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Essay / Research Paper Abstract
A 4 page memo to the owner and financial advisor of a single-location confectioner specializing in coated popcorn addressing promotion, pricing and distribution issues associated with plans to implement online sales and perhaps entering into a contractual agreement with a national gift service company. IPT appears to be well positioned to expand to the degree that implementation of online sales and association with the gift service company will require. What remains at present is to ensure that current suppliers will be able to meet anticipated volume increases, and to design the new business goals in such a manner that they do not adversely affect existing customers. Bibliography lists 2 sources.
Page Count:
4 pages (~225 words per page)
File: CC6_KSmktgPlIPTmix.rtf
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Unformatted sample text from the term paper:
Financial Advisor From: Subject: Promotion, Pricing and Distribution Issues Date: November 5, 2005 As we have discussed, expanding IPTs distribution beyond the current single retail
location will require assessment of several factors. Among these are: * Promotional strategy to reach new target markets; * Pricing considerations for the present and for the future; and
* Effect of the new distribution strategy on suppliers and production. Promotion It is IPTs current position that leads to thoughts of and
plans for expansion, and IPT will need to ensure that it remembers the local, loyal customers that have brought IPT to its current position. It has been their loyal
support for the company over time that has brought it to the place it enjoys now, and the company should acknowledge that fact within the local area.
Because local customers are indeed so loyal, they should be willing to provide coveted word-of-mouth advertising for the company, particularly if the company is willing to
reward them for their efforts. We all know the extent that email chains can travel, and the company can gain valuable exposure if current customers forward email-based promotion to
friends and family. IPT avoids at present the cost of establishing a full campaign for this purpose while also avoiding any potential connection with spam email communications. Reward
for customers efforts in "spreading the word" on IPTs behalf can be in the form of store credit or free products, either of which will be far less costly than
employing a marketing firm to accomplish the same end. Tracking for customer credit purposes can be in the form of specific customer codes that new customers use when ordering
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