P2- Understand the Role of Promotion Within the Marketing Mix

In: Business and Management

Submitted By raman345
Words 1382
Pages 6
The role of promotion in the marketing mix is of special attention for anyone who wants to make sure the right consumers are reached, using the forms of media advertising that are most likely to connect with buyers and ultimately generate a high volume of sales.
Promotions such as television, radio and magazine advertising increase brand awareness. More people tend to learn about a particular company or its brands if they frequently see or hear about them. New companies particularly have to advertise to apprise consumers who they are and what they offer. This is true with local or even national companies, as brand awareness can be measured by market, regionally or nationally. It can take many months or even years for companies to build brand awareness levels that match established competitors.
New product development
When Sainsbury are thinking of developing a new product they need to consider the 8 stages referred to as the new product development process.
The 1st stage is idea generation: Sainsbury need to make sure there ideas come from somewhere. Sainsbury get there new ideas from market research by maybe asking people directly by doing surveys to see what their needs and wants are. They also may ask their employees as they are the ones that would know the most about what products customers are wanting or what products the business may benefit from. They also may ask there consultants, community, customers and also there distributors and suppliers. Sainsbury may also look at what is working well for their competitors for example Tesco, Asda this may give them an idea of what product they should develop.
The second stage is idea screening: this is where Sainsbury would be shifting through the ideas above and selecting the ones which are feasible and workable to develop. Also pursing non feasible ideas can be expensive for Sainsbury.
The 3rd stage is…...

Similar Documents

Promotion Mix

... Energy Capsule Promotion Mix The target market for an energy capsule would normally comprise of those within the age group of 20-30. The sole purpose of selecting this target audience is due to the fact that they are vibrant community full of zeal to perform. However, with the zeal comes effort which gets replenished and hence energy needs to be revived to ensure that there is no compromise with the performance. ADVERTISEMENT: One of the major competitors to the energy capsule business would be a sound and peaceful sleep. When there is a loss of energy due to tiredness and exhaustiveness, people normally tend to take a nap or sleep. Making use of this idea and promoting a campaign on these grounds would be interesting. Bringing about an ambush marketing strategy in this context would be a great advertisement venture. “Energizing the Sleepy Joes” could be the tagline used where the advertisement would show the transition between a tired sleepy Joe who becomes unaware of his surroundings to an energized and refreshed individual with the help of the tablet. Another advertising strategy that could be implemented is based on the social needs, where an individual could be shown partying the night away and still fit and fine enough to attend office the next day. This could come with the tagline: “When good times are just a capsule away” SALES PROMOTION: Sales promotion is the added impetus to buy and hence there should be a clear perception as to what benefits would a......

Words: 567 - Pages: 3

Marketing Mix

...INTRODUCTION This report introduces the four elements that constitute the makeup of the overall marketing mix and then applies them to the practical real world workings of the Australian automotive fuel retailing industry – retail petrol outlets. The four elements making up the overall marketing mix include product, price, place and promotion. Collectively they are referred to as the four P’s of marketing as their significance makes them the very foundations and building blocks of marketing. This report affords each individual element its own discussion section opening with the definition of the discussed element before delving deeper into what each element brings to the overall marketing mix and ultimately applying them to the retail petrol industry. MARKETING MIX PRODUCT A product is ‘anything tangible or intangible that satisfies the consumer or business customers’ needs as a result of an exchange process’. A product can be physical goods, services, ideas, people or places. A product has three layers beginning with the core consisting of the benefits that the product provides for consumers (or business customers), the actual product, that is the physical good or the delivered service that supplies the desired benefit and the augmented product which is the ‘actual product plus other supporting features’ (Solomon, et al. 2011, p. 181-185). In the automotive fuel retailing industry, Convey (2011, p. 11) found that ‘retail sales of petrol and diesel, together with......

