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Summary BTEC Level 3 National Business Student Book 1, ISBN: 9781846906343 Unit 9 - Creative Product Promotion
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Level 3 Btec National ExtendedDiploma in Business
Unit 9: Creative Product Promotion
Klein Luyindula
P2
Explain the role of promotion within the marketing mix for a selected product/service
Product and/or Services
Product Range
-Product range refers to several products in which a business offers out towards their target market.
An example of this I could use to explain for product range will be Sony’s PlayStation5 console in
which they recently created and added to their long line of products.
New product development
-New product development refers to the process of creating a new product to offer towards the
marketplace. A business may need to engage in this process due to customer demands and
increasing competition and advances with technology or to capitalise on a new opportunity for
example when Sony previously released the PlayStation 4, Sony received a lot of constructive
criticism from their customers which allowed them to use the opinions which they could use to add
to the new features of the PlayStation 5.
Product and market trials
-Product & market trials refers when a business grants customers temporary access to purchase a
product in which they can use for a short trial period of 30 days. For example, Sony would
specifically invite famous gamers and celebrities to have access to PS5’s replica’s in order to allow
them to test the console and list their opinions/changes on what they think could make the console
better.
Quality, style, and associated services
-Sony quality, and associated services for the PlayStation 5 is solely committed to improving the
products quality and the quality of the services for the customers from their viewpoints in order to
maintain and enhance customer satisfaction, confidence and trust. Sony doesn’t collaborate with
any another other company's so all the PlayStation 5 consoles are developed and manufactured with
the Sony corporation.
Quality & timing or promotional activity
-Sony quality & timing or promotional activity for the PlayStation 5 are labelled to be excellent
quality because of the majority of better improvements in which the company was able to make on
the console's features which makes the product stand out. The promotional method that Sony used
to promote the PlayStation 5 was advertising where they would promote a number of teasers to the
customer target market to make them aware of the upcoming PlayStation 5 console.
Products features and variations
-Based on all the previous customer views that Sony received from the PlayStation 4, they used the
reviews to gather new ideas in which could help them crated and add new features into the
PlayStation 5 for example they improved the software and boosted their usage speed to prevent
customers console from freezing, they’ve also added new features such as the game hub which
includes a number of free games that’s users can access's, the second feature in which they have
, Level 3 Btec National Extended
Diploma in Business
Unit 9: Creative Product Promotion
Klein Luyindula
included is the game share and share screen which all's users to share their games with their friends
as well as being able to access two screens on the console at once. fourthly another feature that
Sony has added to the branded new PlayStation 5 is remote play which allows users to stream their
gameplay by connecting their ps5 console to their laptop and lastly the key factor that Sony has
added to the PlayStation 5 console is the external hard drive compatibility, this hard drive allows
users to play PS4, PS3, PS2 games on the ps5 console as it is compatible enough to save on the hard
drive and play using the ps5’s ultra-high speed.
Branding
-Sony branding is important is very important because it creates a huge impression on their
consumers, as it allows their customers and clients to know what they should expect from their
company. Branding is also another way of distinguishing a business from their competitors and
clarifying why your service makes you the better choice. Sony branding technique is very unique as
they even created a branding style for their PlayStation 5 consoles, in creating branding for their
products makes it easier for customer to notice the products manufactured from Sony.
Packaging
-Sony’s packaging has always been of a high standard as the company is aware of the importance of
packaging is vital for the company's image such as the secure packaging protects the product as it
important that the product packaging must be sturdy and reliable this is the reason why Sony locks
and seals the items so it can prevent the product from being tampered and can further ensure the
safety and integrity of the product. Another reason to why Sony's packaging is important is because
it displays and promotes the product so for example when the PlayStation 5 console is packaged
Sony labelled the package with both their company logo and the ps5’s logo then they add the
products name onto the package then they add a nice slick design of colours and patterns to go
around the packaging this helps to draw in customers as it shows the how realistic it is which gets
the customers excited. Lastly providing information the products information on the packaging is
important as it ensure customers about the key bits of information in which the console includes in
the box. Sony having a professional packaging that meets the satisfaction of customers and attract
more buyers just increases the brands image which makes them stand out from their competitors as
their customers will tend to purchase from Sony then they would from their competitors.
After-sales services
-Sony’s after-sales service is when a Sony employee provides customer service after a customer has
purchased a product. Sony after-sales services offer the Sony Plus support which the company
provides via their retail stores which typically includes Sony providing customers will repairs,
upgrades and warranty services for example Sony has added a software called the ring of death
which tells a customer if there Playstation5 is broken through a red light which beams from the
console. The purpose of the after-sales services is considered to be a part of Sony’s marketing
strategy as it helps to ensure customers that the business will always be there to fix any problems
with their products to the customers' expectations.
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