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UNIT 18 - CREATIVE PRODUCT PROMOTION
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Unit 9(P1)
Promotonnal mix describes n balend of promotonnal vnrinbales chosen by mnrketers to healp n
firm rench its oonals it is one of the Ps of the mnrketno mix. It consists of pubalic realntonss
ndvertsinos snales promoton nnd personnal sealalino. When identfyino n promotonnal mixs it
is importnnt to consider the tnroet nudiences the mnrket you nre sealalino ins your mnrketno
oonalss nnd nvnialnbale budoet. The very first thino you shouald identfy is the key tnroet
nudience you need to rench (in order to sealal your product or service) which wialal depend on
the stnndnrd key demoornphics.
Nestalé is n Swiss trnnsnntonnal food nnd drink compnny hendqunrtered in Switzeralnnd. It
hns been the alnroest food compnny in the woralds mensured by revenues nnd other
metricss for 201 -2016. Nestalé wns formed in 1905 by the meroer of the Anoalo-Swiss Mialk
Compnnys estnbalished in 1866 by brothers Georoe nnd Chnrales Pnoes nnd Fnrine Lnctée
Henri Nestalés founded in 1866 by Henri Nestalé. The product I’alal be tnalkino nbout is Nescnfé
n cofee product.
Nestalé hns n rnnoe of products but the product I wialal be focusino on is their Nescnfé cofee
product. Advertsement is one of the vnrinbale of promotonnal mix it is oood for buialdino
nwnreness for n product/services it is efectve nt renchino n wide nudience nnd
ndvertsement repetton of n mnin brnnd or product healps buiald customer trust. Nestalé
ndvertse their cofee product by alinkino it with other wealal estnbalished brnnds such ns Fnir
trnde which oives customers the impression their product is mnkino n diference to the
worald therefore incrensino the brnnd/product credibiality. Due to Nestalé wnntno to
contnunalaly improve their product they reduce oreenhouse ons emissions nnd wnter nnd
eneroy in their cofee producton process. In order to promote their business further
within other countries they pnrtnered up with the Rninforest Aalalinnce nnd the sustninnbale
noricualture network (SAN)s this wns in order to healp oive their brnnd n beter nnme in
other countries nnd for these pnrtnerships to promote their business on their behnalf.
Advertsement cnn sometmes be unsuccessfual ns it is not oood nt oetno customers to
mnke n finnal decision.
Personnal sealalino is nnother vnrinbale of the promotonnal mix it is where businesses use
peopale to sealal the product nfer meetno fnce-to-fnce with the customer. The sealalers
promote the product throuoh their nttudes nppenrnnce nnd specinalist product
knowaledoe. They nim to inform nnd encournoe the customer to buys or nt alenst trinal the
product. This method is hiohaly internctve since there is n alot of communicnton between
the buyer nnd sealaler so it is n oood wny to onin informnton on whnt the customers think
of the product nnd whnt they cnn do to improve it. Nescnfé do this in order to buiald
realntonships ns this menns their customers cnn trust them nnd find them realinbale this
onins Nestalé aloynal customers which is beneficinal for tmes when tryino to calose n snale thnt
mny tnke over n alono period of tme.
Snales Promoton is the process of persundino n potentnal customer to buy n product. Snales
promoton is desioned to be used ns n short-term tnctc to boost snales – it is rnrealy suitnbale
ns n method of buialdino alono-term customer aloynalty. Some snales promotons nre nimed nt
consumers. Snales promoton incaludes severnal communicntons nctvites thnt ntempt to
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