...Guide Promotional Mix What it is The 'promotional mix' is a term used to describe the set of tools that a business can use to communicate effectively the benefits of its products or services to its customers. The promotional mix includes the following tools – advertising public relations sales promotion direct marketing personal selling The promotional mix is part of the wider marketing mix. To find out about the marketing mix see the 10-minute Marketing Mix. The challenge is to select the right mix of promotional activities to suit your particular business at a particular time – and to then use it correctly to achieve a result. The combination of tools you use will depend on the target audience, the message you wish to communicate and the budget you make available. There would be little point in advertising new gas boilers in a fashion magazine – much more appropriate to advertise in a trade magazine for builders and gas fitters. Here is a 10-step checklist for developing and managing your promotional mix. 1. Decide how the products and services you provide can be 'packaged' together. The image of your business is formed by the way you promote the elements of the marketing mix – your products, prices and the places through which you sell. It is often helpful to think about promoting the business as opposed to a single product or service. If you need to think more about the marketing mix before going any further, take a look at the 10-minute Marketing Mix briefing...
Words: 2261 - Pages: 10
...There are five main aspects of a promotional mix.[1] These are: * Advertising - Presentation and promotion of ideas, goods, or services by an identified sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails. * Personal selling - A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face selling or via telephone. * Sales promotion - Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples: Coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions. * Public relations - Paid intimate stimulation of supply for a product, service, or business unit by planting significant news about it or a favorable presentation of it in the media. Examples: Newspaper and magazine articles/reports, TVs and radio presentations, charitable contributions, speeches, issue advertising, and seminars. * Direct Marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate...
Words: 1522 - Pages: 7
...describe in detail promotional mix and how it will help my company. Let’s start with the store. The name of a supermarket chain opening in Cyprus is Lidl. Lidl is a German global discount supermarket chain, based in Neckarsulm, Baden-Württemberg, Germany, that operates over 10,000 stores across Europe. It belongs to the holding company Schwarz Gruppe. The company was founded in the 1930s by a member of the Schwarz family. Lidl has since its opening in 1973 established itself in over 20 countries throughout Europe and is the fifth-largest retailer in the world with sales of $82.4 billion by the year 2011. Lidl has a no-frills approach of keeping its products in the original delivery cartons, allowing the customers to take the product directly from the carton. When the carton is empty, it is simply replaced with a full one. Staffing is minimal, so that a profit can still be made even though the prices are low. These supermarkets are branded products on offer and import many low-priced gourmet foods from Europe, it also sources many local products from the country where the store is located. Lidl has special weekly offers, and its stock of non-food items often changes with time. 1 It is a very good investment for our company to open this store in Cyprus. With the help of low costs on products and high quality our store will be successful. __________________ 1 http://en.wikipedia.org/wiki/Lidl The second thing is to provide opening with the promotional mix, because every business...
Words: 1776 - Pages: 8
...Abstract The promotional mix has been used for many years to help explain the promotional activities undertaken by organizations. Promotion is considered to be one of the 4P’s on the marketing mix. The Marketing Communications Mix is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing a company uses to pursue its advertising and marketing objectives. In order to decide how too properly to utilize the mix is important to consider the relative strengths and weakness of each component of the mix. The objectives of the promotional mix must be realistic and reasonable. Each promotional element has a different communication capacity, is effective at different stages in the buying process and there is a different level of control over each one. The decision for choice of promotion mix will depend upon several factors such as, the target audience, objectives, complexity of the product, and monetary restraint. The advertising we have known in the past couple of decades has been about interruptions, and the advertising in the future need to be more about engagement (Hughes & Fill, 2007). It is not enough for a business to have good products sold at attractive prices in order to generate sales and profits, the benefits of products have to be communicated to customers. Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor (Kotler & Keller 2009). It is the mass...
Words: 1584 - Pages: 7
...Kia Thunder Rewards Zone The traditional promotion mix has four components: Advertising, Publicity, Sales promotions, and Personal selling. These four components are used together by a company to market their materials. The success of utilizing the promotion mix well can make or break a company’s promotional campaign. Although all components play a part in the campaign, one or another component may be used more extensively depending on the product or material being marketed. Living in Oklahoma for 12 years now, I have become pretty familiar with the sporting events and local teams. In 2008, the Seattle Supersonics were sold to Clay Bennett and then moved to Oklahoma City with a new name: Thunder. Since the move, the Thunder has become one of the more popular teams around the NBA and their fans fill the stadium almost every home game. Selling tickets to a Thunder home game is not a hard task but the promotion staff still comes up with ways to entice the public. An ongoing promotion the Thunder does before every home game is the Kia Thunder Rewards Zone. Kia is sponsoring the Kia Thunder Rewards Zone which allows 200 seats to be given away and sold to 100 lucky customers before every home game. This is a great promotion because every home game, even against the Lakers, Heat, Celtics, etc. will have the giveaway. Regardless if the game is sold out or not, fans can come to the arena up to 3 hours before the game and register for a pair of tickets. ...
