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    Caballero Coffee Marketing Strategy

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    Unit 6 Scenario

    (The following scenario is based on the original Project Scenario and is specifically applicable to this assignment.)
    Lisha has approached you with one final marketing assignment. You now need to decide how to promote Caballero's product and communicate its benefits to your target market.

    What will you learn from this assignment? Read these learning outcomes to find out.

    Your Assignment

    For this assignment, you will write a memo to Lisha identifying which two of the various promotional tools (advertising, sales promotion, personal selling, direct marketing, or public relations) can be used to best communicate to Caballero Coffee Company's customers why its product is the best choice to satisfy their needs (or which would best communicate the introduction of this product to the marketplace). Be sure to consider the following when drafting your memo:

    ? Base your choices on the fit with the target market (i.e., will you be able to reach them through this option?).
    ? Base your choices on the fit with the product (i.e., does it convey the right "image"?).
    ? Base your choices on the fit with the company (i.e., can Caballero afford the option, given what you know about the company?).
    ? Because the advantages and disadvantages of each promotional tool option should be considered, include in your discussion one advantage and one disadvantage of each of your choices.

    Before sending a document to your faculty member, be sure to include your name and the title of the assignment at the top of the document. When you save the document, include your last name, first name, and assignment title in the filename (e.g., smith_john_assignment1a).

    1. Study the scenario information provided in Materials below.
    2. Using the Microsoft Word template provided below, write your 350-word memo.

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    Solution Preview

    In reviewing all the data, I have chosen the following promotional tools that I feel will be best for the business overall. They are Point of Sale advertising and investing in the company's website. Why did I choose these over the others? Let me explain.

    Point of Sale advertising advises the consumer of the new locations where the product is now being sold. This is really a low cost way to advertise with minimal effort and resources needed.

    My second choice of investing in the company's website is crucial. With today's ...

    Solution Summary

    The solution discusses a marketing strategy for Caballero Coffee