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Other Papers on :Marketing Planning and control

P/M/679. Marketing campaign planning for YPRC (Young Persons Railcard)

(2006, 4000 words)

The paper reports on the preparation for an integrated marketing campaign aimed to increase the penetration of YPRC (Young Persons Railcard) and its rail usage among the existing card holders. YPRC is analysed using SWOT and STP (segmentation, targeting and positioning) models; the company’s objectives and strategies in conducting the campaign are outlined; the budget allocations are identified; the effectiveness of the campaign advertising is evaluated.
 
   
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