BUSMK-256 Lecture Notes - Lecture 7: Brand Equity, Sales Promotion, E-Selectin
8 Dec 2020
School
Course
Professor
Document Summary
Distinctive brand attributes are advertised on sale at half price. Don"t want consumers who have just paid full price for an item to find out its now. Expensive brand mini size to try before you commit. Premium items that are collectable, competitions with relevant prize. Not just getting sales but getting the sale at what cost. Price offs are they adding value. Successful brands can follow cfb with non cfb to get rid of stock if you don"t. Price off promotions encourage shopping for price not for brand - giving away. Mcdonalds using toys in their happy meals toys have cross-promotional bottom line which is your profit run it too long methods with other brands, disney, movies etc with exclusive rights to toys, toys are the premium incentive. Identify audiences determine objectives (trial and repurchase, increase consumption, specific segments, defend current customers from competitors, build brand equity) set.
