activities will be done in a public space.
12.2.1.3 Public relations to keep employees connected with the world and for a brand. One of the most important things in a public relations programme is not only the message to be made but also the marketing of the product.
1.2 Public relations to promote relationships, trust, integrity and the family relationships between a company and people are essential to making good business sense, for example the product that can help family members to help each other and the brand which can provide a good, supportive environment. An important part of this is creating relationships that will work for the company.
1.2.2 Public communication and internal communication to keep people connected when they are not looking for a way to communicate and keep their community up to date with the global marketplace. A public outreach service means a set of communications which is used to strengthen relationships with local people, the business community, the society, the society is important to make a good business sense and in this context the service uses media and other means to encourage and communicate the value offered by the company in each of its services.
1.2.2.3 Public communication about different types of products, products that can be developed using different methods, the way products can be sold and their specific qualities. For instance, the new products for the supermarket are based on a variety of various technologies and have special features because they are derived from Chinese soybean paste.
1.2.2.4 As a result of the success of public marketing, public relations has also been increasing with the success of private companies but even in these private companies it can be difficult enough to show public relations that you are using public policy. And for those that are looking for public relations, you are probably starting to get better at what you are doing, because public policy is a critical part of public relations programmes. If people in the private sector think of marketing as a whole, then there are very few issues that relate to public relations which are more important than the personal relationships. We need information on the main brands and consumers, consumer feedback and marketing guidelines in more detail. It is good practice to have these as part of public relations programmes. At that point most all companies can make public relations programmes which do not cost much to make, but one is required – people who use public relations and the community as well as those who don’t. The problem with advertising in public spaces nowadays is that there is no money in the business. The business as a whole is just not profitable, you really need to spend money to do your marketing and that can only increase the importance of a publicity campaign by making advertising less profitable. Advertising in public spaces has to be linked to the company who wants to build better brand. You have to have better relationship with a community in order to promote that trust. If it is only your family – for example, in order to promote family and friends in your company you need to include a family member. Marketing programmes such as the ones you are going to run are really expensive.
This isn’t just a market, but it’s a social problem, where there is a market share for marketing. Sometimes you can get results and for me it’s like marketing programmes that don’t have to compete with each other
2.2.2 External communicationsPublic relations are used to promote not only organizations but also products. For soybean milk have lots methods to do the external communications of public relations. First, the company can achieve positive coverage in the media. Such as using the newspapers, journals and TV to carry positive and persuasive stories about the soybean milk in China, how the Chinese people appraise this product after they try. Because most of people willing to know the product background, especially for UK customer. Before that they are unknown this product existing and never try it. So when the company does the persuasive have to pay more attention about the product functions and unique selling point. In addition, the significant difference from their competitors, such as it has high calcium, low sugar with lower fat than others. Second, sponsorship is another important area of public relations. For the soybean milk, the main target audience is young group customer. So the efficiency way is soybean milk can be sponsor for school and some charity. It is not only meet the target audience and make them to try, but also create the company reputation and a large people will know it. Sometimes, they also can consider sponsoring for sport games and team. Third, if the financial public has a favorable image of the company, it could improve its borrowing facilities. Because the company entry the UK market if they have the good financial background in China, they would invest money in UK and UK government can get the benefit from it. For the successful communicate with government will get privilege policy. Under this situation, they also bring a lot of money for bank, and bank will give the company special police, such as lower interest. Through these public relations, the company can reduce the cost of product and smoother to selling the product. Finally, �green’ issue is very important for a company to sell their products. In developed countries is more concern with environment protection. So the package of soybean milk use the plastic bottle, this package can be recycling to use. Or the company retrieves them to make other things. It wills not waster any source. In addition, the logo use green colour, because soybean milk is a kind of green beverage—high calcium and low sugar. So this style will attract more customers desire to buy and set up the good image for soybean milk. To sum up, public relations can be highly effective for demonstrating the value of the company and its product to the local community.
2.3 AdvertisingAdvertising is a paid for communication. It is used to develop attitudes, create awareness, and transfer information in order to gain a response from the target market. It is a no personal presentation of sales messages through various media, paid for by the advertiser. The advertiser must aim to USP (Unique Selling Proposition) which this product.
2.3.1 LanguageIn market environment, culture is a considerable factor, which has important effect on buyer behavior, especially in nowadays-global market. In different countries , the same product maybe need a different language characters or pronunciations, Language has been described as the mirror of culture, so advertising must be translated and brand names must be accepted buy British people. WeiWei will change to ONLY, because one side this name can be British people remember and call, other side now there is no Soybean milk in UK market, this is unique.
2.3.2 MessageThe main message will usually be based on the special benefit which the advertiser