老板和營(yíng)銷(xiāo)經(jīng)理談新產(chǎn)品的營(yíng)銷(xiāo)策略
In this conversation, Tanya Nichols, the owner of an ice cream manufacturing company, is talking with her marketing manager, Carla Hutchison, about the marketing strategy for a new product.
Tanya: So, Carla, do you have a marketing plan for our new ice-cream sandwich?
Carla: Yes I do. After going through our S.W.O.T. process, I think we’re in good shape. One of our main strengths is the quality of our ice-cream, and there’s is a good market opportunity for the novelty of a choice of flavors. Since our company already has a good image,I don’t see many weaknesses. No other company sells ice-cream sandwiches with a choice of 5 flavors, so there’s no threat to speak of, either.
Tanya: I assume we don’t need to worry about creating a need, with summer almost here.
Carla: Right. As for the marketing mix, we’ll package it in gold foil with dark brown lettering to simulate chocolate, and price it 20% higher than our chocolate-covered ice-cream bar. It’ll be introduced in selected places across the country starting next month. The main promotion will be through advertising, using a ‘pull’ strategy, of course. We haven’t finalized our ads yet, so I’ll have to let you know. Can we meet again the beginning of next week?
Tanya:Sure can. Let me check ... how about Tuesday morning at 10:30?
Carla： Uh, let’s see ... okay with me.
［簡(jiǎn)譯］
在這一對(duì)話(huà)中，Tanya Nichols是一家冰淇淋制造公司的業(yè)主，她正在和他的營(yíng)銷(xiāo)經(jīng)理Carla Hutchison談?wù)撘环N新產(chǎn)品的營(yíng)銷(xiāo)策略。
Tanya: Carla,你對(duì)我們新的冰激凌三明治有什么營(yíng)銷(xiāo)計(jì)劃嗎？
Carla: 是的我有。經(jīng)過(guò)SWOT分析，我認(rèn)為我們的經(jīng)營(yíng)狀況很好。我們的主要優(yōu)勢(shì)之一是我們產(chǎn)品的質(zhì)量，并且創(chuàng)新口味的產(chǎn)品在市場(chǎng)上有很大商機(jī)。因?yàn)槲覀児疽延幸粋�(gè)好的形象，我并不認(rèn)為有很多不利因素。沒(méi)有其他公司有5種口味的冰淇淋三明治，所以對(duì)我們來(lái)說(shuō)談不上有什么威脅。
Tanya: 我想夏季就要來(lái)臨，我們不用再為創(chuàng)造需求而擔(dān)心。
Carla:對(duì)。至于說(shuō)營(yíng)銷(xiāo)組合，我們要用像巧克力一樣的深褐色字母的金箔紙來(lái)包裝它，仿照巧克力，并且定價(jià)比我們的巧克力脆皮冰激凌貴20%。下個(gè)月將要在全國(guó)有選擇地投放市場(chǎng)。主要通過(guò) 廣告促銷(xiāo)，當(dāng)然是運(yùn)用“拉”的策略。我們還沒(méi)有最終決定我們的廣告，因此我還得要通知你 。我們下周初能再碰一下面嗎？
Tanya: 當(dāng)然可以。讓我看一下……星期二早上10:30怎么樣？
Carla: 呃，我看看……我沒(méi)問(wèn)題。
Tanya: 好，干得好。
