P1 - Describe the promotional mix used in two selected organisation for a selected product/service.
Promotion is all about communication and trying to let your target market know that you exist and that you want them to use your products and services, it is also a competitive strategy because you want your target market to come to you so you have to persuade them that your product or services are better than your competitors.
The promotional mix is all about a business trying to attract interest, create awareness, create an image and constantly remind your target market that your products and services exist.
The promotion mix consists of 5 elements;
This method is focused on increasing sales mainly, for example, sales promotion will be introduced if a product is not selling too well, business have too much stock or to increase consumer demand. Sales promotion can be done in a number of ways such as buy one get one free, 2 for 1 offers, free gift samples and more. Dfs sofas are a prime example of sales promotion as they regularly have a number of promotional offers on their sofas throughout the year.
Public relations is when a business could be trying to improve its image for example, sponsoring local sporting events, dedicating a new public arts instalment and partnering with schools to provide new equipment or after school activities.
Direct marketing is mainly done through social media now, this allows firms to contact individuals directly. This can be done via emails, in todays world almost everyone has an email address so this information to businesses is very valuable and important because with this information customers can be updated with new arriving products and general information about the business.
Promotional mix used by Kellogg’s
According to Kellogg’s wikipedia page ‘Kellogg’s is an American multinational food manufacturing organisation headquartered in Battle Creek, Michigan, United States’. Kellogg’s variety of products are manufactured in 18 countries and sold in over 180 countries around the world. Kellogg’s was founded on February 19, 1906, by Will Keith Kellogg with his brother John Harvey Kellogg. In 2012, Kellogg’s became the worlds second-largest snack food company by acquiring Pringles for 2.7 billion cash deal.
Kellogg’s advertises using a number of different ways such as posters, radio, press, cinema, direct mail, social media and of course television. All of these methods contribute to kellogg’s sales but none are as successful as television. Kellogg's spends a majority of its advertising budget on television commercials for example, Kellogg’s created a television commercial mixing their famous mascots tony the tiger and coco monkey with star wars for an event spending upwards of £250,000.
According to Cengage Learning ‘Kellogg has launched a new public relations campaign featuring the Tonymobile, which is touring the United States (re)introducing families to Kellogg’s family of characters’. Today competition in the breakfast market is tougher then ever and Kellogg using it’s Tonymobile is to remind consumers about its cereals and what they are all about.
Kellogg’s offers a range of different sales promotion for example, according to Kellogg’s ‘Kellogg’s has teamed up with Sainsbury’s to offer you a free £15 bundle, which includes a sim card, 800 minutes, unlimited texts and 2GB when you purchases a promotional product’.
Over the past 10 years kellogg’s public relations have been extremely affective, increasing its...