Consumer Sales Promotion - Runza Case

CONSUMER SALES PROMOTION

To increase our target market with the consumption of Runzas by the new incoming students, some of our recommendations are three types of sales promotion:

* Coupons for "Buy a Drink and French Fries and get a Runza Free" at the events.

* In the student coupon books receive a coupon stating "Buddy Up with Runza, Buy one Runza and get one 50% off for a friend."

* Extended hours during finals week, with promotions on Runza's for 50% off during finals week.

Coupons will be one of the main parts of the marketing campaign for Runza. This will help with the trial to promote Runza as well as the target market for students who are not familiar with Runza.

Runza does already have some promotions and coupons, you can both join the Runza Club and have coupons e-mailed to you. Another promotion is "Temperature Tuesday's" which the price of the Runza is determined by the temperature at 6am each Tuesday during the months of January and February. For our recommendation we think that Runza should pass out coupons during major events with a lot of new incoming students who would not be familiar with Runza. So this is why we came up with "If you buy a Runza at the events, you will receive a coupon for "Buy a Drink and fries and get a Runza free." An example of this coupon is available in the Appendix.

The second choice for sales promotion is putting coupons in the coupon books that are passed out by the Residence Hall Association. The coupons will be put in the book and state that if you "Buddy Up with Runza, Buy one Runza and get one 50% off for a friend." These coupon books are put into student's mail boxes at the Resident Halls, so from this it will guarantee that the target market will receive the books. We also recommend that on Runza's advertisement they should state that they do have coupons in the student coupon books. An example of the coupon will be available in our Appendix.

Our last recommendation for sales promotion is to offer extended hours during finals week with a promotion on Runza's 50% off during finals week. The main reason for the extended hours is to attract more business during this stressful time for students. This will help students to relieve their stress and also help the ones who need a break from studying. To promote this during finals week, we will use fliers to help the potential customers become aware of the Finals Week hours and the promotion of getting 50% off on a Runza. Also on our fliers we will help the freshmen UNL students become aware of the Runza and the extended finals hours. From these fliers this will help us aim at our target market and the objective of increasing the sales of Runza sandwiches. This can be communicated to our target market by putting fliers in the dorms and throughout the buildings on campus a few weeks before the finals week of that semester.

SUPPLEMENTAL COMMUNICATIONS (PUBLIC RELATIONS/PUBLICITY)

The main cost they accumulate for public relations efforts is trying to reach large audiences as inexpensively as possible. In many cases public relations is mostly stories but this could be an advantage for people who are Runzatic, to get their stories heard. As for now they are doing the commercials of telling their story about having to fix that craving for Runza. What we will be suggesting is to have the new students who are not aware of Runza tell their stories about having a Runza sandwich for the first time. We could create these on a story board and create a page called "Husker Athletics Love Runza"