Unit 9 Exploring Creative Product Promotion P2
Promotion is an important marketing activity – it is a component of the marketing mix. The marketing mix consists of the Product, Price, Place, Promotion, People, Packaging, Physical Evidence and Processes. Promotion is heavily influenced by the other elements of the marketing mix. The features and benefits of the product must be included in ever promotional activity. Product features, such as an iPod having 8GB is easy to convey but promotional activity may also have to convey the point that the owner of the iPod has been successful in life and this is more difficult to convey.
Marketing Mix in relation to the Promotion of Walker’s crisps
The product is the item that any business is trying to sell in order to create profit.
On Walkers Crisps they must promote them by putting the description, logo and website and any other details of customer service.
The price is the amount of money it costs for consumers to be able to buy the product.
The price is a big factor of promotion and when Walkers put a RRP on their crisps it will display their original price therefore keeping their corporate image even if shop keepers decide to rank up the price to make more profits. This will show the consumers that walker’s crisps as a company actually mean to sell their goods at a fair value and therefore increase the corporate image.
The place is where the business will be located, this can be in busy city centres or rural villages. The best place depends on what kind of business you are trying to run.
The area of location can be used for promotion with banner advertisements on billboards, bus stops etc. This will increase brand recognition and corporate image of Walkers.
These are the target market that you need to have buying your products. It can be important to collect a greater understanding of this market with questionnaires etc.
The people can promote the Walkers...
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