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Unit 9 P1 M1 - P1 – Describe the promotional mix used by two selected organisations for a selected product/service M1 – Explain how promotion is integrated with the rest of the marketing mix of a selected organisation to achieve its marketing aims and obj€4,31
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Unit 9 P1 M1 - P1 – Describe the promotional mix used by two selected organisations for a selected product/service M1 – Explain how promotion is integrated with the rest of the marketing mix of a selected organisation to achieve its marketing aims and obj
P1 – Describe the promotional mix used by two selected organisations for a selected product/service
M1 – Explain how promotion is integrated with the rest of the marketing mix of a selected organisation to achieve its marketing aims and objectives
P1 – Describe the promotional mix used by two selected organisations for a selected
product/service
M1 – Explain how promotion is integrated with the rest of the marketing mix of a
selected organisation to achieve its marketing aims and objectives
The promotional mix is a set ‘way’ that a business uses to promote a particular product or a
family of products. The promotional mix has six key elements, advertising, sale promotion,
personal selling, direct marketing, public relations, and sponsorship. The two organisations
that I have picked are Samsung and Coca-Cola, the two products are have picked are the
Samsung Galaxy S6 and Coca-Cola Life.
Advertising is used to communicate a specific message and is there to sell a particular
product by highlighting the features of the product that makes it attractive to buy.
Advertising can come in many forms, for example a video on TV or a flyer that is handed out
on the street. Advertising is there to tell people about products that they may not know
about if advertising didn’t exist.
The advertisement that Samsung made for their Samsung Galaxy S6 focused on the wireless
charging aspect of their new phone model. Wireless charging is extremely new technology
so sets the phone out from others. The advertisement features Rita Ora whose purpose is to
draw in people’s attention. Other companies would advertise the Samsung Galaxy S6
because they want people to buy the phone through them over other companies.
Coco-Cola Life was the first new product to be introduced from Coca-Cola in eight years. A
lot of preparation went in to making sure that it would be successful. They mainly
advertised the product through TV, billboards and cinema. The TV advertisement was eye-
catching and designed to let potential customers know about the new healthier option that
would become available. The advert tells consumers that the drink contains 33% less
calories than normal Coca-Cola, and that it is sweetened using natural sources.
Personal selling is a much more personal approach to trying to get people to buy a specific
product. It involves a sales existing talking to a potential customer about the product they
are interesting in buying and answering any of their questions in a positive way. Personal
selling can be a very effective method in selling products but it can be quite costly and time
consuming because it requires to have available staff ready when someone walks in a shop
and a discussion takes a lot longer than handing out or broadcasting an advertisement.
Samsung generally sells their products through other businesses such as EE, O2, Carphone
Warehouse and Tesco Mobile1. They do own their own stores but there aren’t many of
them. They hire lots of sales assistants to help out people who have questions about the
Samsung Galaxy S6, because the Samsung Galaxy S6 is such a big phone they will have
expert advice available. The other businesses that stock their products also hire many sales
assistants to make the selling process more personal to the person and to make sure they
are 100% happy with their item.
Coca-Cola sells their products through other stores so the other stores are responsible for
personal selling. The product Coco-Cola Life is generally stocked in grocery stores which
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