Words: 1607 - Pages: 7

The Role of Promotion

...the role of promotion and ad ------------------------------------------------- Top of Form Bottom of Form * Login * Login via * Register * International Marketing * Marketing Tips * MLM * Press Releases * Social Marketing * Viral Marketing * Home Page * Marketing Print articlevertisement ------------------------------------------------- ADVERTISING AND SALES PROMOTION * Jul 01, 2009 * 0 * 13,629 12 ADVERTISING AND SALES PROMOTION                                                                                                                  RELATED ARTICLES Impact of World Financial Crisis on the Media Industry "Espionage Management" Part 1. Mikhail Kryzhanovsky, KGB and CIA             Abstract  Advertising is the dissemination of information by non-personal means through paid media where the source is the sponsoring organization. The messages carried in-medias. Advertising objectives serve as guidelines for the planning and implementation of the entire advertising programme. It helps the consumer to save their time in purchases. It helps the manufacturer sell their products. The relation between wholesalers and retailers is improved through advertising. Sales promotion consists of diverse collection of incentive tools, mostly short-term designed to Sales promotion tools vary in their specific objectives. A free sample. Stimulates consumer trial, while a free management advisory service comments......

Words: 3034 - Pages: 13

Promotions Mix

...Wal-Mart’s Promotion Mix and Integrated Marketing Communications Wal-Mart is a top ranked company with high financial performance. The giant is a none other-than a retailer of general and consumable goods. They are an envied company that seem to do everything right. As a company, they position themselves to address the needs of customers by operating retail stores around the world focusing saving people money so people so can have additional financial resources for other things. Combined efforts in Advertising, Direct marketing, internet marketing, sales promotion public relations and personal selling investigated to learn about their success. Wal-Mart operation is broken in three areas Wal-Mart US, Wal-Mart International and Wal-Mart international they also have Wal-Mart.com to shop and use free shipping. “The Wal-Mart International segment consists of the company’s operations outside of the United States and Puerto-Rico. The Sam’s club segments include warehouse membership clubs in the United States and Puerto Rico as well as Sam’s Club.com” (Arkansas, 2011). Wal-Mart international net sales, US sales and Sam’s sales were $109 billion, $260 billion $49 billion respectively for fiscal year 2011; Wal-Mart plan on growing stronger by opening new stores and selling more items. Wal-Mart is currently No 1. On the fortune, 500 companies; in 2010, sales were $ 422 billion, and they increase profits during the recession competing retailers struggling. Wal-Mart provides......

Words: 1744 - Pages: 7

Marketing Mix

...Marketing Mix MKT/421 Marketing Mix This world moves in a rapid pace when it comes to business, it is important to understand concepts and strategies that have been completed by successful entrepreneurs and follow the steps to get those ideas on the board and to the people hands. The marketing mix has been created as a map to getting a product or service out to market in an organized and effective manner. Within the marketing mix consist of the four P’s; product, place, price, and promotion. These are the four p’s used around the world to help guide entrepreneurs to success in the business market. Product organization’s marketing strategy and tactics. Vemma Corp. is a company selling health and wellness across the world. Giving an opportunity to start a business to an average person and making his and her dreams come to a reality. Vemma created different products for the needs and wants to different people. "Vemma" (2004) Products include a healthy liquid nutrient, a weight loss program with weight loss supplements, a healthy alternative energy drink, and a healthy liquid nutrient drink for kids. Vemmas products are proven to help build a stronger immune system, products have amazing antioxidant absorption, and helps lower C-reactive protein and from that help on all aspects of health. Because the company is based on direct sales, people within the company would promote each product to the specific needs and wants to the people....

