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Unit 9 - Creative Product Promotion P1,P2,M1 & M3 PASSED
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Unit 9 - Creative Product Promotion P1,P2,M1 & M3 were all marked by assessor and all grades were achieved.
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Reezi P1,P2,M1,M3 Unit 9 Group BP1 - Describe the promotional mix used by Cadbury’s and one other selected organisation
for a selected product/service.
For this task I am going to describe the promotional mix that is used by Cadbury and my
other selected organisation which is KFC. I am going to mention about the main objective
and purpose of promotional mix, and all the factors that link with it, such as advertising,
personal selling, sales promotion, public relations, direct marketing and sponsorship.
Purpose and Objective of Promotion Mix
The promotional mix can be placed under one of the 4 Ps of the marketing mix. The purpose
of promotion mix is that it can be used as a tool in order to communicate to the target
audience, that can allow them to produce and achieve organisational goals and objectives.
The use of the promotional mix can make a company to increase their awareness, which in
the long term could also improve their financial position.
What is Corporate Image
An corporate image is a way a business, firm or organisation chooses to represent
themselves to the public. The use of a corporate image can reflect their character, value and
the way they are operating. For example, a company like Apple has such a high reputation
that the price of their goods can match the product.
Advertising
Advertising is used to communicate to the audience of a product or service. Advertisement is
a message that is then paid to those who send it if they can persuade or influence customers
into buying the product or service.
Cadbury has used a range of advertising methods that has allowed them to promote and
advertise their Dairy milk chocolate. One method of advertising was that Cadbury made a TV
advert, this promotional method as allowed them to gain a lot of recognition and awareness
of their product, this then lead to there being more sales for their Dairy milk chocolate. As the
years went by they did update the TV adverts so it can attract more attention from the
customers. Another way Cadbury uses advertising is on newspapers and magazine that has
also allowed them to promote themselves. They used this advertising method because they
aimed it towards the more older people as they are the ones who read newspapers the most
when compared to the younger audience. This use of advertising is very useful as it can
allow Cadbury to gain more customers.
KFC is a fast food
company that
mainly sells foods and
,Reezi P1,P2,M1,M3 Unit 9 Group B
drinks. They have also used a range of advertising methods just like Cadbury did. But KFC’s
main technique is the use of TV advertising. They make the advert so eye-catching so it
could gain attention from the customer who watch the advert, they make the food and drinks
stand out so, they do this purposely as they want to make the viewers feel hungry. This is
very effective as it can influence the customer into buying the food they show on TV. Another
way KFC uses advertising is by placing billboards or posters around their closest branch, or
a certain amount distance away from the branch. Again they create the poster so colourful
and bright as it as it’s not hard to see. Similar to the TV advert it can attract the them into
making the customers feel hungry so they can buy the product from KFC. This will increase
sales as the customers would have a desire to buy the food and drinks.
Personal selling
Personal selling also called face-to-face selling, is when a person who is known as the
salesman uses their ability to convince or inform information of the product or service to the
audience. This is a effective promotional method in which the salesperson try a attempt to
make a sale or even to make awareness of their product. Both companies Cadbury and KFC
doesn’t use personal selling as a promotional method as they don’t have the reason to as it
would be a complete waste of time and money. This is because a sales person would take a
much longer time to raise awareness as they only have a limited amount of customers to talk
to in a day. When compared to a TV or poster advert, the salesperson would take longer,
than the other two, because more people will be going past, watching and listening to the
advert. So for both big companies a salesperson would not be ideal or helpful as much in
order to make sales.
Sales promotion
Sales promotion is a process that is designed into persuading and influencing customers
with the use of short-term boost sales such as offers, coupons or big discounts that can give
the customers a better value.
Cadbury does a range of things for using sales promotion
in order for attracting new customers to their company. One
way Cadbury uses sale promotion is by offering customers
with discounts which can give the customers an incentive
to buy the product as it would be a much suitable and a
better valuable price to the customers. There are offers that
can be seen from there website, this is one way they can
influence the customers into buying their product.
KFC is also a company that uses sales promotion so that
, Reezi P1,P2,M1,M3 Unit 9 Group B
they can bring more customers back so
they can increase with the amount of
sales made. From there website, they can
offer coupons to customers where they
can get for free, but they will need to
collect some stamps every time they make
a purchase that’s over £3. After collecting
a certain amount of stamps the customers
can then get free snacks, drinks or even a
deal of £5 off for any next order the
customers if that’s for a meal or just a snack.
Public relations
Public relation is when a company forms and build a positive relationship with the public, this
being the customers, employees or suppliers. For example, sporting event or a fundraising
event for charity.
Cadbury has done a lot to promote themselves to the public while also bonding a
relationship with the public. Example of this would be back in 2014, Cadbury teamed up with
foodbank of Australia, and donated over 1.1 million Easter eggs to different big and small
charities and community groups just in time for Easter. This will go to families who are in a
disadvantage, so that they can enjoy their Easter. This was a huge advantage to Cadbury as
a company because it has allowed to gain a lot of awareness and also gained customers.
This is because of the media, they would usually make news outlets if a good story is
introduced, so as the Cadbury is promoting good to the public, when the message will then
be aired to a much larger audience. For the long term this could lead to more sales being
made.
KFC hasn’t done any sort of public relation as they don’t want to promote themselves to the
public. One reason to this is that the press release can come across to so many journalists
who can write up a story that is inaccurate or misleading. A writer can possibly damage the
company’s reputation if they see a negative angle. An example of this will be that a writer
might say KFC food are unhealthy and can lead to health problems. This could hurt KFC as
a company as many customers will move away from KFC, this could decrease the amount of
sales made.
Direct marketing
Is when the company sends a mail or text directly to the customers. For example,
businesses can send mail informing about their product or service, this is usually seen as
junk mail. Similarly to personal selling both Cadbury and KFC doesn’t use direct marketing
for selling and promoting their product as there is no incentive to do so, as they are two
companies that are well established. As there is one main disadvantage of direct marketing
as most customers wouldn’t want so much email or direct text messages as it would be
usually be referred to being junk mail or spam when it is received on a daily basis.
Sponsorship
Sponsorship is when a organisation pays to be associated in a event. For example, in 2012
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