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Product Strategy & Pricing

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The United States is experiencing inflation, increased unemployment, and escalating gas prices. A 71-year-old food company is associated with hard times, and as the economy heads downward, the product bucks the cycle and enjoys sales increases.

During the down economy, marketers are experimenting with various tactics to entice consumers to buy. Cars come with free or cut rate gas; buy a gift card for a friend, and you get one free; and the supermarket is full of 2-for-1 specials each week.

Excluding the supermarket deals, choose a product and marketing campaign that targets buyers in a down economy. Discuss the effectiveness of the campaign and how you might improve upon it. Be sure to include your thoughts on competition and differentiation.

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One marketing campaign that targets customers in a down economy is Dell laptops. These computers are targeted at discount seekers through companies that distribute coupon codes to potential customers. For instance, couponmountain.com distributes coupon codes for Dell Inspiron laptop computers. Further, several other companies have also been given the task of distributing Dell discount coupons and coupon codes. This is the use of promotion to increase sales in weak economy.

Dell is also targeting specific target audiences by giving special discounts to Military Service personnel. These discounts are given to veterans, national guards, active duty military personnel. and ...

Solution provided by:
Hatim Baxamusa, MBA
Education
  • BSc , University of Calcutta
  • MBA, Eastern Institute for Integrated Learning in Management
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