Words: 1329 - Pages: 6

Marketing Mix

...The 4P Classification of the Marketing Mix Revisited Author(s): Walter van Waterschoot and Christophe van den Bulte Source: Journal of Marketing, Vol. 56, No. 4 (Oct., 1992), pp. 83-93 Published by: American Marketing Association Stable URL: http://www.jstor.org/stable/1251988 . Accessed: 21/10/2013 10:06 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . http://www.jstor.org/page/info/about/policies/terms.jsp . JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org. . American Marketing Association is collaborating with JSTOR to digitize, preserve and extend access to Journal of Marketing. http://www.jstor.org This content downloaded from on Mon, 21 Oct 2013 10:06:41 AM All use subject to JSTOR Terms and Conditions Walter van Waterschoot & Christophe Van den Bulte The Classificationthe of Revisited MarketingMix 4P McCarthy's 4P classification of the marketing mix instruments has received wide acceptance in past decades. In recent years, however, increasing criticism has been voiced, among other reasons because of its inherent negative definition of sales promotion and its lack of mutual......

Words: 8565 - Pages: 35

M1 Explain How Promotion Is Integrated with the Rest of the Marketing Mix in a Selected Organisation to

...explaining how promotion is integrated with the marketing mix in Audito achieve its marketing aims and objectives. Audi Audi is a German car manufacture company founded in Zwickau, Germany on 16 July 1909. It is founded by August Horch. Audi cars are considered as a luxury vehicles because of its brand reputation. From the 1996 the 99.5 % of Audi is owned by Volkswagen group. The main principle of this research proposal is to analyze the marketing strategy of Audi in the general market. This research proposal further reveals the approaches or a way of methods to achieve the expected results of this research and to gain knowledge of Audi’s marketing strategy. The idea of this research is raised from the main aim of Audi approaching the target market worldwide. Their aim is to be leading luxury car brand worldwide. This research proposal shows the way of accomplishing the research aims and objectives. The result of this research could open the door for Audi as well as any automobile companies to enter and to dominate the car transportation market. This research would clearly define the problems that Audi is facing in the market and the result of this research would be a solution for all the problems. This research will be focusing more into the car market. As the advertising world is changing, more and more businesses like Audi are making use of viral marketing strategies to enhance their online presence since these are efficient, and cost-effective tactics. Viral marketing......

Words: 661 - Pages: 3

P2 – Using Walkers Crisp as an Example, Describe the Role of Promotion Within the Marketing Mix

...P2 – Using Walkers crisp as an example, describe the role of promotion within the marketing mix Introduction In this report, I will consider and discuss the different aspects of the marketing mix – Products/Service, Price, Place, Packaging, People and Physical Evidence - in which are currently important to Walkers. The advert, which I have chosen, is the new ‘Walkers Extra Crunchy’ Ad, which includes Lionel Richie. The story line of the advert is how Gary Lineker will react when Lionel Richie brings his message of sharing to the nation. Walkers have made over 60 different flavours of crisps and have multiple different types of crisps including; Baked, Cheese Heads, Crinkles, Deep Ridged, Extra Crunchy, Lights, Max, Pops, Potato Heads, Salt n’ Shake, Sensations, Sun bites and Hoops and Crosses. Products/Services There are many different components within the products/services section and Walkers only really fits into one of those, which is the product features. Within the advert I have selected they will be talking about the ‘New’ crinkly crisps. Therefore, they are advertising the type of product features that the crisp have, which walkers have, many of that have already been mentioned above. Price Walkers do not include Price in there adverts and they defiantly do not use it in this advert, which I have used. However, there are company’s which will include price is their marketing mix for advertisements. An example of a company, which would include price in their......

Words: 844 - Pages: 4

Role of Promotion Within the Marketing Mix for Mcdonald’s.

...In this task, I will be explaining the role of promotion within the marketing mix for McDonald’s. Product- The product is at the heart of the whole marketing process. A business must have the right types of products that meet the needs of the market, live up to customer’s expectations and deliver its said benefits. A quality product is one that meets both the wants and needs of its consumers. Example: “The Big Tasty, served with bacon, features a 100% beef patty with square cut lettuce, onions, two tomato slices, Big Tasty sauce and three slices of cheese, made with Emmental, all in a sesame-topped bun.” http://www.mcdonalds.co.uk/ukhome/product_nutrition.beef.204.big-tasty-with-bacon.html Price- Price is the next thing that is important within a company’s “marketing mix.” A promotional activity should inform customers of the price of the product being promoted. Although price may be an important deciding factor of the product being promoted, it also carries implications for quality and value. Pricing has a lot to do with how a product is perceived. If a product is priced too expensive for its perceived benefits, it will most likely not sell in significant volumes. However, if a product is priced too low, then it can easily be considered as somewhat inferior to its competition. In order for the company to find out how they can best fit into the competitive market, they must first take a good look at their competitor’s products and positioning. Example: Products such......

