Is it the right marketing idea to have road show in Carrefour? He has been thinking for many times. First of all, this is a 6 stars kindergarten, targeting at premium market, but distributing flyers in Carrefour. It may sound a bit ridiculous but it was merely an awareness program as they claimed it to be.
The fact is that you may have deviated from your very own target market; the probability of the shoppers that match your customer behavior is very slim. Rich people do not shop in Carrefour, even if they do; they may posses the characteristic of stinginess
Rich people only constitutes a small portion of the market population in Sri Petaling, and the fact that, Banner and flyers that have been distributed to the nearby residential areas, are more than enough to create awareness to them.
Distribution of flyers for second time will only annoy them, it somehow supposed to be a reinforcement drive, but in turn, it creates annoyance.
Premium customer does not bother about the logistic or location, as long as they believe in the product, and are willing to purchase a product, they will go all the way up and down to search for it just for the sake of good quality or good branding.
Road show does not show the product tangibility and intangibility to customer. Customer needs to see and feel it before they decided to purchase. The decision maker is always the parent of the child. Meanwhile, the environment plays an important role in early childhood education, thus, making ‘feel & touch’ elements important in the decision making process. It is unlike tertiary education, whereby the scope of consideration, is very much limited in comparison to early child education.
Hmm…is prince correct..? No one knows but he has to believe in the management decision though…
Subscribe to:
Post Comments (Atom)
Posts
No comments:
Post a Comment