are on the rise but the costs are still more affordable than visual mediums like television. f) Others Outdoor are flexibility; high repeat exposure; low cost; low message competition; good positional, and selectivity. Newspaper is flexibility; timeliness; good local market coverage; broad acceptability and high believability. 3) Sales Promotion Baskin Robbins is doing in-store promotion which includes the interior design and decoration of the store with signs and posters for the latest
promotions and offers. Baskin Robbins used the in-store promotion tool and the nice decoration to attract different customer group such as teenagers, families and kids especially if the stores are in malls. In addition to that, Baskin Robbins offers free ice cream scoop and a coupon of $ 3.00 off on ice cream cake for customer’s birthday (“Something to celebrate”) (Baskin Robbins, 2009). a) Sale Prices The 4 Ps of Marketing, the marketing mix is a very useful guideline for understanding the fundamentals of what makes a good marketing campaign as Baskin Robbins. The price business set for the business product or service plays a large role in its marketability. Pricing for products or services that are more commonly available in the market is more elastic, meaning that unit sales will go up or down more responsively in response to Baskin Robbins price changes (Perreault, Cannon, & McCarthy, 2009). By contrast such as Haagen-Dazs of London dairy products have a generally more limited availability in the market (but with strong demand) are more inelastic, meaning the price changes will not affect unit sales price as much. Although, the price elasticity of Baskin Robbins product or service can be determined through various market testing techniques (Baskin Robbins, 2005). b) Discounts Buyers may learn about discounts either at the point of sale or through advertising. At the point of sale, discount price may be posted on the package, on signs near the product, or in storefront windows. Many types of advertisements can be used to notify consumers of upcoming discounts, including flier, newspaper and television ads. For example, discounts are especially common in the food industry, most often at local supermarkets run weekly specials (Perreault, Cannon, & McCarthy, 2009). Discounts may be initiated by the manufacturer, the retailer, or the distributor. For instance, a manufacturer may "pre-price" a product and then convince the retailer to participate in this short-term discount through extra incentives (Perreault, Cannon, & McCarthy, 2009). For example, the terms used for discounts items are: 50% off, and Save 50%.
c) Coupons Coupons usually reduce the purchase price or offered as cash. Coupons need to state the offer clearly and make it easy to recognize. Many sales promotions, such as coupons, have the effect of lowering the prices consumer pay. Coupons have become a standard mechanism for sales promotions. On-shelf couponing: Coupons are present at the shelf where the product is available. Coupons are available online and consumer’s print them out and take them to the store. Thus, sales promotion has been used
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- Spring '08
- Marketing, ice cream, Baskin Robbins, The Baskin Robbins