A well written, detailed assignment which meets the criteria for P2 M1 D1 - Unit 9 Creative Product Promotion. BTEC Level 3 Extended Diploma in Business. P2 - Explain the role of promotion within the marketing mix for a selected product/service. M1- Explain how promotion is integrated with the rest...
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Unit 9 - Creative Product Promotion
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Voorbeeld van de inhoud
Conor Cunningham P2 M1 D1
Task 2
For one of the promotional campaigns used in Task 1, prepare a report for the management
team:
Describe the marketing objectives of the organisation in relation to the promotional
campaign.
Explain the role of promotion within the marketing mix for this campaign.
Explain how the promotional activities are integrated with the rest of the elements
of the extended marketing mix to allow the organisation to achieve its marketing
aims and objectives. Remember to consider all relevant elements including –
products and services, price, place, packaging, people, processes, physical evidence.
Evaluate the promotional mix used in the campaign – explain how well the campaign
has allowed the organisation to achieve its marketing objectives – justify your
conclusions.
This provides evidence for P2, M1 and D1.
Introduction
This report will describe the marketing objectives of Coca-Cola in relation to the Share a
Coke campaign. The role of promotion within the marketing mix for this campaign and how
the promotional activities are integrated with the rest of the elements of the extended
marketing mix to allow Coca Cola to achieve its marketing aims and objectives will also be
explored. An evaluation will then be carried out regarding the promotional mix used in this
campaign and how well the campaign has allowed Coca-Cola to achieve its marketing
objectives.
Terms of reference
This report is for the Marketing Manager of Nutri-Foods Ltd.
Findings
P2 and M1
The marketing mix is a common approach to the overall marketing strategy used by many
companies such as Coca-Cola in different campaigns such as the Share a Coke campaign.
The role of promotion in the marketing mix is important for Coca-Cola who want to make
sure the right consumers are reached and through the communication model, using the
forms of media advertising that are most likely to connect with buyers and subsequently
generate a high volume of sales.
The role of promotion within the marketing mix is extremely important. Coca-Cola have set
many different marketing objectives for the Share a Coke campaign and throughout the
campaign, these marketing objectives were enforced so that the campaign fulfilled them.
,Conor Cunningham P2 M1 D1
Marketing objectives such as increasing market share by 5% can be translated into
promotional objectives which must support the business’ goals. Some of the marketing and
promotional objectives set by Coca-Cola for the Share a Coke campaign include;
Raising awareness of product; This was one of the most important objectives for the
Share a Coke campaign. Coca-Cola wanted to promote the product in such a way
that it improved awareness which translated into increased sales as customer seek
out the brand they have now become aware of. Through the use of the
communication model, this campaign was effectively advertised across many
different channels such as TV, social media and public events. This promotional
objective helped fulfill the aim of the campaign which was to increase overall sales.
Creating distinctive market presence; This campaign was fantastic in terms of
innovation and uniqueness alike. Coca-Cola successfully created a distinctive market
presence being the first soft drink company to add customer names to the bottles.
This objective enhanced the companys image of going the extra mile for their
customers and made the product a very personal one for a lot of people. This
product was promoted in such a way it effectively created attention and interest as
well as the desire and action to actually go and purchase the product and creating a
distinctive market presence contributed to this even further.
Increasing market share; Coca-Cola is placed in a very competitive market and so to
increase market share in such a market is vital if the business wants to be a leader
and have power. A promotional objective of the Share a Coke campaign was to
increase market share by 5% and Coca-Cola achieved this successfully. They did this
by reinforcing the brand. Effective promotional activity through advertising such as
on TV and on social media reinforced the brand even further. The image of coke
relating to ‘happiness’ and ‘family’ helped Coca-Cola win over new customers and
helped them explore new people. This shows how important promotion is within the
marketing mix and in growing an already huge company.
Targeting relevant audience; In order for the Share a Coke campaign to be effective,
promotional activity needs to be directed to the relevant audience who are going to
respond to the messages. It also needs to be clear so that customers can decode and
receive the message through the use of the communication model. Through
effective promotion such as the use of social media in the campaign, this campaign
targeted a vast range of people, whether it was for the person buying the product or
if they were buying for a friend, this was still a sale for Coca-Cola. Adding names to
the bottles helped Coca-Cola open up their target audience and attract a large
number of people; subsequently resulting in an 870% increase in the Coca Cola
Facebook traffic.
Attitudes/Interests/Opinions/Aspirations/Demographics; It is very difficult for
Coca-Cola to predict consumer buying behaviour as it is always changing. However,
their promotional activity must reflect the attitudes, interests, opinions, aspirations
and demographics of customers and potential customers. Coca-Cola undertook
significant market research into these factors to ensure the promotional mix
, Conor Cunningham P2 M1 D1
incorporated these issues into the Share a Coke campaign. These marketing
objectives would have to be exact so that they are suited to the product. For
example, basing the product around the interest of consumers – Coca-Cola created
significant interest in the product as a result of adding the customer names to the
bottles of coke. Demographics were also correctly researched, adding both male and
female names to all products. In relation to the role of promotion, Coca-Cola will
look closely at the many ways of advertising the product and decide which methods
are most likely to reach the desired consumer demographic. Often, this means taking
into consideration factors such as age, gender, location, and economic class. Using
that data, Coca-Cola can decide whether investing time and resources in television
and print advertising is likely to be effective, or if methods such as banner ads and
other online advertising may be a better way to reach the right customers.
Business to consumer; Coca-Cola used different channel structures for the product
going from business to consumer. They used producer to consumer (direct supply)
during the campaign when the Coca-Cola trucks went directly from the factories to
consumers via the campaign tour. They also used producer to retailer to consumer
(short channel) and producer to wholesaler to retailer to consumer (long channel) in
the campaign. Exploring different channels helped Coca-Cola fulfill their promotional
objective of driving sales forward and increasing their customer count. In all of the
channels, the brand image was never lost
and this was also an aim of the campaign;
showing how the aims and objectives of the
campaign link closely with the promotional
objectives!
Promotions; The Share a Coke campaign was one of the most successful campaigns
in history. Interestingly, Coca-Cola used no promotions throughout the running of
this campaign. This shows they are a market leader and do not need promotions to
increase their sales or to increase their market share. Promotional objectives were
fulfilled effectively in this campaign and its interesting to note that no actual
promotions were used. Having a strong brand and creating a campaign which is
unique and innovative proved more valuable to this campaign than having
promotional methods.
Segmentation; The role of promotion played a huge role in the marketing objective
of segmentation in relation to the Share a Coke campaign. Coca-Cola effectively
carried out market research to help identify groups of consumers who would
respond to marketing activity and divided the market by age, gender and interest.
Once the market segments were identified, the promotional mix adapted to suit the
different segments better. Promotional activity in relation to the marketing mix was
carried out effectively as although the features of the Coca-Cola product for both
men and women were the same, the promotional mix (advertising, packaging,
branding) is different to appeal to the different segments of their market. For
example, adding both male and female names, adding names which are common
and ones which are also unique allowed different segments of the market to be
explored.
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