Promotional Mix - George-Mart
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A specialty grocery store, George-Mart, is celebrating its grand opening in North Bend,WA. Create the promotional mix for the grand opening. Consider the different types of promotional tools (e.g. personal selling, public relations, direct mail) they can use and determine which one would be the most effective. Describe the process you would initiate to develop the promotion.
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Solution Summary
The solution describes the processes involved for developing the promotion for the specialty grocery store.
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A specialty grocery store, George-Mart, is celebrating its grand opening in North Bend,WA. Create the promotional mix for the grand opening. Consider the different types of promotional tools (e.g. personal selling, public relations, direct mail) they can use and determine which one would be the most effective. Describe the process you would initiate to develop the promotion.
When dealing with this type of situation, it might be smart to consider implementing an IMC (integrated marketing communication processes) where many different promotional tools can be implemented, containing the same message for consumers. You could create a plan where different elements of the promotional campaign can be rolled out one by one, in a manner which will build consumer interests, and get them excited to come to the store.
The first thing to consider is who is your audience, and then you can tailor your promotional mix based on this. It is a specialty grocery store, so we can say that the target audience would be affluent adults who have an impeccable taste, who like gourmet foods and wines and who are likely to pay for quality rather then quantity. They are excited by variety, and like to try new items like new olive oils, new cheeses.
Once you got this figured out, you can then begin to base your campaign on this. A common message would be nice to include in all elements of the campaign to tie everything together. Something along the ...
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