Selecting the Message Source

There are a number of other options for the ‘source’ of the firm’s promotional messages. Your task in this activity is to identify which source would probably be the most appropriate for each particular promotional challenge.

 

ACTIVITY/TASK

Some Possible Different Message Sources

  1. The firm’s CEO (e.g. Richard Branson)
  2. A celebrity
  3. An expert (such as a dentist, accountant, scientist)
  4. A spokesperson
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Which Celebrity to Use?

Sometimes it can be effective for a firm to utilize a celebrity to help promote their product/brand. Your task is to identify whether any of the following firms could possibly benefit from using an ‘available’ celebrity. If so, which available celebrity would be most appropriate?  (Note: A limited list of celebrities has been provided to make this activity more manageable.) See the full activity...

Selecting the Message Appeal

‘How’ to communicate the desired message is an important aspect in the overall effectiveness of a promotion. The message appeal also plays a part in communicating the overall positioning for the brand/product. In this activity, you need to select the most appropriate type of ‘appeal’ (refer list below) for each challenge listed.

 

ACTIVITY/TASK

  1. You want to help raise money for
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Decoding Promotional Messages

Decoding refers to how consumers will understand the marketing communication. In this activity, you need to determine what is the main message for the following promotional messages. Keep in mind that most ads do not include a lot of copy (text), so they often have to draw conclusions or will use their existing perceptions
 

ACTIVITY/TASK

In a magazine ad for See the full activity...

Which IMC Tools to Use?

Different organizations, with different goals, will find that a different mix of IMC tools will be more appropriate for their needs.  For this activity you need to determine the three most suitable IMC tools for each organization listed (using the simplified list of tools provided below).


ACTIVITY/TASK

Select from this simplified list of IMC Tools

  • TV advertising
  • Personal selling
  • Radio
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Selecting Distribution Channels


It was only about 20 years ago that most banks typically only used one distribution channel (their branches). However, since that time they have dramatically expanded the number of channels that they use. Below is a list of common distribution channels for a bank. Your task is to identify the most appropriate mix of channels for two different banks.

 

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How Important is Price?

In this exercise, you are presented with eight product alternatives, as you would find in a supermarket environment. As you will see, price is simply one aspect of the consumer’s perception of value. So review the following list of pasta sauces, which one would you buy?

 

ACTIVITY/TASK

Brand

Positioning/Marketing

Price

A

The leading brand name – heavily advertising on TV

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Competitive Pricing

Firms need to take care when responding to competitor’s action with a pricing change, as this could trigger a potential price war. Therefore, in this activity you need to identify what would be the most appropriate pricing reaction for the following generic situations actions.

 

ACTIVITY/TASK

  1. To communicate the high quality of your product against a new competitor
  2. The market that
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What Price Mark-up is Needed?

Many consumers are surprised at the (profit) margin that some retailers make on their sales. However, they do need fairly large margins to cover their significant rent and staff costs that they incur. In this activity, your task is to determine what average prices will need to be charged by these small retailers so they end up making a good See the full activity...

Price Calculations – Marginal Analysis

Marginal analysis is based on the assumption that as the product’s price alters, so will its level of demand (sales). Therefore, this approach looks for the maximum profit point, when considering the firm’s cost structure and the likely sales at different price points (which is essentially the product’s demand curve). 

 

ACTIVITY/TASK

Determine the best price point (that is, what is … See the full activity...

Price Calculation – Target Profit Pricing

As the term suggests, target profit pricing is designed to determine how many units we will need to sell to both cover costs AND achieve a set profit. In some firms, marketers are allocated a profit contribution goal/target for the year, and they will use this approach to estimate the required sales volume. Work through the following two examples to See the full activity...

Price Calculation – Breakeven Pricing

Often a firm will calculate the break-even point for a price. That is, if we set the price at $X, then how many units will we need to sell to cover costs (that is, our break-even point). Work through the following two examples to gain a better understanding of this approach.

 

ACTIVITY/TASK

Using break-even analysis:

  1. How many units need
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Price Calculation – Cost-plus Pricing

Cost-plus pricing is a very simple form of pricing. This approach was once fairly common, but is less widespread today. Your task for this activity is to work through the following two examples to gain a better understanding of this approach.

 

ACTIVITY/TASK

Using cost-plus pricing to:

  1. Set the price if you expect to sell 1,000 units and you want a
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Pricing Objectives


Pricing decisions will form a key part of the firm’s overall marketing strategy. In this activity, your task is to identify why the firm has adopted their particular pricing approach.

 

ACTIVITY/TASK

  1. When ‘Great Cuts’ (haircuts) originally opened, they charged just $12 per haircut. However, since they have become widespread and more popular, they have progressively increased their price to over
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Line and Brand Extensions

Firms are usually faced with four broad branding choices. Obviously, having good brand equity presents the opportunity to leverage this strength in the marketplace for greater profitability. In this activity, your task is to simply classify each example to the brand strategy choice (refer list) that the firm has pursued.

 

ACTIVITY/TASK

  1. Coca-Cola also sells several ‘budget’ soft drink brands (in
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Talk Benefits, Not Features

Consumers buy a product solution (the benefits) for their need/problem. In promotional communications, it is important to communicate benefits – not features! Below is an example of how to convert features into benefits (for a potential new product for Burgers Galore, namely fruit salad). Your task is to identify the benefits for a swimming pool toy, and a new pet See the full activity...

Classifying Consumer Products

For a related discussion exercise – please see the marketing mix and shopping products

Consumer products can be classified (see list in question area) into different types, in order to better understand their consumer’s behavior and to assist in the design of their supporting marketing mix. Your task in this activity is to appropriately classify the following list of products.See the full activity...

Product Levels/Dimensions

Introduction to the student activity

A product exists on different levels. In the simplest approach to this model, a product has three levels – core, actual and augmented.

Your task in this activity is to classify the offerings of a computer retailer into actual and augmented product levels.

(Note: Their core product is the need to produce/store files, documents, and … See the full activity...

A Product Meets a Need

A product should meet a need or provide a solution for a consumer. In this activity you need to complete the table – sometimes you need to identify the consumer’s need and sometimes you need to identify the product solution. Several examples have been provided to get you started.

 

ACTIVITY/TASK

Consumer’s Need or Problem

Product Solution

Contact lenses are trouble

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Product Development Team Structure

Below are five different examples of how firms can structure their new product development project teams. Can you identify which team structure approach would be the most effective?

 

 ACTIVITY/TASK

  1. “I go to a weekly product development team meeting – and from time to time I’m allocated some tasks to do, on top of my normal work.”
  1. “Steve has just nominated
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