Creative Product Promotion
c Unit 9: Creative Product Promotion 2010
Assignment 1: Appealing to Different Customers
There are many different types of customers and organisations. In this assignment you are asked to investigate and recommend improvements for promoting organisations in different sectors and with different target customers.As a learner on a BTEC National in Business programme you may be considering continuing your studies at University. You may already have been on the receiving end of university promotional campaigns and in this assignment you have the opportunity to examine the promotional skills of a selected institution in more depth. You will then be asked to compare this organisation’s promotional activities and campaigns with those of a more commercial business of your choice.Choose an organisation which is currently running a promotional campaign that you would like to investigate. This might be a retailer or manufacturer in a competitive market, such as: * the car, food or clothing industries * travel and tourism * hospitality and catering * or any industry that interests you [Please check the suitability of your selected organisation with your tutor].Your objective is to identify and evaluate the promotional campaigns of different types of organisation, to explain how the campaigns help organisations to communicate with their target customers, and to understand the role of advertising agencies in the marketing promotions industry. |
The tasks below are to be presented as a written report for your tutor. Tutors are sometimes called upon to give informal advice to learners on their future university choices and would therefore benefit from knowing which universities have the most sophisticated promotional strategies. Your report should include diagrams and tables as appropriate and all sources of information used should be clearly referenced. |
a) Select one higher education institution with which you have had some contact, and describe the promotional mix used in a campaign it has been running to attract students onto its business degree programmes. In your description, consider the following constituents of the promotional mix for this institution:
* What are their products?
* What is the product range?
* Who are the target customers?
* How are prices defined?
* How are products distributed?
* What are the elements of the promotional mix and the media used, including exhibitions, written materials, websites and electronic communications, person to person contact etc
* How have the elements in the promotional mix been designed to appeal to the target group?
b) Repeat task a) for your chosen commercial organisation, choosing one product or service that it offers.
This task addresses P1
a) For one of the organisations selected in Task 1, describe its brand image and how this image is supported through the promotional campaign.
b) Explain the role of promotion within the marketing mix of the promotional campaign selected in a).
This task addresses P2
For one of the organisations selected in Task 1:
a) Provide a rationale for its promotional campaigns
b) Make recommendations for improvement.
This task addresses M3
a) For your selected commercial organisation, find out which advertising agencies and what types of media have been used in a promotional campaign that has proved successful for the organisation
b) Explain the services offered by the advertising agency/agencies and how the organisation and agency/agencies work together in the development of a successful promotional campaign.
This task addresses P3
a] For your selected campaign, explain the reasons behind the choice of media. This task addresses P4
Imagine that you are an agency given the opportunity to make a pitch for a promotional campaign for your selected higher education institution.
The brief is:
“We want to encourage our students to make use of the catering facilities, which are being improved to make them attractive to existing and potential students. Obviously we are aware of the increasing financial burden for our students so we have been looking at providing good value food in attractive surroundings. We are looking for a cost-effective promotional campaign to update our café bar and we would like to incorporate some local radio adverts, an entry into the university’s student publications and some flyers. We haven’t decided on a name for our new facility yet. Our budget for this is £5,000.”
Using the above information, design a short campaign for the launch of the café bar, including:
* A name for the new facility – consider the branding and what this name might convey
* A design for the flyer
* A script for the radio advert
* A costed media schedule – you will need to investigate the cost of local radio advertisements and use a table/Gantt chart to show what activities will take place and when
This information will be passed on to the university’s marketing department for consideration.
This task addresses P5
The marketing department is reasonably satisfied with your brief, but is a little concerned about the need to use a professional agency rather than do this in house. Write a short report explaining the advantages and disadvantages of using a professional agency to ensure the success of this type of promotional campaign.
This task addresses M2
For one of your selected organisations:
a) Find out what their overall organisational or business aims and objectives are
b) Explain how the promotional aspect is integrated and used with the whole marketing mix to contribute to the achievement of these aims and objectives.
This task addresses M1
For one of your selected organisations:
a) Evaluate and justify the use of the promotional mix with respect to their business and marketing objectives
b) Evaluate the existing, national marketing campaign for this organisation.
This task addresses D1/D2