不可錯(cuò)過的營(yíng)銷策略對(duì)話實(shí)例
[ 2006-05-08 08:31 ]
營(yíng)銷是公司發(fā)展業(yè)務(wù)的重要手段。如何推出新產(chǎn)品和占領(lǐng)市場(chǎng)，營(yíng)銷策略的制定是至關(guān)重要的。Tanya
Nichols是一家冰淇淋制造公司的老板，她正在和她的營(yíng)銷經(jīng)理Carla Hutchison談?wù)撘环N新口味冰淇淋的營(yíng)銷策略。
Tanya: So,
Carla, do you have a marketing plan for our new ice-cream
sandwich?
Carla，你對(duì)我們新的冰淇淋三明治有什么營(yíng)銷計(jì)劃嗎？
Carla: Yes I do. After going through our S.W.O.T. process, I think we're in
good shape. One of our main strengths is the quality of our ice cream, and
there's a good market opportunity for the novelty of a choice of flavors. Since
our company already has a good image, I don't see many weaknesses. No other
company sells ice-cream sandwiches with a choice of 5 flavors, so there's no
threat to speak of,
either.
是的我有。經(jīng)過SWOT分析，我認(rèn)為我們的經(jīng)營(yíng)狀況很好。我們的主要優(yōu)勢(shì)之一是我們產(chǎn)品的質(zhì)量，并且創(chuàng)新口味的產(chǎn)品在市場(chǎng)上有很大商機(jī)。因?yàn)槲覀児疽延幸粋€(gè)好的形象，我并不認(rèn)為有很多不利因素。沒有其他公司有5種口味的冰淇淋三明治，所以對(duì)我們來說談不上有什么威脅。
Tanya: I assume we don't need to worry about creating a need, with summer
almost here.
我想夏天就要來了，我們不用再為創(chuàng)造需求而擔(dān)心。
Carla: Right. As for the marketing mix, we'll package it in gold foil with
dark brown lettering to simulate chocolate, and price it 20% higher than our
chocolate-covered ice-cream bar. It'll be introduced in selected places across
the country starting next month. The main promotion will be through advertising,
using a "pull" strategy, of course. We haven't finalized our ads yet, so I'll
have to let you know. Can we meet again the beginning of next
week?
對(duì)。至于說營(yíng)銷組合，我們要用像巧克力一樣的深褐色字母的金箔紙來包裝它，仿照巧克力，并且定價(jià)比我們的巧克力脆皮冰淇淋貴20%。下個(gè)月將要在全國(guó)有選擇地投放市場(chǎng)。主要通過廣告促銷，當(dāng)然是運(yùn)用“拉”的策略。我們還沒有最終決定我們的廣告，因此我還得要報(bào)告你。我們下周初能再碰一下面嗎？
Tanya: Sure can. Let me check ... how about Tuesday morning at
10:30?
當(dāng)然可以。讓我看一下……星期二早上10:30怎么樣？
Carla: Uh, let's see ... okay with me.
呃，我看看……我沒問題。
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