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
