MMIP: COMMUNICATE VALUE OFFERING 1
Marketing Management Individual Project (MMIP): Communicate the Value Offering;
Vice Golf
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School of Business, Liberty University
Author Note
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I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to
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Abstract
Vice Golf uses a blend of digital advertising and social media to promote its products.
Additionally, the company constantly pushes sales to its customers to help keep them purchasing
Vice Golf products. Vice Golf expands its customer base by utilizing search engines to hone in
on potential customers. Once customers find themselves on the website, Vice Golf has created a
brand focused on its players’ lifestyle.
Keywords: promotions, strategy, lifestyle
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Communicate the Value Offering; Vice Golf
1. Promotion Mix
Vice Golf uses several elements within its promotion mix, including digital and social
media, advertising, and sales promotions. A company’s promotion mix is used to reach a target
audience and ensure it is getting the most out of its marketing efforts, according to Indeed (n.d.).
Using the right mix of elements allows Vice Golf to “Achieve an acceptable ROI,” as Marshal
and Johnston (2023) state (p. 349).
Digital and Social Media
Facebook is one of the platforms Vice Golf uses to reach its customers. Steuber and
Wurth (2017) describes how using Facebook increases customer interaction and strengthens
those relationships. By utilizing such a significant platform for marketing, Vice Golf is ensuring
it can reach many potential customers. Marshal and Johnston (2023) discuss the pros of using
digital and social media as low cost and strong relationship building. This is precisely what Vice
Golf does by using Facebook.
Advertising and Sales Promotions
Vice Golf relies on its constant sales promotions to drive sales. The company is
constantly marketing some advertisements on its website. A deal is running on the website to buy
five dozen golf balls and get a sixth free (Vice Golf, 2024). To help advertise its sales
promotions, Vice Golf can sign up for email alerts related to sales. These emails get the word out
about current sales and help drive more customers to the website. In chapter 13 of the Marketing
Management textbook, Marshal and Johnston (2023) describe some benefits of advertising and
sales promotions, such as reaching more customers, creative flexibility, and incentive to buy (p.
351).
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2. Promotional Strategy
“Push and pull strategies are rarely used mutually exclusively” (Marshal & Johnston,
2023, p. 351). Vice Golf is no exception to this. The company uses a push strategy through
emails to consumers and in-store displays in some of its retail partner stores like Walmart.
Wheeler (2022) describes a push strategy as one that helps a company reach potential customers
who may not have heard about it yet. With its pull strategy, Vice Golf relies on Facebook to
attract customers to its brand. Facebook advertisements are a significant tool for pull strategies
that allow a company to target specific customers, as stated by Wheeler (2022).
3. Digital Advertisements
Digital advertising is designed to bring customers to a company. According to Marshal
and Johnston (2023), search engines allow for great flexibility in marketing. Search engines
enable potential customers to input what they are looking for into the search bar, and then they
are provided with an extensive list of possibilities based on the keywords they used. For
example, when inputting “inexpensive golf balls” into the Google search engine, Vice Golf balls
is the first product that appears. The search engine allows a customer to be linked directly to the
Vice Golf website to purchase products.
4. Advertising Execution
Vice Golf tries to connect with its customers on a personal level. In a brand introduction
video on YouTube, Vice Golf (2020) describes the brand as one that connects to its players,
including kids, surfers, and even filmmakers. This approach coincides with what Marshal and
Johnston (2023) describe as a lifestyle approach where the company targets the lifestyle of its
customers. One type of advertising Vice Golf avoids is using an endorser. Vice Golf can keep
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costs down by not using celebrities to promote its products and pass those savings along to its
customers.
5. Use of Sales Promotions
Vice Golf utilizes various sales promotions to execute its marketing strategy. The most
significant sales promotion approach they use is multiple-purchase offers. Marshal and Johnston
(2023) describe a multiple-purchase offer as “an incentive to buy more of the brand at a special
price” (p. 388). This is seen in Vice Golf’s constant sales, where customers can purchase a set
number of golf balls and get a free bonus. Vice Golf has recently been using a point-of-purchase
approach to sales promotions. Its products can be seen in select Walmart locations in the sporting
goods department. The product is prominently displayed next to competitors to help draw the
attention of potential customers.
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References
Indeed. (n.d.).DDeveloping the right promotion mix for your
business.Dhttps://www.indeed.com/hire/c/info/promotion-mix
Marshal,DG.DW., & Johnston,DM.DW. (2023).DMarketing management. McGraw-Hill Education.
Steuber,DH., & Wurth,DS. (2017). A literature review of marketing and Facebook.
Vice Golf. (2020, January 31).DWelcome to Vice GolfD[Video].
YouTube.Dhttps://www.youtube.com/watch?v=fQiERQpq_sM
Vice Golf. (2024). VICE Golf – USA.Dhttps://www.vicegolf.com/us/?
gad_source=1&gclid=CjwKCAiA_5WvBhBAEiwAZtCU76ccyG-
suLgscHAhM6FVOUjqTH8hAlvYFBMvlwiY6m3jYFjGOiEFPRoCzkwQAvD_BwE
Wheeler,DR. (2022, August 5).DA beginner's guide to push vs. pull marketing. The Motley
Fool.Dhttps://www.fool.com/the-ascent/small-business/email-marketing/articles/push-vs-
pull-marketing/
