How does Wendy's Inc. use promotional strategy as a tool?
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You get product promotion and price promotion. \n\nProduct promotion is when you get another product when you make a purchase. An example would be, you purchase a burger and you get another burger free, or you get a movie ticket or a toy (especially in kiddie meals), etc.\n\nPrice promotion is when you get a discount on the product you are purchasing. Ex. Buy one and get the second half price, or you get a discount voucher after making a purchase, etc.\n\nPromotion comes into play when you introduce a new product in the market and you want people to try it, when you want to get rid of stock (especially perishable goods, remember most products have a shelf life), when you want to prevent a new competitor from entering the market and establishing themselves. It’s simply a purchasing incentive.
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Market Skimming as a Strategy for Introduction \n \nSeveral general strategies are available for introducing new products. One of the most common strategies is market skimming. When employing a skimming strategy, a high price is set for the product’s introduction and is generally accompanied by heavy promotional spending. Because of the high price employed, the product typically is positioned to innovators and early adopters. Of course, an assumption underlying the use of skimming is that the market is price inelastic and will be attracted to the unique characteristics of the innovation.  \n\nIn general, the product is promoted to emphasize its unique characteristics that make it attractive to innovators and early adopters.  Typically, products are promoted as unique, fashion-orientated, prestigious or very high in quality.  \n\nSkimming is a particularly attractive strategy when marketers face high investments in research and development, or production and other marketing related start-up costs are high. Setting a high price for the product helps recover these costs quickly.  Skimming is also particularly attractive when the potential effects of competition can be minimized. This means that competitive entry can be forestalled, or delayed, because of patents, high investment costs, and customer preferences for particular brands. \n\nSony's Digital Camera\n \nA recent example of market skimming is provided by Sony’s Digital Mavica Camera. Introduced in 1997, this camera is targeted to innovators and early adopters of photographic and computer equipment. The camera was priced high, at around eight hundred dollars per unit. It was distributed in camera, computer, and electronics specialty stores. The camera was promoted heavily in print and electronic media targeted specifically to initial adopters. Little television and radio advertising was employed. Similarly, little use of sales promotions, such as coupons and rebates were used to support the initial launch.
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Target Marketing\n\nAlthough they do run numerous contest and givaways for various reasons, something like this is to reach a target market. It is a quick and effective way to have homeowners willing give up their information for later use in a marketing campaign. This is also done with many other products that range from baby items, to beer sponsored events towards college age people. \n\nIt is all about the data and finding a way to to increase the number of drinkers/people buying your product.
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http://www.wendys.com/careers/opps_search.jsp
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In marketing any business, the first thing you have to have is a unique selling point. A unique selling point (USP) is ONE THING about you, or one thing you do that separates you from all your competition. It's what makes your customers remember you even after one visit. It's the reason why your customers should choose you over your competition.\n\nToo many operators open restaurants thinking their food and service is going to set them apart from the competition. Guess what? Food and service is completely subjective. No matter how good you think you are, there's going to be plenty of people that don't like you. People that expected something else and prefer someone else. Every business claims to have good/great food and/or service. As a selling point, using the claim to having the best food or service is anything but unique.\n\nTake this to heart. Food and service DO NOT determine your success in the restaurant business. Management systems and effective marketing do. Good food and service is a MINIMUM expectation of your customers, not the reason they come in.\n\nWhat makes people buy if it's not the product (food/service)? People don't buy products. People buy emotions. They choose where to spend their money based on how that purchase will make them feel. Smart businesses capitalize on this "rule" of marketing by manipulating the emotions of their customers in their marketing. Hooters sells sex. McDonalds sells convenience for adults and entertainment for kids. Toys 'R Us and Sonic sell nostalgia. FedEx sells reliability. Burger King sells accomodation. People don't shop with them for their products. Their products are expected to be good at a minimum. People spend money with them because of how they think that purchase will make them feel.\n\nThe easiest way to manipulate the emotions of your customers is through the use of ONE THING that becomes your unique selling point. What that one thing is, is inconsequential. It simply needs to be something your competition doesn't have, or at least doesn't market. First, tell the customer how visiting your restaurant will make them feel. Next, use your USP, your logos, decorating, food selections, menu design and service to deliver them that emotion.\n\nBy incorporating your USP into every angle of your marketing from your decor to logo to menus and all your advertising pieces, you establish an identity for yourself that the customer remembers by the emotion you delivered when they visited your restaurant. Think back when you were a small child, or even to a memory a few weeks, months or years old. The details of any memory will always fade, the emotion from that memory will remain forever.\n\nEmotions create recognition much faster than any other medium. Choose a USP, then make sure your entire operation and all your advertising markets that USP. You'll soon have more business than you know what to do with.\n\nBrandon O'Dell\nO'Dell Consulting\nRestaurants/Retail/Bars\n(316) 361-0675\nbodell1@cox.net\nhttp://www.bodellconsulting.com\n\nFree initial consultations
