Essay
Unit 9 creative product promotion M1
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An explanation of how promotion is integrated with the resto of the marketing mix
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Unit 9 Creative Product Promotion M1In this assignment I am going to be discussing the promotional aspects that go on
behind the scenes and how the aims and objectives if a selected company is
integrated in their promotional objectives as well as how they target their audience.
In today's marketing environment, promotion involves integrated marketing communication
(IMC). In a nutshell, IMC involves bringing together a variety of different communication tools
to deliver a common message and make a desired impact on customers' perceptions and
behavior.
Aims and objectives
Sainsbury’s aims and objectives are to provide customers with exceptional customer service
and great quality products at reasonable prices.
They also have aspirations of becoming the biggest multi-chain supermarket in the UK.
Sainsbury has taken some steps in their daily activities to improve services this includes
recreating universal customer appeal through giving their customers an ever improving
shopping experience. This means they will look for ways to do things better every day.
Marketing and Promotional objectives
Sainsbury’s marketing and promotional objectives are to go on to accelerate the growth of
non-food ranges and services following the ethics of quality and value and to give broader
shopping knowledge for customers. To enlarge the reach of Sainsbury's brand by opening
new expediency stores and developing the online operations.
Sainsbury’s advertising strategy is designed to get people off the shopping treadmill and into
more courageous eating. Beneath the strap line “Try Something New Today” inaugurated in
September 2005 the store and representative Jamie Oliver aim to revive the nations’
kitchens with more interesting meals.
Sainsbury’s wants to communicate that not only can it supply great excellence at good
prices but also that it’s the only store giving such a wide variety of useful ideas. As a main
supermarket it also has to express this message to the as broad group of people as
possible. The plan is to reach all possible Sainsbury’s customers and not just the well off.
Business aims and objectives and how they translate into the business’s marketing
and promotional objectives
Sainsbury’s make it their mission to create awareness of the company as well as the
products and services that they provide. They do this by using a marketing mix.
The use of a marketing mix allows the company to reach a larger audience with the use of
the 5Ps which are product, place , price, people and promotion. These main components
, make a large difference in the awareness a company generates, this is due to the audience
or target market of the company.
For example, Sainsbury’s aims to provide great customer service and great quality products
at cheaper prices. Using the 5Ps with a large emphasis on promotion will help generate
awareness. The more people talking about Sainsbury’s the more people spreading
information and opinions amongst social groups creating a larger reach. Giving Sainsbury’s
the opportunity to gain more customers.
How the organisation target the relevant audience
Sainsbury’s uses advertisements on Tv, newspapers, social media, billboards and
promotional campaigns in store to reach their target audience. Using all the outlets allows
Sainsbury’s to reach their audience covering all bases leaving nothing to chance so that
everywhere you turn you see an advert or hear somebody talking about Sainsbury’s.
Sainsbury’s main customer target is the family unit, especially the mother. Sainsbury’s
teamed up with world food programme to achieve a world with zero hunger they’ve called it
“mums helping mums” For every specially-marked pack of Tilda rice purchased, a new or
expectant mother will receive a nutrition boosting meal supplement to help her stay healthy
and give her child the best start in life. Help us to help mums who need genuine goodness.
Each pack marked “1 Pack = 1Meal” funds equivalent to one nutritional supplement (10p)
through WFP. Each pack marked “1 Pack = 1 Day’s Meals’” funds equivalent to three
nutritional supplements (30p) through WFP.
At Sainsbury’s they also understand that sometimes with work, the kids, the family and all
the other pressures of daily life, it can be hard to find the time to cook good healthy meals
every night. Tilda Steamed Basmati is a rice range made with the best natural, vegetarian
ingredients, it’s entirely gluten free, without any artificial preservatives and it’s ready in just
two minutes. The range includes exciting flavors from around the world : like Mexican Chilli &
Bean, Sweet Chilli & Lime, Coconut Chilli & Lemongrass and so many more inspiring
recipes. Keep an eye out for them in the rice aisle at your local supermarket.
How the promotional mix fits with the attitudes, interests, opinions, age and gender of
the relevant target audience
The promotional mix consists of 5 main components which are advertising, direct marketing,
personal selling, sales promotion and public relations. These components fit with the interest
of the target audience due to the way that they are executed.
Sainsbury’s uses direct marketing via the smart shop app as well as emails sending
customers coupons and many deals that they have in store, they use the app to monitor the
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