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Dining Habits

In: Business and Management

Submitted By maggieqq
Words 361
Pages 2
Objective

The objective of this campaign is to help to reposition TCRS brand relative to its competitors since TCRS has only a small market share in this industry. Firstly, TCRS would like to get a response rate of at least 250 coupons out of the 5000 that they have printed. This would make up to 5% of the whole campaign. This can be done through the coupons that are dropped off in the mailbox and customers would present these coupons upon payment at the counter to enjoy their discount. In order to increase the accuracy of customer’s information in the database, TCRS can design the coupon in such a way whereby the back of the coupons has to be filled up with the customer’s particulars. Customer’s particulars can be their date of birth, address, contact number and email addresses. Coupons can only be utilized after the back of the coupon has been filled up. With that information on hand, TCRS can tally the information collected from the coupon against those from their database. On the other hand, TCRS can use those information collected from the coupon to send out electronic direct mailers to customers notifying them of the current promotions or any new dishes on the menu. Birthday cards containing discount vouchers can also be sent via direct mailer or electronic direct mailer and customers can present them during their birthday month to enjoy those discounts.

With the coupon mailer being distributed into the letterbox of those staying around the vicinity of Woodlands, TCRS hope to increase sales by 20% within this retail group of customers. The twenty percent would be calculated based on how much TCRS has spent on this promotional campaign. TCRS hopes that through this promotional campaign, their brand awareness can be increased and loyal customers will keep coming back to dine at TCRS in hope to utilized their coupon and new customers who initially would not step into TCRS because of the steep price of chicken rice when compared to those neighborhood hawker centers and food court would be drawn to dine at TCRS because of those coupons that they have received from their mail box.

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