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Essay / Research Paper Abstract
This is a 3 page paper that provides an overview of sales promotions. The WonderBra is upheld as an example of choosing the appropriate sales promotion strategy for the product. Bibliography lists 4 sources.
Page Count:
3 pages (~225 words per page)
File: KW60_KFbiz011.doc
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Unformatted sample text from the term paper:
to a particular consumer demographic. To understand this premise, one might examine a particular consumer product such as the WonderBra. This is a useful example because the product is currently
gearing up to reinvent its brand image through the offering of new colors and more contemporary styles such as the "t-shirt bra" (Business Wire, 2011). As part of the revamp,
the company is planning a "pan-European advertising" blitz from a well-established advertising expert (Cassidy, 2010). As such, it is useful to examine which categories of sales promotion would be more
efficacious in promoting the sales of the WonderBra. The seven categories of sales promotion are sub-divided into "price" promotions and "non-price" promotions (Blattberg & Neslin, 1990). The first promotional
strategy is known as "price-off" and involves offering a discount off the standard selling price for a product (Blattberg & Neslin, 1990). The WonderBra, for instance, could be offered at
a price discount to promote its revamp. The second promotional strategy involves the use of coupons, or certificates that can be redeemed in order to acquire a product at a
discounted price (Blattberg & Neslin, 1990). The WonderBra organization could distribute coupons through relevant publications or the internet to facilitate interest in purchasing the product. The third promotional strategy
involves the use of "rebates" (Blattberg & Neslin, 1990). In a rebate situation, one receives a coupon-like certificate after purchase, which can then be redeemed to recoup some of the
cost of the product. For instance, customers who bought a WonderBra could submit their proof of purchase to the company and receive a voucher or direct refund for a part
of the purchase price. The non-price promotional strategies are concerned with other aspects of the purchasing process besides drawing consumer interest through lowering the price. The fourth of the
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