• 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.


    Along with health and safety staff needs to be trained to be able to use machinery within the work place. The machinery can at times be hard to use and challenging for many people. Training is required so that staff can use the machines carefully to maintain its usability and

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

    Product development is also easier to do as it only aims to develop a new product into the existing market, which will be quick and easy to do, because the company has already been in the market. Diversification: Diversification is the name given to the growth strategy where a business markets new products in new markets.

  2. Business Studies Company Profile

    causes the decision making to be slower because there is a consultation process and often negotiation on the final decision. Democratic Management Style. This is where the managers put the power into the workers hands and encourage them to make decisions.

  1. business planning unit 8

    An additional job, which needs to be fulfilled by recruiting extra staff, is delivering the chocolates from the factory to all the supermarkets. This staff will require driving down to all the supermarkets and delivering the chocolates to them. However, the health and safety issue needs to also kept in

  2. Mcdonalds. For this unit I will need to produce a portfolio of work investigating ...

    The employment law benefits McDonalds as the people which they employ are mature and so understand how to handle certain situations. The employees all understand the way in which they should interact with customers and also how they could maintain a good relationship with the other members of staff.

  1. Applied Business Studies

    good mission statement, as it simply says that I want to give the best to my customers, I don't want to give them second best products, but top of the range items. There is always competition with all businesses, and as I know there is competition around the country, It

  2. Unit 2 Investigating business

    so that the cooks are prepared, the cooks will also need to know if they need any extra/different foods with them than the et menu so they can assure that in plenty of time they are prepared. AO3 - Legal form Different forms of business Sole Trader A sole trader

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