LUNALIFE
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Promotion
This stage in the four P’s is important to understand to be able to fully grasp what the cultural preferences, humour, culture, etc. to conduct a positive business experience. A strategic plan that LunaPads will pursue is the treasuring of their name. In many cases, companies translate/ modify their names to meet the cultural demand for the market. The Indian community is very westernized (Dhar, 2011), which would favour the maintaining of the brand name. In India ‘Luna’ means the moon which is ‘protector’ in Hindu symbolism (The Luna Moth & The Full Moon, the Spiritual Significance of Signs that Appear in our Lives, 2015). This reassures the Indian women that the presence in the night sky of the LunaPad would protect them.
In the initial phase for the introduction of the LunaPads in the Indian market is conducted through word of mouth with the help of the LunaWarriors, there has been some other forms of advertisement to bring to the attention of the consumers what this brand has to offer. There will be television ads since there are approximately six hundred and seventy four million Indians using them every day along with eighty-five percent of Indian households owning a television set for themselves and loved ones. Another great form of advertisement would be posters on trucks and Tuk-tuks, three wheeled vehicles usually used as taxis, and at transit stops in urban areas. Lastly, there will be the partnership with government initiatives to build brand equity.