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Essay on Promotional Mix

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UNIT 9: Creative Product Promotion

You are on work experience with large marketing consultant and have been asked to investigate some marketing/promotion situations as part of a research project they are working on.

Carry out the following tasks for them and present your research in a professional report

Task 1 (P1)
Describe the promotional mix used by two selected organisations for a selected product/service.
Use a high street retailer of your choice and a business of your choice, which provides a service.
• Using these two organisations, you must describe the promotional mix they use to communicate information about their products or services to their customers.
• You should include a description of the promotional …show more content…

• Identify a national marketing campaign with 3 different formats (radio, TV, magazine, billboards, in store promotions etc).
• Identify the aims of the marketing campaign and say why you think these are the aims.
• Identify the main elements of the campaigns, including materials, audience, methods of promotion and evaluate the strengths and weaknesses of each elementin contributing towards the potential success of the campaign.
• Give an overall judgement, with justification of the likely success of the campaign, with recommendations for enhancing its chances of success.

Campaign Brief (for Task 7)

“The future is bright the future is Orange”.

1. Background

Orange is a mobile phone company who have decided to launch a new mobile phone. This is Samsungs version of the iPhone and is only available on Orange. The market for mobile phones is growing stronger because of trends and customers have more disposable income.

2. Campaign objectives:

The promotional activity should encourage consumers to buy or try out the new Samsung phone, whilst supporting Orange’s aims and Objectives. The promotional activity should reach a minimum of 50,000 customers in time for Christmas sales.

3. Target market

The main consumers for the new Samsung phone are expected to be 13-26 years, and young executives, who are into social networking sites etc. The main competitor in the market is O2 with the iPhone.

4. Product

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