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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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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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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 ...

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