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The first part is to compare and evaluate two competitor organisations strategies of their promotional aspects of marketing. The two products that I have chosen are Calvin Klein and Charlie.

Extracts from this document...

Introduction

Introduction For unit 7, there are two parts to this assignment. Part A The first part is to compare and evaluate two competitor organisations strategies of their promotional aspects of marketing. The two products that I have chosen are Calvin Klein and Charlie. Calvin Klein is a well known product as for Charlie it is not. Calvin Klein is sold in high streets in department stores like Debenhams and House of Fraser etc. As for Charlie it is sold in shops like Body care and in pharmacies. Part B The other part of the assignment I am to produce a marketing promotional plan for the product Mars Topic. Milk chocolate with Hazelnuts, Soft Nougat and Smooth Caramel Centre. Topic is not one of the most popular bars in the Mars range. To make it popular again I am going to produce a promotional plan. PART A Objectives These are the targets that a business will hope to achieve. The main groups of objectives are: - * Awareness * Interest * Desire * Action These are which lead to the consumer either purchasing the product in question, repeat buying or adopting the ideas being communicated. Calvin Klein has already made the people aware of their product and produced interest. Desire has also been worked by referring Calvin Klein to sex. Without delay they need to make the people take action into buying the product. Charlie has been made aware of the product due to being known as a cheaper version of Calvin Klein, cheaper but no quality. Charlie does not use advertising. To do this they need to make people interested into wanting to purchase the product with a sales promotion campaign. Communication process Communication is the process by which information is given to a specific audience. The first part of the process of communication is the sender using the correct message and if so is the message presented well. ...read more.

Middle

To increase awareness of a product among target group means companies like people to be aware that they exist, therefore they can take action by purchasing their goods and services, failure to get recognition will result in collapse. To increase sales businesses decide to do a promotional campaign the reason for this can be the sales figures have slowly decreased or the business would like to increase profit sales. Topic was introduced 1962 and is the leading hazelnut count line and was consistently supported by advertising on television and in poster campaigns with a 'nuttier' theme throughout the 1980s. Since then the sales figures have been slowly decreasing this is due to no advertising. If this carries on the product will eventually decline and Mars would either have to decide to remove the product from the shelves or re-launch it. This is what I will be doing. I will be re-launching the Topic bar. Budget Some businesses set aside a stated budget for marketing. Other businesses base their budget upon the perceived need, and so research what is required to achieve its stated objectives then allocate a budget to ensure the objectives are achieved. For my promotional campaign I have been given a budget of �3million. With this budget I have to do an advertising campaign for the Topic bar. The �3million will be divided up. I am to use the �3million on the following * Changing the packaging * Billboard advertising * Merchandising Promotional campaign For my promotional plan I have decided to change the packaging for the Topic bar. The promotional campaign I have decided to use is billboard advertising to promote the change of the packaging of the Topic bar to create awareness and interest from potential consumers. Billboard advertising is the most successful medium you can use to reach the adult population. When choosing billboard advertising, you're selecting the most cost-effective, high-impact advertising medium available and with today's creative technology the design of your artwork has numerous possibilities. ...read more.

Conclusion

This can be used for leaflets. Advertising dates Companies have to set dates fro when they believe their campaign is ready to be seen by the public. A lot of thought has to be put on when deciding to start advertising. It depends on what kind of product is going to be advertised. If this is not carefully planned by businesses, then there could be a huge loss. I have chosen to start my campaign in April because it is the start of the Easter season. In Easter a lot of chocolate is sold by retails. This would be more useful for my campaign as more Topic bars will be sold. Start of campaign - 1. 3rd April - Billboard advertising 2. 5th April - Supply display stands to newsagents and petrol stations 3. 7th April - Make sure the display stands are displayed on this date 4. 30th April - Billboards are to be put down 5. 2nd May - Display stands are to be removed from the shop floors 6. 5th May - Evaluate success Evaluating success To analyse if the campaign has been successful I have to see if I have achieved my objectives. To find out how well my promotional campaign has done I will be using the sales figures and repeat purchasing technique. I will be comparing the Topic bar sales figures with the sales figures before the campaign and after the campaign. If there is an increase in sales then I will know the campaign was successful. However, I will have to see if the change of the packaging was a success. By this I will have to check if the selling of the Topic bar is above the sales figure after the campaign and if it is continuous higher than them it has worked. If the sales decrease after the campaign then I will know there was no effect on the people by the packaging but it was mainly the advertising. ...read more.

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