Assume you are the brand manager of Mountain State Bottled Water. This new brand competes in a product category with several well-known brands. Your marketing communications objective is to generate trial purchases among predominantly younger and better-educated consumers. Propose a promotion that would accomplish this objective. Assume that your promotion is purely experimental and that it will be undertaken in a small city of only 250,000 people. Also assume that (1) you cannot afford product sampling, (2) you will not advertise the promotion, and (3) your budget for this experimental promotion is $5,000. What would you do?
Answer to relevant QuestionsA concluding section of this chapter indicated that promotion agencies have become an increasingly important resource for brand managers in planning and executing promotional programs. One could argue that the fees brand ...Rather than offering discounts in the form of coupons, why don’t brand managers simply reduce the prices of their brands? Compare bonus packs and price-off deals in terms of consumer impact. Is ambushing unethical or just smart, hard-nosed marketing? Select a packaged goods product category and apply the VIEW model to three competitive brands within that category. Define all four components of the model, and explain how each applies to your selected product. Then use the ...
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