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Understanding Promotion Mix PDF

   

Added on  2020-12-26

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Understandingpromotion mix
Understanding Promotion Mix PDF_1

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1 ...........................................................................................................................................1P1 Promotion mix of two organizations for selected product or service...............................1TASK 2 ..........................................................................................................................................5P2 Role of promotion within marketing mix for Dairy milk..................................................5M.1 Integration of promotion with marketing mix in Cadbury to achieve the organizationalobjectives ...............................................................................................................................7TASK 3 ...........................................................................................................................................8D.1 Use of appropriate promotional mix in relation to marketing objectives for Cadbury DairyMilk........................................................................................................................................8CONCLUSION ...............................................................................................................................9REFERENCES..............................................................................................................................10
Understanding Promotion Mix PDF_2

INTRODUCTIONPromotion mix is combination of promotional variables which is selected by marketer foraccomplishing their goals (Alalwan, and et. al., 2016). It consists of different promotionalstrategies such as advertising, selling, direct marketing, sales promotion and public relations etc.Prime company which is taken in this assignment is Cadbury that delivers a variety of productsto its customers. Other than this, McCafe will be taken as secondary firm which is basicallyowned by McDonald. Report explains about promotional mix of two organizations and describeproducts and services. It discusses about selecting a company from chosen organization and roleof promotion in marketing mix of the chosen enterprise. It also emphasise on use of promotionalcampaign to help organization to achieve the marketing objectives. TASK 1 P1 Promotion mix of two organizations for selected product or servicePromotion mix consists of different promotional techniques which are used by companyto promote the product and services (Fan, Lau and Zhao, 2015). It is important to increaseawareness level of all customers. This helps the organization to maintain good image in minds ofall people. Cadbury is one of the second largest and most leading British confectionery brandthat operates its business in more than 50 nations globally. The most renown products ofenterprise includes are Dairy Milk, Roses and Creme Egg selection box etc. On the other hand,McCafe chain of food and beverage made in Coffee-house-style is operated by McDonald's. Inorder to evaluate effectiveness of promotional tools, here is carried out promotional mix which ismentioned below in comparative form: Promotional mix of Dairy Milk Chocolate a product of Cadbury:Advertising: Advertising is a technique in which products and goods are shown atTelevision (Geyer and Krumay, 2015). This is medium which impact, persuade and influencepeople in unique manner. In order to promote Dairy Milk Chocolate, Cadbury used televisionadvertising method so that to grab attention of customers in ample numbers. This is one of aneffective approach which helped Cadbury in promoting Dairy Milk Chocolate in areas wherethey are doing business. 1905 was the year in which this chocolate bar was introduced for thefirst time by Cadbury in consumer market and have become one of famous chocolate bar indistinctive nations. 1
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For an example: “Tastes Like This Feels” was a campaign which was conducted byCadbury in order to promote Dairy Milk Chocolate where there was an advertisement made toattract targeted customers in directive way. Thus, this can be considered as a good example of ofthis factor of promotional mix. After conducting this campaign, Dairy Milk Chocolate's salesdirectly improved in much effective manner. With the help of this, Cadbury raised revenue aswell as reputation at international level. As Dairy Milk was their premium product which wasliked by almost every single person whether he/she is old or a baby with 5 years of age (KÁdÁr,2018). Selling: Selling is a method in which company sell different products by using varioustechniques. Cadbury has sold Dairy Milk chocolates with this type of promoting tool. Here,Cadbury has given price discounts to its consumers depending over festivals or differentoccasions. On the other hand, another sales improving technique which has been adopted by thisorganisation to Dairy Milk and other related confectionery items. Pack of 2, 3 different sizedDairy Milk chocolates and some other items has been one of unique way of selling products withsome discounts in prices has been one of effective approach which raised sales of Cadbury.For an example: Pack of different sized Dairy Milk Chocolates with others (CelebrationPack) on an occasion can be taken as a good example to understand the selling factor ofpromotional mix of Cadbury's chocolate bar. This helps the organization to earn huge revenuesand to enhance the market share. Enterprise can also maintain good image in minds of allconsumers. In past few years, this type of selling is majorly be used by this company in differentnations like India, Philippines, Australia and many more. Direct marketing: It is an effective technique in which company sell the chocolates tocustomers through salesman. In modern world, Cadbury have used this type of marketingtechnique in order to promote Dairy Milk. This method also assists the organization to maintaingood image in minds of all people. Text messaging, Telemarketing, E - mails are some of majordirect marketing tools that can be helpful in delivering information to customers of anymodifications or innovation has been brought by Cadbury in Dairy Milk Chocolates. Initially,firm has used salesman to distribute chocolates and now it is using online methods to promoteDiary Milk Chocolates.For an example:Developing a story based video of Dairy Milk and uploading it onYouTube or other social media may aid in improving sales of chocolate bars of Cadbury. This2
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