StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Marketing Case Study - Essay Example

Cite this document
Summary
Where the resellers require cooperation to accomplish the strategy of Keyman’s, in pull strategy there is a direction of efforts to ensure consumer strategy. The strategy entails the use of coupons, rebates and contest to…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER98.1% of users find it useful
Marketing Case Study
Read Text Preview

Extract of sample "Marketing Case Study"

Present strategies There is the use of the pull of push strategies. Where the resellers require cooperation to accomplish the strategy of Keyman’s, in pull strategy there is a direction of efforts to ensure consumer strategy. The strategy entails the use of coupons, rebates and contest to attract customers. Use of consumer premiums is also necessary. There are promotional efforts to create demand of consumers by encouraging consumers to buy from retailers who buy from wholesalers and manufacturer.

For this guard strategy, the product should have high demand; there should be high brand loyalty, and there should be many choices for the customer to choose from. The push strategy involves manufacturers selling to the customers directly rather than through retailers. For the guard strategy, the product categories should have a loyalty that is low towards the brand. The substitutes in the market should be acceptable by the customers. This is a strategy by Keyman’s and Guard. Launching of new products is efficient using the push strategy.

The plan is essential where there is no planning of the product to purchase. The customer needs to be knowledgeable about the product.2) The considerations of sales promotion includeThere is consideration of the current situation of the business in terms of working and business scenario. There is also consideration of the sales figure of past periods, where more money is given for promotion for projects that show high sales figure from the past so as to increase sales. Department that build many products should be given more promotion money than small product departments to enable them tab the whole market.

Promotion money is given depending on the level of competition the product in question is facing. Thus, the more the competition, the more the money given to ensure the product competes favorably. In the introduction of new products, there is allocating promotion money on the bases of all it can afford. This is to avoid losses that arise due the product, not picking up in the market. In case of short term sales, there is less promotion money to that product. To increase distribution, more promotion money should be given to ensure that the product is able to get customers and maintain the current customers.

In giving cash for promotion, there is a reduction in the budget of other products so as to favor other products, which require promotion. To stimulate trial, money should be given. This is because the product requires money for promotion because it is already in the market.3) Market testingIt is essential to first test the market before introducing a product. This is because test market ensures there is duplication of distribution and promotion. There is monitoring of the results thus the company can establish the right market for the product.

Market testing is essential to ensure evasion of the risk involved in the introduction of a new product, which may cause losses due to lack of acceptance by customers. Market testing helps to ensure the product goes to the right consumers thus able to target a large number of consumers leading to massive sales.Works CitedPerreault, Cannon and MCarthy. Essentials of Marketing. New York, NY: Mcgraw Hill Higher Education, 2008.

Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Marketing Case Study Essay Example | Topics and Well Written Essays - 500 words - 1”, n.d.)
Marketing Case Study Essay Example | Topics and Well Written Essays - 500 words - 1. Retrieved from https://studentshare.org/marketing/1595034-marketing-case-study
(Marketing Case Study Essay Example | Topics and Well Written Essays - 500 Words - 1)
Marketing Case Study Essay Example | Topics and Well Written Essays - 500 Words - 1. https://studentshare.org/marketing/1595034-marketing-case-study.
“Marketing Case Study Essay Example | Topics and Well Written Essays - 500 Words - 1”, n.d. https://studentshare.org/marketing/1595034-marketing-case-study.
  • Cited: 0 times

CHECK THESE SAMPLES OF Marketing Case Study

Key Reasons for the Depressing Sales and Profit

… Case Study, Marketing Name: Professor: Course: Date: Case Study, Marketing Case Questions 1.... In accordance to the introduction of the case, study of the Cafe Bijoux, Jennifer the professor of Marketing and a Marketing consultant drove back and forth the B street in search for the Cafe Bijoux.... Describe how Jennifer might have conducted the phone survey (based on your knowledge from Marketing research)....
7 Pages (1750 words) Case Study

Marketing: ApproTEC

The overall infrastructure of the organization like office facilities, Marketing programs, and staff motivation needs to be enhanced.... This paper tells that ApproTEC is a twenty years old organization engaged in the manufacturing of technological equipment.... Martin Fisher and Nick Moon are the founders who devised the noble concept of this business that has led to the growth of the general economy and society at large....
10 Pages (2500 words) Case Study

The New Strategic Brand Management

The company should adopt different Marketing and advertising policies, which are devoid of any ethical concerns.... These could include the costs of adopting the suggested approach in Marketing the product The food services manager – this is the person who has cropped up the idea and must be present in order to explain to the team why she considers the inclusion of this Marketing strategy relatively necessary for the organisation....
4 Pages (1000 words) Case Study

Marketing for Southwest Airline Company

This paper tells that reasons that can be used in the justification of Warren Buffet's assertion that the airline industry is a death trap for investors.... One reason is that the industry is faced with the threat to entrant in that individuals.... hellip; This paper gives details that the industry is also at the threat of facing external attacks such as by the terrorists whose impact is negative on the operation of the industry....
4 Pages (1000 words) Case Study

Marketing Analysis of Zenith Computer Terminals

The paper "Marketing Analysis of Zenith Computer Terminals" discusses that in order to plan for continued growth, some department leaders will need to start planning for the year after next.... Administration staff will need to begin the computerization study by next year.... hellip; Service department leaders will need to complete the study of the new maintenance program by next year and be able to run a pilot test during the third and last quarter of the year....
12 Pages (3000 words) Case Study

Use of IT in Marketing

In this industry, Coca-Cola and Pepsi Cola have been acknowledged widely as the two major Marketing companies of the soft drink products.... Currently, as the Marketing strategies get heated up, some other fresh products and types of packages have been brought over....
15 Pages (3750 words) Case Study

The Conflict Of Victorian Fine Furnishings And Snoozarama

The paper "The Conflict Of Victorian Fine Furnishings And Snoozarama" discusses the case of Victorian Fine furnishings and the order that they have to deliver for an important new client, Snoozarama in eight weeks.... Different alternatives and their recommended solutions are discussed in the paper....
12 Pages (3000 words) Case Study

Legal Issues in Marketing

This work "Marketing Law" describes different features of legal, commercial, and technical elements associated with the registration of intellectual property.... The company is all set to appreciate the developer and modify the required fields to make the software ready for Marketing....
6 Pages (1500 words) Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us