Marketing Plan

Promotions

1. Identify your brand. Shake Shack

2. Identify and describe the brand’s promotion strategies that are implemented by each category listed in the book (Chapter 13, 14). If not implemented or not clearly identified, just indicate N/A. Include at least 3 visual attachments in total as examples.

§  Advertising 

o Print Media

o Broadcast Media

o Support Media

o Direct Mail

§  Direct & Digital Marketing

§  Personal Selling

§  Public Relations 

o Press relations 

o Product publicity

o New products

o Corporate communication

o Publicity

§  Sales promotion

o Samples

o Coupons

o Premiums

o Patronage rewards

o Point-of-purchase (POP) displays

o Contests

o Sweepstakes

o Games

3. Identify your brand’s major competitor.

4. Identify and describe your competitor brand’s promotion strategies that are implemented by each category listed in the book (Chapter 13, 14). If not implemented or not clearly identified, just indicate N/A. Include at least 3 visual attachments in total as examples. (See Q2 to answer this question.)

5. What differences do you find between your brand and your competitor brand in their promotion mix? Include a brief summary of the key points only.

6. Among the current promotions of your brand, which is the most effective promotion strategy in your opinion? Briefly explain why.

7. What other promotions strategies do you think your brand needs to implement (Identify at least 2)? Explain why (must be supported with evidence).

8. Recently, many hospitality businesses have shifted some of their promotional budget from advertising to public relations. Give some examples (list at least 2) of how your brand might be able to gain publicity. 

9. Reference list