...Date of Submission Introduction The marketing is an essential business tool used by marketing professionals in determining a brand’s offering. It is normally described as the four P’s of marketing; the product, price, place, and promotion. However, in some cases, the four P’s have been expanded to incorporate other elements thus making them five or seven P’s with some scholars. The four P’s of marketing will be discussed. Product Product is anything that satisfies a need or wants and can be offered in an exchange in its tangible (good) or intangible (service). The product may either generate a functional or a linking relationship with the prospect. The functional relationship refers to the value of using the product. The product’s value is crucial in the purchasing decision process. The link with the product may be defined by the complementarity between the client and the product. It is the basis of individuals’ interests in the product. If the perceived link lacks in a product, no interest may be derived in the product. The product has several dimensions such as a support system, attributes, and benefits. The support system entails features such as the sales force, advertising, warranty, delivery, promotion systems, and reputation. Attributes include features such as the ingredients, style, quality, brand, and package. There are several benefits that may be derived from a product and such entail functional, psychological, sensory, economic, and social...
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...visual appeal for their outlet concept. Usually displacing all their cupcakes on the display shelf to show case to consumers when they walk pass the shop. Price Twelve Cupcakes adopts Cost-Based pricing strategies. Setting cost for taking into account the expense delivering, circulating, and offering the item in addition to a reasonable rate of return for effort and risk. It is also adopted the break-even pricing to set price to break even on the costs of production, therefore marking up the price to cover up the cost price used to produce the cupcakes. One of Twelve Cupcakes price adjustment is promotional pricing. Running promotions like seasonal promotion for example leap year promotion, where you purchase 3 cupcakes and you get 1 for free. Another example is SG50, where within 50 mins the cupcakes are sold only at $0.50 each. This promotion was created specially for the country, as it was a unique way to attract more customers. Promotion Where promotion is concerned, pushing means that Twelve Cupcakes focuses on the channel members to promote. Pulling means that they promotes directly to the customers. The producer have to create a demand for the product, with which the consumer will approach channels to stock. The promotional tools that are available would be: Advertising, Sales Promotion, Personal Selling, Public Relations and Direct Marketing. Twelve Cupcakes should use Advertising to help the brand gain...
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...Assessment task 1 Promotion Plan Aim: The aim of the promotional plan is be the leading Australian provider of business studies to deliver the best quality learning and skills to oversea students particularly India market. Purpose: The main purpose of the promotional plan is to enter into India market and to attract the student to join out courses. Objective: The objective of this promotional plan is to be the leading Australian provider of business studies training for oversea students in the next five year. AITT Service provision: AITT has been providing Diploma courses and business skill certificates to overseas students and will still provide the same courses to the students particularly for India’s market. In this assignment we will be focusing in Diploma of Marketing. The fees structure will be depending on the type of diploma courses that the students will enroll for. For diploma of marketing where AITT will emphasis on promoting will have the following features: * Fees: Rupees 50,000 * Duration: 52 weeks * Award: Diploma of Marketing The benefits of the course will include an opportunity for future career in marketing through developing skills and knowledge. This course will also offers practical understanding of marketing theory, communication as well as developing solutions and reviewing the market performance. Target Groups: Variable | First time students | Repeating | Age | 18-25 | 20-25 | Gender | Males and Females...
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...CiTylinK Promotion General Terms and Conditions CiTylinK Promotion General Terms and Conditions These Promotion general terms and conditions apply to each and every Promotion. In addition, all instructions, rules and conditions relating to a specific Promotion form part of these general Promotion terms and conditions but in the event of conflict these provisions shall prevail. Standard CiTylinK Terms and Conditions (including Terms and Conditions for Passengers and Baggage, Carrier’s Regulations and Privacy Policy) apply (please visit www.flycitylink.com for full details). In the event of any conflict Standard flycitylink.com Terms and Conditions shall prevail over these provisions. CiTylinK reserves the right to change the terms and conditions of its Promotions (and any Standard CiTylinK Terms and Conditions) at its discretion. Promotion A Promotion is an entitlement to a Discount (up to the amount stated) off a qualifying booking, including airfare, taxes and charges. A Promotion is valid on the CiTylinK website, at all CiTylinK sales outlets and all ticketing agencies as well as for corporate clients who operate their own ticketing accounts with CiTylinK. A Promotion is subject to availability and is not an indication of availability. In particular, CiTylinK reserves the right to cancel a Promotion. A Promotion is not an entitlement to make a specific booking or to travel on a specific date or via a specific route. Redeeming Promotion A Promotion can only be...
