Consumer sales Promotions.pptx
description
Transcript of Consumer sales Promotions.pptx
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CONSUMER SALES PROMOTIONS CAMPAIGN ANALYSIS
Demintha HirimuthugodaHIDAB22
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CONTENT
INTRODUCTION RATIONALE FOR SELECTIONS SUGGESTIONS CONCLUSION REFERENCE
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INTRODUCTION
Integrated Marketing Communication (IMC) is the application of consistent brand messaging across both traditional and non-traditional
• Advertising • Direct marketing• Interacting marketing (Internet) • Sales promotion• Public relations• Publicity• Personal selling (Riley, Business, 2015)
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Consumer sales promotion
Consumer sales promotion types; Price Deals
Coupons
Loyal Reward Programs
Free Standing Inserts
Competitions (Management study guide MSG, 2013)
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RATIONALE FOR SELECTIONS
CAMPAIGNS – UNSUCCESSFUL SALES PROMOTION CAMPAIGNS
Foreign Example Local Example
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STARBUCKS COFFEE
Campaign name- loyalty program (Starbucks gold
card loyalty program)
Target Market – 20- 35 years old coffee lovers
Main message – Starbucks’ gold card benefits its
best customers to earn points and fosters loyalty (starbucks, n.d.)
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Results
Starbucks cuts back benefit
Negative reactions from gold customers
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PIZZA HUT
Campaign name- competition (All you can eat )
Target Market –school kids and working people
Main message – where one could eat, with in an
half hour, any amount of pizza for a fixed price
(H, 2011)
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Results
Poor Promotion advertising
Bad date and timing
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SUGGESTIONS
Starbucks Give advance notice of status loss
Give expired members a head start
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Pizza hut
Create a win- win situation with their customers
Change the date and timing
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CONCLUSION
Both the campaigns hurt the company’s brand image. It will affect the general positioning strategy of the two brands.
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REFERENCE
(n.d.). Retrieved from starbucks: https://www.starbucks.com/card/rewards
(2011). Retrieved from all you can eat : https://www.facebook.com/notes/pizza-hut-sri-lanka/pizza-hut-all-you-can-eat-the-rules/270244286361026
(2013). Retrieved from Management study guide MSG: http://www.managementstudyguide.com/importance-of-integrated-marketing-communication.htm
Dooley, R. (2013, July 23). starbucks:loyalty program misfire. Retrieved from Forbes : http://www.forbes.com/sites/rogerdooley/2013/07/23/starbucks-gold/
H, C. (2011, November 24). Retrieved from Building my brand: https://buildingmbrand.wordpress.com/2011/11/24/pizza-hut-sri-lanka-all-you-can-eat-2011-promotion-fail/
IMC. (2015). Retrieved from Business diconary.com: http://www.businessdictionary.com/definition/integrated-marketing-communications-IMC.html
Riley, J. (2015, Feburay 6). Retrieved from tutor2u: http://beta.tutor2u.net/business/reference/sales-promotion
Riley, J. (2015, Febuary 1). Business. Retrieved from tutoru2: http://beta.tutor2u.net/business/reference/marketing-mix-place-revision-presentation
Tools of Promotion - Advertising, Sales Promotion, Public Relation & Direct Marketing. (2013). Retrieved from http://www.managementstudyguide.com/tools-of-promotion.htm