Marketing - salty dog mini case IBMS
Priorities
1 salty dog has already started exporting their product to France, Germany, Norway, Belgium and China. The best approach to expanding the brand is to focus on those countries. In those countries the costumers already have some knowledge of the product. We should start a campaign like ‘two for the price of one’. This way our sales of the product will go up, and we will achieve brand loyalty in those countries.
2 we should avoid being associated with our competitors. If we want to surpass the other leading brands in chips we will have to try a completely different approach than most companies do. Before we start advertising on Television/Radio/Newspapers, we should set up spots around major cities and give away samples of our product. This way, the costumer will be curious about the product after they have tasted it. They will also anticipate the actual release of the product in stores.
3 we should sell our product in major retail places, but only on the locations where people have a need/desire for our product. We should also adapt the price of our product to the GDP of certain potential areas. If the GDP in one area is significantly higher than the GDP of another area, the chips should cost a little more. This way we will make more profit without losing costumers to selling a product that is too expensive
4 we should start by offering just one retailer our product. If they accept, we will bring this product on the market for a fairly cheap price. This way, the costumer will be more satisfied with the product. This is because it costed him/her less money for a good quality product. A lot of people will follow to buy our product because it is cheap and tasty. This will result in other retailers to offer us their services and sell our product in their shop.
Review questions
2 official definition: marketing consists of individual and organizational activities that facilitate and expedite satisfying exchange relationships in
1 salty dog has already started exporting their product to France, Germany, Norway, Belgium and China. The best approach to expanding the brand is to focus on those countries. In those countries the costumers already have some knowledge of the product. We should start a campaign like ‘two for the price of one’. This way our sales of the product will go up, and we will achieve brand loyalty in those countries.
2 we should avoid being associated with our competitors. If we want to surpass the other leading brands in chips we will have to try a completely different approach than most companies do. Before we start advertising on Television/Radio/Newspapers, we should set up spots around major cities and give away samples of our product. This way, the costumer will be curious about the product after they have tasted it. They will also anticipate the actual release of the product in stores.
3 we should sell our product in major retail places, but only on the locations where people have a need/desire for our product. We should also adapt the price of our product to the GDP of certain potential areas. If the GDP in one area is significantly higher than the GDP of another area, the chips should cost a little more. This way we will make more profit without losing costumers to selling a product that is too expensive
4 we should start by offering just one retailer our product. If they accept, we will bring this product on the market for a fairly cheap price. This way, the costumer will be more satisfied with the product. This is because it costed him/her less money for a good quality product. A lot of people will follow to buy our product because it is cheap and tasty. This will result in other retailers to offer us their services and sell our product in their shop.
Review questions
2 official definition: marketing consists of individual and organizational activities that facilitate and expedite satisfying exchange relationships in