(a) Describe the promotional mix used by two selected organisations for a selected product/service.
Founded in 1886 by pharmacist Dr John S Pemberton in Atlanta, Georgia, The CocaCola Company is the world's leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, and produces nearly 400 brands.
Coca-Cola was invented by Dr John Stith Pemberton and first went on sale at Jacob’s Pharmacy in Atlanta, Georgia and these days Coca-Cola is the world’s most favourite and most profitable drink from 1886.
Advertising – Coca-Cola uses one of the most modern and popular advertising. Christmas advertisment most popular and Coca-Cola uses Santa Clause because he is with red suit and a white beard and he did not always look that way as Coca-Cola advertising shaped him like that. They use different types of advertising such as:
* Print ads
* In-store displays
* Web Pages
* Motion Pictures
Personal selling – Coca-Cola Corporation avoids personal selling but in case of large store and hotels etc. it does use personal selling. The sale officers contact the owners and sell their products directly to owners.
Sales promotion – Sale promotion is very important because it can help to increase sales in a competitive market and thus, increase profits also it will help to sell all the existing stocks and there are many more advantages but not only for the company because consumers gets the product at a cheaper rate. The different types of sale promotions that Coca-Cola uses:
Buy one get one free – long time ago Coca-Cola used buy 2L get 1L free and they found that this is not as effective as “buy one get one free” therefore from now on they are using this technique.
Media – Coca-Cola always used this technique as it was most popular and profitable at the same time. To explain what is media it is a special code or message that can be found on the back of the cap and they used two different methods for that. First was more profitable way which was putting there codes and you had to send message or call a number shown to enter a lucky draw with various prizes. Second was putting messages on back of the cap where you could win another bottle of Coke instantly.
Last but not least they used Joint Promotion – this is getting more and more popular. Coke is having a promotion from McDonalds, Dominos, KFC, Burger King and many other places, because for example Dominos might have a special offer when you buy a pizza you get a bottle of coke free.
Public relations – The Coca-Cola has come up with a great public relations plan to use social media like Twitter and Facebook to convey their views on the environment and the actions they are taking. With campaigns like the Polar Bear campaign they started to integrate social media into their public relations. Also Coca-Cola reduced the percent of plastic in product bottling and made bottles recyclable.
Direct Marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising.
Coca-Cola has a good corporate image although they had problems with the content of the coca-cola as it was containing a lot of sugar, caramel color, caffeine and it made it very addictive therefore Coca-cola had to reduce amounts of bad ingredients. As you can see from this chart it shows nutrition information and GDA of 500ml of Coca-Cola it clearly shows that 1L of Coca-cola would exceed GDA of sugar if consumed in one day.
Corporate image may also be considered as the sixth aspect of...
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