Assignment 2 P2 - Explain the role of promotion within the marketing mix for a selected product/service M1 - Explain how promotion is integrated with the rest of the marketing mix in a selected organisation to achieve its marketing aims and objectives D1 - Evaluate and justify the use of an appropriate promotional mix in relationship to marketing objectives for the selected organisation

The role of promotion in the marketing mix is: To communicate with the intended target audience To establish its brand image and market positioning To communicate the benefits of a product or service To justify its price point and convey a sense of value for money To inform how/where it can be acquired In the simplest terms, the role of promotion is to ensure the right people are informed about the other 3 Ps

Promotional methods used in the Nivea campaign Free samples (through website, in stores and in goody bags at ‘Visage Roadshows’) Online magazine (which was promoted during UK chart show on commercial radio and TMF music channel - digital TV) Social network pages (MySpace, Facebook, Bebo) Simply put, P2 requires you to set out the aims of the N.V.Y. campaign (apply the bullet points from the previous slide) and to then explain HOW these 3 methods sought to achieve those aims.

Recommended Structure: Brief introduction – explain the role of promotion must play within the marketing mix of any successful campaign. Then address each of the 5 roles of promotion in turn. Paragraph 1 - explain exactly what the aim is in the context of the NVY campaign. Paragraph 2 - explain how one or more of the 3 promotional methods used contributed to achieving that goal. Role of promotion within the marketing mix: To communicate with the intended target audience To establish its brand image and market positioning To communicate the benefits of a product or service To justify its price point and convey a sense of value for money To inform how/where it can be acquired

The marketing aims of Nivea for their new product range were: Needed for M1 Reinforce Nivea’s brand image as a high quality skin and beauty care products provider Place its products as close as possible to its consumers Delight its customers with innovative products for their skin and beauty care needs Satisfy its environmental commitments reduce packaging and waste use more natural products increase opportunities for recycling) Increase market share within the female 13-19 target market