1. Your Project Brief! Project Brief Launch date
You have just taken on the role of Head of e-commerce at Greenhous Vauxhall based at Telford. Your Marketing Director has asked you to produce an audit of the company’s products, marketing activities and the role of the company’s advertising agency.
Launch date
To be launched on September 27th at the Paris Motor Show and available to order from the end of October.
Working in partnership with…
Marketing Director
Sales Director
Marketing Executives

2. Learning Objectives UNIT TITLE: Unit 9: Creative Product Promotion
LESSON TITLE: The Promotional Mix
CRITERIA: P1/M1/D1
COMPETENCY FOCUS:
Creativity: learners will develop skills in creativity and design by firstly looking at how promotion is used in business to help them to reach their goals and secondly, to design their own promotional campaign responding to a creative brief from the client.
Reasoning: Learners will develop skills in reasoning as after providing advantages and disadvantages for the use of the promotional mix, you will be required to make a reasoned judgment.
Learning Objectives
By the end of the lesson, you should be able to…
LO1) To identify elements of the promotional mix (Gui)
LO2) To explain the role of promotion within the marketing mix, using real business examples (Gui-Reg)
LO3) Through writing a balanced argument using reasoned judgments, assess how effective promotion is in organisational aims and objectives (Reg-Str-Adv).
SMSC: You will assess the moral implications and consideration of product promotion.
CRITICAL THINKING KEY:
Knowledge Application Analysis Evaluation

3. The Marketing Mix [

4. PROMOTION How is the product advertised?
How is the product promoted? Are there any promotions on the product (BOGOF, 10% extra free, free gift)?
How the business attempts to communicate with various target audiences
Is a key element to the overall marketing mix

5. AIDA MODEL (BUYER DECISION-MAKING PROCESS)

7. MARKETING COMMUNICATION MODEL

8. PROMOTION Advertising (above-the-line/below-the-line)
Sales promotion (i.e. BOGOF)
Online advertising
Personal Selling
Public Relations
Direct Marketing
Sponsorship
Advertiser’s tricks:
Celebrity endorsement
Put-down competition (i.e. Asda’s price promise
Jumping on the bandwagon: everyone else is buying this product, why aren't you?

9. Promotional Objectives
These objectives allow the monitoring, feedback and assessment of the success of the promotional mix.
Possible objectives may be:
To clarify customer needs
To increase brand awareness
To increase product knowledge
To improve brand image
To increase repeat customer rate
To improve financial position

10. What factors influence the promotional mix?
Costs Vs Benefits
Exposure to the target market
Type of market (B2B/B2C)
State of the market
Competitors
Budget available
Timing requirements
Positioning

11. TASK
Working in pairs. Each pair is given a product. Using the theory that they have learned about product promotion, produce a promotional campaign for their product.

12. P1
Describe the promotional mix used by two selected organisations for a selected product/service
a) To include in your audit, you are to prepare a case study of two organisations. Firstly, for your organisation with which you have had some contact, describe the promotional mix used in a campaign it has been running to attract customers to buy their products. In your description, consider the following constituents of the promotional mix for this institution.
What products/services do they sell?
What are their promotional objectives?
Who are the target customers?
How are prices defined?
How are their products distributed?
What are the elements of the promotional mix and the media used, including exhibitions, written materials, websites and electronic communications, person-to-person contact etc.
How have the elements in the promotional mix been designed to appeal to the target group?
b) Now choose one of their competitors and repeat the above steps for that organisation.

13. For one of your selected organisations: M1
Explain how the promotion is integrated with the rest of the marketing mix of a selected organisation to achieve its marketing aims and objectives D1
Evaluate and justify the use of an appropriate promotional mix with respect to business and marketing objectives for the selected organisation.
For one of your selected organisations:
explain how their promotional activities are integrated (M1)
explain how the promotional activities contribute to the achievement of its marketing aims and objectives (M1)
evaluate and justify the use of the promotional mix with respect to your chosen business and marketing objectives (D1)
make reasoned suggestions for changing aspects of the promotional mix, bearing in mind that the budget is likely to be very constrained (D1).