...Promotion is the marketing term used to describe all marketing communications activities and includes personal selling, sales promotion, public relations, direct marketing, trade fairs and exhibitions, advertising and sponsorship. Promotion needs to be precisely coordinated and integrated into the businesses global communications message, and this is called Integrated Marketing Communications (IMC). IMC integrates the message through the available channels to deliver a consistent and clear message about your company’s brands, products and services. Any movement away from the single message confuses the consumer and undermines the brand. The promotions mix (the marketing communications mix) is the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships. Kotler et al (2010). Promotion is the element of the marketing mix which is entirely responsible for communicating the marketing proposition. Marketers work hard to create a unique marketing proposition for their product or service. McDonald's is about community, food and enjoyment. Audi is about the driver experience and technology. Think of it like a cake mix, the basic ingredients are always the same. However if you vary the amounts of one of the ingredients, the final outcome is different. It is the same with promotions. You can integrate different aspects of the promotions mix to deliver a unique campaign. Now let's look at the different elements...
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...Energy Capsule Promotion Mix The target market for an energy capsule would normally comprise of those within the age group of 20-30. The sole purpose of selecting this target audience is due to the fact that they are vibrant community full of zeal to perform. However, with the zeal comes effort which gets replenished and hence energy needs to be revived to ensure that there is no compromise with the performance. ADVERTISEMENT: One of the major competitors to the energy capsule business would be a sound and peaceful sleep. When there is a loss of energy due to tiredness and exhaustiveness, people normally tend to take a nap or sleep. Making use of this idea and promoting a campaign on these grounds would be interesting. Bringing about an ambush marketing strategy in this context would be a great advertisement venture. “Energizing the Sleepy Joes” could be the tagline used where the advertisement would show the transition between a tired sleepy Joe who becomes unaware of his surroundings to an energized and refreshed individual with the help of the tablet. Another advertising strategy that could be implemented is based on the social needs, where an individual could be shown partying the night away and still fit and fine enough to attend office the next day. This could come with the tagline: “When good times are just a capsule away” SALES PROMOTION: Sales promotion is the added impetus to buy and hence there should be a clear perception as to what benefits would a customer...
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...Introduction. The essence of business development and commercialisation can be said to be market and growth strategies. Porter’s Generic strategies can be used for this purpose. A well thought out market strategy can minimise risk and increase profits, which is of key importance especially for start up companies with little funding and resources. In order to grow, companies need to adopt strategic frameworks, which can if understood and used in the right way, help the company decide on their next step in the market place. I will first give a brief introduction to Porter’s Generic strategies theories and discuss advantages and disadvantages for using these framework in business development and commercialisation projects in this case Men’s clothing brand. Porter’s generic strategies. According to Michael Porters “Competitive strategy: Techniques for analysing industries and competitors” from 1980, one can use Porter’s generic strategies theories to find the optimum position for a company within an industry. Often, a determinant of a company’s profitability can be said to be the attractiveness of an industry in which it operates. This mean that companies that manage to place them self correctly can generate more profits than companies who have not thought about their optimal position. The framework is called generic because it is not industry dependent. A company should reflect on its strengths and weaknesses in order to find its competitive advantage, and this unique strength...
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...DISCUSSION The Promotion Mix I. Promotion Mix Promotion mix or marketing communications mix is the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships. Communication Process 1. The Communication Process 2. Steps in developing effective communication: * 2.1. Identify the target audience * 2.2. Determine the communication objectives * 2.3. Designing the message * Message content * Message structure * Message format * 2.4. Choosing media * Personal communication channels * Nonpersonal communication channels * 2.5. Selecting the message source * 2.6. Collecting feedback Setting the Total Promotion Budget The company must determine how to divide the promotion budget among the major tools to create the promotion mix through either of the following methods: 1. Affordable Method 2. Percentage-of-Sales Method 3. Competitive-Parity Method Objective-and-task Method II. Integrated Marketing Communication The need for integrated marketing communications due to changing factors in today’s marketing communications: 1. Changing consumers 2. Changing marketing strategies 3. Sweeping advances in communication technology Integrated Marketing Communication Carefully integrating and coordinating the company’s many communications and compelling message about the organization and its products through the 5 major promotion tools: ...