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I'll just give you one for-instance.\nLook at advertising aimed at children--sugary cereals for instance. (I read the label on one the other day. The first four ingrediants were: Sugar, Corn Syrup, Wheat and Honey--3 out of four of those are types of sugar!) The commercials make this cereal very appealing to children, with bright colors and favorite cartoon characters and free (junky) gifts in the box.  Kids beg mom for cereal, mom buys cereal, kids eat it, get hooked on sugar.\nSame thing with fast food.  Free toys, usually tied into a kids' tv series or movie, cool playgrounds.  Kids want the free toy, want to play in the playground.  But the meals offered with the toys are full of fat, and few parents chose the option of milk or juice; they take the soda.  The five minutes the kids spend running around doesn't begin to use up the calories in their "happy" meal. \nWhen I was little, we didn't even HAVE a Mcdonald's in our town (now we have 3).  We had to drive to another town to have it. It was a HUGE treat and I got it maybe once a month. Now there are fast food restaurants everywhere and kids go all the time--more than once a week if not every day.\nAnd of course the whole video game industry-xbox, play station, etc, encourages children to stay inside and sit still instead of burning off some of those fast-food calories playing outside.\nI won't even get into all the fear spawned by media which makes parents think there are child molesters everywhere and better to have the kid inside and visible than outside in the fresh air.\nWhew.  \nLots of ranting like this on my blog.\n(spell check is down, sorry for any errors.)
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I managed a Wendy's way back when.\nNo, it is not true.\nYes, there are a few bad apples.\nBut there are a lot of very strict quality requirements by both the restaurant industry and the government.\nFor starters, every manager had to take a course and test on food safety by the state of California. and if we didn't pass it, then we didn't work. Straight up!\nIn addition...\nWe did temp checks three times a day, making sure everything was out of the temp. danger zone. (40-140 when bacteria is most active).\nWe held classes for our crews on proper sanitize, safety, food hazards, how to wash your hands, yadda, yadda, yadda. Every crew member had to fill out and be tested on a food safety pamphlet .\nWe had constant and surprise inspections by not only the management team, but also Wendy's cooperation, and Sparkle, and the Coke company.\nWe knew that the myths were out there, and it was our job to prove ever single one wrong.\n\nI think we did a pretty good job at it too.\n\nThe Chronicler
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These theories can be used to make a connection between teenagers, advertising, and the fast food industry through the analysis of marketing techniques\n\n:> peace
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new ways ?\n\nYeah its combination of traditional distribution system incorporating Direct marketing, viral marketing, relationship marketing, wellness marketing etc.
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If you have to ask this question, you have no business making your own marketing plan. I apologize if this sounds harsh, but there's a good reason why the majority of food services fail. Most owners go into business thinking good products and service will make them successful when it's just not true. Effective management systems and marketing make a business successful, not products and service. Products and service must meet the expectations of a customer once they get in the door, but they will not be the reason for a customer's buying decision. People buy to fulfill emotions. Successful marketing campaigns are based on promising customers a certain feeling when they come into a business, then developing a unique selling point that helps deliver that feeling to the customer. This unique selling point and the feeling is then incorporated into every aspect of the businesses marketing. In a food service, that could include the food selection, menu design, store interior/exterior design, signage, advertising, letterhead and any other item that represents the business. Successful businesses do not sell products, they sell feelings.\n\nSome examples:\nMcDonalds does not sell hamburgers. McDonalds sells convenience to adults and fun to children.\nHard Rock Cafe does not sell food. They sell nostalgia.\nHooters does not sell wings. They sell sex.\nBurger King does not sell burgers. They sell accomodation (Have it your way).\nTavern on the Green does not sell gourmet food. They sell stature.\nSubway does not sell sandwiches. They sell health.\n\nThe SBA is a good resource, but even with the best "samples" in the world, an inexperienced marketer cannot develop a solid marketing plan. Even most marketing companies don't have a clue about solid marketing plans. They specialize in negotiating good prices on advertising, then reselling the advertising to clients for a profit.\n\n\nBrandon O'Dell\nO'Dell Consulting\nRestaurants/Retail/Bars\n(316) 361-0675\nbodell1@cox.net\nhttp://www.bodellconsulting.com\n\nFree initial consultations
