Post

Recognition Search Information Alternatives Evaluation Purchase

Purchase

- Young( 40 to 55 - Potential customers - Simultaneously, potential - Prospect customers - Free services

years old) and old obtained website customers usually had 3 meet the sales person or maintenance
customers (over 55 addresses from ads or initial meetings with sales on the one of the for a certain
years) wants to fulfil promotion. person of competitors before model boats. period od time.
a lifetime dream of - Potential customers Magellan boats. - Salesperson hold 3- - This is being
owing a sailboat or a searched details on - Prospects customer register 4 meetings with the discussed to
power boat. core products, on the website and receive prospects. avoid budget
- Brand Awareness options, contact Captain’s Catalogue. - Price negotiations, cut and
done by promotions, information and other They are Emailed, called to test drive take place incentivise
Tradeshows, tours. details on the website. arrange a meeting on the boat. referrals.

Print Advertisement, Google Search, Regional
Magazines, Local print advertisement, Events
- The initial promotional activities and
advertising aims to increase the brand
awareness of Magellan Boats.
- It targets potential customers mainly
through mass media communications.
Captain’s Catalogue, New Boat
Exhibitions, Cocktail Parties
- The communication at this
stage is to convert
potential customers to
prospects customers.
- Product centric Ads.
Emails, Phone Calls, Meetings with
salesperson, Test Drive, Referral
- The attempt is to convert Prospects
to final customers.
- It is dominated by Salesperson’s
efforts, compensated by
commission based incentives.