The company will use media promotion to in order to introduce trails for a new grocery shopping service for consumers among 10% of able-minded senior citizens who identify transportation as a problem in their daily grocery shopping needs in Midwestern metropolitan and suburban areas. The company will follow up with a mass television campaign offering specials in order to remind consumers about the grocery shopping service.
             II. Rationale for Promotion Strategy
             A rather unique service, consumers may not be aware that they need grocery shopping services. Providing trials of the service will introduce consumers to the convenience and necessity of the company's offerings, convincing first senior citizens and then the rest of the general public of the service's importance. Trials will increase preliminary subscription, and following up with television media campaigns will increase subscription.
             The company will begin by using media sales promotion to increase awareness of the grocery shopping service. As a prime target audience for the service is the elderly, or those for whom transportation is a problem, the media campaign will begin with daytime channels that cater to an older audience. The media campaign will last for one month with a budget of $75,000. The expected results for the campaign will be to introduce a trail program that will familiarize customers with the service. As the company is offering a new and unique service, the media campaign will help introduce and familiarize the elderly with the trial program, which will allow a free use of the service. A proposed budget of $20,000 for the trial period will provide for the service, which is intended to increase direct sales. Because customers are new to the service, the trial period will help them understand its necessity. After the trial period, a budget of $40,0
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