...big bills. This report will analyse where the promotional mix lies in the marketing mix, what the promotional mix is, the four key elements it comprises of and whether TV advertising really is the most important. Research was conducted by drawing on marketing text books, industry magazines and phone/email questionnaires with marketing professionals. The results of the research indicate that the promotional mix is imperative to a marketing campaign and is tailored to suit the marketing message. The report concludes that the promotional mix should definitely be a part of any marketing campaign. Introduction There are many ways businesses choose to promote themselves or their next product or service and the consensus seems to be promotion is all about television advertising, advertising agencies and big bills. But what is promotion? Promotion forms a vital part of the marketing mix. The marketing mix has four to seven elements that form part of its structure – product, price, promotion, place, people, processes and physical evidence; and can be defined as a framework describing the different elements that marketers need to consider (Elliot, Rundle-Thiele & Waller, 2010, pp18). This report will analyse where the promotional mix lies in the marketing mix, what the promotional mix is, the four key elements it comprises of and whether TV advertising really is the most important. Promotion is a vital part of the marketing mix as it allows people to be informed of products...
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...Guide Promotional Mix What it is The 'promotional mix' is a term used to describe the set of tools that a business can use to communicate effectively the benefits of its products or services to its customers. The promotional mix includes the following tools – advertising public relations sales promotion direct marketing personal selling The promotional mix is part of the wider marketing mix. To find out about the marketing mix see the 10-minute Marketing Mix. The challenge is to select the right mix of promotional activities to suit your particular business at a particular time – and to then use it correctly to achieve a result. The combination of tools you use will depend on the target audience, the message you wish to communicate and the budget you make available. There would be little point in advertising new gas boilers in a fashion magazine – much more appropriate to advertise in a trade magazine for builders and gas fitters. Here is a 10-step checklist for developing and managing your promotional mix. 1. Decide how the products and services you provide can be 'packaged' together. The image of your business is formed by the way you promote the elements of the marketing mix – your products, prices and the places through which you sell. It is often helpful to think about promoting the business as opposed to a single product or service. If you need to think more about the marketing mix before going any further, take a look at the 10-minute Marketing Mix briefing...
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...There are five main aspects of a promotional mix.[1] These are: * Advertising - Presentation and promotion of ideas, goods, or services by an identified sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails. * Personal selling - A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face selling or via telephone. * Sales promotion - Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples: Coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions. * Public relations - Paid intimate stimulation of supply for a product, service, or business unit by planting significant news about it or a favorable presentation of it in the media. Examples: Newspaper and magazine articles/reports, TVs and radio presentations, charitable contributions, speeches, issue advertising, and seminars. * Direct Marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate...
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...describe in detail promotional mix and how it will help my company. Let’s start with the store. The name of a supermarket chain opening in Cyprus is Lidl. Lidl is a German global discount supermarket chain, based in Neckarsulm, Baden-Württemberg, Germany, that operates over 10,000 stores across Europe. It belongs to the holding company Schwarz Gruppe. The company was founded in the 1930s by a member of the Schwarz family. Lidl has since its opening in 1973 established itself in over 20 countries throughout Europe and is the fifth-largest retailer in the world with sales of $82.4 billion by the year 2011. Lidl has a no-frills approach of keeping its products in the original delivery cartons, allowing the customers to take the product directly from the carton. When the carton is empty, it is simply replaced with a full one. Staffing is minimal, so that a profit can still be made even though the prices are low. These supermarkets are branded products on offer and import many low-priced gourmet foods from Europe, it also sources many local products from the country where the store is located. Lidl has special weekly offers, and its stock of non-food items often changes with time. 1 It is a very good investment for our company to open this store in Cyprus. With the help of low costs on products and high quality our store will be successful. __________________ 1 http://en.wikipedia.org/wiki/Lidl The second thing is to provide opening with the promotional mix, because every business...
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...Kia Thunder Rewards Zone The traditional promotion mix has four components: Advertising, Publicity, Sales promotions, and Personal selling. These four components are used together by a company to market their materials. The success of utilizing the promotion mix well can make or break a company’s promotional campaign. Although all components play a part in the campaign, one or another component may be used more extensively depending on the product or material being marketed. Living in Oklahoma for 12 years now, I have become pretty familiar with the sporting events and local teams. In 2008, the Seattle Supersonics were sold to Clay Bennett and then moved to Oklahoma City with a new name: Thunder. Since the move, the Thunder has become one of the more popular teams around the NBA and their fans fill the stadium almost every home game. Selling tickets to a Thunder home game is not a hard task but the promotion staff still comes up with ways to entice the public. An ongoing promotion the Thunder does before every home game is the Kia Thunder Rewards Zone. Kia is sponsoring the Kia Thunder Rewards Zone which allows 200 seats to be given away and sold to 100 lucky customers before every home game. This is a great promotion because every home game, even against the Lakers, Heat, Celtics, etc. will have the giveaway. Regardless if the game is sold out or not, fans can come to the arena up to 3 hours before the game and register for a pair of tickets. ...
