Creative Product Promotion You are on work experience with large marketing consultant and have been asked to investigate some marketing/promotion situations as part of a research project they are working on. Carry out the following tasks for them and present your research in a professional report Task 1 (P1) Describe the promotional mix used by two selected organisations for a selected product/service. Use a high street retailer of your choice and a business of your choice, which provides a service. Using these two organisations, you must describe the promotional mix they use to communicate information about their products or services to their customers. •You should include a description of the promotional methods they use. •Include pictures and examples where possible. •You should explain what the promotional mix is designed to do and how the business will benefit by using the particular mix they have chosen. Promotional Mix: The promotional mix is how a business attempts to promote their business to a specific target audience.
The variety of promotional methods that the business use is known as the promotional mix; the promotional mix is made up of 6 parts: -Advertising -Sales Promotion -Public Relations -Personal Selling -Sponsorship -Direct Marketing River Island – Promotional Mix Task 2 (P2) Explain the role of promotion within the marketing mix for a selected product/service. Pick a mobile phone network provider for this task. •Describe which aspects of the marketing mix are important to them. •For each of the 7P’s, describe the role that promotion plays.
Marketing Plan for INTERNET CAF " ES IN Indictable Of Contents 1 Executive Summary 22 Situation Analysis 32. 1 Market Summary 42. 1. 1 Market Demographics 52. 1. 2 Market Needs 62.1. 3 Market Trends 72. 1. 4 Market Growth 92. 2 SWOT Analysis 102. 3 Competition 142.4 Services 142. 5 Keys to Success 162. 6 Critical Issues 162. 7 Macro Environment 173. 0 Marketing Strategy 173. 1 Mission 183.2 ...
Task 3 (M1) Explain how promotion is integrated with the rest of the marketing mix of a selected organisation to achieve its marketing aims and objectives. Use the same organisation for this task that you selected for task 2. •Identify the organisation’s aims and objectives. •You should describe how promotional activity has helped achieve the aims and objectives of the selected company. Task 4 (D1) Evaluate and justify the use of an appropriate promotional mix with respect to marketing objectives for the selected organisation.
Write a report, intended for submission to the organisation you selected in tasks 2 and 3. •Rank and evaluate the elements of the promotional mix in order of importance in relation to achieving marketing aims and objectives. Task 5 (P3 ) Explain the role of advertising agencies in the development of a successful promotional campaign. Select an advertising agency for this task. •Describe how the client and the agency work together to create a campaign. •Describe the main activities of the selected agency. How can each of these activities help organisations launch a successful campaign? Task 6 (M2) Explain the advantages and disadvantages of using professional agencies in ensuring promotional success. •What are the drawbacks and benefits of using an agency in a promotional campaign? •Explain if the benefits outweigh the drawbacks and if agencies are likely to increase the chances of promotional success. Task 7 (P4/P5) Design a promotional campaign for a given/service to meet the needs of a given campaign/creative brief.
Explain the choice of media in a promotional campaign. (See pages 4 and 5) •You are to prepare a campaign for the mobile phone company “Orange”. •You are to select the content of the promotional message from the campaign brief/creative brief. •You are to create a promotional plan that explains your campaign tactics, including audience, materials, promotion mix, timing, costs and choice of media plus anything else you think is relevant to your campaign. Task 8 (M3) Provide a rationale for a promotional campaign. Produce a report that explains each element of your campaign in Task 7, with a justification of why you chose the tactics that you did. •Explain the goals you have set for your campaign and how your activities will help achieve them. Task 9 (D2) Evaluate an existing national marketing campaign. •Identify a national marketing campaign with 3 different formats (radio, TV, magazine, billboards, in store promotions etc).
The weight of the scientific evidence to date suggests that use of a cellular phone while driving does create safety risks for the driver and his/her passengers as well as other road users. The magnitude of these risks is uncertain but appears to be relatively low in probability compared to other risks in daily life. It is not clear whether hands-free cellular phone designs are significantly safer ...
•Identify the aims of the marketing campaign and say why you think these are the aims. Identify the main elements of the campaigns, including materials, audience, methods of promotion and evaluate the strengths and weaknesses of each elementin contributing towards the potential success of the campaign. •Give an overall judgement, with justification of the likely success of the campaign, with recommendations for enhancing its chances of success. Campaign Brief (for Task 7) “The future is bright the future is Orange”. 1. Background Orange is a mobile phone company who have decided to launch a new mobile phone. This is Samsungs version of the iPhone and is only available on Orange.
The market for mobile phones is growing stronger because of trends and customers have more disposable income. 2. Campaign objectives: The promotional activity should encourage consumers to buy or try out the new Samsung phone, whilst supporting Orange’s aims and Objectives. The promotional activity should reach a minimum of 50,000 customers in time for Christmas sales. 3. Target market The main consumers for the new Samsung phone are expected to be 13-26 years, and young executives, who are into social networking sites etc. The main competitor in the market is O2 with the iPhone. . Product details A stunning 5 mega pixel camera phone that slips into your pocket, you can Surf the net, check your email or enjoy your favourite music with its simple touch screen navigation. The new phone has a Full touchscreen and has 3G. The product is available in all orange stores and on the internet and retails at ? 119. 00 5. The Budget The budget for the campaign is ? 1 million (includes all costs) this is based on the recent O2 campaign for the iPhone. 6. Timescale The activity should start on the 11th November as the run up to Christmas hopping begins. Creative Brief (for Task 7) 1. Background Orange is a mobile phone company who have decided to launch a new mobile phone. This is Samsungs version of the iPhone and is only available on Orange. The market for mobile phones is growing stronger because of trends and customers have more disposable income. 2. Advertising objectives and target market The promotion activity should generate sales of ? 0. 5 million in the first 6 months of the product being available. The main consumers are 13-26 year olds and young professionals.
The Ansoff product-market matrix helps to understand and assess marketing or business development strategy. Any business, or part of a business can choose which strategy to employ, or which mix of strategic options to use. This is one simple way of looking at strategic development options: Each of these strategic options holds different opportunities and downsides for different organizations, so ...
The product has universal appeal in terms of gender and ethnicity and attracts successful and confident people. 3. Advertising proposition or brand promise It’s an indulgence – a reward for those who work hard, yet play even harder and want to keep in touch with what’s going on. 4. Brand promise support Marketing research in a number of areas has confirmed that a new mobile phone is seen as the perfect reward for treating oneself. The new mobile phone enhances Oranges brand image of the “future is bright the future is Orange” 5. Tone of voice
The advert should show people enjoying their phone, catching up with friends and even work connections, listening to music and photos. The new phone should be seen in lots of different situations. 6. The Budget The budget for producing the advert is ? 45000- ? 75000 this does not include air time. 7. Other points Must include the Orange logo and the product as it would be seen in store. UNIT 9: Creative Product Promotion Grading and Feedback Sheet. Student Name CRITERIA or TASKCRITERION MET? FEEDBACK YOU ARE CURRENTLY WORKING AT THIS LEVEL:PASS MERITDISTINCTION ASSESSOR SIGNATURE : ASSESSOR NAME: DATE: