Essays on Advertising Theory and Strategies Case Study

Download full paperFile format: .doc, available for editing

The paper "Advertising Theory and Strategies" is a perfect example of a Marketing Case Study. This paper sets out to present the marketing report for BBQ Fun and indicate ongoing progress towards the company’ s marketing objectives. This will be done by an introduction of the business that is BBQ Fun in terms of its business operations, products and services, customers, business problems as well as a mention of the key success factors. There will also be monitoring of the promotional activity against the communication objectives, monitoring of the pricing, product and distribution decisions against the organizational policy monitoring of the marketing results against targets in the marketing plan Monitoring marketing revenue and costs against budget. Lastly, there will be a conclusion to sum up the paper and a recommendation section. Introduction BBQ Fun was established back in the year 2009 by CEO Pat Mifsud.

The company offers a wide-ranging product range that includes both local and imported goods. The business operates from two major locations that are from Brisbane which is the head office and the other one in Gold Coast. Since 2010, BBQ Fun have been experiencing decreasing sales as a result of the increasingly competitive environment, changes in the buying patterns of consumers, technological change as well as a drop in consumer confidence.

The company aims are return to the healthy sales of about $11million in the year 2012 and they aim at achieving this by working on their strengths by using targeted marketing strategies aimed at their key segments as well as exploiting the various marketing opportunities that are available to them. BBQ Fun offers its market segment with quality, fashionable and unique outdoor lifestyle items.

Imported products in the store account for about 33% of the product offering, they have a three-year guarantee, the customer also has a wide range of products to choose from in their selected field and there are friendly and expert customer care services. The main target groups for BBQ Fun are males and females between the age of 20 and 50 years and mostly those who work in the central business district. BBQ Fun has a number of key success factors and they include a parking area for the customers, a new dwelling population and shopping patterns that call for easy access. Discussion and analysis Marketing objectives of BBQ Fun Increase customer loyalty from 10,000 to 16,000 Establish brand recognition and mostly in South East Queensland to ensure that two in three people recognize the brand in a random survey taken in 18 months period. Communication objectives of BBQ Fun Create brand awareness for BBQ Fun BBQ Fun will make use of advertising so as achieve the above-mentioned communication objectives.

Through the use of advertising BBQ Fun will be able to sell and promote the products they sell to a greater number of customers and mostly the targeted group (Goldstein & Lee 2005) which are males and females living in the central business district aged between 20 and 50 years most of whom are professionals in their fields of study.

The advertising program will mainly make use of letterbox drops, magazines, and radios. Direct mails and local advertising will also be used and coupons will also be inserted in the BrisNews magazine. The BrisNews magazine will be of great success such as the number of magazines sold will ultimately result in delivery of the communication message to the readers and it is will use based on previous observations that sales in BBQ Fun increase ones the articles have been published in the newspaper (Shimizu 2014).

References

Goldstein, D & Lee, Y 2005, ‘The rise of right-time marketing’, The Journal of Database Marketing & Customer Strategy Management vol. 12, no. 3, pp. 212–225.

Kent, B 2004, The Pricing Strategy Audit, Cambridge Strategy Publications, Cambridge.

Kotler, P & Armstrong, G 2010, Principles of Marketing 13E, Pearson Prentice Hall, New Jersey.

Kotler, P & Keller, K 2006, Marketing and Management, Pearson Prentice Hall, New Jersey.

Shimizu, K 2014, Advertising Theory and Strategies, Souseisha Book Company, Tokyo.

Download full paperFile format: .doc, available for editing
Contact Us