MARKETING MANAGEMENT ASSESSMENT

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the Student
Name of the University
Authors note

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Executive summary
The principal objective of this article is to comprehend the theory of the promotional mix. The
following section of the paper will focus on the various promotional activities that are used for
promoting the products or services. The central promotional activities are advertisement, sales
promotion, personal selling, internet, and social media. The paper also discusses the primary
objectives of all the promotional mix that has been used in promoting the product and also
discusses the expenditures that have been incurred in promoting the product. Lastly, the paper
elaborates on the description of each of the promotional activities to ensure an integrated
approach to improving the product.

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Table of Contents
Introduction..........................................................................................................................3
Discussion............................................................................................................................3
Component of the promotion mix....................................................................................3
Advertisement:.............................................................................................................3
Public Relations:..........................................................................................................3
Sale Promotion:...........................................................................................................4
Direct Marketing:.........................................................................................................4
Personal Selling:..........................................................................................................4
Internet and Social Media:...........................................................................................5
The primary objective of the promotional mix................................................................5
Description of each promotional mix..............................................................................6
Advertisement:.............................................................................................................6
Public Relations:..........................................................................................................6
Sales Promotion:..........................................................................................................6
Direct Marketing:.........................................................................................................7
Personal Selling:..........................................................................................................7
Internet and Social Media:...........................................................................................7
Conclusion...........................................................................................................................8
References............................................................................................................................9

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Introduction
Promotion is indeed a blend of communication components. In marketing, the advertising
mix may be defined as an appropriate mixture of promotional activities selected by marketers to
help a firm achieve its objectives. The task for advertisers is to consider the correct balance of
both to produce the most exceptional performance in marketing (De Mooij, 2019). A right
product implies little when the value of such a service is easily transferable to the target
audience. In this assignment promotional mix of Java Beverage is being discussed. Java
Beverage is a newly introduced beverage in the market, and it is a non-alcoholic drinks
company.
Discussion
Component of the promotion mix
Advertisement: Advertisement is an integral part of the promotion mix. Advertisement
can be done in multiple ways, online or offline. Advertisements would be any paying means of
contact with the media. That covers print advertisements in publications, newspapers, and
commercial publications, radio and television advertising, web-based awareness creation, and
banners. It is a violent advertisement strategy to support goods that are a popular and effective
method to appeal to mass markets. Through advertisement, a product can be promoted on
multiple platforms at the same time, gathering more views, and therefore more customers are
attracted to the product. In this way, effective advertising is crucial for a product's success (Moin
et al., 2017).

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Public Relations: Such initiatives foster positive identity, produce
publicity, and create popularity to grow to sell. A part of the website is also
dedicated to investors. Investors may browse current or prospective, annual
results, and up-to-the-minute portfolio reports here. Public relation it enables
the companies to strengthen their roots in the society and find connections with the big players,
thins helps in their social activities and promotion, as well as their brand name and image gets a
positive spike, gearing up the sales of the products to incredible heights(Jefkins, 2018).
Sale Promotion: Demonstrations, exhibits, competitions, and discount
promotions in-store (50 percent off, purchase-one-get-one-free) are
advertising selling strategies. It implements both the push strategy through
advertising and pulls plans through ads and advertisements.
Direct Marketing: A type of advertisement that addresses consumers
specifically (usually in their homes or offices) encouraging the consumer to
take any action, like buying a product, clipping a voucher, calling a toll-free
number, or visiting a shop. Direct marketing is vital because it establishes a more direct
relationship between the sellers and the buyers and, in this way, helps in fostering a stronger
relationship between the two. For sellers to promote their product in the most effective way is a
surefire way to succeeding in making the product famous.
Personal Selling: It includes relations face-to-face among sellers and
buyers. Advertising one to one product by oral delivery, often face-to-face or
by phone, is included in this type. As the seller knows its product much better than the
retailers, they perform much better at promoting the product, given that he is more aware of the

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properties of the product and is better acquainted with its manufacturing process. Personal selling
is important because of the excessive number of brands and their products that are available in
the market these days. A retailer cannot be trusted to promote a company's specific product with
its full potential, and therefore, personal selling ensures that the product gets properly promoted
and increases sales(Shields, 2017).
Internet and Social Media: It uses social media for advertising its items.
The business will have its website-simple to use. The company also utilizes
different social media platforms such as Facebook, YouTube, and Twitter to
communicate with the customers.
The primary objective of the promotional mix
In particular, advertising activities ' campaign goals are meant to draw
potential buyers, boost revenue, raise visibility, or extend market reach.
Usually, the scale of an effort is dependent on the firm's marketing budget.
The form of advertising it enacts is a form of reminders. The explanation for
this reality is because cold drinks are such a drug that is actually at a mature
stage, and with such commodity, marketers often look for promotional like
notifications that they can reach more and more, and the same is the case
for Java Beverage. It is done by setting the commercial target depending on the
budgeting of the rivals. Java Beverage's main competitor is Pepsi, coca-cola and
when Coke knows that Pepsi has raised its advertisement expenditure, Java
Beverage leadership aims to do the same right away so that they can contend
in the promotional sector(Lancaster & Massingham, 2017).

