Paper Topic:

Discuss the characteristics of consumer behavior.

Running Head : IPT 4 Ps

The 4 Ps of Marketing for It 's Popcorn Time

Student Name

Instructor

Class It 's Popcorn Time

Memo

To : Financial Officer

From : Your Name , Marketing Manager

CC : Kiana Peterson , Owner

Date : January 30 , 2008

Re : Marketing Strategies

With target markets identified for the rollout of IPT 's new products in conjunction with the expansion of sales territories , strategic marketing to reach these segments will be necessary . Proposed strategies for promotion of IPT 's products , existing and new , are based

on consumer buying habits and include the following

Gift certificates , coupons , special offers - sent to existing customer database and also included in shipments of a pre-determined minimum price

Special offers - free shipping

Coupons - 10 discount on next

Gift certificates - for existing , loyal customers to introduce new products

Direct mail - colorful postcards with a minimal amount of text mailed to customers in IPT 's existing database and relocated Pennsylvania residents , to include both retail customers and corporate accounts

Annual holiday themed mailings (Christmas , Mother 's Day , etc

Compiled databases based on public records information to target demographic groups

Chamber of Commerce list

Referral program - offer gift certificates to customers who produce five referrals , both retail and corporate customers

Permission-based email - Consumers browsing the website will be given the opportunity to sign up to receive future promotional materials

Create web database with accumulated addresses for periodic Email promotions . These can be customized based on individual data

Networking - Sales team to attend local events , trade shows with the emphasis on gaining new corporate and wholesale customers

Ezine classified ads - websites ads on sites targeting consumers interested in cooking , movies , Pennsylvania Dutch art , various reunion sites

Gift basket with popcorn and candy advertised on IMDB .com (for movie lovers

Pretzels advertised on sites relating to Pennsylvania Dutch or reunion sites for former Pennsylvania residents

Emotional response -creation of catchy tag lines

Remember the good old days when eating popcorn and pretzels was a snack treat

Any Time is Popcorn Time

Dutch treat - wooden gift box containing pretzels , mustards , etc

Healthy Treats

Niche markets : Pennsylvania residents , consumers of Dutch descent health-conscious , ethnic groups , families , older adults

The pricing strategy for all snack products will be determined by market research on current marketing pricing for similar products they do not need to be lower than similar items at the grocery store since consumers are buying a unique product . Floral arrangements pricing can reach upper tiers as well since IPT will develop its specialty in hard-to-find flowers such as tulips

Retail customers will be charged full retail price while wholesale customers can use a pricing system discounted at 40 of retail Corporate accounts meeting an established minimum will be eligible to receive a 25 discount off retail

The distribution strategy for IPT will depend upon the means by which consumers purchase . All products will be made available at storefront locations including food and floral arrangements while website , mail and phone s channels will be limited to products with longer shelf...

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