Premium Essay

M1 Explain How Promotion Is Integrated with the Rest of the Marketing Mix in a Selected Organisation to

In: Business and Management

Submitted By samter
Words 661
Pages 3
In this task I will be explaining how promotion is integrated with the marketing mix in Audito achieve its marketing aims and objectives.
Audi
Audi is a German car manufacture company founded in Zwickau, Germany on 16 July 1909. It is founded by August Horch. Audi cars are considered as a luxury vehicles because of its brand reputation. From the 1996 the 99.5 % of Audi is owned by Volkswagen group.
The main principle of this research proposal is to analyze the marketing strategy of Audi in the general market. This research proposal further reveals the approaches or a way of methods to achieve the expected results of this research and to gain knowledge of Audi’s marketing strategy. The idea of this research is raised from the main aim of Audi approaching the target market worldwide. Their aim is to be leading luxury car brand worldwide. This research proposal shows the way of accomplishing the research aims and objectives. The result of this research could open the door for Audi as well as any automobile companies to enter and to dominate the car transportation market. This research would clearly define the problems that Audi is facing in the market and the result of this research would be a solution for all the problems. This research will be focusing more into the car market.
As the advertising world is changing, more and more businesses like Audi are making use of viral marketing strategies to enhance their online presence since these are efficient, and cost-effective tactics. Viral marketing is a free, word-of-mouth advertising technique to increase your brand awareness online and offline by getting people to talk about your products and services, perfect for Facebook, Twitter, YouTube, blogs and other popular social media sites.
Here are a few examples of what Audi use in terms of their viral marketing strategies: * Viral opt-in list email marketing…...

Similar Documents

Premium Essay

Marketing Mix

...22 Marketing Mix 22.1 Introduction The basic task of marketing is the delivery of product(s) to consumers so that their needs are fulfilled and organisational objectives are also achieved. This involves several important decisions, e.g. deciding about the product or products which should be offered for sale, price of the product, markets where products may sell and the means of communication with the consumer for the sale of the product. All these decisions form part of marketing-mix. In this lesson we shall study about the concept of marketing mix, its components and the relationship among various components of marketing mix. 22.2 Objectives After studying this lesson, you will be able to : explain the concept and characteristics of marketing mix; describe various components of marketing-mix; establish the relationship amongst various components. 22.3 Concept and Characteristics of Marketing Mix The process of marketing or distribution of goods require particular attention of management of business because production has no relevance unless products are sold. Marketing mix, simply stated, is the process 20:: Business Studies of designing and integrating various elements of marketing in such a way as to ensure the achievement of enterprise objectives. The elements of marketing mix have been classified under four heads - product, price, place and promotion. That is why marketing mix is said to be a combination of 4 P’s. Decisions relating to the product......

Words: 5521 - Pages: 23

Premium Essay

Creative Product Promotion

...c Unit 9: Creative Product Promotion 2010 Assignment 1: Appealing to Different Customers Scenario There are many different types of customers and organisations. In this assignment you are asked to investigate and recommend improvements for promoting organisations in different sectors and with different target customers.As a learner on a BTEC National in Business programme you may be considering continuing your studies at University. You may already have been on the receiving end of university promotional campaigns and in this assignment you have the opportunity to examine the promotional skills of a selected institution in more depth. You will then be asked to compare this organisation’s promotional activities and campaigns with those of a more commercial business of your choice.Choose an organisation which is currently running a promotional campaign that you would like to investigate. This might be a retailer or manufacturer in a competitive market, such as: * the car, food or clothing industries * travel and tourism * hospitality and catering * or any industry that interests you [Please check the suitability of your selected organisation with your tutor].Your objective is to identify and evaluate the promotional campaigns of different types of organisation, to explain how the campaigns help organisations to communicate with their target customers, and to understand the role of advertising agencies in the marketing promotions industry. | Presentation The...

