1 / 18

Case Study

Case Study . A hotel chain wanted give its new in-house, full-service spa more exposure. The marketing department got together and decided to produce: A product promotion An institutional promotion

kaleb
Download Presentation

Case Study

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Case Study A hotel chain wanted give its new in-house, full-service spa more exposure. The marketing department got together and decided to produce: A product promotion An institutional promotion If you were in that meeting, describe what these two ideas might be. (on paper and keep- will re-visit later in this class)

  2. Yesterday….

  3. Central Question…. • What are the different things that companies/marketers can do to promote their product(s)?

  4. objectives • TLW examine the promotional tools in both product and institutional promotions • TLW evaluate a company and design a promotional tool • Std: 4.0 The student will analyze promotional tools

  5. 1. Personal Selling • Sales rep • Disadvantage: Expensive!! • Contacts/ relationships (current and potential) • Personal meetings • Demos • E-mails • Phone

  6. 2. Advertising • Non-personal, paid promotion • Variety of media • One-way communication

  7. 3. Sales promotion • Coupons, money-back, samples, POP displays, promotional items • All marketing activities EXCEPT: • Personal selling • Advertising • Public relations

  8. 4. Direct marketing • Addresses individuals WITHOUT a third party medium (NO: TV, radio, mags, etc) • Ex: • Direct mail • Telemarketing • e-marketing • Social media • Goal: generate Sales/leads

  9. Partners: • Corey, Jalen Heather, Andrew • Cameron, Anfernee Ariel, Greg • Brandon, Ja’Kobe Freddy, Paige • JJ, Cole Dre? • Taylor E, Lori • Trevor, Courtney • Taylor M, Dakota

  10. Activity • In pairs, create product promotional tools (not selling or ads) for the company… • A) sales promotion (coupon and promotional item ~ reasonable!) • B) direct marketing (direct mail piece, telemarketing script, e-marketing piece, or social media piece) • *These will also be graded for grammar!

  11. 1. Public relations • (PR) activities help an organization to influence a target audience. • Publicity (FREE!!) • News releases- announcement -> media • Social media- opinions, customer contact • Influence general opinion • Create favorable public image • Re-direct problem issues

  12. 2. Company Website • Is easy to find and navigate • Gives an abundance of information to consumers and potential consumers • Ben and Jerry's website

  13. 3. Community Relations • When an organization SHOWS and PROVES an interest in the community it is in. • Chik-Fil-A • D.A.R.E • Youth football sponsors

  14. 4.Charity Involvement • “Cause” Marketing • What does this mean? • Why does this matter?

  15. Activity • Back to the massage therapist… • Come up with either a community relations event OR a charity involvement event for this new business • Include: • A news release for the event that includes all the details (pg. 398 in text) (grammar!!) • One promotional advertisement/poster for the event (where would it go?)

  16. Developing the Promotional Mix

More Related