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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

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Case Study

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  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

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