Words: 943 - Pages: 4

Premium Essay

Marketing Mix

...MODULE-5 Marketing Notes 20 MARKETING MIX I n the previous lesson you learnt that marketing identifies consumers’ needs and supplies various goods and services to satisfy those needs most effectively. So the businessman needs to: (a) produce or manufacture the product according to consumers’ need; (b) make available it at a price that the consumers’ find reasonable; (c) supply the product to the consumers at different outlets they can conveniently approach; and (d) inform the consumers about the product and its characteristics through the media they have access to. So the marketing manager concentrates on four major decision areas while planning the marketing activities, namely, (i) products, (ii) price, (iii) place (distribution) and (iv) promotion. These 4 ‘P’s are called as elements of marketing and together they constitute the marketing mix. All these are inter-related because a decision in one area affects decisions in other areas. In this lesson you will learn about the basic aspects relating to these 4‘P’s viz., product, price, place and promotion. OBJECTIVES After studying this lesson, you will be able to : • • • • • • • • explain the concept of marketing mix and its components; explain the meaning of product and its classification; state the various factors affecting pricing decisions; describe different methods of pricing; state the meaning of channels of distribution; identify the various channels of distribution; state the factors affecting......

Words: 6686 - Pages: 27

Premium Essay

Marketing Mix

...Guide Marketing Mix What it is The ‘Marketing Mix’ is a term used to describe the combination of tactics used by a business to achieve its objectives by marketing its products or services effectively to a particular target customer group. It is also referred to as the ‘4 Ps’ – Product, Price, Promotion and Place, or the ‘7 Ps’ – the 4 Ps with the addition of People, Process and Physical Evidence. What you should do Make sure you have identified each of your target customer groups. If you have not already done so and would like further information on grouping your customers, take a look at our 10minute Target Customer briefing. Now, with each customer group in mind, work through the steps outlined below. Why it is important Businesses need to make sure they are marketing – — The right product to — The right person at — The right price in — The right place and at — The right time For example, if you manufacture pens, and have decided to target schoolchildren, it would be more appropriate to market – — Coloured ballpoint pens (product) — At a low price (price) — Selling them through newsagents and stationers (place) — And promoting them through point of sale material (promotion) than it would be to market – — Gold fountain pens (product) — At a high price, including insurance against loss (price) — Selling them through specialist outlets and jewellery stores (place) — And promoting them in glossy magazines and Sunday Supplements......

Words: 2076 - Pages: 9

Premium Essay

M1 - Explain How Promotion Is Integrated with the Rest of the Marketing Mix in Walkers to Achieve Its Marketing Aims and Objectives

...I have been asked to explain how promotion is integrated with the rest of the marketing mix in a selected organisation to achieve its marketing aims and objectives. I will be referring to Walkers as my chosen business throughout completing this task. Definition Specific objectives Corporate mission statement Overall vision Their aim is to produce a first class product that everyone enjoys. Business Aims and Objectives What has to be achieved to deliver the vision The objective is to manufacture a quality product to a high standard and become the leading brand in the UK. Marketing Objectives Marketing contribution to the corporate objectives Marketing objectives – ‘maintain market dominance’ Promotional Objectives Promotional tactics to be used, Promotional objectives – ‘Keep the brand exposed and the brand name heightened within the market’. 1. Awareness of the organisation’s aims and objectives and supporting the business aims and objectives: • One way to achieve this is by transforming the organisation’s overall objectives into marketing objectives. This can be achieved through the knowledge of the organisation’s overall mission and sharing the vision with the marketing team. This aim is then broken down into small achievable objectives e.g. to launch technologically advanced products etc. 2. Raising Awareness: • Raising awareness through promotion is crucial to achieving the business aims and objectives as awareness would eventually......

