Bus 310 Final Exam Cases.docx - Case Study 1 IMC Tools to use Select from this simplified list of IMC Tools \u2022 TV advertising \u2022 Personal selling \u2022

Bus 310 Final Exam Cases.docx - Case Study 1 IMC Tools to...

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Case Study 1: IMC Tools to use Select from this simplified list of IMC Tools TV advertising Personal selling Radio advertising Publicity Internet advertising/web site Brochures Direct mail Coupons (with special offers) In-store displays Telemarketing (phone) Discounts/sales promotions Questions Using the list above, select the most appropriate IMC mix for: 1. A new hairdresser in a busy shopping mall Personal selling 2. A large firm introducing a new line of candy bars In-store displays TV advertising 3. A 5-star hotel on the beach, starting to offer business conference services Personal selling Brochures 4. New blender produced by Philips TV advertising Publicity 5. New program offered by a university Direct mail Internet advertising/web site “of the University” Case Study 2: Promotion Strategy This activity is based on a chain of fitness centers. They want to increase their ongoing level of promotional activity, but are unsure how best to promote themselves in the marketplace. Therefore, this activity requires you to determine the most appropriate promotional strategy (given the information in the following case study). Activity Fitness Fast currently consists of eleven fitness centers throughout Sydney. Their goal is to expand to around 20 centers in Sydney before expanding interstate. Currently, most of their fitness centers are operating at only 60% capacity. This means that they will greatly benefit from more customers (as most of their costs are fixed costs – in premises and equipment). As a result, they have budgeted just over $1m (which is a substantial amount for them) for 1
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an upcoming promotional campaign. Their problem is that they are faced with too many choices and are unsure how to structure their campaign. That’s why they need your help/advice. They have identified five different segments of people that are attracted to joining a fitness center. These segments are: Name of Segment Needs Profile Proportion of Market Looking Good This group is attracted to improve the physical look of their body On average, this group is aged 18 to 35 and tend to be fairly dedicated to fitness – but they also like to party too 30% Losing Weight As the name suggests, this group is attracted to a fitness center to help them with their weight loss goals This group is slightly older, around 30 to 45 years. Their fitness dedication seems to go in cycles (that is, up and down) 20% Just Surviving This is a relatively new segment. They view fitness as vital to long-term health and work out to help make their day-to-day life easier This group is predominately aged 50 years plus. They don’t have ambitious goals, and are happy to do a light work out a few times a week 10% Among Friends This group see fitness center as a great place to make friends and meet people.
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