D1 Evaluate and Justify the use of an appropriate promotional mix in relation to the marketing objectives for the selected organization

THE PROMOTIONAL MIX STRATEGY-Heineken

Heineken has designed an intelligent promotional mix strategy that reflects a prudent thought process behind its campaigning. Heineken has successfully managed to achieve a vital role in the routine life of social events and its progress lies in the success of its creatively devised promotional strategy. In this assignment I will evaluate and justify how Heineken uses the promotional mix in relation to their aims and objectives.

DIRECT MARKETING
In combination with a number of meaningful promotional tactics, Heinekens successfully following a direct marketing strategy. Once a customer is registered on their main website, the company keeps on interacting with that customer via phone, emails and text messages from time to time.
The comprehensively designed website stores the contact information of the customer and the efficient direct marketing team of the organization keeps a track record of customer's buying behaviors. Heineken sends promotional offers, necessary information, new products and special deals via personalized email addresses to the customers.

Sponsorship
‘Increase overall brand awareness’

Looking at a new report from DigitasLBi, it appears that the beer maker's decision to become the official sponsor of the World Cup hasn’t fully paid off. The study analysed 74,052 tweets with the hashtag #RWC2015 and measured the number of times a brand was mentioned within those posts. MasterCard, another of the official sponsors, has so far been the most tweeted about brand associated with the tournament, ahead of Guinness, Coca-Cola and Heineken respectively.
Heineken maintained going into the tournament that the aim of their sponsorship was to focus on brand loyalty