商务对话实战营销策略

In this conversation, Tanya Nichols, the owner of an ice cream manufacturing company, is talking with her marketing manager, Carla Hutchison, about the marketing strategy for a new product.
  Tanya: So, Carla, do you have a marketing plan for our new ice-cream sandwich?

  Carla: Yes I do. After going through our S.W.O.T. process, I think we’re in good shape. One of our main strengths is the quality of our ice-cream, and there’s is a good market opportunity for the novelty of a choice of flavors. Since our company already has a good image,I don’t see many weaknesses. No other company sells ice-cream sandwiches with a choice of 5 flavors, so there’s no threat to speak of, either.
  Tanya: I assume we don’t need to worry about creating a need, with summer almost here.
  Carla: Right. As for the marketing mix, we’ll package it in gold foil with dark brown lettering to simulate chocolate, and price it 20% higher than our chocolate-covered ice-cream bar. It’ll be introduced in selected places across the country starting next month. The main promotion will be through advertising, using a ‘pull’ strategy, of course. We haven’t finalized our ads yet, so I’ll have to let you know. Can we meet again the beginning of next week?
  Tanya: Sure can. Let me check ... how about Tuesday morning at 10:30?
  Carla: Uh, let’s see ... okay with me.
  在这一对话中,Tanya Nichols是一家冰淇淋制造公司的业主,她正在和他的营销经理Carla Hutchison谈论一种新产品的营销策略 .
  Tanya: Carla,你对WO们新的冰激凌三明治有什么营销计划吗?
  Carla: 是的WO有 . 经过SWOT分析,WO认为WO们的经营状况很好 . WO们的主要优势之一是WO们产品的质量,并且创新口味的产品在市场上有很大商机 . 因为WO们公司已有一个好的形象,WO并不认为有很多不利因素 . 没有其他公司有5种口味的冰淇淋三明治,所以对WO们来说谈不上有什么威胁 .
  Tanya: WO想夏季就要来临,WO们不用再为创造需求而担心 .
  Carla:对 . 至于说营销组合,WO们要用像巧克力一样的深褐色字母的金箔纸来包装它,仿照巧克力,并且定价比WO们的巧克力脆皮冰激凌贵20% . 下个月将要在全国有选择地投放市场 . 主要通过 广告促销,当然是运用“拉”的策略 . WO们还没有最终 决定 WO们的广告,因此WO还得要 通知 你 . WO们下周初能再碰一下面吗?
  Tanya: 当然可以 . 让WO看一下……星期二早上10:30怎么样?
  Carla: 呃,WO看看……WO没问题 .
  Tanya: 好,干得好 .

外贸工具

特别推荐