- LP8 ACTIVITY: For this activity visit the Red Ants Pants website, atwww.redantspants.com, and read about the company in the our story section of the website. At the bottom of the website follow the links to the company’s Facebook page, YouTube channel, and Twitter account. Think about how the various elements of the marketing mix are represented? How does the style of communication help Red Ants Pants connect with customers? What sort of practical information is provided to help customers select and order products?While researching on the companies website take notes on and think about:
- • How might the owners decisions help her solidify her position amongst her competitors?
- • What might influence Red Ants Pants to go through established retailers instead of being its own retail chain?
- • What communication strategy could be good to add to the current mix?You will be using your notes and research on this week’s assignment.
LP8 Assignment: Red Ants Pants
This assignment will assess the competency 8. Explore the general principles of marketing, product, and pricing strategy.
Directions:
Marketing and communication play a huge role in any organization or business’s success. For this assignment read the Behind The Scenes at the beginning and end of chapter 13 in your textbook about the company Red Ants Pants. Using the research you did from the learning activity, and your textbook, write a report answering the following questions:
- How might Calhoun’s decision to keep production in the United States help solidify her market position in the minds of her target customers?
- If Red Ants Pants had investors looking for a quick return, how might that influence Calhoun’s decision to continue functioning as her own retail channel, rather than going through established retailers?
- How could meeting small groups of women in their homes to talk about pants possibly be an efficient communication strategy?
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