MARK 453 Study Guide - Midterm Guide: Direct Marketing, Sales Promotion, Starbucks

• School: Concordia University
• Department: Marketing
• Course: MARK 453
• Professor: Caroline Roux

Document Summary

Starbucks wants to increase the sales of its new flavor of coffee among its current customers. Give an example of how starbucks could use that imc tool. The best imc tool would be sales promotion, specifically sampling. Product sampling is an effective way to introduce a new product, generate interest in that product an collect information about the consumer. By offering a sampling in combination with a small price reduction on the new product, it can generate trial amongst consumers who were holding back. There are several types of sampling however in-store distribution is the most popular (ex: starbucks handing out small testers of the new coffee to customers standing in line with a small discount if they purchase it that day). I would recommend that david"s tea use a premium sales promotion strategy. Premiums are prizes, gifts or other special offers consumers receive when purchasing products.