I have been asked to explain how promotion is integrated with the rest of the marketing mix in a selected organisation to achieve its marketing aims and objectives. I will be referring to Walkers as my chosen business throughout completing this task.

Definition Specific objectives
Corporate mission statement Overall vision Their aim is to produce a first class product that everyone enjoys.
Business Aims and Objectives What has to be achieved to deliver the vision The objective is to manufacture a quality product to a high standard and become the leading brand in the UK.
Marketing Objectives Marketing contribution to the corporate objectives Marketing objectives – ‘maintain market dominance’
Promotional Objectives Promotional tactics to be used, Promotional objectives – ‘Keep the brand exposed and the brand name heightened within the market’.

1. Awareness of the organisation’s aims and objectives and supporting the business aims and objectives:

• One way to achieve this is by transforming the organisation’s overall objectives into marketing objectives. This can be achieved through the knowledge of the organisation’s overall mission and sharing the vision with the marketing team. This aim is then broken down into small achievable objectives e.g. to launch technologically advanced products etc.

2. Raising Awareness:
• Raising awareness through promotion is crucial to achieving the business aims and objectives as awareness would eventually translate or lead to increase sales or improve sales as repeated sales would be achievable through customers’ awareness of certain product or service.

3. Creating distinctive market:
• Promotional activity can help an organisation to create a distinctive image which could make the organisation stands out of the crowd. For example, charitable activity, sponsorship etc are part of promotional