Reference no: EM132223845

Instructions: Please read the following case and answer questions related to the case.

In 2010, Beckey Neal and Kim Neal opened a candle and gift shop in Tupelo, MS, selling their hand-poured candles. Over the course of seven years, Wicks and More grew to a multi-million dollar company, selling candles in more than 3000 boutiques and fine department stores throughout the United States. Wicks and More candle shop features a wide variety of candles, from simple scented candles to highly ornate candles that are used for decorations. Wicks and More shop also features candleholders, incense, and candle-lighters of all kinds.

There are four major uses for candles. The first is to serve a functional purpose, providing light when the electricity goes out. Many people keep stocks of candles on hand just for those times. Second, candles are used for decorations. Third, candles can be burned to provide a romantic environment. Scented candles add to the experience of the warm glow of a candlelit bedroom. Other candles provide the perfect light for a romantic dinner. Fourth, candles are used as part of religious ceremonies.

The owners of Wicks and More have just contacted a marketing consulting firm. They wanted to know if there is a way to make the store's marketing program more effective. Thus far, they had run ads in the newspaper and occasional spots on local radio. Most of the store’s radio advertising has been during the Christmas holiday season. Newspaper ads run all year.

The company provides the demographic information for Wicks and More’s current target market. Far more women buy candles than men. A typical customer is at least 20 years old. In terms of psychological characteristics, candle buyers tend to have a strong sense of fashion and decor. Many enjoy home decorating. Wicks and More’s customers have enough disposable income to shop for nicer home decorations. Many are affluent, though it is not unusual for a middle class income shopper to come into the store. People with lower incomes who want candles for power outages tend to buy them at Wal-Mart or a discount store.

Wicks and More have been in business for quite a few years now, and the company believes a more effective marketing program might help them build a stronger company.

1) Wick and More seek your help in making decision regarding their overall marketing strategy. Please introduce the steps in marketing strategy to the company, and help the company evaluate the current target market, and provide specific recommendations on their overall targeting and positioning strategy (POP, POD, Brand Mantra?)

2) A company has four choices when it comes to developing existing brand s. Describe what they are and suggest three to four specific brand development ideas to help Wicks and More take advantage of their existing brand equity.

3) Wicks and More also need your help in making decision with regard to marketing communication campaign. The company would like to start with sales promotion campaign but doesn’t have sufficient information to proceed. Would you please introduce sales promotions tools that fit well with the company, and the potential advantages and disadvantages associated with sales promotion?

4) Wicks and More want to consider digital marketing/social media campaign, but lacks knowledge in this specialized domain. Based on the discussion on the MasterCard case, can you introduce the general process to guide Wick and More in launching a digital marketing/social media campaign? Any thoughts on how Wick and More can utilize consumer data collected in the process? Do you have any concerns that you would like to share with the company on digital marketing in general and social media marketing in particular?