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Promotion strategies in different industries

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Promotion is one variable of the marketing mix. Sellers communicate information about their products and services in order to influence customers' attitudes and behaviors.

Select one industry from the list below, and conduct research about strategies that companies in the industry use to promote their products or services. In your report, include communication channels the companies use. What are their promotion objectives? How and why are the promotion strategies of the companies effective or not effective? Compare and contrast promotion strategies between a couple companies in the industry.

Please select one of the industries listed below, and search for information about the promotion strategies of a couple companies in the industry.

- Soft drink
- Fast food
- Snack
- Hotel
- Restaurant chain
- Cell phone
- Computer tablet
- Banking
- Insurance
- Automobile
- Airline
- Entertainment
- Magazine
- Hair products
- Cosmetics
- Personal care products
- Dental care products
- Medicine
- Department store
- Tell briefly about the industry and companies in the industry
- Be at least two pages in length.

-Use APA style for citing paraphrased and quoted material

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Step 1

The soft drinks industry includes carbonated soft drinks, fruit beverages, bottled water, energy drinks, sports drinks, and energy drinks. The industry contains some power brand such as Coca- Cola, Gatorade, Snapple, and Pepsi. This industry has flavoring syrup and concentrate making and soft drink manufacturing. The industry however is under challenge because of weak economy and the reluctance of consumer's to drink soft drinks because of health consciousness.

Step 2

There is a multitude of communication channels that the soft drinks industry uses. These include, sponsorships of sporting events, using of famous personalities, and major television advertising (Shimp. T 2010). Other channels of communication are the vending machines of the companies, social networking sites, and mobile advertising. The vending machines are used to give discounts or opportunities to communicate with friends. For example, the Pepsi Vending Machine lets the consumer give drinks to friends. This is a powerful ...

Solution Summary

Marketing communications in consumer goods industries is discussed step-by-step in this solution. The response also has the sources used.

See Also This Related BrainMass Solution

J.C. Penney Pricing and Promotion Strategy

Task : Develop a report which addresses the following issues:

1) Briefly describe J.C. Penney's new pricing strategy, also providing background on the company and department store industry.
2) Do you think J.C. Penney's new pricing strategy will work in the long run even if it seems to be not working at the current stage? Support your position in terms of environmental factors such as economy, the competition, and changing consumer behavior.
3) How does this pricing strategy complement J.C. Penney's new merchandising and promotion strategies? Take into account J.C. Penney's segmentation, positioning, and branding strategies to explain this issue.
4) What can you learn from this case? Consider this pricing issue from both short-term and long-term perspectives.

Helpful Resources:

Lublin, J. S., & Mattioli, D. (2013, Apr 09). Penney CEO out, old boss back in. Wall Street Journal (Online). Retrieved from http://search.proquest.com/docview/1324471578?accountid=28844.

Glazer, E., Lublin, J. S., & Mattioli, D. (2013, Apr 9). Penney backfires on ackman. Wall Street Journal (Online). Retrieved from http://search.proquest.com/docview/1324721270?accountid=28844.

D'Innocenzio, A. (2012). J.C. Penney slashing prices on all merchandise. USA Today (January 27). Accessed 5/5/12 at: http://www.usatoday.com/money/industries/retail/story/2012-01-25/penneys-price-overhaul/52787388/1

Mattioli, D. (2012). How J.C. Penney was minted. Wall Street Journal (January 25). Retrieved October 9, 2013 from http://online.wsj.com/news/articles/SB10001424052970204624204577183471514403532

Mattioli, D. (2012). J.C. Penney chief thinks different. Wall Street Journal (January 26). Retrieved October 9, 2013 from http://online.wsj.com/news/articles/SB10001424052970203718504577182751798318594

Reingold, J. (2012). Retail's new radical. Fortune, 165:4(March 19).
Retrieved October 6, 2013 from http://management.fortune.cnn.com/2012/03/07/jc-penney-ron-johnson/

There's a lot going on at J.C. Penney these days. With a new CEO, Penney, confronted with pressing competition up, down, and sideways in the department store wars, is reinventing itself in terms of merchandising, supply, and pricing strategies. Here we will concentrate only on the pricing aspects of these new directions. However, this is ultimately about positioning; trying to find a space that is responsive to potential customers as well as differentiating the Penney brand from Target, Kohl's, Wal-Mart, and Macy's.

These articles shed additional light on the implications of Penney's new direction:

Beltrone, G. (2012). Ad of the day: J.C. Penney - Peterson Milla Hooks brings its poppy visual style to the retailer's big new rebranding effort. Adweek (February 3). Accessed 5/5/12 at: http://www.adweek.com/news/advertising-branding/ad-day-jcpenney-137988

Berfield, S. (2012), J.C. Penney vs. the bargain hunters. Bloomberg Business Week (May 25), pp.21-2. Retrieved October 6, 2013 from http://www.businessweek.com/articles/2012-05-24/remaking-j-dot-c-dot-penney-without-coupons

Conte, C. (2012). Stein Mart reducing coupon use, lowering prices, Jacksonville Business Journal (March 8). Accessed 5/5/12 at: http://www.bizjournals.com/jacksonville/blog/2012/03/stein-mart-reducing-coupon-use.html?ana=RSS&s=article_search&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+bizj_jacksonville+%28Jacksonville+Business+Journal%29
Stein Mart plans to reduce its dependence on coupons and return to the everyday low-pricing strategy it became known for, with plans to cut prices between 5% and 10% on much of its merchandise. "We don't want our customers to think they have to use a coupon to get a better price at Stein Mart," said Jay Stein, chairman of the board and interim CEO.

Girard, K. (2012). Is J.C. Penney's makeover the future of retailing? Harvard Business School Working Knowledge (March 5). Accessed 5/5/12 at: http://hbswk.hbs.edu/item/6944.html

Halkias, M. (2011). J.C. Penney buys stake in Martha Stewart's company. The Dallas Morning News (December 7). Accessed 5/5/12 at: http://www.dallasnews.com/business/retail/20111207-j.c.-penney-buys-stake-in-martha-stewarts-company.ece

Should Martha Stewart target markets or mass merchandise?
Talley, K. (2012). Penney CEO says profits won't suffer. Wall Street Journal (January 27). Retrieved October 9, 2013 from http://online.wsj.com/news/articles/SB10001424052970204573704577184951220641144

Timberlake, C., & Townsend, M. (2012). Macy's says Martha's dance card is too full. Business Week (February 28). http://www.businessweek.com/articles/2012-02-28/macys-says-martha-stewarts-dance-card-is-too-full

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