Explain Southern Comfort
What promotion and marketing (target market, product, place, and price) strategies, should the owners of Southern Comfort follow? Defend your positions on why you selected the strategies you have chosen.
The Situation
Southern Comfort is pouring its entire media budget into digital
Expectations
In answering the question make reasonable assumptions, (clearly you won't have the same information available to you as the actual manager, e.g. about competitors, but make some assumptions and follow through in your analysis).
You should also bear in mind that a fundamental goal, as with all the cases you build in MKT501, is to stimulate your learning. Your answers should therefore aim to demonstrate that learning.
In preparing your CASE4, ensure that you demonstrate your learning of the marketing concepts and frameworks for analysis outlined in the modular learning objectives. In particular, in answering the question, ensure that you demonstrate your understanding of promotion and factors affecting promotion success, as well as your learning from previous modules.
In CASE4, given Southern Comfort's position in the market, what should be its target market(s)? Hint, how should its packaging (e.g. size of bottles) reflect those target markets? Should it be distributed more or less intensely than other liquors? Should it be priced higher or lower than competitive products? Should it advertise more or less than competitive products? Considering that liquor is limited in its use of where it can be advertised, is the move by Southern Comfort to place 100% of its advertising as digital good or bad? Defend your positions on any and all of the issues you tackle.
Note that this assignment does NOT require you to prepare a detailed essay. Instead use section headings for each of the topics you address in your paper followed by a discussion of that topic.
Case-related articles in the popular press
Mullman, Jeremy (2009, July 29). Southern Comfort Pours Entire Media Budget Into Digital: Move Allows Brand to Buy Popular Network Shows Online Instead of Overcrowded Cable Fare. Advertising Age