Words: 981 - Pages: 4

Marketing Mix

...Marketing Mix Of Reliance Communications Marketing Mix Reliance communications 7 P’s of marketing for Reliance Communications Product Reliance mobile always faced the problem of weak network. So to correct the major have invested over Rs 300 crore to upgrade to NGIP (Next Generation IP) network. Product has to sell itself. Now they are launching about more than 1100 network towers to provide more coverage to its customers. Price There are many ways to price a product. The pricing policy/ strategy vary in various situations. In case of Reliance mobiles they have priced their product at a very low price & they also come up with new plans. Place Another element of Marketing Mix is Place. Place is also known as channel, distribution, or intermediary. It is the mechanism through which goods and/or services are moved from the manufacturer/ service provider to the user or consumer. Reliance Mobiles do not find it very difficult to find the distribution channel because they are the old players and distribute their product in India. Promotion Another one of the 4P’s is promotion. This includes all of the tools available to the marketer for ‘marketing communication’. Reliance has recently started doing heavy promotions. Physical Evidence Physical Evidence is the material part of a service. Strictly speaking there are no physical attributes to a service, so a consumer tends to rely on material cues. As Reliance mobile provide various rental......

Words: 7288 - Pages: 30

P2@ Explain Role of Promotional Mix

...Explain the role of promotion within the marketing mix for a selected product or service. P2 Draft. Coca-Cola Promotion plays a very important role in an organisations success. This is because it can be heavily influenced by other elements of the marketing mix. Products and Services Many products and services are found to be within a product range. Coca-Cola has a range of drinks such as Coke, Diet Coke, Coke Cherry, Coke Zero etc. Coca-Cola chooses its promotion to best promote the product range, even though the products are aimed to suit different market segments, different tastes and different price expectations. Promotion plays a key role in informing the customer of the price being charged for the product. The price of the product typically conveys a perception of quality; customers are prepared to pay more for a product that they perceive is of higher quality than other products on the market. By this, the price also creates an overall image of the company. The company has the widest portfolio in beverage industry comprising of 3300 products. Beverages are divided into diet category, 100% fruit juices, fruit drinks, water, energy drinks, tea and coffee etc. As per Nielson’s data, Coca cola is the No.1 brand in sparkling beverages, juice, and retail packaged water in 2010. Coca cola has its market presence around 200 countries. Price The activity surrounding promotion often reflects the prices charged for the product. It is often the case that organisations......

Words: 1104 - Pages: 5

Marketing Mix

...others. The whole team at Diesel lives the brand. They are all incredibly passionate about their creations. So when it comes to expressing that passion, ideas come naturally. Living and breathing the set of promises the Diesel brand communicates means employees can listen to their instincts, creating products straight from within. Page 3: Promotion 'Be stupid' With the launch of the recent marketing campaign around the phrase “Be Stupid” , Diesel took a look at what brought its current pipeline: it was Renzo Rosso, all those years ago, taking the “stupid” move to make jeans he wanted to wear. Then he took the even more stupid move of trying to sell those jeans to others, believing he might not be the only fool in Molvena! As it turned out, there were quite a few more to be found and Renzo's “stupid” move ended up creating something which millions of people around the world now enjoy. Promotion and marketing at Diesel takes a very different route to many other companies. It is always about engaging with the customer as opposed to selling at them: creating an enjoyable two-way dialogue as opposed to a hollow one-way monologue. All elements of Diesel's promotion aim to engage the customer with the lifestyle. If they like the lifestyle, they might like the products. For example, the Diesel team saw music as an inseparable part of that lifestyle and realised that exploring new music and new artists was all part of trying something different and experimenting with the......

