15 Jun dashcam
Place (Distribution)
For the distribution of our product we will take multiple approaches to accommodate our different target markets. From a general perspective we will be using selective distribution because dash cameras are not purchased frequently enough to warrant intensive distributions, yet not complex enough for exclusive distribution. We will also use the pull method because our product is high quality and a reasonably high involvement purchase.
With the growing trend of consumers looking to the internet first to find the products they need, Vezo 360 will be available for purchase directly from the Vezo website. Additionally, to compete with existing dash cameras and to regulate resellers, Vezo 360 will also be available on Amazon. Keeping in mind that online retail will not be preferable for all of our individual drivers, we will also make our product available in physical retailers like Best Buy. This will allow us to cover the population that prefers to see and hold the product before purchase.
Due to the installation aspect of this camera, we also want to partner with car dealerships to offer Vezo 360 as a perk or add-on for those purchasing new cars. Similar to any other optional accessory available upon purchasing a new car, the dealership would be the point of distribution for the customer.
For our other primary target market of companies that utilize large fleets of vehicles, the distribution channel will be much more direct. This is preferable due to the large quantity of units involved in each transaction. An intermediaries beyond the warehouse and delivery department is not necessary and these companies will be able to purchase and receive their orders from Vezo directly.
Promotion
For our everyday drivers market segment, advertising will be prefered over personal selling to maintain consistency throughout such a large audience. Due to the high quality of the product and the cutting edge technology featured, an informational/rational appeal will be used to express these benefits clearly to consumers. Search engine optimization will allow Vezo 360 to be at the forefront for those who are already searching for a dash camera. In store displays will be used to attract consumers shopping for other electronics.
To further establish our partnership with car dealerships, informational pamphlets will be available for car shoppers to provide the details and benefits to purchasing a Vezo 360 as an ad-on to their new car.
Promotion for our B2B segment will focus on personal selling. This will allow us to create direct points of connection with such companies, resulting in a higher probability of developing brand loyal and large scale customers. Unlike in the case of regular drivers and new car purchasers, businesses with large fleets may feel that they have needs specific to their organization. Having a salesforce that can communicate directly to buyers will give the impression that those needs are being accounted for individually.
One of the features that especially sets the Vezo 360 apart from other cameras is the sleep detecting AI technology. Vezo can use this as the foundation of its public relations activities by publicly speaking on the importance of safe driving an the dangers of drowsy driving. This should not necessarily come from Vezo 360 promotion, but from the company as a whole. This will show consumers that the focus is not just on making sales, but on educating drivers.
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