Words: 889 - Pages: 4
...Explain the role of promotion within the marketing mix for a selected product or service. P2 Draft. Coca-Cola Promotion plays a very important role in an organisations success. This is because it can be heavily influenced by other elements of the marketing mix. Products and Services Many products and services are found to be within a product range. Coca-Cola has a range of drinks such as Coke, Diet Coke, Coke Cherry, Coke Zero etc. Coca-Cola chooses its promotion to best promote the product range, even though the products are aimed to suit different market segments, different tastes and different price expectations. Promotion plays a key role in informing the customer of the price being charged for the product. The price of the product typically conveys a perception of quality; customers are prepared to pay more for a product that they perceive is of higher quality than other products on the market. By this, the price also creates an overall image of the company. The company has the widest portfolio in beverage industry comprising of 3300 products. Beverages are divided into diet category, 100% fruit juices, fruit drinks, water, energy drinks, tea and coffee etc. As per Nielson’s data, Coca cola is the No.1 brand in sparkling beverages, juice, and retail packaged water in 2010. Coca cola has its market presence around 200 countries. Price The activity surrounding promotion often reflects the prices charged for the product. It is often the case that organisations that...
Words: 1104 - Pages: 5
...P1 Report on Promotional mix of two organizations Introduction This is a report written after investigation into two shopping plazas. The report will be describing the promotional mix used by two organizations, which are Arkan plaza and The Hub by Sodic Group. I will then provide details and support the promotional mix with examples. I will also give examples of whether these types of 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...
Words: 3407 - Pages: 14
...Case Report: Kristen's Cookie company 1. It takes 26 minutes to complete a rush order, that is, the addition of the time it takes to complete each step: 6 (wash and mix) + 2 (spoon) + 10 (load and bake) + 5 (unload and cool) + 2 (pack) + 1 (pay) = 26. Process flow diagram of the cookie-making process: Me Mixer Me Spoon and tray Roommate Oven and tray Oven and tray INPUT OUTPUT Roommate Oven and tray Tray Roommate Roommate Remarks: Since it does not consume any time, the first step, that is to take an order, is here ignored. Inventory is not kept at any time as the cookie dough is continuously being processed by the dozen to fit the bottleneck's capacity and only produce fresh cookies according to placed orders. 2. We assume the following: The minimum amount of cookies per order is one dozen cookies (the case states that the process produces “cookies by the dozen”). There are at least two trays and spoons, as the case mentions “cookie trays” and “spoons” Since the amount of time necessary to unload the oven is considered “negligeable”, it can be done during the same minute used to load the next batch. In this view, the first order takes 26 minutes but each following batch only requires an additional 10 minutes (see Gantt chart 1 attached). Capacity of resources (dozen cookies per hour): | Me | Roommate | Mixer (1) | Trays (2) | Spoons (2) | Oven (1) | Cycle time | 8mns/unit | 4mns/unit...
Words: 844 - Pages: 4
...FLOUR,WHEAT,BREAD SHORTENING,SOFTENED BUTTER VANILLA GLAZE Weight Measure Issue 6-3/4 oz 1 lbs 1-5/8 lbs 1-1/4 lbs 1-1/8 lbs 1-3/4 oz 1-7/8 oz 7-7/8 lbs 14-1/2 oz 8 oz 1 cup 2 cup 3 cup 2-1/4 cup 2-5/8 cup 3/4 cup 3 tbsp 1 gal 2-1/2 qts 2 cup 1 cup 2-3/8 cup Method 1 Sprinkle yeast over water. DO NOT USE TEMPERATURES ABOVE 110 F. Mix well. Let stand 5 minutes; stir. Set aside for use in Step 3. Place water, eggs, sugar, milk, and salt in mixer bowl. Using dough hook, mix at low speed just until blended. Add flour and yeast solution. Mix at low speed 1 minute or until all flour mixture is incorporated into liquid. Add shortening; mix at low speed 1 minute. Continue mixing at medium speed 10 minutes or until dough is smooth and elastic. Dough temperature should be between 78 F. to 82 F. FERMENT: Cover. Set in a warm place (80 F.) about 1-1/2 hours or until double in bulk. PUNCH: Divide dough into 3 pieces, 4 lb 5 oz each; shape into a rectangular piece. Let rest 10 to 20 minutes. MAKE-UP: Roll each 4 lb 5 oz piece of dough into a long rope of uniform diameter. (If using D 036 01, Sweet Dough Mix, use 4 lb 2 oz pieces.) Slice into 34 pieces, weighing 1-3/4 to 2 oz each. Shape into balls by rolling with a circular motion. Place on lightly greased sheet pans in rows 6 by 9. Melt butter or margarine. Brush 1/2 cup on rolls in each pan. PROOF: At 90 F. to 100 F. until double in bulk. BAKE: At 375 F. for 20 to 25 minutes or until golden brown or...
