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Promotions
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Essay of 18 pages for the course Unit 9 - Creative Product Promotion at PEARSON (Business)
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Unit 9: Creative Product PromotionBy Rais Mauthoor
Promotions
Introduction
In this report, there will be a description of the promotional mix used by two
organisations for a product or service. Afterwards, this report will explain the role of
promotion within the marketing mix for a product or service. Additionally, this
assignment will explain how promotion is involved with the rest of the marketing mix in
an organisation to achieve its marketing aims and objectives. Finally, this report will
evaluate and justify the use of an appropriate promotional mix in relation to marketing
objectives for the organisation.
P1 describe the promotional mix used by two selected
organisations for a selected product/service
The chosen organisations for this assignment are Ferrero and Paco Rabanne. The
selected products are the Nutella B-ready bar and the Pure XS cologne.
Promotional Mix
Firstly, the marketing mix and the promotional mix offer guidelines that is intended to
support marketing activities and the chances of success for products or services. The
marketing mix and promotional mix are used in conjunction to support a business in
delivering effective communication to their target audience. The marketing mix
introduces the four Ps of marketing which are product, place, promotion and price. In
addition to this, there is an extension to the traditional marketing mix which more
suitably applies to services rather than just products. The extended marketing mix
incorporates the three additional Ps which are people, process and physical evidence.
By being aware of these seven Ps, a business can identify most of the variables that
can affect their promotional campaign and they can better understand how to improve
their promotion tactics.
The promotional mix identifies the various methods of communicating to customers. It
enables businesses to target the right markets by using the right tools of
communication. The promotional mix consists of six elements which are advertising,
personal selling, sales promotions, public relations, direct marketing and sponsorship.
Promotional campaigns can vary considerably depending on how the six elements are
implemented. The six elements can be imagined as ingredients for a cake, the amount
of each element and which of the elements are involved will influence the outcome and
effectiveness of the promotional campaign. As previously mentioned, the promotional
mix and the marketing mix can be used in conjunction which greatly eliminates variables
that may cause inconvenience. By combining these two marketing strategies, the
resulting promotional campaign is much more unique and sophisticated than usual
which may guarantee greater success.
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