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...Explain the role of promotion within the marketing mix for a selected product or service. P2 Draft. Coca-Cola Promotion plays a very important role in an organisations success. This is because it can be heavily influenced by other elements of the marketing mix. Products and Services Many products and services are found to be within a product range. Coca-Cola has a range of drinks such as Coke, Diet Coke, Coke Cherry, Coke Zero etc. Coca-Cola chooses its promotion to best promote the product range, even though the products are aimed to suit different market segments, different tastes and different price expectations. Promotion plays a key role in informing the customer of the price being charged for the product. The price of the product typically conveys a perception of quality; customers are prepared to pay more for a product that they perceive is of higher quality than other products on the market. By this, the price also creates an overall image of the company. The company has the widest portfolio in beverage industry comprising of 3300 products. Beverages are divided into diet category, 100% fruit juices, fruit drinks, water, energy drinks, tea and coffee etc. As per Nielson’s data, Coca cola is the No.1 brand in sparkling beverages, juice, and retail packaged water in 2010. Coca cola has its market presence around 200 countries. Price The activity surrounding promotion often reflects the prices charged for the product. It is often the case that organisations that...
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...P1 Report on Promotional mix of two organizations Introduction This is a report written after investigation into two shopping plazas. The report will be describing the promotional mix used by two organizations, which are Arkan plaza and The Hub by Sodic Group. I will then provide details and support the promotional mix with examples. I will also give examples of whether these types of promotional mixes raise sales or establish a local profile (the image of the business) then I will be talking about how they use promotional activities to promote the other 3 Ps - (Price, place, product) and how promotion of the fourth P affects them. I will be extending this by explaining how one of the two organizations promotions is integrated with the rest of the marketing mix so that it is able to achieve its marketing aims and objectives. To do this I will begin by clearly stating marketing aims and objectives of that organization. To conclude my report, I will evaluate and justify the use of an appropriate promotional mix in relation to marketing objectives of the chosen organization. The promotional mix of The Hub by Sodic Group Advertising Billboard advertising Westtown hub advertises their organization and the businesses open in their Hub through billboards. They advertise their organization through billboards because this will allow them to have access to a very large amount of potential customers. As well as making people know what businesses are open in west town...
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...INFLUENCE OF PROMOTIONAL MIX ON ORGANISATION SALE TURNOVER IN THE FACE OF STRONG COMPETITORS Department of Business Administration, Faculty of Management sciences University of Ado Ekiti, P.M.B 5363, Ekiti State Nigeria. Email: yommysun@yahoo.com Adebisi Sunday A., Babatunde Bayode O. 343 Adebisi Sunday. A (Ph.D) Department of Business Administration, College of Management and Social Sciences, Osun State University, P.M.B 2008, Okuku, Osun State, Nigeria Email: bayoogoga@yahoo.com Babatunde Bayode .O Abstract This paper aim at study strategic influence of promotional mix on organisation sale turnover in manufacturing organisation. The research data were gathered through the use of secondary data and primary data, secondary data included 6years annual report comprising the sales turnover (2005-2009) and questionnaire which is an instrument of primary data collection. The questionnaires were administered to the workers of 7up Company and some customers in Solebo Estate in Lagos. The researcher adopted the simple percentage and regression model for the analysis of the collected data.. The result of the findings revealed that strategic promotional mix influences the sale turnover with little 25% while other variable not included in the variable tested takes the larger 75% that will rapidly lead to organisation growth. Since promotional mix constitute few % of variable that can push an organisation to the highest level, therefore other factors of marketing mix such as...
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...marketing mix, the elements of the promotional mix, the communication process. The communication process has several steps, the goals and tasks of promotion, the AIDA concept and its relationship to the promotional mix, the factors that affect the promotional mix and the concept of integrated marketing communications. First, the role of promotion in the marketing mix. Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. Promotional strategy is the plan for using the elements of promotion-advertising, public relations, sales promotion, and personal selling-to meet the firm's overall objectives and marketing goals. Based on these objectives, the elements of the promotional strategy become a coordinated promotion plan. The promotion plan then becomes an integral part of the total marketing strategy for reaching the target market along with product, distribution, and price. Second, the elements of the promotional mix. The elements of the promotional mix include advertising, public relations, sales promotion, and personal selling. Advertising is a form of impersonal, one-way mass communication paid for by the source. Public relations is the function of promotion concerned with a firm's public image. Firms can't buy good publicity, but they can take steps to create a positive company image. Sales promotion is typically used to back up other components of the promotional mix by stimulating...
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...contexts of services marketing and relationship marketing. In services marketing, for example, promotion can be part of the service delivery. Exchanges between the service agent and the customer can elicit information about customer requirements, and also permit the service agent to explain the organisation’s products and how these might meet the customer’s needs. Similar kinds of exchanges can occur in the relationship marketing interest in business-to-business marketing transactions where the sales person is a significant agent in the establishment of relationships between customer and the organisation. A more formularised approach, the use of loyalty and reward cards, in, say, supermarkets, offers another approach which embeds both promotional and market research activities. Mercer (1996), in emphasising that communication must be a two-way process, says (p. 309): The ideal form of promotion is the conversation which takes places between the expert sales professional and his or her customer. It is interactive and conversation is specific to the needs of both. Other forms of promotion, which deal in...
