Marketing mix: promotion

1. Marketing mix: promotion Unit 2:Growing as a Business

2. Promotional activities • Advertising – most widely recognised Other forms of promotion: • PR – raise profile of business often through media • Personal selling – dedicated sales team • Sales promotions - BOGOF

3. Promotional activities and a Growing Business • Target audience – internet reaches many people, local paper a much smaller focused audience. Not just geographical but also income related – The Times v The Sun. generally a growing business will use methods designed to hit a bigger target audience • Cost – as a business grows it’s resources increase which means they can afford more expensive forms of promotion like TV adverts

4. Promotional activities and a Growing Business • Methods of communication – TV is the most powerful but very expensive • Factors to consider: cost, coverage no of people hit, quality, media ( sound v print v sound & images)

5. Place • How the products (goods and services) are distributed to the consumers • Chain of distribution runs producers – wholesalers- retailers • Wth online selling the chain is being reduced sometimes to the extent that producers carry out all of the above functions • Wholesalers and retailers are intermediaries in the distribution channel

6. Distribution channel connections • Online selling – most popular form of direct selling (also mail order and telesales) Most businesses have their own website and offer the customers the option to buy online • Mail oreder – catalogues which customers order from • Telesales – sell products over the phone e.g. double glazing

7. Levels of Distribution • Zero level – producers sell direct to the consumer 9most modern) • One level – one intermediary between producer consumers • Two level – two intermediaries between producer and consumer (traditional)

8. Advantages of intermediaries • Increased access to a wider market when selling through retailers • Retailers offer a market where consumers can compare brands

9. Disadvantages of intermediaries • Obviously add cost to the product and therefore its price • Loss of control over how the product is sold and the brand image of the product

10. Selecting the right channel of distribution • Ultimately decided by cost • Loss of control over the brand • Type of product sold – products wised often which are perishable mean that they have to be readily available in many places • More expensive products need to be available in less places as bought very rarely – can be sold direct on the Internet.