Question

One way to market the pizza sauce is to run ads in food magazines; the ads could explain how Pepe's pizza sauce coats more evenly than other brands and won't leave pizza crusts soggy. For slightly more money, you can hire a salesforce to call on restaurants directly. How should you market the pizza sauce?

Answer 1

This case study question lacks the introduction. Here it is:

Congratulations! You've been hired as the new director of promotion for Pepe's Pizza. Your task is to guide the company's expansion into two new products.

Pizza sauce for restaurants: The target customer is major chains throughout the nation. Since businesses order in larger volume than individual consumers, it's cost-effective for Pepe's to offer customized flavoring and spiciness of the pizza sauces based on customer needs.

The answer is - hiring salesforce

Step-by-step explanation:

Since this example requires typical B2B marketing and not B2C marketing, it is important to differ the advertising media used for businesses and consumers.

The first approach with magazine ads (emphasizing the product's benefits) is typical for consumer marketing.

Businesses require a more tailor-made approach, with salespeople approaching them and carefully communicating the product's characteristics. The salesforce will carefully determine the leads and afterward start the selling process.