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The Java Beverage Company provides plenty of consideration to the
aspect that the campaign requires to attract consumer interest while
developing a promotional advertisement. It is generally referred to as
"Clutter Breaker" and implies that even one commercial can have an effect
on the customer's mind and has any specialty or individuality. For example,
the slogan "Thanda Matlab Java Beverage " has attracted good popularity from
the customers. $2000 is a promotional budget that will be managed in an
advertisement through print media, T.V. commercials, and different brand
ambassadors.
Figure: Advertising Expenditure Source: (Qian et al., 2019)
Description of each promotional mix
Advertisement:
The advertisement has become a non-personal sales practice since, during the transaction
phase, the vendor has no clear interaction with the prospective buyer. It spends aggressively on
advertising as part of' pull policy' and often due to huge rivalry. Introduce through frameworks

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and ideas for marketing their goods. It is using the significant stars of the film industry as the
brand ambassadors of the business.
Public Relations:
Types of public relations include creating positive publicity in the newspapers,
organizing social activities, and supporting charity programs. Java Beverage will contend with
litigation, allegations, reports, new goods, and behavior. When part of a common mission and
part of corporate social obligation, Java Beverage also undertakes several initiatives
Sales Promotion:
It is commonly utilized short-term techniques for raising customer interest, increasing
retail competition, or enhancing commodity quality. Sweepstakes, e.g., vouchers. A promotional
campaign is an operation conducted to improve the revenue of an excellent or service
temporarily. This encourages incentives and rewards to be made accessible to manufacturers and
suppliers to bring further goods onto the sector. Java Beverage facilitates revenue in two forms
of fast-growing revenues.
 Market-Marketing of focused sales: Having eye-grabbing place under the Crown
Scheme.
 Commerce-Promotion of targeted sales: Concessions to distributors and shops
Return payments merchandising properties Free products or tour.
Direct Marketing:
Catalogs, mailing offers, and letters are growing types of direct marketing (Shields,
2017). It uses targeted selling in several ways and contracts with different shops, movie centers,
etc. to sell their goods. And once a person buys a beverage, the only item they are given is Java

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Beverage, which causes them to buy the beverage itself. So Java Beverages drives competition
away and leaves the cafes, or any other companies, consuming their stuff again and again, for
example, McDonald's, KFC.
Personal Selling:
Examples cover promotional conferences, customer sessions,
management preparation, and reward schemes for intermediaries, demos,
and telemarketing(Antczak & Sypniewska, 2017).
Internet and Social Media:
The website encourages clients to become involved through different activities,
competitions, shopping, and a specific part of the site that allows users to figure out how they
would support their society. Web marketing helps touch many customers who cannot afford to
waste money on T.V(Mustafa, Saleem & Zafar, 2018).
Perfecting the promotional mix is the key to ensuring the success of new products
(Mustafa, Saleem & Zafar, 2018). That is why Java Beverage will ensure to more energetically
follow the promotional mix for new products. To achieve continued excellence in its products
and services, every business needs to strengthen their research and innovations (Antczak &
Sypniewska, 2017). Java Beverage aims at encouraging research and innovations so that it can
keep on perfecting its products and practices.
Conclusion
The assignment is about the concept of the promotional mix and the components of the
promotional mix that are used for the promotion of any product. Promotion is indeed a blend of
communication components. In marketing, the advertising mix may be defined as an appropriate

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mixture of promotional activities selected by marketers to help a firm achieve its objectives. The
task for advertisers is to consider the correct balance of both to produce the most exceptional
performance in marketing. The product which has been selected is Java Beverage. In the above
assignment, the promotional mix is discussed about Java Beverage.

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References
Antczak, A., & Sypniewska, B. A. (2017). Cross-Cultural Personal Selling. Springer Books.
De Mooij, M. (2019). Consumer behavior and culture: Consequences for global marketing and
advertising. SAGE Publications Limited.
Jefkins, F. (2018). Public relations for management success. Routledge.
Lancaster, G., & Massingham, L. (2017). Direct marketing. In Essentials of Marketing
Management (pp. 279-297). Routledge.
Moin, S., Baig, S., Iqbal, A., Aziz, Q., & Hussain, M. (2017). Impact of promotional mix on
customer based braned equity: Mediating effect of brand image a case study of beverage
industry in Pakistan. Int. J. Adv. Multidiscip. Res, 4(11), 18-27.
Mustafa, F., Saleem, I., & Zafar, J. (2018). SOCIAL MEDIA GOVERNANCE: ROLE OF E-
PROMOTION MIX. Journal of Business Strategies, 12(1), 109.
Qian, C., Wu, C. F., Zhang, Z., & Huang, H. Y. (2019). A study on the promotional mix of pre-
service in the view of service design. Industrial Management & Data Systems.
Shields, J. (2017). Personal Selling and Sales Management.

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