Small-business marketing strategy for a specialty bakery: choose the best tactic to increase daily footfall and recurring purchases when the brand is perceived as only for special occasions
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AOffer 25% discount coupons on wedding/anniversary/birthday cakes
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BExhibit at the next Bridal Expo with wedding cake tastings
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CRun local newspaper ads highlighting the bakery's wide array of daily breads and everyday items
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DRelocate the bakery to the other side of town
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ESponsor only high-end gala events to reinforce the luxury image
Answer
Correct Answer: Run local newspaper ads highlighting the bakery's wide array of daily breads and everyday items
Explanation
Given data
- Problem: Perception = 'special occasions only' → low daily traffic.
- Goal: Drive everyday purchases (bread, rolls, pastries).
Concept/Approach (why this method)
Use positioning and message–market fit: communicate everyday product lines and value to shift mental availability from rare events to routine buying.
Step-by-Step reasoning1) Options A & B reinforce the 'special occasion' frame (wedding/anniversary/Bridal Expo), not daily buying.2) Option D changes location but not perception or product awareness; costly and speculative.3) Option C directly advertises daily staples (breads), repositioning the shop for frequent visits → best fit to the stated research finding.
Verification/Alternative
Messaging salience for routine needs (bread) increases purchase frequency; channel (local paper) reaches nearby residents who shop daily.
Common pitfalls
- Confusing demand generation for weddings with everyday demand shaping.
Final AnswerRun local newspaper ads highlighting the bakery's wide array of daily breads and everyday items