23. Marketing Mix – Promotion Strategy The message: Bubble Buzz is a healthy drink for sporty and young people who simply enjoy taking care of their body and life. It is a drink for the out-of-the-ordinary individuals who like to challenge themselves Be B old, Be O riginal, Be D ifferent, Be Y ourself
24. Marketing Mix – Promotion Strategy Target Market: Generation Y only give partial attention to media and typically use more than one media at a time. Solution: Use a great variety of targeted promotional tools. Media selection: Television Radio Magazines Internet Outdoors Personal Selling Public relations Publicity
25. Marketing Mix – Promotion Strategy Television: communicates with sight, sound and motion, only media that can reach 99% of the homes in Canada, we have the budget to cover the high costs , select channels for teenagers and young adults
26. Marketing Mix – Promotion Strategy Radio: already segmented medium, over 900 radio stations in Canada, average student is a surprisingly heavy radio listener
27. Marketing Mix – Promotion Strategy Magazines: magazines have become a very specialized medium, about 500 consumer magazines in Canada, good color production create strong images, each magazine’s readers often represent a unique profile.
28. Marketing Mix – Promotion Strategy Internet: official promotional website: www.BubbleBuzz.ca, visual audio and video message, banners on selected websites, Outdoors: low cost and flexible alternative, campuses, bus, metro, tourist areas, malls, etc.
29. Marketing Mix – Promotion Strategy Promotional Mix: Consumer orientation Contests: “ Win another Bubble Buzz flavour”, secret code underneath the bottle cap log on the website to win, increase consumer purchases / involvement Samples: to avoid product resistance, low risk for consumers since they get it for free. Point-of-purchase: in supermarkets to reach the parents of generation Y Product Placement : in TV shows in subsequent years,
30. Marketing Mix – Promotion Strategy Allowances and discounts: case allowance, encourage retailers to buy more of the product to get a certain amount for free Cooperative advertising: encourage retailers to buy our product and to maintain high level of advertisement Advertising: pulse scheduling, emphasized before and during summer Promotional Mix: Trade orientation
31. Marketing Mix – Promotion Strategy Intermediary: Push strategy, in order to gain retailer’s cooperation in ordering and stocking the product, personal selling . Ultimate consumer: Pull strategy: to direct our promotional mix at ultimate consumers in order to encourage them to ask retailers for Bubble Buzz, mass media.
32. Marketing Mix – Place Strategy supermarkets convenience stores independent food stores discount stores multiple grocers vending machines direct sales