商务对话实战(营销策略篇)
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,你对我们新的冰激凌三明治有什么营销计划吗？
carla: 是的我有。经过swot分析，我认为我们的经营状况很好。我们的主要优势之一是我们产品的质量，并且创新口味的产品在市场上有很大商机。因为我们公司已有一个好的形象，我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，所以对我们来说谈不上有什么威胁。
tanya: 我想夏季就要来临，我们不用再为创造需求而担心。
carla:对。至于说营销组合，我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，并且定价比我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。我们还没有最终决定我们的广告，因此我还得要通知你 。我们下周初能再碰一下面吗？
tanya: 当然可以。让我看一下……星期二早上10:30怎么样？
carla: 呃，我看看……我没问题。
tanya: 好，干得好。