A well written, detailed assignment which meets the criteria for P1 - Unit 9 Creative Product Promotion. BTEC Level 3 Extended Diploma in Business. P1 - Describe the promotional mix used by two selected organisations for a selected product/service..
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Unit 9 - Creative Product Promotion
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Conor Cunningham P1
Task 1
Carry out research into 2 recent or current promotional campaigns used by organisations,
one campaign for a product, and the second for a service.
Prepare a report for the management team:
Describe how the promotional campaign is one element of the marketing mix for
each organisation
Describe the purpose and objectives of the promotional mix used, and show how
these fit into the Communications model
Describe the range of promotional activities used in each campaign, and how
these relate to the AIDA model
Describe how decisions have been made about the appropriate promotional mix
used in each campaign
Describe how each campaign supports the corporate image of the organisation.
(P1)
P1
Introduction
This report will describe how the promotional campaign is on element of the marketing mix
for two organisations, describe the purpose and objectives of the promotional mix used for
two organisations whilst showing how these fit into the communication model, describe the
range of activities used in each campaign and how these relate to the AID mode, describe
how decisions have been made about the appropriate promotional mix and describe how
each campaign supports the corporate image of the organisation.
Terms of reference
This report is for the Marketing Manager of Nutri-Foods Ltd. This report will describe to the
Marketing Manager how two promotional campaigns have been used by two organisations;
one for a product and one for a service.
Procedure
Many different areas of the campaigns will be looked at in this report. This will include their
promotional activities and the promotional purpose and objectives of each promotional mix.
How the choice of each promotional campaign relates to the corporate image of the
organisation will also be studied.
Findings
The marketing mix
The marketing mix is an extremely important part of any product or service which is to be
launched to an audience. It includes;
Product – A product is a good or service that is sold to customers or other
businesses. Products are purcahsed to meet a nee. Businesses can adjust areas such
,Conor Cunningham P1
as the features, appearance or packaging of a product to create a compeitive
advantage.
Price – It is compulsory for businesses to take many factors into account before
deciding on the price of a product. These factors may include customers, compeitors
prices and costs.
Place – This is where the product is made avaialble to customers. Businesses may
sell their products in stores or via the internet.
Promotion – Promotion refers to the methods used by a business to make
customers aware of its product.
Promotional mix – including the purpose and objectives
Promotion is one of the elements in the marketing mix and it plays an extremely important
role in the process. The main aim of promotion is to ensure that customers are aware of the
existence and positioning of products. Promotional objectives have to be precise and
measurable. Possible objectives may be to clarify customer needs, increase brand
awareness, to increase product knowledge, to improve brand image or to improve financial
position.
Promotion is also used to persuade customers that the
product is better than competing products and to remind
customers about why they may want to buy. Promotion
reinforces the brand for any organisation and the products
within that organisation as well as creating interest for
customers to buy from the company as the product or
service is shined in a positive light in the eyes of the
customer. A business will use a range of promotional
activities for its product, depending on the marketing
strategy and the budget available. Larger organisations will
typically have higher budgets to spend on promotional activities so can carry out this activity
more effectively.
The main parts of the promotional mix are advertising, public relations and sponsorship,
personal selling, direct marketing and sales promotion. These will be explored in relation to
a product and service further on in this report.
The need to support desired corporate image
Businesses will choose a way in which they wish to be presented to the public. This is known
as their corporate image. An organisations corporate image will reflect their character and
the way in which they operate. The promotional mix which a business uses can support the
corporate image in which they wish to portray. A company’s logo is the most visible part of
its identity, however taking into consideration the marketing mix can help a business
improve their corporate image and the way in which they are perceived by the public.
Communication model
The communication model is a very important part of the promotional mix. Below shows a
diagram of the communication model;
, Conor Cunningham P1
Understanding how communication flows from sender to the receiver is important in
developing a business’ marketing message. It is the target who ultimately decides on the
meaning of your message; the customer. When promoting our product, we need to be
aware of the receiver and how we are going to channel our message to them. We must
encode our message in an effective way through a channel which can then be decoded and
easily interpreted by the receiver. We then receive feedback from the receiver and it is here
that we learn how our message was interpreted. Businesses must use the right media choice
to ensure they communicate to their audience as effectively and efficiently as possible.
Promotional Activities used
1) Coca Cola – Share a Coke Campaign – 500ml bottle
The Coca-Cola Company is one of the largest multinational
organisations in the world and has had many successful
marketing campaigns. The company's "Share a Coke" 2015
summer campaign was one of the best-performing
marketing campaigns in Coca-Cola's history. This marketing
strategy replaced the company logo on 500ml bottles for
250 of the country's most popular names. The target market
and customers had the chance to have a generic name, such
as "Conor" printed on Coca-Cola bottles and were
encouraged to share those bottles with friends and family.
The purpose of this campaign is to reconnect with a new target market and we see this as
they are communicating via suitable communication channels in such a way they so they are
gathering new consumers. Other purposes and objectives of this campaign are to increase
brand awareness, improve brand image and improve repeat purchase rate.
Advertising
Coca-Cola advertised this product extremely well as the Share a Coke Campaign grew with
success. They effectively communicated a message to the selected audience which was the
public as a whole, persuaded people to buy the product and highlighted specific features
within the product – which was the customer’s name. This successfully fulfilled the purpose
of this campaign which was to attract people to buy the product. This campaign was heavily
advertised across social media, magazines, television, cinema, billboards and the internet.
By the end of the 2015, there were more than 150 million personalised bottles sold,
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