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Implementation of Marketing Plan

Car-e Rental Inc., a private national car rental company headquartered in Boston, Massachusetts, has developed a high level of confidence among its customers and garnered a great deal of respect from competitors over the past ten years. Car-e puts a strong emphasis on customers' needs, using some of the most sophisticated customer research methodologies in the industry. It employs highly motivated individuals with proven customer service skills.

After two years of consumer research and a year of market testing, the company is ready to roll out Kwick, a paperless car reservation and pickup service for its premium customers. Kwick was designed to save customers time and the company labor costs. Reservations for vehicle are made electronically, through the Internet, or by mobile phone. Customers access the vehicle using their fingerprints, finding the car keys in a secure place inside the car and amenities exclusively fashioned for the individual.

Develop a detailed promotional strategy on the marketing mix plan. Provide thoughts on what can be the potential strengths and weaknesses in your promotional strategy? How will I leverage the strengths? What actions can I take to address the weaknesses?

The implementation should include the strategic focus. I need help with describing the tactical decisions to be taken by Kwick's brand manager to implement the strategy over the life of the service. How will these tactical decisions help Kwick's brand manager maintain the long-term brand value of the services?

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As the service is designed for the premium or exclusive customers, the promotional strategy should also be exclusive and highly customized for the elite customers of the organization. However, in order to implement this strategy, the organization needs to understand the needs and preference of each customer which will require extensive knowledge about each customer, high quality execution and zero tolerance for any mistakes or errors.

For example, one of the promotional strategies for customers could be exclusive gifts such as bottle of wine or any other premium gift on certain volume of purchases or spending by the customer. The gifts can be customized as well based on the unique needs, preferences and profile of the customer. In order to execute such a strategy, the marketing information system or CRM should be updated ...

Solution Summary

Develop a detailed promotional strategy on the marketing mix plan. Provide thoughts on what can be the potential strengths and weaknesses in your promotional strategy? How will I leverage the strengths? What actions can I take to address the weaknesses?

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See Also This Related BrainMass Solution

The Marketing Mix: Promotion Strategies

The Organization is Wal-Mart

In SLP04 you will analyze Promotion by the organization you chose for your Session Long Project. As indicated in your Module 4 readings, promotion encompasses

Advertising,

Personal Selling,

Sales Promotion,

Publicity, and

Public Relations

Be sure to bring in illustrative materials to demonstrate your understanding of the marketing principles your company is following.

16) Recalling that promotion includes: Advertising, Personal Selling, Publicity, and Sales Promotion, describe the PROMOTIONAL MIX of your chosen organization,

17) Analyze the promotion of your chosen organization relative to your products and markets as if you were making a report to management. Be as specific as possible and be sure to draw on Module 4 background materials in describing the INTEGRATION of the MARKETING MIX..

18) Briefly (1-4 paragraphs), explain if and/or how your organization has COMPETITIVE ADVANTAGE in PROMOTION? If it does not have competitive advantage in promotions, explain why it doesn't have that advantage.

Please remember: All SLP discussions about competitive advantage must be specific; that is, directed toward each competitor. A simplistic example is that Burger King may have competitive advantage over KFC in terms of advertising, but it does not have competitive advantage over McDonald?s. Of course, you would elaborate more and explain why your organization does or does not have competitive advantage in promotion relative to each particular competitor.

In addressing the questions, at a minimum use PROMOTION STRATEGY as your heading and use the CAPITALIZED and BOLD words in the sections as subheadings.

HAVE TO BE IN MLA FORMAT!

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