S & S Smoothie has four main Marketing Objectives. First is to increase the awareness of S & S Smoothie products among the target market. Second is to increase gross sales by 50 percent over the next two years. Third is to introduce two new product lines over the next three years: a line of low-carb smoothies and a line of gourmet flavored smoothies. Fourth is to increase distribution of S & S Smoothie products to include new retail outlets both in the United States and globally.
So, how is S & S Smoothies’ Product Strategy aligning with the above Marketing Objectives? S & S Smoothie has two new product lines planned: S & S Smoothie Gold and Low-Carb S & S Smoothie.
S & S Smoothie Gold is similar to the original S & S Smoothie but will
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Essay Question: Refer to the Promotional Mix and AIDA matrix. Which mix strategy do you recommend that S & S Smoothie utilize and why?
I think S & S Smoothie should utilize the AIDA matrix. AIDA stands for Attention, Interest, Desire, and Action. The AIDA matrix is a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message. The reason why I think S & S Smoothie should consider utilizing this strategy is because the elements of promotion that have chosen to use, fits perfectly into the AIDA matrix.
Advertising is very effective for the “A” and “I” (Attention and Interest) portion of the AIDA matrix. S & S smoothie plans on investing a lot of resources into advertising. This also goes hand in hand with their marketing objective of wanting to increase awareness among target markets.
To satisfy the “D” and “A” portion of the AIDA matrix (Desire and Action) the most effective way involves sales promotion and personal selling. S & S Smoothie plans on investing in sales promotion and they are currently involved in personal selling.
This makes the AIDA matrix the best strategy for S & S Smoothie because they already have the pieces to make the matrix work. They plan on investing in the elements of promotion that make for a great AIDA
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