Chapter 14, Problem 14.15VC

Summary Introduction

Case summary:

From the past 20 years, Company O has put its most known gadgets in all the houses in Country U by the way of non-traditional techniques, word-of-mouth, and product placement. Company O products are the national branded andit competes with products that are small in sizes. Mass media promotions are not possible with low advertising budgets.

Company O is moving forward with the help of promotional mix. To make its brand more popular, Company O is making use of social media and developing campaigns.

To discuss: The reason for the Company O to change its promotional plan.

Marketing mix:

A marketing mix generally refers to 4’ps such as price, product, place and promotion. Based on the industry, the marketing strategies and marketing managers might vary there approaches of 4 ps.