MKTG 4071 - A&W Case Study PDF

Preview

Summary

Case study - done on individual basis each week, using the textbook assigned for hte course...

Description

MKTG 4071 Case Study – A&W Sarah Glass

1. Historically, why has the nostalgia tactic been so successful for A&W? What benefit does nostalgia provide for the consumer? The nostalgic tactic has been successful because of who their target audience was. They were focusing on the baby boomer market and at the time, the baby boomers where the biggest market. If you could convince them to come, they would bring their family and you would reach a wide audience. This tactic also worked well because it would bring up happy memories of those times. This would cause customers to associate that with A&W and be more likely to want to experience those feelings again at A&W. 2. What should A&W do now, given the early evidence of success of the new advertising initiative? How likely is it that the healthy ingredient trend will continue? Why? The best result would be to use both ad campaigns at the same time. Given that each campaign is geared towards different demographics, you could push nostalgia at areas that would be most viewed by baby boomers and healthy to millennials. The healthy ingredient campaign will be effective for as long as it take for all fast food chains to switch over to healthy. The campaign works best now because a lot of places still make unhealthy choices with what they sell. If healthy ingredients become the norm, this campaign will lose it effectiveness. 3. Where does nostalgia fit into the new initiative? What emphasis would you suggest the company gives to nostalgia moving forward? Nostalgia is still an important part of their advertising and should be continued. It is very effective at bringing existing customers into A&W and works well with certain demographics. Although not the most effective at generating new customers, it’s still an important part of retaining existing customers. Funding could be reduced but it shouldn’t be ignored. 4. What other elements of learning and memory might A&W incorporate into its future initiatives? As time goes on, they types of nostalgia that will be effective will change. A&W has been around a long time and a lot of their current customers weren’t around when they were a drive in. They will need to do some research to figure out what will count as nostalgia in the next 10 years and refocus that part of the marketing campaign.

Solomon, Michael R.; White, Katherine; Dahl, Darren W.. Consumer Behaviour: Buying, Having, and Being, Seventh Canadian Edition, (Page 89). Pearson Education. Kindle Edition....