Essay on Sonic Marketing Plan - 1447 Words

Chapter 17, 18. And 19 Group Exercise Group 1 Laramie Cook Rodrick Ingram Candace Pinkney Konstance Sheffield MKT 6661 XTIA – Strategic Marketing Management Chapter 17 1. What communications objectives are appropriate for Sonic’s initial campaign? Brand Awareness – As discussed in the text, brand awareness provides a foundation for brand equity. Consumers are more likely to recognize a package than to recall a brand name. Chapter 12 discussed ways in which Sonic can use packaging and labeling to support its brand image. Sonic will use red for energy and power, orange for fun and value, blue for productivity, brown for a sense of masculinity, and black to work as an accent for the other colors. The idea†¦show more content†¦Informative advertising creates brand awareness and knowledge of the new products, where persuasive advertising aims to create liking and preference, resulting in the purchase of the new product (Kotler, Keller, 2012). Therefore both informative and persuasive advertising are will be very important consideration for the Sonic as it begins to use consumer advertising. 2. Should Sonic continue consumer and trade sales promotion after the new product has been in the market for six months? Explain. Sales promotion consist of a collection of incentive tools designed to stimulate quicker or great purchase of particular products or services by consumers or the trade. Consumer promotions are samples, coupons, cash refunds, prices off, free trials, etc. Trade promotions are prices off, advertising and display allowances, and free goods. Since Sonic will be entering into an already established market of high brand similarity, their main focus will be to attract brand switchers because the targeted market already owns some type of PDA. Sonic should not continue consumer and trade promotions after the new products have been in the market for six months because sales promotions in markets of high brand similarity can produce a high sales response in the short run but little permanent gain in brand preference over the long term. (Kotler, 2012) 3. Jane Melody wants you to recommend an event sponsorship possibility that would be appropriate forShow MoreRelatedMarketing Plan for Sonic6426 Words   |  26 Pages[pic] [pic] [pic] [pic] INTRODUCTION Marketing is an integrated communications-based process through which individuals and communities discover that existing and newly-identified needs and wants may be satisfied by the products and services of others. Perhaps the most important factor in successful marketing is marketing plan. A marketing plan is a written document that details the necessary actions to achieve one or more marketing objectives. 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The Sonic 1000 offers wireless networking, digital technology, dual phone use, 20 gigabytes of memory, four megapixel camera, and voice recognitionRead MoreMarketing Analysis for the Sonic 1000 Pda9811 Words   |  40 PagesMarketing Analysis for the Sonic 1000 PDA Liberty University Strategic Marketing Management – BUSI 520-B06 July 4, 2010 Introduction Years of research and development, along with millions of shareholder dollars, have been invested in the latest technological breakthrough from Sonic. The next step for any new product on the concept-to-consumer road is the development of a marketing analysis. The following pages will provide evidence of countless hours of research the marketing team has