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New product development
S/M/505. Integrated Marketing Communications in New Product Development: Case Study of Travelpod
- WORDS:
- 3200
- DATE:
- 2009
- PRICE:
- 39.99 GBP
The paper examines the use of integrated marketing communications (IMC) in the marketing of the mobile hotel room Travelpod, a new innovative product developed by Travelodge. Marketing opportunities for Travelpod are explored, its competitive advantage is identified, specific marketing objectives for the product are formulated, IMC strategy is developed including advertising and public relations tools, budgeting, timeframe, etc.
KEYWORDS: Travelodge, Travelpod, mobile hotel room, integrated marketing communications, IMC, new product development,
Other Papers On: Travel Lodge
Other Papers On: New product development
Other Papers On: Marketing Communications
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