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here are some ways i have seen it used:\n-gather information by customer segment to target sales/marketing campaigns that are unique to this group e.g. www.salesforce.com \n-use information about specific customers to provide better service and target offers that are personalized to that customer e.g. www.responsys.com \n-automate frequent service requests/questions online with website info, im/chat, email, etc. e.g. www.rightnow.com\n-provide ecommerce options to customers to generate greater revenue e.g. www.comergent.com \n-automate/streamline existing manual internal processes to save money and provide faster service www.intacct.com
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What industry are you talking about?\n\nWhatever your opinion, or my opinion which is the same, the general public DOES respond to advertising. Effective advertising is an art though, and I don't mean it has to be "artsy", I just mean there are a couple things that have to be accomplished for advertising to be effective.\n\n1) The medium has to reach the company's target market - If they're advertising to people that aren't likely to buy their product, or trying to advertise to everyone, they'll likely be out of business before their advertising works.\n\n2) Advertising must promise a feeling to the potential customer. People DO NOT buy products, they buy feelings. Effective advertising claims that a product will make you FEEL a certain way.\n\n3) An effective marketing program must be centered around a unique selling point (USP). A unique selling point is ONE THING a business or product can offer that it's competition doesn't offer. This ONE THING helps deliver the feeling that is the company's real product. It doesn't matter what that one thing is, as long as the company's competition doesn't do it, it's unique, and it helps deliver the promised feeling to the customer.\n\n\nDespite the belief of many, there are some misconceptions about things some believe must be components of a successful business that ARE NOT necessary to succeeding, but certainly do help.\n\n1) Some believe a company's product must fulfill a need of a market segment. Not true at all. Many great products that fulfill an existing need have failed due to the focus on this belief. Many bad products that fulfilled no need have been wildly successful. People don't buy based on need, they buy based on emotion. In a company that offers a product that fulfills a particular need of a market segment, to be successful they must concentrate on telling their potential customers what feeling they will get from fulfilling their need with the company's product, not on the need itself. The feeling is more important than the need.\n\n2) Some believe a business must offer high quality products and/or service to be successful. Also not true. Businesses must simply meet the expectations of the buyer consistently. Buyers don't go to McDonalds for prime grade beef and gourmet dishes. McDonalds does not offer high quality food, but it's food is consistent and it meets the expectations of their customers. People who go to McDonalds have their expectations met. That's what is important, not the quality. Service is the same. People will be satisfied by receiving whatever level of service they expect. They don't have to be pampered if they don't expect it, and a business doesn't have to have great service to be successful. They must simply meet the service expectations of their customers and deliver to them the feeling they promised.\n\n3) BIGGEST MISTAKE. Companies believe their products and service will set them apart from their competition. This is the most common mistake in business. The average owner opens a business because they are good at creating a product, or providing a service. They believe their product or service is better than the competition and that is enough for them to earn customers. NOT TRUE, and dangerous to believe. This belief has ruined many a businessman/woman. People do not buy products, they buy feelings. No matter how original a product or service is, if it doesn't make the customer feel anything, and the business doesn't identify that feeling with their product or service, the product or service will not sell. There will likely be some customers that associate certain feelings with the product/service, and develop a relationahip with the business based on the fulfillment of that emotion, but the majority of buyers need the business to tell them what they are going to feel by buying their product. The majority of buyers don't like to take chances, t
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I think the appeals advertisers use are similar - fear, sex, power, etc.\nThe goal is typically the same: either brand building/recognition or to generate interest in a product; to provide a "hook" that gets people curious to know more (e.g. recognize it at a retail location, or click through to a website).
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Tell them you applied at Wendy's because you like thier product better than the competition.  It is probably because they cook the hamburgers at a lower temperature so they taste juicer.\n\nThe best sandwich ever made is the big classic...Wendy's "loaded sandwich served on a corn dusted, spiral top kaiser roll"\n\nTell them you're related to Dave, and you make a pilgramage to Dublin Ohio every year.
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You might be referring to the four P's in the marketing mix: product, place, price, promotion.\n\nThese four P's are a frame of reference to define everything there is in a marketing strategy.\n\nIt is an old simply marketing principle, but very helpful in addressing every aspect of a strategy.\n\nJust to give you an example: in the PROMOTION variable of this framework, you describe the advertising, public relations, strategic communication aspects that you want to use in relation to your product.
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-POS (point of sale) promotions\n-Discreet sampling ("forget" almost full cigarette packs at bars, clubs, etc. for people to take them - smokers will have a free fag for sure even if it is not their brand)\n-Incentives for retailers to give prime display positions to your brand
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is this a marketing ploy?