D1 – Evaluate and justify the use of an appropriate promotional mix with respect to business and marketing objectives for a selected organisation Introduction In this report, I will evaluate and justify the use of appropriate promotional mix in relation to business and marketing objectives for a selected organisation - Tesco. The selected organisation I have chosen it ‘Tesco’, which is the campaign I have used in P1. Promotional mix The promotional mix is the techniques firms will use in order to be able to communicate their messages to their target market. There are six elements to promotional mix, which consists of; advertising, personal selling, sales promotions, public relations, direct marketing and sponsorship. Tesco’s marketing
M1 - Explain how promotion is integrated with the rest of the marketing mix in a selected organisation to achieve its marketing aims/objectives. Businesses may have several marketing aim and objectives which are met through the integration of marketing techniques e.g. promotion and the marketing mix. Companies like M&S operate on a global basis therefore their aims and objectives may differ for regions, however the main aim for each company would be to inform the market, increase demand and differentiate the product/service. Marketing objectives of Marks and Spencer is to ensure consumers are better informed about the products/services they provide.
Suggest ways to strengthen the Sales Force Network for Marico 4. Identify ways to improve the efficiency of key functionaries such as the DSR, TSO and ASM 5. Suggest ways to improve product visibility in-store and on other retail platforms This involved a visit to several leading retail stores in Kozhikode. The observations and conclusions made thereof are based on the feedback from salespersons, customers and store managers in addition to those made by the project team. The challenges for the distributor were observed to surround visibility and forecasting.
By fully managing the organization and their effectiveness and efficiency Kundlers can obtain the overall business intelligences goal of the mission. The marketing strategy should look at and use a competitive intelligence to accomplish these goals. The strategies of understating and knowing productive organization can give the upper hand with knowing the competitors market. Also by viewing the competitor’s sites, stores, and marketing strategies Kundlers can achieve the mission they set for their own business to excel past the competition. Analysis within a business should serve as a vital function.
The fact that people had to repeatedly asked company Q to carry specific product line represents that the company is not in tune with their community and with the needs of their customers. Company Q should develop methods to research what goods are selling better in certain areas compared to what goods and merchandise is selling slower. If company Q can stay ahead of what the customer wants, the customer will feel as if the store is listening to them, knows them, and appreciates them for shopping with them . This problem can be easily remedied simply by conducting formal and informal surveys, placing suggestion box around the store, and simply asking their consumers what products they would like to purchase inside of their store. The sooner that company Q can anticipate and foresee what products are more in demand the sooner the company will be able to create a better profit margin, establish a good working relationship with the customer, and achieve a favorable public and consumer perception.
External communications are there to promote sales and publicity, announce events, announce new products or services and create both positive and negative brand recognition. External communications are aimed at customers, suppliers and other external stakeholders whereas internal communications are aimed at employees and other internal stakeholders. This would be an example of corporate communications as is it is a way of promoting a product as it is offering you something for free if you purchase a specific product from Marks and Spencer. This is a quite successful method of product promotion as a lot of people would see that buy purchasing that product
The mission formulation requires a clear identification of what portion of the potential customer base is the organization’s primary target. This is called market segmentation. Markets can be segmented in many ways: geographically, financially, ethnically, etc. HOW Deciding how the organization will achieve its mission may involve a marketing strategy, such as being the low-cost producer or the technological leader. It may involve a distribution system, such as regional warehouses or evening classes in factories.
Finally, the research findings can also be used by managers of second-hand clothing to better understand their customers. First the findings regarding motivations allows the managers to understand what drives consumers to the stores which then gives them the ability to better tailor messages to the consumers. Second, knowing what moderates their motivations, and what the consumers are looking for enables managers to better adapt their offerings to satisfy the shoppers. Here we give some specific examples of what a second-hand shop manager could consider based upon what participants of our study discussed. Consumers say that store characteristics are important and therefore managers of thrift-stores need to utilize commonly known retail techniques
Companies that develop effective marketing strategies achieve high sales volumes at the desired profit margins. A key marketing strategy is the segmentation of the market into parts that the company can analyze. Since customers have different characteristics and various needs, it makes sense to group similar customers together. These groups have common characteristics and needs. The rationale behind implementing such a marketing strategy is that the company can better satisfy the needs of segments of similar customers.
Consumers can also have contact with or receive information about a brand in stores at the point of sale; through articles or stories they see, hear, or read in the media; or through interactions with a company representative, such as a salesperson. Marketers recognize that in the modern world of marketing there are many different opportunities and methods for contacting current and prospective customers to provide them with information about a company and/or brands. The challenge is to understand how to use the various IMC tools to make such contacts and deliver the branding message effectively and efficiently. A successful IMC program requires that marketers find