Words: 372 - Pages: 2

Premium Essay

P2- Understand the Role of Promotion Within the Marketing Mix

...The role of promotion in the marketing mix is of special attention for anyone who wants to make sure the right consumers are reached, using the forms of media advertising that are most likely to connect with buyers and ultimately generate a high volume of sales. Promotions such as television, radio and magazine advertising increase brand awareness. More people tend to learn about a particular company or its brands if they frequently see or hear about them. New companies particularly have to advertise to apprise consumers who they are and what they offer. This is true with local or even national companies, as brand awareness can be measured by market, regionally or nationally. It can take many months or even years for companies to build brand awareness levels that match established competitors. New product development When Sainsbury are thinking of developing a new product they need to consider the 8 stages referred to as the new product development process. The 1st stage is idea generation: Sainsbury need to make sure there ideas come from somewhere. Sainsbury get there new ideas from market research by maybe asking people directly by doing surveys to see what their needs and wants are. They also may ask their employees as they are the ones that would know the most about what products customers are wanting or what products the business may benefit from. They also may ask there consultants, community, customers and also there distributors and suppliers. Sainsbury may also...

Words: 1382 - Pages: 6

Premium Essay

Marketing Mix

...BSBMKG514A Implement and Monitor Marketing Activities Assessment 2 By Sara Lawson August 2014 Task 1 * Interdependent Strategies The marketing mix is a business tool used in marketing and by marketers. The marketing mix is often crucial when determining a product or brand's offer, and is often associated with the four P's: price, product, promotion, and place. In service marketing, so my take on the key words “interdependent strategies” would be referring to the different strategies that are in place for each stage or section of the marketing mix such as price, product promotion and place. An example of this is there would be an interdependent strategy in place to determine the price of a product and value where there would also be a totally different strategy in place for the promotion side of the marketing mix, although the strategies are all “interdependent “ they do all contribute to each other area of the overall strategy. * The needs of a particular target group “the needs of a particular target group” my understanding of the meaning of this phrase or statement is that each are of the marketing mix such as the price is aimed at a particular target group or target market that which together means that each interdependent strategy is in place to meet the needs of the target groups the company has aimed to produce the product for consumers. * Consistent with the resources and capabilities of the organisation The statement “consistent with......

Words: 2460 - Pages: 10

Premium Essay

P3+M1 – Describe and Explain the Main Physical and Technological Resources Required in the Operation of a Selected Organisation

...M1-explain how the Management of human physical, technological resources can improve the performance of Tesco. Managing resources at Tesco Physical-Buildings, Lorries and trucks, massive warehouses Technological-Scanning checkouts, Captures stock control systems, on line shopping, club card, Marketing Human-Recruitment, Training, motivation, staff appraisal. Physical-improvements on the physical management can improve the performance of Tesco as if they have bigger building in means that they have a larger space capacity which will enable them to make bigger stores around the world, if they have a bigger building then it will also allow them to put a variety of products in store and not just limited stock, if they had a smaller buildings then they would not be able to fit ass many products inside as they are able to do so now, there wouldn’t be any space for there large car park that almost every Tesco store has this very moment in time. Having Lorries and trucks can majorly improve performance at Tesco because having those facilities available there for them to use is a great help, lorries can carry a huge amount of stock from one store to another or from the warehouses back to Tesco stores, this would help save a lot of time in comparison to if they never had any lorries or trucks to help deliver their goods because then they would need to have a number of vans to carry their products back and forth, this would waste allot of petrol and allot of money, so having......

Words: 275 - Pages: 2

Premium Essay

M1 Unit 9-Explain How Promotion Is Integrated with the Rest of the Marketing Mix in a Selected Organisation

