simulation experience.

Media Mix:

The marketing team at Kelly’s designed a media mix that aimed to maximize sales. The unique combination of marketing channels made the company successful with a 93% return on marketing.

Consumer Promotions:

The ideal “promotion” is the act of giving another pair of sandals to a child in need. People want to feel good about their purchases. At Kellys, you are getting two pairs of sandals for the price of one. The second pair is being donating. This buy-one-get-one-free method is designed to increase revenue.

Dealer Promotions:

The marketing team spent around a million dollars a year on dealer promotions in each market. Most of the cost was to ensure that our dealers had our shoes, and displays right where people could see them. We wanted our product to be seen first when they walked into a store, but didn't want the customer to feel like we were discounting our shoes heavily with consumer promotions.

Sales People:

We rely heavily on our salespeople to market and sell our shoes to all different retailers across the country. We wanted a stronger presence in the foreign market to try and get people o board quicker. At a salary of $80,000 a year, salespeople are not cheap, but a quintessential piece to keep consumers happy and buying.

Direct Marketing:

For us, the direct marketing that we used and felt was most beneficial was social media marketing. Our goal was to get a strong backing online for our movement to help other. We felt we would reach our target audience on social media, like facebook, rather than putting an ad in the newspaper. Although this is a much more expensive approach, it was more effective than other traditional forms of marketing.

You will need to provide a one page draft of what your media mix and you will need to let me know what communication channels you will be using.

The simulation makes you spend on advertising, consumer promotions, dealer promotions, sales people, and direct marketing so you MUST include all of these in your media mix.