Unit 9 Promotional mix/marketing mix
In this assignment I will describe the promotional mix used by two organizations for their product and service. I will also explain the role of promotion within the marketing mix for a selected product and service.
First organization is a team that focus on a summer project event. The second organization is a restaurant call Zen Garden.
There is a summer project event and it will be present by different team within the business course. This projects it to start an event at Spitalfields city farm. The team is made by business course student. I am one of the team`s team members. We decided to do a charity which is to raise money for the farm animal. My team consisted of five people, me, Steven, Abdiaziz and Tunde.
Zen garden is a Chinese buffet restaurant in Milton Keynes, it provide great food with decent prices so this restaurant is really popular at local area.
Promotional mix is the coordination of marketing activates, it includes publicity, sales promotion, advertising, direct marketing and personal selling. Promotional mix perform the role between the business and their customers. It directly interact with customers.
The promotional mix our team consisted were direct marketing, sales promotion and advertising. For Zen Garden are sale promotion and advertising.
Direct marketing allows the business to communicate straight to the customer. As our team`s event was to do charity which was to raise money for Spitalfields City Farm in order to build a roof for the donkeys, therefore direct marketing allowed us to go up to people asking then if they would like to donate.
Sales promotion is to persuade a potential customers to buy the product or service. For out event team, if people wanted more information about where the money was going to, we will explain to then and at the same time try to persuade people to donate more.
Sales promotion is a short term techniques. Some of the activity will give reward, offer something of value to people who responded. For example, Zen garden provide a sales promotion is call loyalty card. if they are new customer, after they have finished their meal, the restaurant will give them a loyalty card. Customers who have loyalty card, every time they come to the restaurant and spend over £10, the restaurant will give them a stamp of a special Chinese letter on the card. When someone get 8 of the stamps, the person can have a free meal.
Advertising is a non personal form of promotion which publish the message to public through selected media. It producing advertisements for commercial products or services in order to communicates with consumers.
For our summer event team. We are going to use a leaflet as it’s an easy and effective way of promoting an event because it is an eye catcher and tackle the job that we want. Leaflets usually is obvious enough to be noticed and effective ones stand out and keep the customer’s attention because of its features of bright colors or a picture to grab the customer’s eye. For Zen garden, they use billboard on side of the road to advertise the restaurant. It use typography to stand out, therefore will attract people’s attention.
There are many roles for promotion within the marketing mix for our team. For example increase brand awareness, provide information and communicating with customers.
Any kind of advertising such as TV, radio and magazine, can increase brand awareness. People are more likely to learn more about the product or service if they see or hear about them all the time. So for our summer event team, we did not just do leaflet, we also had T shirt. A t-shirt which got our logo on it. So when we go on the street, we all wearing the same T shirt, firstly it can grab people`s attention and secondly it increase our team brand awareness.
Promotions can inform people during all stages of the buying process, it also can inform people about the prices, product and place. As the picture below it inform people all kind of information they may want to know. If people have anything that do not understand, it said “for further information or any question please email scffundraising1@gmail.com”.
It keep us to stay close and keep in contact with our customers.
Ongoing communication with target markets is a general role of promotions. It is to inform, persuade and remind. Inform and communicates with people about the product or service. Persuasive people buy, to let people think that the product or service value proposition is better than other competitors. Reminder communications are to keep in contact with customer, is ongoing advertising and public relations used to maintain the brand image and relationship with the market.
Reference for role of promotions:
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