Week 8 Assignment 2: Factors Affecting Marketing Strategy
xxxxx xxxxxx
Dr. Tracy Ellard, D.B.A.
3/12/2016
MKT 510 – Consumer Behavior
Partial Fulfillment in the Requirements for MKT 510
Strayer University
Week 8 Assignment 2: Factors Affecting Marketing Strategy
Fry’s Grocery has a toothpaste I use that is not only better than any of the other products I have used, bust also cheaper in price. It’s called Radiant White. It is an anti-cavity whitening toothpaste with fluoride and carries the Kroger brand label. Kroger is the parent company of Fry’s and they have a wide variety of private label products that are high quality and competitive in price. (Telesca 2014) I feel Kroger’s Radiant White toothpaste should be promoted nationally in a campaign,
Product Involvement
Kroger Radiant White toothpaste is a medium involvement product. (Boundless Marketing 2015} Because there are many choices and types of toothpastes on the market, some evaluation of alternatives is required by the consumer to make the best choice. In the case of Radiant White, the consumer will be getting a toothpaste that whitens and protects against cavities with fluoride. Shoppers can also compare the ingredients to see that Radiant White is similar to Crest 3D White Vivid, yet costs less.
Perceived Quality Signals
In reviewing perceived quality signals of price, advertising intensity, and warranties for Radiant White, the opportunity is in the advertising intensity. The price is already better than any national competitor, including Crest, Colgate, and other major whitening toothpaste brands. The warranties are strong with Kroger backing every product they sell with a money back guarantee.
New or Used Campaign
I will be using a new campaign to advertise. I feel the current and older campaigns the competitors use are tired and except for a different pretty face, not much changes on the ad pitch, feel, and look. I plan to layer the advertising by using the Kroger name and tie to...