Marketing mix refers to the controllable variables the company puts together to satisfy this target group, and it is basically made up by the four Ps: product, price, promotion, place. Below, we are going to identify each of these Ps for BWW.
Product:
Product prefers to the need-satisfying offering of a firm. (Perreault, Cannon, & McCarthy, 2014, p. 199) Since our target market is students, sport fans, and families, the products should be created with a value that satisfies targets’ needs. Food, beverages and the 16 uncopiable sauces of BWW attract customers for sure, but BWW is not only selling physical products, but also selling the atmosphere of sport. (BUFFALO WILD WINGS, INC., 2015)People go there and hang out with friends and families …show more content…
(Perreault, Cannon, & McCarthy, 2014, p. 330) BWW use promotion to communicate value to customers. Integrated Marketing Communication is involved in BWW’s promotion plan. BWW blends different form of methods together to communicate with customers in order to convey a consistent and complete massage— “wing, beer, and sport.” (BUFFALO WILD WINGS, n.d.) These three items are highlighted in every media they choose to promote their products, including TV commercial and website. In addition, they sell wings in discount on Tuesday and Thursday night that are not regular game night to attract customers. Our group have visited the subject BWW several times and we found that they intentionally hang banners and flags containing logos and slogans from local universities’ sport teams. Decorations like these perfectly illustrate the BWW’s localization strategy and create sporty and delighting environment, which incredibly boost the sense of belonging among local customers and encourage consumption. On the other hand, BWW occasionally sponsors local sport teams or amateur sport teams and up the video on their own Youtube channel to gain awareness and interest. Moreover, BWW has a promotional event called “Blazin Challenge”. (BUFFALO WILD WINGS, INC., 2012) To win the challenge, the participant must eat 12 pieces of wings in 6 minutes without drinking
Product:
Product prefers to the need-satisfying offering of a firm. (Perreault, Cannon, & McCarthy, 2014, p. 199) Since our target market is students, sport fans, and families, the products should be created with a value that satisfies targets’ needs. Food, beverages and the 16 uncopiable sauces of BWW attract customers for sure, but BWW is not only selling physical products, but also selling the atmosphere of sport. (BUFFALO WILD WINGS, INC., 2015)People go there and hang out with friends and families …show more content…
(Perreault, Cannon, & McCarthy, 2014, p. 330) BWW use promotion to communicate value to customers. Integrated Marketing Communication is involved in BWW’s promotion plan. BWW blends different form of methods together to communicate with customers in order to convey a consistent and complete massage— “wing, beer, and sport.” (BUFFALO WILD WINGS, n.d.) These three items are highlighted in every media they choose to promote their products, including TV commercial and website. In addition, they sell wings in discount on Tuesday and Thursday night that are not regular game night to attract customers. Our group have visited the subject BWW several times and we found that they intentionally hang banners and flags containing logos and slogans from local universities’ sport teams. Decorations like these perfectly illustrate the BWW’s localization strategy and create sporty and delighting environment, which incredibly boost the sense of belonging among local customers and encourage consumption. On the other hand, BWW occasionally sponsors local sport teams or amateur sport teams and up the video on their own Youtube channel to gain awareness and interest. Moreover, BWW has a promotional event called “Blazin Challenge”. (BUFFALO WILD WINGS, INC., 2012) To win the challenge, the participant must eat 12 pieces of wings in 6 minutes without drinking