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...Define the five promotion mix tools for communicating customer value. The specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships, is called the promotion mix. It is also known as marketing communication mix. They are discussed below. Advertising: Any paid form of non-personal presentation and promotion of ideas, goods, or services by as identified sponsor. Advertising can reach masses of geographically dispersed buyers at a low cost per exposure, and it enables the seller to repeat a message many times. For example television advertising can reach huge audiences. Sales promotion: Short-term incentives to encourage the purchase or sale of a product or service. Sales promotion includes a wide assortment of tools- coupons, contests, cents-off deals, premiums, and others all of which have many unique qualities. They attract customer attention, offer strong incentives to purchase, and can be used to dramatize product offers and to boost sagging sales. Personal selling: Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. Personal selling is the most effective tool at certain stages of the buying process, particularly in building up buyer’s preferences, convictions and actions. It involves personal interaction between two or more people, so each person can observe the other’s needs and characteristics and make quick adjustments. Public relations:...
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...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...
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...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...
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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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...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...
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...Study: Case Wicked 1. Identify and describe the elements of Wicked's promotional mix. One element of the marketing mix that Wicked uses is advertising. Many people who loved Wicked bought souvenirs from the musical, such as golf balls, t shirts, necklaces, and CDs from the show. People could also buy these items online on a website. By people seeing other people have items from the Wicked show, it is a good advertising method of people wanting to see the musical. Another promotional mix used is sales promotion. Use this by cutting the price of show tickets to make Wicked a popular Broadway show. This promotional mix was very successful making it very hard to even get a ticket to see the musical. Wicked also used public relations by selling cheap tickets to make viewers want to come back and see the musical multiple times. Also Wicked's cast is very friendly by signing autographs at the end of the musicals so it shows that they really care about their customers. After a few shows Wicked has a good public relation by having a good image of a good Broadway show, by building up their reputation and forming a "corporate image". The communication process that Wicked uses is word-of-mouth communication referrals from the shows core audience-teenage girls which they stated in the reading. Wicked had a big range of direct marketing, focusing their audience on a wide range of viewers from teenagers to grandparents. Finally, Wicked uses personal selling by having day-of-show raffle...
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...The most important process that should be concentrated in marketing is creating an appropriate marketing mix. The main objective of a marketing mix is the accurate product for the accurate customer at the accurate place. Product * Produce more ‘sexy’ smart phones with slim, lightweight and fashionable designs to attract customers (e.g. the unique curved all-touch screen of Nokia N9 and Nokia Lumia 800). * Focus on extending the OVI store (including music, games, apps, map etc) with the assistance of partners and its advantages (e.g. office application) * Design more series of smart phones so that customers will have many choices based on their ages, characteristics and hobbies * The average age of people in UK is around 40.1. Therefore It is a suitable market to put up for sale business smart phones such as Nokia E7, 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...
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...Page 4 Page 6 Question 1 – In the period of 1972 to 1993, why do you think that Snapple flourished when so many small Start--‐ ups premium fruit drinks stayed small or disappeared? The growing success of Snapple can be explained with 2 of the four principals of marketing mix. Marketing mix describes the set of tools that management can use to influence sales, in the traditional formulation: the 4Ps of marketing—product, price, place, and promotion. Analyzing the case is perceived that Snapple differentiated themselves through Place and Promotion. After they turned a marketing executive his chief for sales and marketing the company redefined its promotion strategy and expanded its distribution. Regarding Place, the merit was to keep the expansion of the current distribution model at a sustainable pace, growing consistent in the East coast and them to the rest of the country. The company has been kept simple and under the model of small distributors. About Promotion, with a limited budget, compared to the giants of the beverage industry, one of the biggest accomplishments of the new promotion strategy was the alignment of the product with the average citizen using real people and real situations, the promotion should follow the motto of the product: 100% Natural. In addition, sctions such as the spread of the history of entrepreneurship of the owners and founders, the establishment of Wendy Kaufman as a spokesmodel, the Snapple Convention and the alternative channels and radios...
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...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...
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...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...
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...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...
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