Promotion
The product must be promoted because potential customers need to be aware the product exists. The main aims of promotion are to persuade, inform and make people more aware of a brand, as well as improving sales figures. Advertising is the most widely used form of promotion, and can be through the media of TV, radio, journals, cinema or outdoors (billboards, posters). The specific sections of society (market segments) being targeted will affect the types of media chosen, as will the cost. For example, if you were a toy manufacturer, you might want an advertising spot during children's TV or if you ran a local restaurant, you might choose a local paper or radio.
Place
The product must be available for sale in a place that the customer will find convenient. Distribution channels are the key to this area also. A firm has to find the most cost-effective way to get the product to the consumer. For example, direct marketing through catalogues, via a TV shopping channel and through the Internet have become popular, because the consumer can shop from home.
Marketing Campaign
Advert for Venetian Ices Ltd
This is an advert to encourage consumers who have not heard of Venetian Ices Ltd or do not buy products from Venetian Ices Ltd to buy our products. The advert is eye catching, and will appear in glossy magazines aimed and young teenagers.
Another advert for Venetian Ices Ltd
This is another advert to encourage consumers who have not heard of Venetian Ices Ltd or do not buy products from Venetian Ices Ltd to buy our products. It is aimed at older people and is less ‘harsh; but still eye catching. This will appear in glossy magazines aimed and young teenagers.
A promotion for Venetian Ices Ltd
This is to encourage consumers to buy a product to get another free, in hope they will like the products so much they will buy more. It will be given in newspapers.
A joint promotion for Venetian Ices Ltd and ‘The News Of The City’
This is a joint promotion aimed at the readers of a newspaper called ‘The News Of The City’. It encourages people to buy the newspaper to collect tokens for a free ice cream. Once the consumers have tried the ice cream, hopefully they will keep on buying it. This advert is especially good because it encourages good communication with two companies and helps both businesses.
At first Venetian Ices Ltd gathered information about the marketplace (e.g. whether prices of their competitors are rising or falling), and then research consumers' needs. From this, it will identify who its market is, and then put together a marketing plan based on the findings. The marketing mix will be central to this, and finding the right balance in each of the four Ps is very important. The firm can then review and adapt their plan when they need to. Although marketing is consumer-orientated, the main aim for Venetian Ices Ltd is still to be profitable. The marketing manager will try to differentiate their product. Whatever pricing decision is made, the most important factor is to break even. Making it as easy as possible for the customer to buy the product will help sales to increase.
Venetian Ices Ltd will also need to look at their product life cycle to plan their future.
Venetian Ices Ltd is in the stage of maturity where the product is reaching its peak of sale and is at its most profitable point for Venetian Ices Ltd. Competitors have now entered the market, which may reach saturation point. So to not let their product slip into the decline point, Venetian Ices Ltd are now marketing their product to boost sales. The adverts and promotions I have shown before are part of this marketing campaign. The adverts will be successful because they have targeted many different market segments and to keep their sales high after their marketing campaign they will need to keep the loyalty of their customers by introducing new and quality goods. In addition, they should also keep on doing promotions every couple of months to keep sales high. They will need to keep their products at a right place too, to make sure the products are bought. This way, people will now the product still exists, buy it because it is at a right place/accessible/the business have a good reputation.
