Unit 18 LA A T1

• Economie
• MBO
• Studiejaar 1

Unit 18 creative  promotion

Learning aims

A: Explore the role of integrated marketing communications in creative promotion;

B: Review the effectiveness of the promotional mix used by different businessess

C: Create a plan for a promotional campaign

A: Explore the role of integrated marketing communications in creative promotion;

What is promotion?

How a business presents itself to the world

Possible objectives

- Clarify customer needs

- Increase brand awareness

- Increase product-knowledge

- Improve brand image

- Improve company image

- Stimulate search behaviour

- Increase trial process

- Increase repeat purchase rate

- Increase word of mouth reputation

- Improve financial position

- Increase flexibility of image

- Increase co-operation from the trade

Promotional objectives

 the marketing department needs to translate the financial objective into their own objectives:

  

- Raising awareness,

- Creating distinctive market presence

- Increasing market share

How can you raise the awareness of your brand? 

Explore the MC activities

four major marketing tools /the four P’s”

• PRODUCT
  
• PRICE
  
• PROMOTION
  
• PLACE

To market services you need an extended mix and have to add:

• PEOPLE
  
• PROCESSES
  
• PHYSICAL EVIDENCE
  

Product

• New product development; (new colour, package, product)
• Quality, style and associated services and benefits in promotion;
• Product features and variations (USP)
• Quantity and timing of promotional activity

Mrs. Designs (https://mrsdesigns.nl or @mrsdesigns)

1. Do they launch 'new' products on their website/instagram? (yes? which products) 

2. What is the quality and style of the products? 

3. What is unique if you look at the products?

4. Do they have seasonal products? (give an example)

Price

Price desisions affect profit, volume, share of market and peceptions that customers have.

Pricing strategies: 

• Competitor-based pricing;
• Demand pricing;
• Skim pricing;
• Penetration pricing;

Place

Product in the right place at te right time;

• Wholesale (Sligro, fashion stock, Makro) 
• retail (Coca-cola, Lays, Rituals) 
• Direct selling

https:

Mrs. Designs (https://mrsdesigns.nl or @mrsdesigns)

5. What can you say about the prices of the products? (cheap, expensive why?)

6. Where is Mrs. Desings selling her products? 

7. What type of direct selling do you recognize? 

Promotion 

More details about promotion and the promotional mix is following in the course of next weeks. 

Mrs. Designs (https://mrsdesigns.nl or @mrsdesigns)

8. What is your impression of the company Mrs. Designs? How is is this business presenting itself to the world?

People

Businesses need to provide a service to build repeat business from customers;

• Training and development;
• Consistency of image;

Processes

User friendly websites;

http://www.marketingteacher.com/process-marketing-mix/

Physical evidence

Physical environment can help to present a specific image ; 

Which store is selling the most expensive products?

Promotional objectives

 the marketing department needs to translate the financial objective into their own objectives:

  

- Raising awareness,

- Creating distinctive market presence

- Increasing market share

Possible objectives

- Clarify customer needs

- Increase brand awareness

- Increase product-knowledge

- Improve brand image

- Improve company image

- Stimulate search behaviour

- Increase trial process

- Increase repeat purchase rate

- Increase word of mouth reputation

- Improve financial position

- Increase flexibility of image

- Increase co-operation from the trade

Promotional mix

1. Personal Selling

2. Sales Promotion

3. Public Relations (PR)

4. Direct Marketing

5. Trade Fairs and Exhibitions

6. Advertising

7. Sponsorship

https:

Choose a business

• Illustrate the marketingmix for this company; 
• Show us a creative promotion; (video, poster, package)
• What is the effect of this promotion;  
• Explain one element of the promotional mix

Unit 18 creative product promotion

Unit 18 creative product promotion

Unit 18 creative product promotion

Unit 18 creative product promotion