perspective of a senior marketing manager making marketing recommendations to upper management (CEO, CFO, CMO, etc.).

You are to write a one-page, typed homework assignment. The font should be no smaller than 12-point. Please take the perspective of a senior marketing manager making marketing recommendations to upper management (CEO, CFO, CMO, etc.). The memo should not be a rehash of the facts of the case, but rather a summary of your recommendations for how the company should move forward, and the supporting rationale. These memos should be well written and professionally presented. Please use the following format:
Key Issue/Issues (concise statement)
1-
2-
Recommendations (to address the issue/s)
1.
2.
3. (or however many you think are appropriate)
Rationale (to support your recommendations)
1.
2.
3. (support for each recommendation)
Example:
Key Issue/Issues:
1. How can Evoe Springs overcome/ work around the lack of social acceptance for Spas in India?
2. Who should Evoe Springs target?
Recommendations:
· 1- Make it clear through advertisements that Evoe Springs Spa is more than a massage parlor
· ? Divide the facility in sections: Men, Women, Family
· ? Women can feel more comfortable
· ? Children friendly environment
· ? Show more men in advertisements
· ? Promote de-stressing benefits of spas
2-
· Larger, less informed segment---> SNAILS
· ? Emphasize reactive approach
· Partner with medical industry
· Provide research
· Ads in magazines at hospitals and doctors’ offices
· ? Proactive approach
· Repackage offerings- emphasizing affordability and wellness
· Coupons and discounts
· ? More specifically...
? Male professionals
· Happy hour from 4-7pm
· Open up new locations
? Urban city ? Mumbai
Rationale (to support your recommendations)
1-
· Website allows for easier navigation, longer visits, and returning visitors
· Educates consumers on CFI history, ownership model, employment culture
· Introduces online market with established, popular products
· Game/giveaways bring younger visitors
2-
· Experimenting on a small scale prevents a failed product launch
· Capitalizing and promoting “family-owned” feel through consumer engagement and personalized service
· Follow up survey brings more visitors to company website
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