Sonic Marketing Plan
Chapter 17, 18. And 19 Group Exercise
Group 1
Laramie Cook
Rodrick Ingram
Candace Pinkney
Konstance Sheffield
MKT 6661 XTIA – Strategic Marketing Management
Chapter 17
1. What communications objectives are appropriate for Sonic’s initial campaign?
Brand Awareness – As discussed in the text, brand awareness provides a foundation for brand equity. Consumers are more likely to recognize a package than to recall a brand name. Chapter 12 discussed ways in which Sonic can use packaging and labeling to support its brand image. Sonic will use red for energy and power, orange for fun and value, blue for productivity, brown for a sense of masculinity, and black to work as an accent for the other colors. The idea is to grab the attention of the customer. The Sonic 1000’s features, customizations, performance quality, and reliability product differentiations will allow the consumer to recall the brand outside the store. Brand Purchase Intention – Purchase intention is defined as the likelihood that a consumer will buy a product. As discussed in chapter 14, Sonic should provide consumers and businesses with allowances, such as trade-ins allowances on old devices when purchasing a new device. Promotional offers encourage consumers to buy, but the “right” promotional offer moves the consumer’s intentions from a mental commitment to an actual purchase.
2. How can Sonic use personal communications channels to influence its target audience?
Personal communications channels allow communication through a phone, mail, or email between two or more individuals. A study found that one “ right” person’s word of mouth can affect the buying attitude of two people and increases to eight through online communication. The key is to get the word out about the new product. As a startup company, one of Sonic’s most cost effective and efficient means of carrying the message is its own employees and their social channels. Personal influence is very
Group 1
Laramie Cook
Rodrick Ingram
Candace Pinkney
Konstance Sheffield
MKT 6661 XTIA – Strategic Marketing Management
Chapter 17
1. What communications objectives are appropriate for Sonic’s initial campaign?
Brand Awareness – As discussed in the text, brand awareness provides a foundation for brand equity. Consumers are more likely to recognize a package than to recall a brand name. Chapter 12 discussed ways in which Sonic can use packaging and labeling to support its brand image. Sonic will use red for energy and power, orange for fun and value, blue for productivity, brown for a sense of masculinity, and black to work as an accent for the other colors. The idea is to grab the attention of the customer. The Sonic 1000’s features, customizations, performance quality, and reliability product differentiations will allow the consumer to recall the brand outside the store. Brand Purchase Intention – Purchase intention is defined as the likelihood that a consumer will buy a product. As discussed in chapter 14, Sonic should provide consumers and businesses with allowances, such as trade-ins allowances on old devices when purchasing a new device. Promotional offers encourage consumers to buy, but the “right” promotional offer moves the consumer’s intentions from a mental commitment to an actual purchase.
2. How can Sonic use personal communications channels to influence its target audience?
Personal communications channels allow communication through a phone, mail, or email between two or more individuals. A study found that one “ right” person’s word of mouth can affect the buying attitude of two people and increases to eight through online communication. The key is to get the word out about the new product. As a startup company, one of Sonic’s most cost effective and efficient means of carrying the message is its own employees and their social channels. Personal influence is very