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Marketing Mix: Promotion

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Two products (choose one from Airline Flights and choose one from Carbonated Soft Drinks) using as much research as possible to explain what you think would be an appropriate promotions strategy for both. Compare and contrast the two promotion strategies explaining why you think they would be similar or different. In particular, please use readings on developing a promotional strategy at the marketing-made-simple.com website. Please mention segmentation, targeting, positioning, and messaging. Demonstrate that there is an understanding of these concepts and their relationship to the development of a promotions strategy.

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Step 1
The airlines flight is from Southwestern Airlines. And the Carbonated Soft Drinks is Pepsi.

Promotion Strategy:
The promotional strategy for Southwestern Airlines will be to target the low cost travel segment, advertise the punctuality and reliability of Southwestern Airlines. The message will be targeted through digital media, and will position Southwestern Airlines as highly reliable airlines that is low priced.

The promotional strategy for Pepsi will be that it will target the youth segment between the age of 14 and 36. The message will be communicated through multiple media and will position Pepsi as a tasty and refreshing drink.

Segmentation:
The target segment of Southwestern Airlines is the low cost regular fliers between the age of 20 and 55. These persons fly for business or leisure and have an income of between $30,000 and $80,000. These fliers are seeking low cost services that are reliable. They want the airlines to fly on time but are not seeking extra frills. The buying pattern of the segment targeted is that they buy their airlines tickets through the internet.

The target segment of Pepsi is young men and women between the age of 14 and 36. These will be targeted at schools, colleges, universities, workplaces, restaurants, and sport stadiums. These are persons who are attracted to sport and want to feel good and want their drinks to taste attractive. The buying pattern of Pepsi drinkers are that they buy the drink from conveniently located dispensers.

Step 2
Targeting:
The main method of targeting for Southwestern Airlines will be advertisements over the internet. The main internet ticketing sites such as expedia.com will feature Southwestern Airlines prominently. In some cases there will be advertisements that will direct the user to the website of Southwestern Airlines. Sales promotions of certain flights will offer special low prices for a limited ...

Solution Summary

This posting gives you a step-by-step explanation of Southwest Airlines marketing. The response also contains the sources used.

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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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