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13 Jul 2018, 07:36
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[b]"The Excelsior Company plans to introduce its own brand of coffee. Since coffee is an expensive food item, and since there are already many established brands of coffee, the best way to gain customers for the Excelsior brand is to do what Superior, the leading coffee company, did when it introduced the newest brand in its line of coffees: conduct a temporary sales promotion that offers free samples, price reductions, and discount coupons for the new brand."[/b]
The argument states that in order to gain customers for it's new coffee brand , Excelsior will be conducting sales promotion similar to the one conducted by Superior.Stated in this way the argument presents a distorted picture of the effectiveness of the campaign that Superior conducted. It bases the conclusion on the assumption for which there are no clear statistics whether it was a success or not. Thus the argument is unconvincng andhence flawed
Firsty the argument states that in order to gain customers Excelsior will be doing the same campaign as Superior. It is based on the assumption that Excelsior is an established brand and hence following it will be a sure success . This might not be a real case scenario. It is quite possible that Supeior is a trusted brand and so the customers will be open to participating in such promotion which might not be the case with Excelsior. Moreover there is no statistical evidence as to how much sales was driven by this strategy, how many new customers were attracted ,how many repeated customers participated and how well was it received in market as part of it's sales promotion. If ,however, this would have been supported with some figures that would have shown sales and revenue graph post this campaign,the argument would have been more clear in presenting why Excelsior should conduct such a promotion
Secondly there is also a chance that this strategy might have been followed by Superior years back when the market was not that digitial in it's operation and customers preferred to try new product samples . For Excelsior it might be just a good social media marketing campaing that is required to get customers. The market and the sales promotion strategy change with time and market. Also what works for one ,might prove to be unhelpful for the other brand.
The conclusion is thus flawed in the absence of some good figures which could show how the sales promotion helped Superior gain customers and how it impacted their sales graph. Also, it would have been easy to compare if the argument compared Excelsior with some brand that has launched it's first coffee brand in the market. Superior was an established brand in coffee market and so the type of sales promotion it will require and the one that Excelsior will need to evolve in market might be different.
Hence in the absence of figures and right example to compare Excelsior, the argument is flawed and leaves open end of conclusion leading to ambiguity on the success of the chosen plan .
The argument states that in order to gain customers for it's new coffee brand , Excelsior will be conducting sales promotion similar to the one conducted by Superior.Stated in this way the argument presents a distorted picture of the effectiveness of the campaign that Superior conducted. It bases the conclusion on the assumption for which there are no clear statistics whether it was a success or not. Thus the argument is unconvincng andhence flawed
Firsty the argument states that in order to gain customers Excelsior will be doing the same campaign as Superior. It is based on the assumption that Excelsior is an established brand and hence following it will be a sure success . This might not be a real case scenario. It is quite possible that Supeior is a trusted brand and so the customers will be open to participating in such promotion which might not be the case with Excelsior. Moreover there is no statistical evidence as to how much sales was driven by this strategy, how many new customers were attracted ,how many repeated customers participated and how well was it received in market as part of it's sales promotion. If ,however, this would have been supported with some figures that would have shown sales and revenue graph post this campaign,the argument would have been more clear in presenting why Excelsior should conduct such a promotion
Secondly there is also a chance that this strategy might have been followed by Superior years back when the market was not that digitial in it's operation and customers preferred to try new product samples . For Excelsior it might be just a good social media marketing campaing that is required to get customers. The market and the sales promotion strategy change with time and market. Also what works for one ,might prove to be unhelpful for the other brand.
The conclusion is thus flawed in the absence of some good figures which could show how the sales promotion helped Superior gain customers and how it impacted their sales graph. Also, it would have been easy to compare if the argument compared Excelsior with some brand that has launched it's first coffee brand in the market. Superior was an established brand in coffee market and so the type of sales promotion it will require and the one that Excelsior will need to evolve in market might be different.
Hence in the absence of figures and right example to compare Excelsior, the argument is flawed and leaves open end of conclusion leading to ambiguity on the success of the chosen plan .
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