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- Module
- Unit 18
- Institution
- PEARSON (PEARSON)
creative promotion on two contrasting businesses
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Karl-Loic Landeut190845
Unit 18 Creative Promotion
P3: Explain the promotion mix used by contrasting businesses.
In this task I will be explaining the promotional mix used by the contrasting businesses I
have chosen. The two businesses I have chosen are Sports Direct and McDonalds, these two
businesses use the promotional mix regularly.
Sport Direct UK is a prominent online
retailer of golf equipment, including
golf balls, tees, club fitting kits, golf
clothes, and golf accessories. It was
founded in 2021 and is headquartered
in Dunmow, Merseyside. The firm sells
everything from golf balls, golf tees,
and golf clubs to shoes, socks, and golf accessories. Sport Direct has stores in Merseyside,
Birmingham, Surrey, Manchester, and Gateshead in the United Kingdom. Scorecards, polo
shirts, shorts, hats, towels, shorts, towels, caps, journals, and other promotional items are
also available from Sports Direct.
McDonald's Corporation is a multinational American fast-
food corporation best known for its hamburgers, particularly
its Big Macs. The company's headquarters are in Chicago.
Advertising
[1] Any communication that tries to persuade individuals to
buy items or services is referred to as promotion. Businesses
often promote their brand, goods, and services by identifying
a target demographic and determining how to reach that
population with their message. For Christmas Sports Direct
have launched an advert with major TV spots during Goggle-
box and Taskmaster, a £6 million advertising campaign
consisting of TV ads, online ads, social media engagement,
and in-store media will launch. The TV commercial features
England international and national hero Jack Grealish, as well
as US Open winner Emma Raducanu and grime artist Big Narstie. These are sports
celebrities and influencers, by doing this people are going to want to look into sports
directly due to a collaboration with people that have big influences with today’s society.
Also, because Sports Direct is the UK’s bestselling sports business gathering celebrities from
the UK will increase their brand awareness attracting more customers.
McDonald's advertising is the most well-known of the company's marketing strategies.
Customers communicate via television, newspapers, magazines, the Internet, and other
media venues. 'Sales promotion — tactics of sales promotion' is also used by the company.
Customers who buy six cups of tea/coffee and acquire six stickers, for example, are entitled
to a complimentary cup of tea/coffee. For select products, the restaurant also gives discount
coupons and freebies.
, Karl-Loic Landeut
190845
Unit 18 Creative Promotion
Personal selling
Personal selling, often referred as face-to-face selling, is the process through which a
salesman seeks to persuade a customer to buy a product. Sports Direct send emails to their
customers on new deals and arrivals that they can use. Sports Directs return policy allows
you to return an item within 28 days and exchange for another item of receive a credit note
which is basically a voucher. Purchasing an item online requires you to make an account.
After forming an account, you will be asked whether you would like to receive emails that
keep you updated about the business.
McDonalds also allow you to make an account on food distributing businesses such as: Uber
Eats, Deliveroo and Just Eats. If you use their services regularly, they will give you access to
codes that can be used for discounts and again, new arrivals. Another sales tactic used by
McDonald's is giving away free things to consumers, which is also known as a monopolistic
strategy. The more pieces you add to the puzzle, the better your chances of earning a larger
prize become. McDonald's offers customers the chance to win prizes, cash, or items from
the menu. You get a coupon every time you buy fries or a Coke, and when you peel it off,
you win a prize.
Sales Promotion
To promote its products, Sports Direct uses a variety of media platforms. It makes use of
traditional media, such as television and radio commercials. Because of its enormous reach
and ability to attract a big number of individuals, this is advantageous. It makes use of social
and online advertising, which is becoming less expensive and more useful as the internet's
use increases. They advertise on a variety of social media channels, with YouTube,
Facebook, and Twitter receiving the most attention due to their high monthly usage. It has
over a hundred thousand likes or consumers who are exposed to regular stuff posted on
these pages.
In recent years, McDonald's has pursued demographic-specific marketing that targets
consumers in certain age groups, such as teens, baby boomers, and families. They've
adjusted their marketing strategy away from menu-only promotions. McDonald's has also
invested in digital marketing to target consumers who prefer to pay with their tablets and
phones, as well as those who want digital ordering options.
Direct Marketing
Sports Direct sells its products at competitive prices in both its retail stores and on its
website. The low pricing is in line with the company's goal of attracting clients who want to
get the most value for money when purchasing things. The low running costs can be linked
to the fact that there is rivalry in this field, with new entrants appearing on a regular basis
with technological breakthroughs, something that Sports Direct does not have. Discounted
pricing may not be as helpful without technological breakthroughs because low prices may
be associated with bad quality. This could result in a decrease in Sports Directs market
share, especially given its competitors JBB Sports and Foot Locker.
Telephone marketing, direct mail, and online marketing are all examples of direct
marketing. McDonalds uses home delivery services to serve their consumers directly. They
also have websites that are more suited to direct marketing, in that they usually list all of
the latest deals, as well as the phone numbers of neighboring locations.
Public Relations
Public Relations is how a business manages when the information about the business is put
out to the public. McDonald's managers discover those who have become loyal customers
and determine how to build a relationship with them that leads to customer loyalty. The
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