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...Executive Summary This report is talk about the marketing mix for the 5-start hotel Four Seasons. The purpose of this report is to develop a new kind of marketing mix for the Four Seasons to meet the demand of different guests. The thesis statement of this report is the Four Seasons may gain more popularity if they adopt the new kind of marketing mix. The research and the interview have been done as for the original sources, and the key finding is his competitor biggest advantage is the cheap price. In conclusion, the Four Seasons will be better if they have developed the new kind of accommodation which has the acceptable price, then Four Seasons hotel will be more competitive because of his services, facility, and the proce. 1.0 Introduction The objectives of this research are analyzing the accommodation market, and creating a marketing mix for a famous 5-start hotel Four Seasons. The reason that the company was chosen is it have high quality of the services and is well-known around the world. The guests for the Four Seasons who are in the group of high social-economics most are travelers for entertainment or business. “Nation of customization” is the key for the success in those country, also the core philosophy “loyal to the guest” gain the popularity for them (Clampet 2014). Design in different style for the customers to give the best experience all around the world is the meaning of “Nation of customization”. This company tries their best to meet the demand of the guests...
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...promotional mixes raise sales or establish a local profile (the image of the business) then I will be talking about how they use promotional activities to promote the other 3 Ps - (Price, place, product) and how promotion of the fourth P affects them. I will be extending this by explaining how one of the two organizations promotions is integrated with the rest of the marketing mix so that it is able to achieve its marketing aims and objectives. To do this I will begin by clearly stating marketing aims and objectives of that organization. To conclude my report, I will evaluate and justify the use of an appropriate promotional mix in relation to marketing objectives of the chosen organization. The promotional mix of The Hub by Sodic Group Advertising Billboard advertising Westtown hub advertises their organization and the businesses open in their Hub through billboards. They advertise their organization through billboards because this will allow them to have access to a very large amount of potential customers. As well as making people know what businesses are open in west town hub. Their main aim is the upper class customers. They will gain these customers by having photographic information, which will have a strong visual effect on these customers. Flyer promotion Westtown hub also uses flyers to advertise themselves as well as the companies within it. These flyers are given out to customers whilst they are in the Hub, close to it, or other places that...
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...Nokia Lumia 800 and Nokia 701. * Build up more Nokia warranty/service center in UK to meet, satisfy and solve all the needs of customers. * All the products should be ‘green’ , including eco-design (mobile phones), energy-saving (adapters) or environmentally responsible (packaging materials) as they are serious global issues nowadays Price Price of a product must be decided based on the Product Life Cycle. Products or services which are highly technological and advanced can be released into market at premium prices where as the other products can be offered at low prices in order to attract most of the customers in market. Initially, Nokia provided the products at high prices in order to attain their research and development costs. During growth stage, the prices are decreased gradually according to the increase in sales. In maturity stage, sales were increased by introducing promotional offers. Place- This refers to how the actual product reaches to customer and where the product can be...
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...Health Promotion Group Presentation Student Name: Institution Lecturer Paper Code Date A myriad of women have limited if no access to prenatal because they lack insurance. Consequently there are so many women get pregnant each year without health insurance and therefore leading to inadequate/low prenatal care. Some insurance companies have also categorized pregnancy as pre-existing condition. The cost of paying for the services is very high leaving a number of women at limbo; forcing them to risk facing the challenges accompanied. Therefore the excitement of being pregnant disappears due to the worry which is associated with the financial constrain. (Pender & Pender 1996) As the saying goes in a number of cultures ‘It is the role of the whole community to take care both the unborn and born human beings’ it is a fact that the society has a role to play. During the promotion of the heath program, there will be a video coverage that will be done on the effects of poor prenatal care and other simpler and affordable mechanisms to health the insured and underinsured women. In the coverage, the pictures of the community members will be used in the coverage. At the same time those who will be doing the coverage will be individuals derived from the local setting. The adoption of this method will make people appreciate and own the program. It will appeal to them since they will feel as if it is theirs. (Pender & Pender 1996) The promotional fliers will be distributed...
