Marketing Promotions

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  • Topic: Marketing, Sales promotion, Promotion
  • Pages : 33 (5046 words )
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  • Published : December 31, 2012
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GCSE
BUSINESS COMMUNICATION
CONTROLLED ASSESSMENT
“What is the most important way in which the
business you have chosen could improve the
promotion element of its marketing mix?”

CHOCO LUV

Name of the Business: Choco Luv

Task 4

Table of Contents
Introduction
 Introduction to the business ……………………………………………………………………………………. 03  Promotion element of the marketing mix………………………………………………………………… 04

Report







Internet ……………………………………………………………………………………………………………………. 06 Leaflets ……………………………………………………………………………………………………………………. 07 Newspapers ……………………………………………………………………………………………………………… 08 Suggested Method 1 Television …..……………………………………………………………………………. 09 Suggested Method 2 Sales Promotions ….…….…………………………………………………………… 11 Suggestions for Improvement …………………………………………………………………………………… 12

Conclusion …………………………….………………………………………………………………………………….…….….. 13 Appendix







Appendix 1 – Business Web page ……………………………………………………………………………… 14 Appendix 2 – Newspaper Advertisement ………………………………………………………………….. 17 Appendix 3 – Leaflets ………………………………………………………………………………………………… 19 Appendix 4 – Interview with the owner …………………………………………………………………….. 21 Appendix 5 – Sales Promotion of its competitor ……………………………………………………….. 24 Appendix 6 – Customer Survey ……………………………………………………………………………....... 25

Webography/Bibliography ………………………………………………………………………………………….…..… 31 Primary/Secondary Research ……………………………………………………………………………..…..... 32 Research Log …………………………………………………………………………………………………………………..….. 34

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Task 4

Introduction
The question I have selected asks me “What is the most important way in which the business you have chosen could improve the promotion element of its marketing mix?” which I intend to prove through a variety of primary and secondary research with regard to the business “Choco Luv”.

Choco Luv is a café which offers a range of delicious milkshakes which are made according to a special recipe using popular chocolate brands such as Ferrero Rocher, Kinder, Nuttella and many more mixed with hazel nut, almond, pistachio and mint. Choco Luv was first launched in Colombo 06 on the 17th of March 2011. The flagship café of Choco Luv was launched on the 12 th of January 2012 at Gregory’s Road, Colombo 07. Choco Luv aims to be Sri Lanka’s most popular hangout spot (Refer Appendix 4, Figure 8 & 9).

This report aims to prove that although all the promotion methods used by the business is important, but the most the important way in which the business I have chosen could improve the promotion element of the marketing mix is by having Sales Promotion.

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Task 4

Promotion
Marketing mix is the combination of factors which helps the business to take into account customer needs when selling a product; the marketing mix consists of four factors that are Place, Price, Product and Promotion.

Place is the way in which a product is distributed to the consumer from the producer. Price is the amount of money customers have to give up to acquire a product. Product is the good or service produced by a business or organisation and made available to customers for consumption.

My question is to consider in the “Promotion” element of the marketing mix. Promotion- Promotion is the communication between the business and its customer, making the customer aware that the product is for sale, telling or explaining them what is the product, making them aware of how the product will meet the customer’s needs and persuading them to buy it for first time or again.

Promotion has several possible objectives they are Inform, Persuade, Image Creation, and Reassurance.
Inform – A business will need to make their customers aware that their product exists, and to explain exactly what it does. This is one of the most important objectives for new business or a product.

Persuade - A business will need to persuade its customers to buy their product or services, through persuasive promotion a business will seek increment in...
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