Marketing Strategies :: essays research papers

TitleGuidelines in Increasing the Number of Sales (applicable in any Industry most Applicable in the feed Industry)ResearcherRuthLenlea B. VillelaProfessorDr. M. PangilinanSchoolTechnological University of the Philippines Year1st Sem School Year 2004ProblemHow to increase the Sales in a Local chalk Cream ParlorSummary / FindingsPROBLEM ONE NO SUNDAE DESCRIPTIONS The first problem we saw was that he was only listing the names of his sundaes, since on that point was no room for a description of each sundae. While this wasnt a problem for his Basic Sundaes, after only, everyone knows whats in a Pineapple Sundae, or a Hot Fudge Sundae, it was a huge problem with his Specialty Sundaes. Many of his Specialty Sundaes had fun, creative names, like The Lala Palooza, The Zombie and The Razzana. Maybe Frank and his staff, and a few of his long-time customers, knew what those sundaes were, only if we were certain that most of his customers didnt have a clue. Frank had assumed that his cust omers knew what those sundaes contained, or if they didnt, they would simply ask. People dont buy what they dont understand. And few are going to ask. They will obligate the path of least resistance and just buy what they are familiar with -- Pineapple Sundaes, Hot Fudge Sundaes, etc. PROBLEM TWO NO PICTURES Weve all heard that a picture is worth a thousand words. Well, that saying is especially true when it comes to food. When you show pictures of desserts in restaurants, you will sell a lot more(prenominal) desserts. Some restaurants are even more savvy, and actually display the desserts or bring them right to your table for you to see. The bottom line -- visuals sell Frank had neer really thought about his menu system. The plain white letters on the black display boards had been his system since the day his business opened. He never considered adding pictures to his menu. ConclusionOur experience in marketing, and our knowledge of how people buy, made it clear to us, that thes e two problems -- obscure sundae names with no descriptions, and no pictures of the sundaes themselves -- were making it nigh impossible for Franks customers to order his higher-priced sundaes. Having pinpointed the problems, the solution was relatively easy. We suggested that Frank take pictures of each of his Specialty Sundaes, and have them enlarged. Frank then had two large signs made to be placed at both ends of his ordering counter, above his cashiers to make it easy for his customers to see the Specialty Sundaes and what they contained.