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...questioning herself as a mother to her daughter and wants to spend more time with her. She has already built up her career to quite a high level within the company but as can be seen with the case, she is struggling to come to terms with moving up even higher to a senior level management position. This is not uncommon, as an article in the Irish Times suggests that having children does in fact hold women back and it gives rise to the “glass ceiling” where because of family life or other factors, women find it hard to gain entry into the upper echelons of their careers, it also says that women have lower aspirations than men (Holmquist 2008). But this is in contrast to Cheryl, Cheryl is ambitious and she seems to want to succeed and receive her promotion, she actively talks about it to her boss. Furthermore we can see that Cheryl is having trouble with childcare and covering this need for her daughter, we can see that her daughter does have a loving au pair but that doesn’t come without problems. Moreover from the case we can see that her husband is continuing with his work and the fact of their daughter does not seem to be impacting him. This is not uncommon either, because men in the family have always traditionally been seen to be the partner that goes out and works and gathers the economic prosperity for the family, if you will, and the wife would be the child-bearer and look after the household and the children. The Irish constitution even gives an inherent right for women to do this...
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...HOW TO DEVELOP A MEASUREMENT FRAMEWORK THAT DELIVERS BUSINESS INTELLIGENCE A SIMPLE STEP BY STEP GUIDE TO BUILDING REPORTS THAT ACTUALLY ALLOW BUSINESSES TO MAKE ACTIONABLE INSIGHTS PAGE 1 INTRODUCTION HOW OFTEN HAVE YOU LOOKED FOR REPORTING AND ANALYTICS TO GET BUSINESS INTELLIGENCE AND HAVE END UP WITH MOUNDS OF DATA ON EXCEL SPREADSHEETS? MORE OFTEN THAN NOT, YOU FIND YOURSELF WITH AN ENDLESS SUPPLY OF REPORTS BUT ARE STILL UNABLE TO GET ANSWERS TO YOUR MOST CRITICAL BUSINESS QUESTIONS? DON’T WORRY – YOU’RE NOT ALONE. Many companies are faced with the same exact issues that you are. It’s very likely these companies have one or more of the following foundational problems: ›› They don’t tie business results back to business objectives or measure against a set of key goals THE 6 STEPS FOR BETTER REPORTING Instead of diving right in and building another report, I’m going to recommend that you take a step back to outline a measurement framework using the following steps: ›› They lack a cohesive strategy to measure 01 IDENTIFY BUSINESS OBJECTIVES ›› They tend to build reports from the 02 DETERMINE KPIs 03 DEFINE KPI GOALS 04 IDENTIFY SUPPORTING METRICS 05 DETERMINE REPORTING DIMENSIONALITY 06 ORGANIZE INTO A FRAMEWORK their efforts across the entire business ground up and overload their end-users with pages of data and metrics with few next steps or optimization suggestions DO YOU...
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... the Spanish subsidiary of the German company Henkel KgaA, has noticed that the skyrocketing level of sales promotions and the complexity of the laundry detergent portfolio have seriously taxed their sales, production, and distibution systems. Stock keeping units (SKU) have almost tripled in five years because of new product launches, brand variations, and special product packaging. Now Esteban Garriga, customer service director at Henkel Iberica, is questioning whether Collaborative Planning, Forecasting, and Replenishment (CPFR) would help manage retail promotions and limit their impact on the stock-outs and obsolete inventory. Many in the organization also believe that the company should abandon or cut back promotions and adopt an everyday low pricing strategy. Henkel uses special promotions, instead of straight price promotions, such as more product for the same price, specially bundled products, and coupons or free items attached to the package. These promotions are retailer-specific, therefore there is a need for a wide variations of different kind of packagings. The product offerings have become more complex and Henkel and retailers find it more difficult to develop an accurate sales forecast and demand planning systems, which lead to higher levels of obsolete and out-of stock items. José Navarro, Sales Director of Henkel Spain, mentions that the cost of complex portfolio has increased during last years. For example, changing a bar code provokes more and more...
