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Case Study 1: IMC Tools to useSelect 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 promotionsQuestionsUsing the list above, select the most appropriate IMC mix for:1.A new hairdresser in a busy shopping mallPersonal selling2.A large firm introducing a new line of candy barsIn-store displaysTV advertising3.A 5-star hotel on the beach, starting to offer business conferenceservicesPersonal sellingBrochures4.New blender produced by PhilipsTV advertisingPublicity5.New program offered by a universityDirect mailInternet advertising/web site “of the University”Case Study 2: Promotion StrategyThis activity is based on a chain of fitness centers. They want to increasetheir ongoing level of promotional activity, but are unsure how best to promotethemselves in the marketplace. Therefore, this activity requires you todetermine the most appropriate promotional strategy (given the information inthe following case study).ActivityFitness Fast currently consists of eleven fitness centers throughout Sydney.Their goal is to expand to around 20 centers in Sydney before expandinginterstate. Currently, most of their fitness centers are operating at only 60%capacity. This means that they will greatly benefit from more customers (asmost 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) for1
an upcoming promotional campaign. Their problem is that they are faced withtoo many choices and are unsure how to structure their campaign. That’s whythey need your help/advice.They have identified five different segments of people that are attracted tojoining a fitness center. These segments are:Name of SegmentNeedsProfileProportionof MarketLookingGoodThis group is attracted toimprove the physical look oftheir bodyOn average, this group is aged 18 to35 and tend to be fairly dedicated tofitness – but they also like to party too30%LosingWeightAs the name suggests, thisgroup is attracted to a fitnesscenter to help them with theirweight loss goalsThis group is slightly older, around 30to 45 years. Their fitness dedicationseems to go in cycles (that is, up anddown)20%JustSurvivingThis is a relatively newsegment. They view fitness asvital to long-term health andwork out to help make theirday-to-day life easierThis group is predominately aged 50years plus. They don’t have ambitiousgoals, and are happy to do a lightwork out a few times a week10%AmongFriendsThis group see fitness centeras a great place to makefriends and meet people.