Essay
All of Unit 18 Ps, Ms and Ds coursework Graded at high quality
- Module
- Unit 18 - Creative Promotion
- Institution
- PEARSON (PEARSON)
Explain, anaylse and evaluate marketing communication on a creative product promotion.
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Unit 18: Learning Aim AP1
In this section of the report, it would explore and illustrate how marketing communication aids
creative product promotion.
Marketing communication is the messages and media that marketers use to communicate with
target markets such as customers. Different businesses would have different approaches to
marketing communication in relation to their products and service deliveries. Here, I will explore
and illustrate how marketing communication can aid in promoting a product creatively in
contrasting businesses.
Sainsbury is supermarket that sells food and insurance at affordable prices that customers can
trust, whilst Rolls-Royce PLC is a major British manufacturer of vehicles. Sainsbury’s operate in a
variety of sectors like is in the food sector whilst Rolls Royce is in the mechanical sector and both
of their purpose is to make profit by pleasing customers wants and need. Rolls Royce is a large
international organisation that operates in developed economy.
Marketing Communication
Rolls Royce and Sainsbury’s can inform their market through promoting. The benefit of this is that
it can create awareness of the business products and services. Rolls Royce advertise to a niche
market as their goods and service are luxury items which are sold at premium price which can only
be afforded by a selective few. This can develop Rolls Royce reputation as an extravagant and
high-class business due to the way they promote themselves to the public, as the brand only sells
high quality and impeccable goods and services made for the high-status people in society. Whilst
Sainsbury’s advertise to a mass market as they sell a variety on tangible item at affordable prices
like: food, clothing, toys, electronics, medications and more. Additionally, they sell intangible
service such as insurances which can consist of car, pet, life, travel, home and over 50s Life
insurance. This can improve the business brand image as it shows that the business value
consumers as they set their products and services suitable prices that they can afford.
Both Sainsbury’s and Rolls Royce persuades their consumers by convincing their current or
potential customer that their products and services are better than competitors. Sainsburys
persuades their customers by convincing them to buy their products as they promise their
customer good quality products at very low price compared to other supermarkets like Tesco and
Asda. This is done through their adverts as they will show the public how their foods like meat and
,milk would be processed, and transported from the farm-to-table. This idea can encourage the
purchasing decisions of consumers as they would be buying Sainsburys goods and services as
their quality of goods looks aesthetically appealing, and their process like the treatment of workers
looks ethical. Rolls Royce persuade their consumers by offering products, services and finishing of
the highest quality and also offer customisation as per the requirement of the customer, which can
be their USP as other luxuaxy manufactory company like B/E Aerospace and GE Digital may not
offer those services, as a result of this, Rolls Royce would standout and encourage customers to
buy from them instead of competitors which would increase Rolls Royce Market power and profit.
Sainsburys and Rolls Royce both differentiate their products and services from their competitors
by highlighting the unique characteristic of each of their goods. For example, Sainsburys would
focus on their products quality, provenance and sustainability as it can set them apart from other
supermarkets, their strategy of lowering the prices reassure customers that they've come to the
right place as they are more cost-effective than their competitors like Asda and Tesco. While Rolls
Royce differentiate their projects by having additional exclusive and luxury instalments on their
goods and services that would make their products standout in the market. For example, starlight
headliners that is located on their cars roof which is a unique effect that causes light to escape in
multiple directions at different intensities.
Sainsburys and Rolls Royce can both reassure their customers by conducting primary research
like providing consumers with surveys. This is done so that the business can assess their
customer service from a customer point of view, looking at what and how they can develop their
strengths and improve their weaknesses. Sainsburys and Rolls Royce can also reinforce their
business by doing research into their competitors marketing activities. By them doing this, they will
have an insight on competitors’ activities like new products or services launches, so they can
effectively and swiftly counteract them as they can potentially attract and retain the business
customer due to their innovated ideas, as a result of this, decreasing the company’s profit.
P2
In this section of the report, it will explain the importance of integrated marketing communication
activity to contrasting businesses
Integrated marketing communication
Integrated marketing communications is the process by which a company ensures different
promotional methods within a marketing campaign are clear, consistent and working toward the
same goals. Integrated marketing communications has a variety of benefits like building brand
, recognition, allows the company to reach a larger audience and the yields generated from income
returned on an investment can increase the revenue.
Sainsbury's and Rolls Royce can use integrated marketing communications to construct a multi-
pronged marketing campaign that targets a broader audience, which can help them build
awareness and trust. A specialist in integrated marketing communications can teach companies
how to identify the best channels for reaching the right audience with the correct message. For
example, Sainsbury's recognisable motto, "helping everyone eat well," communicates to
customers that the company is dedicated to serving their wants and needs as they care about their
mental and physical well-being.
Promotional Activities
Advertising is the process of communicating with the users of a product or service through
advertisements. A business would advertise so that they can raise awareness of their products or
services for customers to purchase as it can establish a positive image for the business, which can
result to their profit increasing. Due to Rolls Royce prestige brand image, their name alone would
be able to advertise the company products and services as it ranges from a basic price of
£249600 and above. They are well aware that their target audience will not be behind the TV
watching programs so advertising would be impractical and a waste of a cost for them. Sainsbury’s
uses advertising to regularly promote sales to persuade customers to buy their products and
services, they achieve this by advertising price cuts and other promotional offers like the nectar
card or insurance plans. Sainsbury would advertise by launching adverts campaigns in
newspapers, radio, television, billboards and leaflets to build its brand name. It uses sales
promotion through incentives and database marketing as part of its promotional strategy.
Sales promotion is a marketing strategy in which a business uses a temporary campaign to
increase interest or demand for their products or services. Sainsburys would use sales promotion
to increase the demand for their products or services as it can improve their product availability
among distribution channel partners, which can maximise profit as the business marketing
objective to increase a product usage or expand a new or existing product is being achieved. The
way Sainsbury would promote their products and services would be by using marketing
intermediaries. Marketing intermediaries are firms hired by the product manufacturer to promote,
sell and distribute the products and services directly to the consumer.
Personal selling is the process of face-to-face selling, as a salesman would try to convince the
customer in purchasing the business goods or services. The way Sainsburys would demonstrate
personal selling is by using people like sales force, to sell their products and services after
encountering face-to-face with the customer. Which can be presented as a business-to-consumer
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