Implementation of an adequate target marketing strategy for the introduction of Snazzy Soda’s New Energy Drink
In examining the case study on Crust Gourmet Pizza and Real Burger World (RBW), there are numerous different marketing strategies that both firms have implemented leading Crust Pizza to success and RBW to breakdown.
Following are the outline of main factors that led to Crust’s overwhelming success and RBW’s failure in the marketplace. These results are based on a SWOT analysis of both case studies and considering the “7Ps of the extended marketing mix such as Promotion, Place, Process, Price, Physical Evidence, People and Products (Armstrong et al. 2012).
Crust started to advertise its products through local promoting means such as distributing brochures in the mail, radio advertisements and printing in the local paper which helped them slowly achieve brand recognition. Furthermore, Crust also used franchising techniques and implemented a reward system for loyal and regular customers. In comparison RBW started off big to gain publicity by promoting their products on TV through a documentary (Armstrong et al. 2012).
One of the factors that led Crust to succeed was the store locations and franchising technique. Crust chose to meet the target market’s demographic needs by opening stores in different suburbs and selected locations that were easily accessible to potential target customers. On the other hand RBW’s choice of store location impeded their chance of success. RBW located its store in an area of high competition with other experienced fast food outlets. This led to a socio-demographic issue where there were fewer customers but more fast food outlets (Matthews 2008). Moreover as Thomson (2008) clarifies Crust had a successful evaluation of its market research data which allowed them to thrive profitably while RBW did not implement a thorough market research strategy which was evident in their mistaken choice of location and physical appearance....