Unit 9- Describe how each organisation’s promotional mix by detailing how they promote their products and services in a range of ways. What is Promotional Mix? There are five main aspects of a promotional mix. These are: * Advertising - Presentation and promotion of ideas, goods, or services by an identified sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogues, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails. * Personal selling - A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face or via telephone. * Sales promotion - Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples: Coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions. * Public relations - Paid intimate stimulation of supply for a product, service, or business unit by planting significant news about it or a favourable presentation of it in the media. Examples: Newspaper and magazine articles/reports, TVs and radio presentations, charitable contributions, speeches, issue advertising, and seminars. * Direct Marketing is a channel-agnostic form of advertising that allows businesses and non-profits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalogue distribution, promotional letters, and outdoor advertising. * Corporate image- Corporate image may also be considered as the sixth aspect of promotion mix. The Image of an organization is a crucial point in marketing. If the reputation of a company is bad, consumers are less willing to buy a product from this company as they would have been, if the company had a good image. Sponsorship is sometimes added as an seventh aspect The purpose of the promotional mix is that it clarifies customer needs, increases brand awareness, it increases product knowledge, brand image, stimulates sales and the company image and it increases repeat purchases.
Tesco and the Promotional Mix Tesco is the biggest private sector employer in the UK and it has more than 360,000 employees worldwide. In the UK, Tesco stores range from small local Tesco Express sites to large Tesco Extras and superstores. Around 86% of all sales are from the UK. Tesco also operates in 12 countries outside the UK, including China, Japan and Turkey. The company has recently opened stores in the United States. This international expansion is part of Tesco’s strategy to diversify and grow the business in order to make more money. Tesco also has many competitors selling similar products and services in surrounding areas. One of its main competitors is Sainsbury’s which is situated right by Tesco in Altrincham. Its main message is ‘Every little helps’ which is used on every advertisement. Their target market is everyone; all of their products apply to every age group ranging from babies- baby range, food, nappies- to the elderly. However mainly families shop their because of their offers and reasonable prices. Their target markets always respond well because sales are rising and Tesco is constantly growing. The marketing mix is the combination of marketing activities that an organization engages in so as to best meet the needs of its targeted market. In the last decade, Tesco...
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