Unit 1 P1 Essay

1043 words - 5 pages

The Promotional Mix
For this task I have to describe the promotional mix used for two different businesses. The first promotional mix I have chosen is for the Samsung galaxy s4. I will be describing how the promotional mix that is used to promote the product.

The second promotional mix I have chosen is for Lynx Apollo

Marketing mix
The marketing mix is the combination of four major tools of marketing otherwise known as the 4ps
• Product
• Promotion
• Price
• Place
Promotional mix
The traditional 4ps of the marketing mix are appropriate for dealing with tangible products such as a car or a pair of football boots. But for services such as banking and retailing the 4ps cannot ...view middle of the document...

Lynx

This is a TV advert which is showing the lynx product flying in the sky and this is the main feature of the advert as half way through you can what it is.


This is a magazine advert which has a similar concept to the TV advert as it has an astronaut, so people know that it’s something to do with lynx

Personal Selling
Many businesses employ a sales force to help in the promotional process. Personal selling is an effective way to manage personal customer relationships. The salesperson acts on behalf of the organisation. This involves interpersonal contact between the buyer and the seller with the aim of encouraging the buyer to behave and think in a certain way. Sales people may be well trained in the approaches and techniques of personal selling. However, salespeople are very expensive and should only be used where there is a genuine return on investment. For example, salespeople are often used to sell expensive goods such as cars or home improvements where the profit margin is high

Sales Promotion
Businesses spend a great deal of money on sales promotions, which are often aimed at the customer. For example, the buy one get one free (BOGOF) promotion has been used by a number of businesses over that last few years. Other methods include couponing, money-off promotions, competitions, free accessories and introductory offers (such as buy digital TV and get free installation). Each sales promotion should be carefully costed by the marketing department to ensure the investment has returned good sales and profit. In some markets, customers have come to expect special promotional offers to accompany the brands they purchase and they will not buy or will switch if these expected offers are not available. There is also the concern with regular sales promotions for a brand that it becomes cheapened in the mind of the customer. Hover, generally customer perceptions sales promotions are favourable because they are set as offering value for money and strong incentives to purchase.


Public Relations (PR)
Public relations is deifned by the institute of public relations as ‘the deliberate, planned and sustained effort to establish and mauntain mutual understand between an organisation and its public’. There is...

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