...research proposal is to analyze the marketing strategy of Audi in the general market. This research proposal further reveals the approaches or a way of methods to achieve the expected results of this research and to gain knowledge of Audi’s marketing strategy. The idea of this research is raised from the main aim of Audi approaching the target market worldwide. Their aim is to be leading luxury car brand worldwide. This research proposal shows the way of accomplishing the research aims and objectives. The result of this research could open the door for Audi as well as any automobile companies to enter and to dominate the car transportation market. This research would clearly define the problems that Audi is facing in the market and the result of this research would be a solution for all the problems. This research will be focusing more into the car market. As the advertising world is changing, more and more businesses like Audi are making use of viral marketing strategies to enhance their online presence since these are efficient, and cost-effective tactics. Viral marketing is a free, word-of-mouth advertising technique to increase your brand awareness online and offline by getting people to talk about your products and services, perfect for Facebook, Twitter, YouTube, blogs and other popular social media sites. Here are a few examples of what Audi use in terms of their viral marketing strategies: * Viral opt-in list email marketing promotion * Viral reciprocal......

Words: 307 - Pages: 2

Free Essay

Explain How the Management of Human, Physical and Technological Resources Can Improve the Performance of a Selected Organisation

...Task 1 M1 (building on P3 work) Explain how the management of human, physical and technological resources can improve the performance of a selected organisation In our earlier pass criteria 3 in assignment 1 we looked at the physical and technological resources required. 1. In a report or email, advise Peter Tong on how the human (staff), physical and technological resources will improve the productivity and performance of Computer Gadgets. Human Resources It is extremely significant and vital to have Management for the HR (human resources) department. As the management team are very crucial, it is highly needed for them to be able to find the correct method to their employees and be competent to administer and organise them in a professional manner. For the staff at Computer Gadgets to have the ability to achieve, complete and perform as efficiently as possible so that the manufacturing and the customer service quality is all increased, this would mean that the Human Resources would need to be very on point. Your business is able to manage and accomplish all of the human resources via many methods. The methods are as follows: - Assessments - Personal development planning - Training and - Motivation An exceptionally important element to consider in the Human Resources Department, is the fact that when it comes to taking on and hiring new staff members, they would need to be equipped with the correct skills and especially qualifications. The correct......

Words: 853 - Pages: 4

Premium Essay

P1 Describe How Marketing Techniques Are Used to Market Products in Two Organisations

...P1 – Describe the promotional mix used in two selected organisations for a selected product/service. (Xbox and Apple iPhone) What is promotional mix: Promotional mix Using several different types of communication to support marketing goals which include Advertising, Personal selling, Publicity, and Sales promotions. Marketers to help choose these different types of marketing a firm reach its goals. Furthermore the promotional mix is a combination of methods that are used for a product or service in order to sell that specific product or service. Moreover the methods in the promotional mix are: * Advertising * Personal selling * Sales promotion * Public relations * Sponsorship * Direct mail Advertising: advertising is a way of displaying a product or service in a attractive way to a customer in a non-personal presentation. * Xbox use advertising on a regular basis on television, they show both genders and different age groups playing and using the Xbox as the want the console to appeal to as many people as possible. * Apple also use advertising on a regular basis on television. They recently have Justin Timberlake advertising there new IPhone 6 which will persuade viewers to buy the iPhone as if the phone is good enough for a well paid celebrity then it is good enough of them Personal selling: personal selling is where businesses use people to sell the product after meeting face-to-face with the customer. The sellers promote the......

Words: 1412 - Pages: 6

Premium Essay

M1 – Compare Marketing Techniques Used in Marketing Products in Two Organisations.

...M1 – Compare marketing techniques used in marketing products in two organisations. In P1 I described how marketing techniques are used to market products in two organisations. The two organisations I looked at were Marks and Spencer and Waitrose. Marks and Spencer is a British multinational retailer that was founded in 1884, they sell food and drink, clothes and gifts. Waitrose however is a British upmarket supermarket that was founded in 1904, they focus on selling food and drink, and however they do sell a few gift items. Both Marks and Spencer and Waitrose use market penetration to target their audience, they do this by advertising through television, magazines, billboards and radio. Waitrose and Marks and Spencer both market their products by advertising on the television. This is a very effective way of marketing new products as over 90% of the UK population watch the television. By marketing through television advertising they know that they are reaching a lot more people than they would through advertising in magazines. However they choose to market them in different ways, Waitrose always tend to opt for a more traditional advert and target the older audience whereas Marks and Spencer choose to have a different storyline each year, for example this year it is based on ‘Alice in Wonderland’ and targets all audiences, the young and the older generation. Another marketing technique that both Waitrose and Marks and Spencer use is marketing their products by using......