Words: 4417 - Pages: 18

Marketing Mix

...Chittagong Independent University (CIU) Chittagong Independent University (CIU) MARKETING MIX PROCEDURES: - A Case Study on “BSRM Xtreme 500W” Submitted to: Mr. Abu Sohel Mahmood Assistant Professor Independent Business School Chittagong Independent University Submitted by: Shaikat Saha ID: 15151009 ACKNOWLEDGEMENT I like to take the opportunity to express my sincere gratitude to those without the blessings and cooperation this report would not have been possible. First of all, I am grateful to Almighty Allah who has created all the things and make it possible to enjoy them for our good selves. He also gives me opportunity to finish this report in time. I like take the opportunity to thank my supervisor – Mr. Abu Sohel Mahmood, Assistant Professor, Independent Business School, Chittagong Independent University, for his guidance, constant and spontaneous support and constructive suggestion. Without his help this report could not have been possible. This is the way by which I can extend my heart felt thanks to the contributors of generous help I have received from many sources of BSRM Group of Companies. I like to express my tributes and gratitude to BSRM Group of Companies, Head Office, Ali Mansion, Sadarghat Road, Chittagong, Bangladesh for giving me the opportunity, appointment for discussions and collection of data from internal sources. I will never forget the contribution of all the staff and managers of BSRM Group of Companies, Head...

Words: 6955 - Pages: 28

The Promotions Mix

...Promotion is the marketing term used to describe all marketing communications activities and includes personal selling, sales promotion, public relations, direct marketing, trade fairs and exhibitions, advertising and sponsorship. Promotion needs to be precisely coordinated and integrated into the businesses global communications message, and this is called Integrated Marketing Communications (IMC). IMC integrates the message through the available channels to deliver a consistent and clear message about your company’s brands, products and services. Any movement away from the single message confuses the consumer and undermines the brand. The promotions mix (the marketing communications mix) is the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships. Kotler et al (2010). Promotion is the element of the marketing mix which is entirely responsible for communicating the marketing proposition. Marketers work hard to create a unique marketing proposition for their product or service. McDonald's is about community, food and enjoyment. Audi is about the driver experience and technology. Think of it like a cake mix, the basic ingredients are always the same. However if you vary the amounts of one of the ingredients, the final outcome is different. It is the same with promotions. You can integrate different aspects of the promotions mix to deliver a unique campaign. Now let's look at the different......

Words: 1267 - Pages: 6

Marketing Mix

...Marketing Mix Latasha Edwards University of Phoenix MKT/421 Stuart Ringer July 07, 2012 Abstract This essay will describe the elements of the marketing mix. Starbucks is the organization that will allow a description of how all four elements affect developmental marketing strategy. An explanation of how each part of the marketing mix is implemented and what industry that Starbucks exist is present. Marketing Mix Starbucks originated in 1971 in Seattle. Today there are over 17,000 stores across 55 countries all over the world. The mission; “inspire and nurture the human spirit one person and one cup at a time” (Starbucks Company Profile, 2011, p. 1). Starbucks got its name from a story; Moby Dick and logo is a Greek mythology siren. This company views employees as partners. Products include coffee; more than 30 blends, handcrafted beverages; such as Frappuccino’s and ice coffee, merchandise; cups, mugs, music, books, fresh food; cookies, salads, and sandwiches. Marketing mix A plan, that is controlled, including four elements; product, price, place, and promotion. The company makes adjustments of these four elements until the right combination meets consumer needs. The ultimate goal, when using this tool, is to make a profit (Marketing Mix, 2012). Product is the central part of the marketing mix. One has to figure out how to make it, how the product line is going to run and set it up. One also has to decide......

Words: 708 - Pages: 3