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...Lemonade Stand Informal Business Report • Branding strategy. In Part I, you decided part of the brand when you developed your pricing strategy. Continue with the other parts of the marketing mix (place, promotion, and product), and discuss how the lemonade stand should be branded utilizing this marketing mix (Chapter 13). For our company to continue being successful at what we do, we have to consider a branding strategy that would make sure the location and product are communicated properly and are easy to remember for our target audience. We have discussed one of the major components of a marketing mix in our previous paper and it obviously plays a big role in a branding strategy. People feel a certain way when they are buying a product at a certain price point assuming the quality is up to the standard. The location of the lemonade stand is most likely the most important part of the branding. To brand this business we plan on using concentrated marketing that will focus on specific customers. This will allow us to deliver exactly what we want and when we bring new ideas the customers will already know what to expect. If we succeed, we will be able to charge a premium in the market because the market knows why we are better and won’t hesitate to pay a little more for it. • Opportunities for new locations. Your stand in your neighborhood has been very successful and you are considering expanding operations. In doing so, you will need to outline some criteria for potential...
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... y | 25,000 | 30,000 | 18,000 | 12,000 | 85,000 | y² | 625,000,000 | 900,000,000 | 324,000,000 | 144,000,000 | 1,993,000,000 | r=4×2,100,000-89×850004×2225-892×4×1,993,000,000-850002=0.976415868 Such as 0.976415868 is ready close to +1, it mean this is a perfect uphill linear relationship between product and promotion expenses. So the promotion expenses is a correlated. We set HK$300,000 of the total promotion expenses budget for the whole year that plan it in the remaining months (May to November). Also we will be increased to HK$80,000 for the promotion expenses that elevate sales of this product. May | June | July | August | September | October | November | December | HK$30,000 | HK$28000 | HK$55,000 | HK$69,000 | HK$17,000 | HK$49,000 | HK$52,000 | HK$80,000 | In May there will be a large number of visitors to Hong Kong consumption. But not too long so we just focus on the Golden Week promotion. In June, usually do not have more people to consume. We will not invest more money in promotion. Starting from mid-July to the end of August, when there will be a large number of students leave. Therefore, we will invest more in these two months promotion expenses. In this amount for each of the months that there are too many festival or...
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...if they wanted to compete in this strong fight between fast food chains. So BK have worked with Crispin to help them target the market in a better communicated way by using the several promotional mix tools. BK wanted to market for this generation and related their marketing promotions and advertising to them. First Crispin targeted the mainstream media commercial ads through the comedy series The Office; to communicate the massage that each customer could have a custom made burger. Then Crispin used another promotional mix tool which is Public Relations through creating a website and sponsoring it to promote their BK Tendercrisp. Crispin next target market ere young men, to promote their new BK product the promotion was based on a band called Coq Roq. 2- BK have their focus on their main target market which is young men which is the correct target market for Burger king as it they are the most profitable customers. However BK is risking losing other customers. 3- the viral and buzz marketing is very effective because it is very cost efficient and because the message will be communicated through the customers themselves. The Superservient Chicken website was a very efficient and didn’t cost much and it had spread awareness and knowledge. Their massage got delivered through mass media, the Internet and word of mouth where customers promote the product to each other. The massage also communicated that the man does everything he is told by typing in a text box and...
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...A business must develop a plan to assure that the products or services being offered are relayed effectively, both cost and targeted, to those that will be the most likely to use those products or services. It is also crucial that the promotion portion of the marketing plan provides a return on the money spent promoting the product. With the Human Resource Outsourcing organization that has been developed, our geographic location will play a strategic role in in the type and scope of our promotional plan. Being a startup we will initially have a smaller advertising budget for two reasons, one being that we do not want to expand or grow services too rapidly and secondly to make sure we are able to spend time evaluating the various promotional methods to determine where we are receiving the most value for our buck. The first thing I wish to state is that we will initially stay away from both television and radio advertising as these methods will not allow for targeting our specific market, small businesses, as well as we wish to provide. These methods will also limit our ability to provide detailed advantages of our services to small businesses and the cost for radio and television is initially not cost effective for the message we wish to convey. We will approach this promotional plan in a few different ways, we will use a sales or drop in approach where we identify prospective clients from available business data available and have our sales force solicit a consultation...
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