d) Its basic approach used in marketing and advertising.
Paris Mini Baker uses viral marketing to do advertising for its product. Since the shop owner conducts her business offline, word-of-mouth strategy is an appropriate approach conducted to promote its product, ice cream puff. The shop’s product and services will be passed from customer to customer, the way like a virus is passed between people. Customers who are satisfied with the products will share their experience with their friends and family member and recommend them to visit the shop.
Besides, social advertising is another effective approach used by Paris Mini Baker to sell its products especially ice cream puff. The shop owner has placed advertisement in paid-for media space of social media platforms such as Facebook. Through the creation of a web page in Facebook, Paris Mini Baker is capable of building and maintaining good relationship with customers by having enhanced mutual interaction with social groups. In addition, some customers who has visited the shop like to post on the Facebook of their pictures with ice cream puff and use tagging tool to acknowledge their visit to the shop, which indirectly helps the shop to advertise the product via social network site.
Furthermore, Paris Mini Baker also adopts Guerrilla marketing in selling its products. This type of marketing strategy is mostly used by firms with limited budget on advertising. For example, Paris Mini Baker has designed creative flyers to be distributed to the students around the college and campus or in public area. This kind of marketing is also relies heavily on word of mouth to spread its message.
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