Words: 382 - Pages: 2
...Kristen’s Cookie 1. How long does it take to fill a rush order [from mix and spoon, Load oven, bake, cool pack, and receive payment] ? (For orders of one dozen, and for orders of two dozens-same ingredients.) Answer: (a) for orders of one dozen 26 minutes (b) for orders of two dozens 36 minutes 2. For orders of one dozen, how many orders can you fill in a night? Assuming 4 hours per night - every order has a different recipe (so it does not add value to put pre-mixed ingredients ‘on stock’ during the night. - There are enough cookie trays (only the oven is a bottleneck) - The first step requires 6 minutes of attention, cleaning and loading the mixing equipment Capacity limited by throughput oven: o 4 hours = 240 minutes o Preparation before oven first batch - 8 minutes o Handling after last oven - 8 minutes (potentially one minute can be saved on the last 8 minutes, by preparing the invoice during the cooling time, but it has no impact on the total number of batches) - Remaining time for oven processes = 224 minutes Answer: 22 orders if me and my roommate stick to the described processes 3. (A) Given Kristen’s Cookie wants to maximize the revenue, do you need to employ your roommate if all orders are one-dozen orders(assuming orders do not have the same ingredient)? Answer: Need / No need Why? The takt time of the line is determined by the oven (bottleneck operation, excluding start up and close...
Words: 539 - Pages: 3
...thickened gel, or slime. Up until I did the research, I figured that glue was already a bit like slime only much thinner. And the same way you would add flour to cookie dough that is too sticky or thin, adding borax would make it clump up more. The very first time I attempted making slime, I mixed less than half of a teaspoon of Borax into a teaspoon of glue, then added water. It was unsuccessful. It was too slippery and you could feel the Borax in it, meaning it didn’t mix well together. The second time I attempted, I did the same thing only added the glue into the Borax, which also didn’t mix very well. So I tried my 3rd and 4th trial a little differently by mixing water and glue the first time, slowing add Borax looking for the right amount. And mixing water and Borax adding small amounts of glue at a time the second time. Neither of them worked either. I think I had the right idea with adding water to only one of the ingredients at a time, seeing how it didn’t mix well… I thought of a way to make it mix in better. They were both close but no cigar. All of my slime attempts were a bit off. A bit too gritty, a bit too liquidy, not sticky enough, not bouncy enough. It all smelled like glue and made a mess of my hands. Eventually after the 5th failed attempt of randomly mixing all ingredients in different parts, amounts & orders… I just stuck...
Words: 550 - Pages: 3
...How to Make the Perfect Cake! Cake: Strawberry Decadence Cake Mix Ingredients: 2 1/4 cups Cake flour 1 1/2 cups Sugar 3 teaspoons Baking powder 1 teaspoon Salt 1/3 cup Vegetable oil 1 cup Milk 1 1/2 teaspoons Vanilla Extract 2 Egg whites Whisk Other Ingredients: 20 ounces of Strawberries Cool Whip 2 9 x 13-inch round pan Wooden Spoon Mixer Pam 2 Mixing Bowl There are four steps that one must follow exactly in order to make a perfect cake: 1. Preparation 2. The Cake Mix 3. Putting the Cake Together 4. Enjoy Step 1: Preparation The most important part of baking a cake is the preparation that must be done before you start. First get out all the ingredients needed to make the cake and separate the cake mix ingredients from the other ingredients that you will need later on, except the two mixing bowls and the mixer, which will be needed to make the cake mix. Then you need to use Pam to spray the two 9 x 13 inch round pans, so that the cake won’t stick and can be dumped from the pan once it has been baked. Finally pre-heat the oven to 350F. Step 2: The Cake Mix Now it is time to make the cake mix that will be used to make the cake. (This is the stuff that amateurs get from the cake box at the store) Jesse Long Tuesday, April 24, 2012 10:26:12 AM ET 04:0c:ce:d2:70:d6 In the mixing bowl add the 2 1/4 cups of flour, 1 cup of sugar, 3 teaspoons of baking powder, 1 teaspoon of salt, 1/3 cup of vegetable oil, 1/2 a cup of milk, and the 1 1/2 teaspoons of vanilla extract...
