CONSUMER SALES PROMOTIONS CAMPAIGN ANALYSIS

Demintha HirimuthugodaHIDAB22

CONTENT

INTRODUCTION RATIONALE FOR SELECTIONS SUGGESTIONS CONCLUSION REFERENCE

INTRODUCTION

Integrated Marketing Communication (IMC) is the application of consistent brand messaging across both traditional and non-traditional

• Advertising • Direct marketing• Interacting marketing (Internet) • Sales promotion• Public relations• Publicity• Personal selling (Riley, Business, 2015)

Consumer sales promotion

Consumer sales promotion types; Price Deals

Coupons

Loyal Reward Programs

Free Standing Inserts

Competitions (Management study guide MSG, 2013)

RATIONALE FOR SELECTIONS

CAMPAIGNS – UNSUCCESSFUL SALES PROMOTION CAMPAIGNS

Foreign Example Local Example

STARBUCKS COFFEE

Campaign name- loyalty program (Starbucks gold

card loyalty program)

Target Market – 20- 35 years old coffee lovers

Main message – Starbucks’ gold card benefits its

best customers to earn points and fosters loyalty (starbucks, n.d.)

Results

Starbucks cuts back benefit

Negative reactions from gold customers

PIZZA HUT

Campaign name- competition (All you can eat )

Target Market –school kids and working people

Main message – where one could eat, with in an

half hour, any amount of pizza for a fixed price

(H, 2011)

Results

Poor Promotion advertising

Bad date and timing

SUGGESTIONS

Starbucks Give advance notice of status loss

Give expired members a head start

Pizza hut

Create a win- win situation with their customers

Change the date and timing

CONCLUSION

Both the campaigns hurt the company’s brand image. It will affect the general positioning strategy of the two brands.

REFERENCE

(n.d.). Retrieved from starbucks: https://www.starbucks.com/card/rewards

(2011). Retrieved from all you can eat : https://www.facebook.com/notes/pizza-hut-sri-lanka/pizza-hut-all-you-can-eat-the-rules/270244286361026

(2013). Retrieved from Management study guide MSG: http://www.managementstudyguide.com/importance-of-integrated-marketing-communication.htm

Dooley, R. (2013, July 23). starbucks:loyalty program misfire. Retrieved from Forbes : http://www.forbes.com/sites/rogerdooley/2013/07/23/starbucks-gold/

H, C. (2011, November 24). Retrieved from Building my brand: https://buildingmbrand.wordpress.com/2011/11/24/pizza-hut-sri-lanka-all-you-can-eat-2011-promotion-fail/

IMC. (2015). Retrieved from Business diconary.com: http://www.businessdictionary.com/definition/integrated-marketing-communications-IMC.html

Riley, J. (2015, Feburay 6). Retrieved from tutor2u: http://beta.tutor2u.net/business/reference/sales-promotion

Riley, J. (2015, Febuary 1). Business. Retrieved from tutoru2: http://beta.tutor2u.net/business/reference/marketing-mix-place-revision-presentation

Tools of Promotion - Advertising, Sales Promotion, Public Relation & Direct Marketing. (2013). Retrieved from http://www.managementstudyguide.com/tools-of-promotion.htm