Essay
BTEC Unit 9 Creative Product Promotion P1 (Pass)
BTEC Unit 9 Creative Product Promotion P1 (Pass)
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P1 Describe the promotional mix used by two selected organisations for a product or serviceIn this assignment I am going to describe the promotional mix used by two selected organisations for
a product or service. The two organisations I am going to use for this assignment are Nike and Apple. the
product from Nike which I am going to use is the Nike Tech Fleece (Training suit), the product which I am
going to use from Apple is the iPhone X.
Apple: iPhone X
Advertising:
Apple is a worldwide known brand, they don`t really need to put much effort in advertising. In case of
the iPhone x it is the same, the product is mainly advertised trough social media you can see short ads
on YouTube explaining the new features on the smartphones, Apple posts new pictures concerning the
iPhone X every day on their social media accounts such as Facebook, Instagram and Twitter where they
have millions of followers. Apart social media Apple also has the media as an advertising tool. When
apple introduces a new product during Apple events the media picks it directly up and in no time almost
every person knows apple is about to launch a new product.
Personal selling:
Apple does personal selling through their employees in their stores. If you want to buy the iPhone X
there are two ways; you can order it online or you can visit an Apple store which is located in almost
every big city worldwide. In the store you will be helped by an employee who knowns everything about
the product. The employees are trained in techniques of selling products to customers.
Sales promotion:
Apple does sales promotion by offering discount on products when they are out for a while, for example
when the iPhone X was launched newly the price Apple asked for the product was €1150,00. After a few
months Apple launched 2 new smartphones the iPhone Xs and Xs Max. the price Apple asks now for the
iPhone X is anywhere between €900 - €970. This shows sales promotion, because although there are 2
new products in the market Apple still tries to boost the iPhone X sales by offering it with a lower price
compared to when it was released newly.
Public relations:
Apple does public relations by offering students and schools discounts on their products. On their
website you can find a for education link. If you click on this link you will come to a page where Apple
explains how they support education and colleges. On this page you can also shop for items for your
college these items have a decreased price compared to the normal prices. This shows a positive image
of Apple in the eyes of students, colleges and the media.
Direct marketing
Apple does direct marketing by sending information to its database of existing and prospective
customers. Information’s which Apple sends to these databases are mainly new product launches and
information about existing products.
Sponsorship:
The latest sponsorship agreement Apple has made is with German soccer club FC Bayern Munich. The
deal includes Bayern to offer exclusive playlists on Apple Music and other content.
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