Words: 855 - Pages: 4
...Kristen’s cookie company pre-case report DSC335 1. Draw a flow chart of the cookie-making process 2. How long will it take to fill a rush order of 1-dozen cookie? It will take 26 minutes to fill a rush order of 1-dozen cookie. (I revise my chart to 4 cycle orders) 3. What is the cycle time? How many orders can you fill in a night (4-hour period)? Does your answer depend on the size of the order, 1-dozen, 2-dozen, or 3-dozen? 1-dozen orders: The cycle time is 10 minutes. The first order of 1-dozen cookies will take 26 minutes, and each 10 minutes for another 1-dozen cookie order. (4*60-26)/10=21.4 plus the first order, we can make 22 orders of 1-dozen cookie fill in a night. 2-dozen orders: The cycle time is 20 minutes. The first order of 2-dozen cookies will take 36 minutes, and each 20 minutes for another 2-dozen cookie order. (4*60-36)/20=10.2 and plus the first order, we can make 11 orders of 2-dozen cookie fill in a night. 3-dozen orders: The cycle time is 30 minutes. The first order of 3-dozen cookies will take 46 minutes, and each 30 minutes for another 3-dozen cookie order. (4*60-46)/30=6.47 and plus the first order, we can make 7 orders of 3-dozen cookie fill in a night. 4. What is the difference in labor (both you and your roommate’s time) per dozen among 1-dozen, 2-dozen, and 3-dozen orders? 1-dozen orders: Me: Wash and Mixing 6 minutes + fill the tray 2 minutes = 8 minutes +my roommate: Setting timer and putting in the oven 1 minute...
Words: 682 - Pages: 3
...during the next three years. Introduction of the “Bake Right “product line to the market will require additional efforts on the manufacturing floor and possibly adding weekend shift to meet the expected demand. The Engineering department has suggested a project to automate all Dolly Madison Bakery products. This manufacturing line will perform all operations needed to produce Dolly Madison Baker products from beginning to finish. Automated operations will include: 1. Automated mixers – These mixers are capable to mix different recipes and will have preprogrammed weight checkers with automated feeders. 2. Screw driven extruders machines – Once the mixes are ready will fed the extruders machine tha will inject the mix into preformed trays. 3. Heat tunnel – the trays with the recently extruded mix will travel along a conveyor. This conveyor will be driven through a Heat Tunnel were the mix will be exposed to enough heat during a predetermined time to bake the mix and convert it onto the final product. 4. Cooling tunnel - Once the product has been baked it will pass through a cooling tunnel where the product will come to room temperature and will be suitable for packaging. 5. Off loading robot arm – After the product has reached right temperature a robot arm will perform a pick and place operation and will load the product the...
Words: 561 - Pages: 3
...Have you ever wanted to make a birthday cake for a loved one? Well, here is how to make a simple birthday cake. All you'll need is a little time, love, and a few items from the grocery store. You will need a boxed cake mix ,shortening, eggs, oil, and flour. You will need to gather a few items: a large mixing bowl, a large cake pan, an electric mixer or a large mixing spoon, a spatula, and measuring cups and spoons. First, you will need to wash your hands and work area. Read through the directions on the cake box to be sure you have everything you need. Then, gather all of your equipment and food items in your work area, organize it according to the order you will use them in making your cake. Be sure to preheat your oven to the appropriate temperature before you begin. Next, put the dry cake mix into your large mixing bowl. Then, put the prescribed amount of water, oil, and eggs into the mix. Then, with the electric mixer or mixing spoon mix the batter until it is smooth and free of clumps. Next, grease the large cake pan with the shortening. If you wish, you can wrap your fingers with wax paper to keep them from getting greasy. Then, flour the pan lightly. If you do this over the garbage can it will be easier to clean your work area later. Next, pour the cake batter into the cake pan, using the rubber spatula to scrape all of the batter off of the sides of the bowl. Be sure the batter is level in the pan so it will rise evenly. Next, place the cake on the top rack of the...
Words: 463 - Pages: 2
