NATURAL RESPONSE (NEWSWEEK)HIGHLIGHTS & REVIEWOBJECTIVES OF IMC STRATEGYSUGGESTIONS & SOLUTIONSKristy PhillipsAdolfo EscalanteMauricio RamosNATURAL RESPONSENATURAL RESPONSE(NEWSWEEK)Ch. 9 : Integrated Marketing Communication (Promotional) StrategyHIGHLIGHTS & REVIEW• With the economy in a point of a recession, high priced items such as organic products are seeing a drop in sales.• Due to the drops in sales, retailers such as Whole Foods Market is facing difficulties of motivating customers to remain purchasing organic with the raise in prices.Falling profits and stock price off 20% in 2008.• 1 of 5 organic consumers are hard-core devotees.OBJECTIVES OF IMC STRATEGY• Differentiate their products from competitor’s- Advertising• Convey the idea of organics as eco-friendly- Advertising• Combat competitive pressure- Sales Promotion• Inform stakeholders about products & their benefits- Public Relations •Start, Strengthen, and Renew customer relationships- Direct MarketingSUGGESTIONS & SOLUTIONS1. Educational Programs2. Enhance Online Experience– Emphasize Philanthropy3. Reward Card Program4. Prepared Food Instead of Fine Dining Saves
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