The report should include 2.1 Advertising (where and how do they advertise? what are the messages/ target audience/positioning/ brand signals etc.)
2.2 Public Relations and Publicity (what are others saying about the company in the mainstream and industry press and third party media channels? What press releases has the company issued?)
2.3 Sales Promotion (what sales promotion tactics is the company using i.e. discounts/ loyalty schemes, flash sales, etc.)
2.4 Events and experiences- (What activities and programmes does the company sponsor? is the company undertaking any CSR? / are they sponsoring community groups/ events? why do you think they do this?)
2.5 Personal Selling (How are staff members used to promote the company)
2.6 Direct Marketing (sign up to their newsletters/ mailing lists- what promotions do they send you?)
2.7 Interactive Marketing. Note this differs from online marketing is the sense that it has an emphasis on interactivity between the company, it’s consumers and other stakeholders. (what is happening online through owned, paid and earned channels to engage with consumers and other stakeholders?)
2.8 Word of Mouth Marketing (Is there evidence of testimonies? What are others saying about the company? There is some crossover with earned channels from 2.7, above so avoid duplication)
2.9 Social Media Marketing- (How is the company utilising social media? What types of messaging/ conversations are taking place and how does this reflect/ reinforce positioning and brand personality?)
*** Task one is a portfolio so lots of well-presented/ referenced images to illustrate what you are writing, with links to, and diagrams of, taught models and theory. Remember:
a) Describe what you discover
b) Analyse why the company has done this and the likely/ intended impact
c) Link findings to taught theories
There are a number of research techniques you could use.
Bricks and Mortar location. You must provide evidence of this. Prepare a write up of the promotion mix techniques your chosen company is doing within its physical spaces. Layout, service, special offers, new launches, waiting times, enhancement of sales, staff, atmosphere, music, physical evidence. You could support with photographs etc. You should refer back to some theories from classes-
Does the company follow Porter’s strategy of cost, differentiation, or a mix of both?
What CRM is being used? Who are the company’s STP efforts aimed at? Where does it position itself in the market? This list is not exhaustive.
Away from store. Prepare a write up of the promotion mix techniques your chosen company is doing away from any of its physical locations. Comment on advertising campaigns – TV, radio, billboard, etc. What is the message, who are they targeting? Support with photos, screenshots of stills from videos etc.
Digital- Prepare a write up of the promotion mix techniques your chosen company is doing digitally. Screenshots and analysis of the website. Is it interesting, colourful, easy to navigate? Do they use social media platforms? Are there any online reviews of the company, from customers?
Press/ industry analysts/ regulatory bodies/ umbrella groups. Prepare a write up on what outside agencies are saying about your company’s performance.
These are some ideas. You may have others. But if you were to write a few 100 hundred words on each of the above 4 (emphasize the first one if there is a brick and mortar model in place, and support with photos, screenshots, newspaper cuttings, diagrams, some theory, it will cover the requirements.
You should research all elements of the promotional mix-
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