Business Btec P1 Unit 9
P1: Exploring Creative Product Promotion
Scenario:
You are in the role of a researcher employed by a marketing magazine and have been asked to investigate a number of promotional activities that may form the basis of future articles in editions of the magazine.
The two organisations that I am going to use to describe the promotional mix are world renowned companies in technology, Apple and Samsung. Apple and Samsung are without a doubt, leaders in their respective fields, in terms of technological entertainment. They mainly specialise in selling their own Smartphone’s and Tablet computers, but also sell a vast amount of other technological products. For example, in 2001, Apple broke the technological barrier with the iPod, becoming the dominant market leader in music players worldwide. Whereas Samsung Electronics is the world's largest mobile phone maker.
Promotional Mix
The promotional mix is how a business attempts to communicate with various target audiences and is a key element in the overall marketing mix.
There are 6 main points which the promotional mix revolves around, these are; * Advertising -Presentation and promotion of ideas, goods, or services by a sponsor. * Publicity/Public relations - Paid stimulation of supply for a product, service, or business unit etc. by planting significant news about it or a favorable presentation of it in the media. * Sponsorship- When a company or a business pays a substantial fee to another property i.e. Sports, Entertainments etc in return for the exploitation of that property in order to advertise the business. * Sales promotions- Media and non-media marketing communications are employed to increase consumer demand, stimulate market demand or improve product availability. * Personal selling- A process of persuading one or more customers to purchase a good or service through the use of an oral presentation. For example, direct phone calls, customer services etc. * Direct
Scenario:
You are in the role of a researcher employed by a marketing magazine and have been asked to investigate a number of promotional activities that may form the basis of future articles in editions of the magazine.
The two organisations that I am going to use to describe the promotional mix are world renowned companies in technology, Apple and Samsung. Apple and Samsung are without a doubt, leaders in their respective fields, in terms of technological entertainment. They mainly specialise in selling their own Smartphone’s and Tablet computers, but also sell a vast amount of other technological products. For example, in 2001, Apple broke the technological barrier with the iPod, becoming the dominant market leader in music players worldwide. Whereas Samsung Electronics is the world's largest mobile phone maker.
Promotional Mix
The promotional mix is how a business attempts to communicate with various target audiences and is a key element in the overall marketing mix.
There are 6 main points which the promotional mix revolves around, these are; * Advertising -Presentation and promotion of ideas, goods, or services by a sponsor. * Publicity/Public relations - Paid stimulation of supply for a product, service, or business unit etc. by planting significant news about it or a favorable presentation of it in the media. * Sponsorship- When a company or a business pays a substantial fee to another property i.e. Sports, Entertainments etc in return for the exploitation of that property in order to advertise the business. * Sales promotions- Media and non-media marketing communications are employed to increase consumer demand, stimulate market demand or improve product availability. * Personal selling- A process of persuading one or more customers to purchase a good or service through the use of an oral presentation. For example, direct phone calls, customer services etc. * Direct