. (A) Develop a detailed sales promotion for the following three companies: Warn
ID: 458499 • Letter: #
Question
. (A) Develop a detailed sales promotion for the following three companies:
Warner-Lambert introducing its new anti-itch cream Benadryl. Prospects are those most likely to become victims of poison ivy, mosquito bites, and heat rash.
Visa USA wants customers to use its card more often, especially with/on the coming up Christmas holiday season.
Philip Morris Co., with brands such as Marlboro, has about a 50 percent share of the U.S. cigarette market, would like to promote its “Quit Smoking” program to the public. (9 pts for (i) –(iii))
(B) Machaca-filled burritos have long been a favorite dish at Mexican restaurants in southern Arizona. Maria Gutierrez decided to market this traditional treat regionally under the brand name Mama G’s. She sells a package of dehydrated machaca meat with a stack of flour tortillas and some envelopes of her famous red salsa. You are Maria’s best friend and expert in advertising. Help Maria to develop a comprehensive advertising campaign/program – including all decisions she needs to make - for Mama G’s. (don’t forget – she is your best friend – you better explain it well for her).
Explanation / Answer
A1. Warner Lambert should use a healthy mix of exhibits, samplings, providing incentives to the dealers. All these activities will help the company to stimulate customer exposition for its anti-itch cream Benadryl. The cream should be prominently displayed in stores and pharmacies (being an over the counter product). This will help increase the exposure of the product. The company should also give away free samples at the display counters so that prospective buyers can judge the value and efficiency of the product. Lastly, the company should also provide healthy and attractive incentives to dealers to hold their products.
A2. Visa should use the chief tool of sales promotion i.e. discounts. As the company wants the customers to use the card more often, it should give them incentives in the form of higher reward points or a certain amount of cash back or certain percentage of discount. This will prompt the customers to use the card more often during the holiday season. As Visa wants to increase its usage of cards, it is a form of consumer promotion and hence incentives will have to be provided to the consumers.
A3. The quit smoking program is meant for the users (the smokers) who are also the consumers. So, this is also a form of consumer promotion but the objective is to promote the 'quit smoking' program. Incentives should be provided by informing and educating the consumers about the health benefits of quitting. Small educational videos showing the benefits of quitting should be made to run at places selling cigarettes. The 'quit smoking' program can enter into tie ups with various gyms, clinics, and support centers to distribute pamphlets that will have information on the ills of smoking and the benefits that a person will gain by quitting.
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