Think about a product or service that you have purchased in the last 1-4 months that uses a coupon. This can be a paper coupon, electronic coupon, Groupon, etc., as long as you got a reduction in price, a free item, or some other type of benefit. 1) What was the product or service? 2) What was the benefit of the coupon? 3) Did the company do anything that reflected the targeting and positioning of the brand in the delivery of the coupon? 4) If you were the marketing director of the company, and you took MBA 7602, how would you use the concept of couponing (i.e. reduction in cost, free item, additional benefit, etc.) differently to totally reflect the brand's segmentation, targeting, and positioning? Be as creative as you want and integrate all concepts that you have learned in the course.
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1. I spent 15 dollars for 30 dollars' worth of flowers from FTD, via Groupon.
2. Discount ($15) for delivered flowers
3. Neither FTD nor Groupon did anything that reflected the targeting and positioning of the brand in the delivery of the coupon. Once the coupon was purchased, I had the choice of downloading the coupon on to my computer or just using the code given to me. It was very sterile, with simply a reference to the FTD website.
4. There are lots of places to buy flowers, with many different offers (1-800-Flowers, ProFlowers, Teleflora); however, only FTD has been in business since 1910. FTD should capitalize on the size of the organization with consumers, and tradition of excellence. Sending someone flowers usually involves emotions (romance, love, sympathy, gratitude). It is a difficult proposition since it is done infrequently by most of us, filled with pathos, and done from afar. It involves a leap of faith. FTD should take advantage of this by positioning themselves with consumers as the florist of quality and dependability both in delivery of fresh flowers and in terms of their ability to reach consumers ...
This detailed solution discusses past coupon use and ways company marketed to consumer. It suggests actions that the director of marketing for a company could take to use the concept of coupling (i.e. reduction in cost, free item, additional benefit, etc.) differently to totally reflect the brand's segmentation, targeting, and positioning.