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Promotional Tools for a New BusinessYour Reading covered various promotional tools including sampling, couponing, premiums and other promotions, public relations, word of mouth, sponsorships, packagin
Promotional Tools for a New Business
Your Reading covered various promotional tools including sampling, couponing, premiums and other promotions, public relations, word of mouth, sponsorships, packaging, point of purchase (POP) promotions, signage, and personal selling. All of these promotional tools can be quite effective when selling a good or service. Using these promotional tools apply them to the following scenario as appropriate.
Read the scenario, You are the new marketing assistant at a new business, Rent a Jewel, better known as RJ’s. This business involves a vault-like building with a mall store access area in a new high end indoor shopping mall which has been incredibly busy as it is located near Washington, D.C., where the customer can pick up the jewelry they chose from the website picture. The jewelry includes watches of all shapes, sizes, and price points, jeweled handbags, and of course a typical array of jewelry from cheap to very expensive. The jewelry rental involves the customer allowing their credit card number to be held until the jewelry is returned to the store. What are the benefits to the customer? The customer can avoid having to worry about expensive jewelry in their home, or insurance or a deposit box costs to store it. As U.S. customers are dressing up less and less, their need for expensive jewelry has dissipated with the exception of special occasions and wedding jewelry. This company allows the customer to rent jewelry they would not normally own as long as they cover the cost temporarily with a credit card. When the jewelry is returned, the rental fee is charged and their credit card information deleted unless they specifically request it be held for future use. The grand opening for your company will be next month and you are busy promoting this grand opening. and then address the checklist items.
Checklist: and then address the checklist items.
- What promotional tools will you recommend to the owner of RJ’s that will increase customer loyalty and promote the grand opening?
- What goals do you have for these promotional tools?
- How will personal selling be used in the company?
- How would you continue to use these promotional tools after the grand opening to promote customer loyalty?
2000 WORDSTask description Imagine you are the IMC manager for an Organisation and have been made aware that one of their products needs an IMC campaign. You need to select an Organisation and one of
2000 WORDS –
COMPANY: SEPHORA
Task description Imagine you are the IMC manager for an Organisation and have been made aware that one of their products needs an IMC campaign. You need to select an Organisation and one of their product offerings for this assignment. Before you can proceed however you need approval from the Executive Management Team (EMT). As part of your submission to the EMT for the approval of resources – both staff and funding – you need to prepare a Briefing Document that outlines: • why the campaign is needed and the background of the competitive landscape. • the communication objectives of the campaign; • the desired target audience, including Personas • an outline of your IMC Plan and request for budget allocation. The objective of the submission is to convince senior management that the campaign is necessary and the objectives are attainable and measurable. The submission will need to be based on sound research and analysis with good supporting arguments. Purpose This assignment is designed to: • Encourage you to think about the rationale or reason for individual IMC campaigns • Assist you in developing measurable, realistic and achievable objectives specific to IMC activity • Help you apply the Communications Process Model to IMC campaigns to achieve the desired response. Assignment format The final submission must include: • Swinburne cover sheet – available on Blackboard • Title Page which must show title, unit code & name, student name & ID number, tutor name, word count & date It must be written in a professional manner and have been spell-checked and proof-read (edited). Suggested structure is: • Introduction – approximately 100 words on the focus of the report Background – description of the selected organisation and product and why the campaign is needed. Include brief description of major competitors (approx.. 300 words). • IMC Objectives, Target Audience including Personas, campaign description, approximate budget and how you plan to measure the results of your Campaign. Approximately 1,500 words for this section supported by a brief explanation of the key theory/ies supporting your approach. • Recommendations – about 100 words Recommending to the EMT the actions you wish them to take. • References
The Decline of General Motors:Could A.G Lafley’s recruitment as CEO have rescued GM ? Or would it have made no difference at all?
The Decline of General Motors:Could A.G Lafley’s recruitment as CEO have rescued GM ? Or would it have made no difference at all?