A strategic promotional plan for Live Truth Live Catholic
Date
2020
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Abstract
Live Truth Live Catholic (LTLC) is a Catholic book and gift store located in East
Legon, Accra, and has been operating since March 2019. At LTLC, they have an extensive
product range such as religious books, rosaries, jewelry, CDs/DVDs, sacramentals, Holy water,
and clerical shirts among several other products.
The management of LTLC expressed that they have a low customer base. A needs
assessment showed that their promotional efforts have proved ineffective, resulting in low
customer acquisition and retention because their current promotional strategy is not appropriate
for the type of market that they operate in. Their promotional strategy is only reaching 0.07%
of their potential customers because it is not targeted correctly. Literature suggests that when
developing effective promotional plans or strategies, businesses have to consider the
characteristics of their target audience, factor in their promotional goals or objectives, and
identify the tasks that are essential in achieving these objectives.
The proposed solution uses elements of the promotion mix to develop a customized
promotional strategy that comprises of advertising, direct marketing and sales promotion. To
carry out these strategies, LTLC has to consider the stages a consumer will go through before
they decide to make a purchase at their shop through the use of the AIDA model: attention,
interest, desire, and action. Each element of the promotion mix can be used to achieve one or
more stages in the AIDA model.
Description
Applied project submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, May 2020
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Applied project
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Keywords
marketing, SME, specialty retail, promotional plan, social media