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Marketing Essay Example

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Marketing. The company has established inroads into a frustrated customer base beginning with its expansion into consumer and environmental friendly products. The company researched its customer base to find their biggest complaints and worked to serve them so that they would enjoy a higher degree of customer satisfaction and loyalty. The company focused on what the customers wanted rather than who they were in terms of status, and presented itself effectively. The company concentrated their marketing efforts on the segment of customers expecting less from a restaurant and gave them what they wanted better, faster, and cheaper in many cases. Their strategy employed customer segmentation to identify those groups who were most likely to be targeted and convince them that the main sources of their previous dissatisfaction with other restaurants.

Now more than ever, creative advertising and innovative promotions are the keys to bringing cost-conscious diners into casual-dining restaurants, according to marketing executives for chains in the segment.The obvious reward is a quick sales increase, and the longer-term benefit is an opportunity to stay top of mind with consumers so that when they become a little freer with their spending, theyll remember the restaurant that gave them something special.The Leawood, Kan.-based chain, which has more than 90 units, sent e-mails to the 350,000 consumers in its database on July 3 to promote new beverages and a vegetarian enchilada. Houlihans timed the promotion to see how it would affect sales during the normally slow Fourth of July holiday period, said vice president of marketing Jen Gulvik.The promotional material didnt even contain a price-point offer. It did show a zany character wearing a sombrero and holding portobello mushrooms for maracas. A copy block read in part, "Gas prices suck."It was more of an awareness message," Gulvik says. "I think the creative message resonated with consumers such that Houlihans was memorable and top of mind to help our typically slow July 4 weekend sales.Houlihans also hopes to increase its bar business with the return of "Mini Mondays," which offers mini burgers for $1 each. The burgers usually come in a flight of three, but when the chain unbundled them for a promotion in March, bar sales increased 22 percent year-over-year and 16 percent compared with the previous 12-week period, officials say.Although $1 burgers can be considered a value offering,. Marketing.

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preview essay on Marketing
  • Pages: 2 (500 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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