• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Unit 9 P1 BTEC National In Business Year 1

Extracts from this document...


Skoda Case Study Promotional mix definition: The combination of personal selling, public relations, advertising, sales promotion, sponsorships, direct mail, and trade shows that are utilized in promoting a good or service. The appropriate mix is the combination that produces the best results for a given budget. (Source: Dictionary.com) Promotional mix used by Skoda: * Advertising: Advertising can be defined as placing your message in any form of paid media. Advertising can have a number of objectives, these usually are * To promote * To remind * To support * To compete * To persuade You have two types of advertising. Above the line advertising is advertising placed in TV, radio, newspaper and cinema. Below the line advertising is based around advertising via direct mail, sponsorship and sales promotion. Skoda uses so many different ways to advertise their products. The campaign's promotional activities support the new brand position. The key messages for the campaign focus on the 'happy' customer experience and appeal at an emotional rather than a practical level. The campaign includes: * The 'Fabia Cake' TV adverts. This showed that the car was 'full of lovely stuff' with the happy music ('Favourite things') ...read more.


Others include couponing, money-off promotions, competitions, free accessories (such as free blades with a new razor), introductory offers (such as buy digital TV and get free installation), and so on. Each sales promotion should be carefully costed and compared with the next best alternative. * Sponsorship: Sponsorship is about providing money to an event, in turn the product or company is acknowledged for doing so. Sponsorship helps the company improve its image and public relations within the market and usually the company attempts to sponsor a person or event that mirrors the image they are trying to aim for. * Publicity and Public Relations: Managing public relations is very important for the organisation. Image in marketing is everything. Having a good image helps the organisation develop a trust and a bond between themselves and their customers. This good will is invaluable. Public relations activities include press releases, company literature, videos, websites and annual reports. __________________________________________ Universal records Case Study Universal Music Group is the world's leading music company with wholly-owned record operations or licensees in 71 countries. Its businesses also include Universal Music Publishing Group, one of the industry\'s largest global music publishing operations. ...read more.


UMG do sales promotion on common basis for their target market so that they can maintain their standard and keep ahead with their competitors * Sponsorship: There is not much information on sponsorship that UMG did, but it could be that they have sponsored musical concerts, trade fairs and other media related events. And also new comers and singers when launched often get sponsored by universal group. * Publicity and Public relations: This is a type of promotion that relies on public relations effect of a news story carried usually free by mass media. The main objective of publicity is not sales promotion, but creation of an image through editorial or 'independent source' commentary. While the publicist can control the content of the story, he or she may not have any control over its placement or interpretation by the media. UMG do consider opinions from their customers, needs of their employees and satisfaction of other clients like investors. Again the company itself is well known and famous around the world that it does not need to publicise its services and products. But they surely do commercials and advertisement and most of the time it comes with the product. ?? ?? ?? ?? Exploring Creative Product Promotion Hifsa Khan Niazi Date: 1 ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Marketing & Research section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Marketing & Research essays

  1. Marked by a teacher

    BTEC national Business Unit 1 P1

    3 star(s)

    They also have petrol stations with small 24/hour shops which is easy access for the local community. This is probably one of the main reasons why they are currently the largest retailer. Description of Business Sectors Public sector is a business which is funded by the taxpayers.


    Managers need to ensure that the equipment that they have are adequate and fully maintained in order to ensure that the processes happen quickly and effectively. In Coca Cola if there is an order for 21 cases of Coca Cola and the machine that produces Coca Cola is out of

  1. For this assignment I have been asked to produce a new marketing strategy for ...

    Coupons or samples delivered through the door ? Competitions, with attention-gaining prizes ? Free gifts ? Loyalty incentives that reward regular customers. In order to sell my new strategy to outlets I will do quality discounts, I will reduce the price of my new strategy if my customers buys a lot.

  2. business planning unit 8

    the staff doesn't have to go through various different people in order to solve a problem that may arise. This structure has a narrow span of control; this type of structure will increase the efficiency and success of my business.

  1. Business Studies Company Profile

    Economical: society had more money to spend and a disposable income, therefore car sales started to increase. BMW bought up a small failing company and its three plants in Dingolfing and Landshut. All of these factories were then overhauled. 1972 - the BMW importer in South Africa was facing bankruptcy.

  2. Unit 1 Marketing Proposal: A01

    When creating new products there are six stages in the development process which shows that the business is being creative when they are made. The six stages are: 1) ideas which are when all thoughts for new products are expressed by research and development or monitoring the competitors so the

  1. BTEC national Business UNIT 2 P1

    Along with being a successful sports college, there are over 20 ICT rooms available for students to use for things like coursework etc. Recruitment Process Identify Vacancy Make job offer Write Job Description Select best candidate Write Person Specification Interview Advertise the Job Shortlist Candidates Send out Application Receive applications

  2. Marketing Aims and Objectives - with examples from major companies.

    This will give Reebok an idea of what their customers want and what they are prepared to buy, Reebok can then make their footwear at a satisfactory standard for customers, meeting their needs and standards. This will help attract customers, increase market share, increase sales and achieve their overall aim of making profit.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work