Case 3 - Promotional Activities

BCC has a problem, while people are buying their products, others see them in a negative light. Their reputation is falling - add to this a city council that doesn't understand the market and you can see what challenges are emerging:

• What strategies or marketing activities would you suggest they use to change people's feelings about them?
• What communications would you suggest to solve the evolving crisis and why?
• What model of marketing would help them to attract their company to the new location?

Remember that this case has a lot of issues, but you need to be really sure about your suggested course of action. How you approach your evaluation and your suggested solutions is up to you, but remember that you must have a minimum of three of them and apply what you learned from the class.