Alicia Miller, owner of Glitz Soap Co., opened a retail shop in downtown Mechanicsburg on February 1, 2020 (one month before the pandemic!) after making her homemade bath and body care products in her home and selling online for the last three years. She now makes all of her bath and body products in small batches in the back of her retail shop. She handles all responsibilities of her online and brick-and-mortar retail shops–purchasing, production, distribution, sales, and marketing. Since she recently opened her store, she has a very limited budget to advertise and promote her new retail location and her homemade products. You were just hired as her marketing intern for the next several months – you make an hourly wage plus 10% commission on all sales related to your marketing and promotional efforts (plus free product samples). The more successful your marketing campaigns are, the more money you make! 1. Check out the Glitz Soap Co. website and determine the target market that you think makes sense for their vegan, handmade bath and body products. 2. Develop four creative ideas to communicate and promote Glitz Soap Co, to your selected target market. Remember the task of promotion is to inform persuade, remind, and connect with current and potential customers. Which elements of the promotional mix will you use- advertising, public relations, sales promotions, personal selling, social media? Be specific on the ideas that you are recommending to Glitz Soap Co. Your budget is $3,000 for all four ideas,
The Correct Answer and Explanation is :
Target Market for Glitz Soap Co.
Glitz Soap Co. specializes in vegan, handmade, and eco-friendly bath and body products. Their target market includes:
- Eco-Conscious Consumers: Individuals who prioritize sustainability and environmental responsibility.
- Health-Conscious Shoppers: Customers seeking natural and chemical-free personal care products.
- Local Community Members: Residents of Mechanicsburg and surrounding areas who support local businesses.
- Online Shoppers: Consumers who prefer purchasing handmade and unique products online.
Promotional Strategies
With a budget of $3,000, the following four promotional strategies are recommended:
- Social Media Campaigns
- Platform Selection: Focus on Instagram and Facebook, which are popular among the target demographic.
- Content Creation: Develop engaging posts showcasing product benefits, behind-the-scenes production, and customer testimonials.
- Influencer Partnerships: Collaborate with local eco-friendly influencers to expand reach.
- Budget Allocation: Allocate $1,200 for content creation, influencer partnerships, and targeted ads.
- In-Store Events
- Workshops: Host DIY soap-making workshops to engage customers and showcase product quality.
- Product Sampling: Offer free samples to encourage trials and repeat purchases.
- Budget Allocation: Allocate $800 for materials, refreshments, and promotional materials.
- Collaborations with Local Businesses
- Partnerships: Collaborate with local spas, wellness centers, and boutiques to feature Glitz Soap Co. products.
- Cross-Promotions: Offer bundled deals or co-host events to attract a broader audience.
- Budget Allocation: Allocate $500 for co-branded marketing materials and event costs.
- Email Marketing Campaigns
- Newsletter: Create a monthly newsletter featuring new products, promotions, and eco-friendly tips.
- Customer Engagement: Encourage sign-ups through the website and in-store visits.
- Budget Allocation: Allocate $500 for email marketing software and design services.
Budget Breakdown
- Social Media Campaigns: $1,200
- In-Store Events: $800
- Collaborations with Local Businesses: $500
- Email Marketing Campaigns: $500
Conclusion
By implementing these strategies, Glitz Soap Co. can effectively reach and engage their target market, fostering brand awareness and customer loyalty within the allocated budget.