Marketing Strategies :: essays research papers

TitleGuide pipelines in increase the Number of Sales (applicable in any Industry most relevant in the Food Industry)ResearcherRuthLenlea B. VillelaProfessorDr. M. PangilinanSchoolTechnological University of the Philippines class1st Sem School Year 2004ProblemHow to increase the Sales in a Local Ice Cream ParlorSummary / Findings problem ONE NO SUNDAE DESCRIPTIONS The first problem we saw was that he was only listing the names of his ice-cream sundaes, since there was no room for a description of each sundae. While this wasnt a problem for his Basic Sundaes, aft(prenominal) all, everyone knows whats in a Pineapple Sundae, or a Hot confuse Sundae, it was a huge problem with his Specialty Sundaes. Many of his Specialty Sundaes had fun, creative names, worry 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, but we were indisputable that most of his customers didnt redeem a clue. Frank had a ssumed that his customers knew what those sundaes contained, or if they didnt, they would just ask. People dont buy what they dont understand. And few are going to ask. They will trade the path of least resistance and just buy what they are known with -- Pineapple Sundaes, Hot Fudge Sundaes, etc. PROBLEM TWO NO PICTURES Weve all heard that a picture is worth a thousand words. Well, that precept is especially true when it comes to food. When you show pictures of desserts in restaurants, you will sell a lot more desserts. Some restaurants are even more savvy, and in truth display the desserts or bring them right to your table for you to play. The bottom line -- visuals sell Frank had never really thought about his plug-in organization. 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 t o us, that these two problems -- obscure sundae names with no descriptions, and no pictures of the sundaes themselves -- were making it nearly impossible for Franks customers to company 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 pose 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.