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...sports enthusiasts, hip-hop group and gamers. In the following paragraphs, we will look into how Monster Energy is planning to integrate and coordinate its promotional mix tools for maximum overall impact to win its market share. The Integrated Marketing Communication (IMC) campaign for Monster Dragonfruit-Pomegranate is “Drink and Go” The overall message of the campaign is that there are so many things around us that are amazing and inspiring which can make us feel our life offers limitless opportunities and willingness to give an attempt to achieve dreams. However all these are ignored due to tiredness we feel which are caused because of our super-charged lifestyle. Hence the campaign message is telling us to feel excited, interested and energized once again by drinking Monster Dragonfruit-Pomegranate, which will give the consumer the energy he needs to continuously work on his ambition. Monster Energy Company is going to integrate and coordinate its promotional mix tools of advertising, public relations, personal selling and consumer sales promotion by combining these elements with place, price, and product to position the firm’s offering in peoples’ minds. By doing this, Monster Energy will successfully integrate and coordinate its promotional mix tools for maximum overall impact. The first promotional mix tool is advertising. We are doing message strategy. The objective is to build...
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...|Producing a Promotional Strategy | |What is a promotional strategy? | |Most of us are familiar with market research as suppliers (or information providers) try to obtain information from us (or library users) | |on what we require. Promotion is the reverse side of this. Organisations use promotion to communicate with customers about products they | |offer. Promotion is thus one half of the communication process with customers. Ideally it will work co-operatively with market research (in| |an iterative feedback loop) so that the constantly changing requirements of users are met by promotional activities that target (or even | |anticipate) these expressed needs. | | | |Such activities need to be managed. They require the allocation and expenditure of resources, whether physical (promotional products) or | |intangible (staff time or use of existing facilities). As such they cannot simply be allowed to grow organically – they require shaping and| |direction via a promotional strategy. ...
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...The Promotional Mix For this task I have to describe the promotional mix used for two different businesses. The first promotional mix I have chosen is for the Samsung galaxy s4. I will be describing how the promotional mix that is used to promote the product. The second promotional mix I have chosen is for Lynx Apollo Marketing mix The marketing mix is the combination of four major tools of marketing otherwise known as the 4ps • Product • Promotion • Price • Place Promotional mix The traditional 4ps of the marketing mix are appropriate for dealing with tangible products such as a car or a pair of football boots. But for services such as banking and retailing the 4ps cannot be applied. So an extended marketing mix – the 7ps – is used • People • Processes • Physical evidence In order to develop a successful promotional mix for a product, it is important for a business to first, understand the nature of the customers and their needs and wants. The business needs to act to the information about their customers and create marketing activities that deliver something of value to customers. To implement marketing activities the business uses the marketing mix. Advertising The American marketing associations definition of advertising is: ‘advertising is a paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor’. Advertising is the method used by a wide variety of organisations to; • Communication a message to...
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...WHAT IS MARKETING? Marketing Focuses on Exchange One popular conception of marketing is that it primarily involves sales. Other perspectives view marketing as consisting primarily of advertising or retailing activities. For some of you market research, pricing, or product planning may have come to mind. While all these activities are part of marketing, it encompasses more than just these individual elements. The American Marketing Association defines marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Effective marketing requires that managers recognize the interdependence of such activities as sales and promotion and how they can be combined to develop a marketing program. The AMA definition recognizes that exchange is a central concept in marketing. For exchange to occur, there must be two or more parties with something of value to one another, a desire and ability to give up that something, to the other party, and a way to communicate with each other. Advertising and promotion play an important role in the exchange process by informing consumers of an organizalion's product or service and convincing them of its ability to satisfy their needs or wants. Not all marketing transactions involve the exchange of money for a tangible product or service. Nonprofit organizations such as charities religious groups, the...
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...Explain the role of promotion within the marketing mix for a selected product or service. In Shakeaway, they currently have campaign to promote their Christmas winter products to be able to make these products successful they use the marketing mix along with the promotional mix which supports the marketing mix when marketing and promoting the product. The marketing mix is ideas to consider when Shakeaway is marketing their new winter milkshakes, the promotional mix is how Shakeaway communicates with different target audience and is one of the key element within the marketing mix. Marketing Mix: The marketing mix is made up of seven Ps, these known as, Product, Price, Place, Promotion, Packaging, People and Processes. Each element of the marketing mix is used in Shakeaway to help market the new winter milkshake they are currently campaign this Christmas. Product: The first part of the marketing mix Shakeaway needs to consider is the Product. Shakeaway has six new product that is added on their menus for limited edition for Christmas. When Shakeaway produce these products to sell it was important they considered, product development, product management, product features, packaging, branding and after sale service. Shakeaway uses product development to continue the launch of competitions worldwide to create new flavours for their customers, along with trying random and strange combinations of their imaginations to see if they blend well which is what Shakeaway new Christmas...
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