A Full paper which is a well written, detailed assignment which meets the criteria for P1 - Unit 9 Creative Product Promotion. BTEC Level 3 Extended Diploma in Business. P1 - Describe the promotional mix used by two selected organisations for a selected product/service..
P1: The Promotional Mix for A Coca Cola Christmas!
Student name: XXXXXXXXXXXXXXXXX
Class: IBS
Teacher: Ms. E. Daymond
Due Date: week 38 2018
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, Unit 9: Creative Product Promotion P1: Promotional Mix A Coca Cola Christmas!
Describe your company and the desired corporate image
- The Coca Cola company is globally one of the biggest and
most successful companies. The corporate image that they try
and show to the people is that the soft drink brings you happiness.
-
Describe the chosen promotion
The ad campaign chosen in this report is ‘A Coca Cola Christmas’.
It is an ad based around Christmas and how coca cola should be a part of every family’s Christmas
traditions. They try and portrait happiness to everyone who drinks coca cola in the ad.
Describe the purpose & objectives of the above promotion
The purpose of the ad campaign is to improve the brand image of coca cola within Christmas time. By this
ad campaign they try and make people choose to buy their product during Christmas time.
Describe the Promotional mix:
1. Advertising
A child puts bottles of coke in places where people are working, he does this when they leave or look the
other way for a second making it a surprise for them. The facial expression then indicates that they’re
happy to see a bottle of coke. What coca cola tries to promote with this ‘message’ is that people get happy
when they see coca cola. They use Santa. They use billboards putting Santa on it holding a coca cola
bottle.
2. sales promotions
Coca cola offered people to send a personalised video message to family and friends. To create and send
a Christmas wish to a loved one by truck, elf or magic.
3. personal selling
They made coke bottles with people’s names on it so that you could share a coke with someone.
By this they increased the sales because people wanted to buy bottles with names of their friends/
loved ones, to give it to them.
4. direct marketing
Coca cola offers vending machines at public events serving only coca cola drinks. This way when a
customer wants to buy a drink it forces them to buy a coca cola. They also sponsor events where they
only sell coca cola products.
5. public relations
One of coca cola’s techniques for public relations is when they were driving around cities with a massive
coca cola truck serving coca cola drinks.
6. Sponsorships
Coca Cola was announced the sponsorship of the Capital’s Jingle bell ball. In which they are giving away
2000 general admission tickets through its Facebook and Twitter accounts.
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