Reference no: EM133343723

Case: Iain's friend Justin set a new ice cream shop in downtown Oakville Ontario called "The Dairy Scoop". Its three years later and business is going very well. His ice cream become so popular that he got listings to sell in some of the local grocery chains in the Greater Toronto area. Since the product sold in store is not made in the customized way he does in the store with consumers picking their toppings, he had consumer pick some favorites with some unique ingredients, like peanut butter blaster, and a raspberry and mango product. His also makes his brand unique in using all-natural ingredients and projecting the small town ice-cream shop image of the brand vs his main competitors, the big brand Chapman's and Kawartha Dairy. Selling in grocery stores is very competitive and he needs to keep sales growing. So he has hired you to help him write an IMC plan to keep this strong sales growth and not lose his listing at these stores. Your objective is to help him understand what IMC programs he should be considering.

Question 1. what is the difference between a trade promotion and a consumer promotion?

Question 2. What would you do to make sure this was a fully integrate sales promotion with the other IMC tools.

Question 3. two trade promotion options Justin should implement. For each promotion, why it would be effective for the brand and second how you would measure the success of each promotion