Words: 586 - Pages: 3

Premium Essay

Role of Promotion Within the Marketing Mix for Mcdonald’s.

...In this task, I will be explaining the role of promotion within the marketing mix for McDonald’s. Product- The product is at the heart of the whole marketing process. A business must have the right types of products that meet the needs of the market, live up to customer’s expectations and deliver its said benefits. A quality product is one that meets both the wants and needs of its consumers. Example: “The Big Tasty, served with bacon, features a 100% beef patty with square cut lettuce, onions, two tomato slices, Big Tasty sauce and three slices of cheese, made with Emmental, all in a sesame-topped bun.” http://www.mcdonalds.co.uk/ukhome/product_nutrition.beef.204.big-tasty-with-bacon.html Price- Price is the next thing that is important within a company’s “marketing mix.” A promotional activity should inform customers of the price of the product being promoted. Although price may be an important deciding factor of the product being promoted, it also carries implications for quality and value. Pricing has a lot to do with how a product is perceived. If a product is priced too expensive for its perceived benefits, it will most likely not sell in significant volumes. However, if a product is priced too low, then it can easily be considered as somewhat inferior to its competition. In order for the company to find out how they can best fit into the competitive market, they must first take a good look at their competitor’s products and positioning. Example: Products such......

Words: 981 - Pages: 4

Premium Essay

Explain How the Management of Human, Physical and Technological Resources Can Improve the Performance of a Selected Organisation: M1

...Explain how the management of human, physical and technological resources can improve the performance of a selected organisation: M1 Human resources Like every successful business, it is important that the management can control and manage the employees in a respectable way. Human resources is very important for a business like KFC because this helps to increase the productivity so there food being made and customer service. These two are crucial in a well-known food place. The ways in which KFC can manage human resources would be through either assessments, training or development planning. KFC need to ensure they employ people with the right qualifications and skills that fit into their criteria helping to achieve the goals within the business. Human resources needs to be managed as it motivates employees to achieve the goals for KFC, as human resources links the organisation and the employees. Management of human resources takes a big part of noting the businesses problems, seeing what they can do to improve it and ensuring employees are work to their best for efficiency. KFC can try to provide an efficient customer service by managing the employees. Physical Resources Physical resources are crucial for the business as it helps to run the organisation, do daily activities meaning without any management of physical resources, KFC would struggle to do day to day activities. What physical resources include: * Buildings and premises * Equipment *......

Words: 612 - Pages: 3

Premium Essay

The Promotions Mix

...Promotion is the marketing term used to describe all marketing communications activities and includes personal selling, sales promotion, public relations, direct marketing, trade fairs and exhibitions, advertising and sponsorship. Promotion needs to be precisely coordinated and integrated into the businesses global communications message, and this is called Integrated Marketing Communications (IMC). IMC integrates the message through the available channels to deliver a consistent and clear message about your company’s brands, products and services. Any movement away from the single message confuses the consumer and undermines the brand. The promotions mix (the marketing communications mix) is the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships. Kotler et al (2010). Promotion is the element of the marketing mix which is entirely responsible for communicating the marketing proposition. Marketers work hard to create a unique marketing proposition for their product or service. McDonald's is about community, food and enjoyment. Audi is about the driver experience and technology. Think of it like a cake mix, the basic ingredients are always the same. However if you vary the amounts of one of the ingredients, the final outcome is different. It is the same with promotions. You can integrate different aspects of the promotions mix to deliver a unique campaign. Now let's look at the different......

Words: 1267 - Pages: 6