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Creative Product Promotion

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Introduction In this task I have been requested to select a business of my preference. I have been asked to describe the promotional mix used by two selected organisations for a selected product/service. I have selected to analyse a company called Sony-Ericsson which is a global market leader with regard to electronics and the various marketing strategies they apply to the products they manufacture. The product that I will be looking into will be the Sony T630 mobile phone. The Promotional Mix Promotional Mix is the term used to describe a set of tools that an organisation uses to communicate effectively the benefits of its products to its customers. These tools include: * Advertising * Public relations * Sales promotions * Direct marketing * Personal selling * Corporate image * Exhibitions * Sponsorship I will now describe the promotional mix used in this campaign. Advertising This campaign is advertised on, billboards, and on the internet. Different types of advertising are aimed at different people. Advertising can reach a large and widely distributed audience. For example, this campaign is advertised on TV; therefore this campaign will be seen by a massive amount of people throughout the country. Also, billboard advertising maybe aimed at people who drive and when say for example you're driving home from work, your eyes might be drawn to this billboard and therefore will notice this product. ...read more.


Exhibitions are a more straight forward approach compared with the outdoors and magazine, However they are more costly and can only attract audience in a particular region. Sponsorship Sponsorship is an important marketing tool for many organisations and is an important element of the promotional mix. Sponsorship involves the support of an event, activity, person, organisation or product by an unrelated organisation that may exchange money, services or goods in return for the association that the sponsorship provides. Sponsors choose events that attract their target market to enhance their brand reputation and awareness. A method of shaping brand identity, sponsorship can improve company image, raise company profile and generate awareness of company values. An integral part of marketing strategy, sponsorship is useable either as a single marketing activity or alongside other marketing tools such as advertising, public relations and promotion in order to leverage the sponsorship and increase the impact. Product 1 - Sony-Ericsson T630 Product Description The Sony Ericsson T630 is a refined and streamlined version of the popular T610 mobile phone. The translucent keys and sleek design give it a cool retro impression which cannot be conveyed by photographs alone. A key disparity between the T610 and the T630 is the upgraded screen. The T630 is a sophisticated phone incorporating a built-in camera, Bluetooth wireless technology, a large full colour screen. It is distantly smaller than the T610, and its body build quality is better than the T610. ...read more.


Other places of purchase include phone outlets such as T-Mobile, Orange, O2 etc. As well as these places in which the phone can be bought, the superhighway or otherwise known as the 'internet' is another source to buy the phone and may be more convenient for customers to purchase from as business to customer ordering is cheaper and the product gets delivered directly to their doorsteps. My second organisation which I will be discussing about their campaign will be Gillette. Their commercial campaign that I will talk about will be Gillette Fusion Power. I will discuss the promotional mix used in this campaign. This commercial campaign is about 3 of the world's most recognized and outstanding athletes on the planet today. They each represent their own sports - Roger Federer (Tennis) Tiger Woods (Golf) and Thierry Henry (Football). The product that is being advertised in this campaign is a shaving razor aimed specifically at men. This campaign comes in the form of 3 different types of advertising, these include TV adverts, billboards and the internet. It is trying to show that this razor brings the absolute best shaving performance for men. The main focus of this campaign is Performance. It shows the 3 best sports performers at the top of their game using this product. At the end of this campaign, it has a slogan saying 'The Best a Man Can Get' which means that this product is the ultimate product for men and brings total satisfaction. ?? ?? ?? ?? Suhaib Bashir Task 1 Unit 9 : Creative Product Promotion 1 ...read more.

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The writer starts off well but the essay just turns into a non applied list of the promotional mix. They then give us details of the marketing mix but this is not the same. The second product is given little consideration and the whole piece is not properly researched.

Marked by teacher Dennis Salter 01/05/2013

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