Eldaro
Marketing mix
Product
Our line of health potions consists of three potions that you can take on a regular basis. Combining the potions is allowed and encouraged. Any kind of overdosing is impossible as the doses are either regulated or the effect of the potion will stagnate as it reaches a certain level in your blood. Every once in a while, a new seasonal flavour is released and will temporarily be available for purchase.
The energising potion is extremely popular among the more adventurous spirits in Eldaro but can also please the others as it makes them feel younger and more quick-witted. This potion, in bottles of a litre, can be drunk daily.
Secondly, our stress-relief potion is loved for the serotonin it contains. If anyone is feeling a bit blue, this potion will help them turn the tide. This potion, in bottles of a litre, can also be used on a daily basis and contains all-natural ingredients.
Lastly, there is a pain-relief potion: a personalised health solution. Inhabitants of Eldaro have a sensor implanted which can read the chemical levels in their bodies. The pharmacist will scan the sensor and will use the information to produce a unique potion, adapted to your personal needs. The potion is a 50-millilitre concentrate that can be drunk once every month.
Price
As health and a carefree life are very important in our country, the health potions can be purchased at a democratic price. The personalised pain-relief shot is free for all since its effect can make life a lot more pleasant for our inhabitants. The two remaining products, the energising potion and the stress-relief potion, both cost ∂ 5.
(2 Euros - € = 1 Eldeuro - ∂)
Place
The energising potion and the stress-relief potion are both available in all supermarkets in Eldaro. The pain-relief potion on the other hand, is only available at the pharmacists’. This way, we can ensure that our inhabitants get a quality product, based on their issues and that they cannot receive more than allowed.
Promotion
The daily marketing of our product mainly consists of in-store advertising and influencer marketing. In-store advertising is mostly a retail display stand in supermarkets. Whenever Eldarians go grocery shopping, they will pass the stand which will make them more inclined to buy the products. Our health potions are perceived either as convenience goods or impulse goods which makes in-store advertising one of the best promotion methods.
Apart from that, we also use influencer marketing. We managed to create a partnership with our most famous golf player. He promotes the product line via TV-advertisements.
Whenever a new flavour is released, we set up a guerrilla marketing action. In each major city, a tab will be installed on a busy square for one entire day where passers-by can taste the potion for free. This action will be supported by mystery announcements the week before the guerrilla action. Supermarkets will add an empty shelf with ‘coming soon’ next to the standard potions and the free tab bar will be installed in each city square a few days before the release but will remain completely closed and empty on the outside except for a small sign with a riddle about what will come.