Report on Business Management and Promotional Campaign

Added on - 29 Apr 2020

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Running head: BUSINESS MANAGEMENTBusiness ManagementName of StudentName of UniversityAuthor Note
1BUSINESS MANAGEMENTExecutive SummaryThe report is based on the importance of promotional campaign in order to promote aparticular product. The promotional mix elements are identified and comparisons are madebetween two companies that use the promotional mix in a different manner. For the purposeof the report, the two companies that have been taken include Aldi and Apple. Both thecompanies have a global reputation that helps in the promotion of products and gainreputation from the customers. The integration of promotional mix along with the otherfactors of the marketing mix is discussed in the report. For this purpose, the integration of theelements conducted by Apple is analysed. The report also investigates the promotionaltechnique that is used by Apple in order to promote their products. The effectiveness of thecampaign and the possible results from the campaign are analysed in this report.
2BUSINESS MANAGEMENTTable of ContentsPart 1..........................................................................................................................................3Promotional Mix.....................................................................................................................3About Aldi..............................................................................................................................3About Apple...........................................................................................................................4Promotional mix used by the companies................................................................................4Part 2........................................................................................................................................12Integration of promotional mix with marketing mix............................................................12Price and promotional mix...................................................................................................12Place and promotional mix...................................................................................................13Product and promotional mix...............................................................................................14Part 3........................................................................................................................................15Evaluating and justifying use of appropriate marketing mix...............................................15Reference..................................................................................................................................16
3BUSINESS MANAGEMENTPart 1Promotional MixPromotional mix is associated as a part of the marketing mix that is used to identifythe variables that are required for marketers to achieve the goals. According toKitchen(2016), an optimal manner exists by which budgets can be allocated in order to achieve thebest marketing results. The marketers face challenges in identifying the right combinationmix that is required for the achieving the goals of an organisation and promoting a product inthe market. Marketing mix consists of elements that help in enhancing the quality of thepromotional factors. The most common element that the promotional mix consists of is theadvertising. Mangold and Faulds (2016) stated that advertising is a paid presentation thathelps in promoting the ideas of a product to mass people.Personal selling is also considered as a promotional mix in which customers areconvinced to purchase and sell products based on the oral presentation of the product. Salespromotion helps in increasing the demand of the customers for a limited period of time usingmedia as well as a non-media mode of communication. Public relations include providinginformation of the products of an organisation which is carried by a third party to stimulatediscussion about future prospects. Direct marketing is also an element as it consists ofapproaching the customers directly without help from media. In addition to these, corporateimage, sponsorship guerrilla marketing and product placements are also considered aselements of a promotional mix in the modern organisational scenario (Kitchen and Burgmann2015).
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