Consulting/Research Project - MBA 522
Introduction
For a business to be well known in the market there is a need to let people know about the products or services it is going to provide. Marketing a product in an effective way can help boost the business. There are many ways of marketing a product, and advertising may be considered one of the most effective tools to do so. Lake (2012) has defined marketing as "The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products." Advertising on the other hand, is a business strategy to get a large number of customers. “The advertisements emphasise the positive and maximise the attractiveness” (Kim, Cheong & Zheng, 2009). There can be various media to advertise a product such as audio, video, word of mouth, online advertising, print advertising, banner/billboard advertising, and in store advertising.
The present research will be conducted to find how effective the advertising media used by Desi Junction has been in attracting new and retaining existing customers. Desi Junction, located at 88th Ave. Scott Road, and now with its second location at 137St 72 Ave., has been serving people Indian cuisine since January 2006. Desi Junction's main objective is to promote sales and to increase market share by attracting more customers. Some of the advertising media used by Desi Junction are mailing brochures to households, newspaper, and radio advertising. Promotional tools that Desi Junction has been using to retain existing customers and attract new customers are discounts, sport-night events, discount coupons and two-for-one specials. The present research will find out if these promotional tools have proved effective in promoting Desi Junction's...
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