The sample essay on Evaluate And Justify The Use Of An Appropriate Promotional Mix In Relation To Marketing Objectives For The Selected Organisation deals with a framework of research-based facts, approaches, and arguments concerning this theme. To see the essay’s introduction, body paragraphs and conclusion, read on.
Evaluate and justify the use of an appropriate promotional mix with respect to business and marketing objectives for the selected organisation.
In this assignment, I will evaluate and justify the use of appropriate promotional mix in relation to business and marketing objectives for a selected organisation.
I will describe in detail why I chose particular promotional material to meet business and marketing objectives and analyse the strengths and weaknesses based upon the promotional mix I have used. The selected organisation I have chosen will be ‘Italian Fiesta’, which is a campaign I had to promote as part of assignment 3.
Italian Fiesta is a local cafï¿½ in which it had been refurbished by its new owners in an ‘Italian’ style theme.
The owner wanted to attract more business people to shop at the local cafï¿½ where they offered breakfast and lunch, this to increase the number of customers to shop more than once a day. Although we were under the timescale of a month in which we had to promote the business, we were also given a limited budget of ï¿½2000, in which we had to resource ourselves in order to promote the Italian based cafï¿½.
As we were limited in promoting our campaign, in terms of time (4 weeks) and financially (ï¿½2000 budget), we had to work out what tasks had to be completed before we could start the campaign promotion.
This was done through a ‘Gantt chart’, that shows what tasks were to be carried out during our 4 weeks. One of the main aspects of this was to make sure we stayed on time and up to date on our tasks and make sure we did not fall behind. We had to relate our business aims and objectives, as I explained in the previous assignment, and make sure that the research was completed to the extent in which we were able to start our promotional material for this campaign.
Before we created our promotional materials such as posters, leaflets and flyers, we had to make sure that we were able to find a suitable price in which we can budget according to our finances. During our research, we were able to locate a suitable printing agency in which we could print our promotional materials in bulk, so we could hand out in the local area to help promote the business. The advantage of the agency we chose for printing our material was that they were able to print our promotional materials within 2 working days and that any deliveries that took place could be tracked on the website when u log on to it, this to make sure that the delivery is going according to plan. By selecting the amount we though would be appropriate for this campaign, we were able to locate the price in which it would cost us as an advertising agency if that amount were to be printed out.
We used leaflets to ensure customers the products that the cafï¿½ will be selling in their local cafï¿½. The leaflet we designed had a bright Italian background (in the form of the Italy colours), indicating immediately to the consumer that the cafï¿½ is Italian based, which is probably the most important factor to inform the customer about. We made sure that the leaflet was specifically designed and had the relevant information such as the location of the cafï¿½ and the products that the cafï¿½ were going to sell. This is vital to clear as misleading customers about products that the cafï¿½ doesn’t sell could lead to the business losing customers. We also had to include contact information so that customers could maybe phone in the cafï¿½ to order food or to see whether the cafï¿½ is open. We used pictures so that consumers are able to get a feel of some of the products that the cafï¿½ has on offer. We placed this on the front (main) side of the leaflet so that it is eye catching to the consumer as soon as they see the leaflet.
We made 1500 printout leaflets as they can be easily distributed around the local area and are the most common method of promotion used by a business of a similar stature. Leaflets could be posted through letter boxers to the people around the local area so it increases the chance of the consumer actually noticing and reading the leaflet This can help achieve the business objectives of achieving 30 customers daily as by using this type of promotion, in the form of leaflets, the business is virtually trying to attract more customers to shop at the cafï¿½ and build more customer awareness of the cafï¿½. If the business has more customers, they could achieve their aim of breaking even in the first year. However, a drawback of using a leaflet was that it proved to be the most costly in terms of production as we were charged at 11p per leaflet.
The posters we designed were again Italian based but had to limit the amount of information we could put on the poster due to lack of space. This was one of the drawbacks of using a poster but could be just as effective as using the leaflet. However, the production of the poster was the cheapest at just 4.5 per poster. This came at a surprise as we thought that the poster was to be more expensive than the rest of the promotional material. The content we had on the poster had o be very basic but had to send the message across to consumers of the products that the cafï¿½ may sell if they came to visit.
The drawback of creating a poster was that it was very time consuming as first we had to make a draft copy, then were we able to form the main copy in which was going to be used for distribution. The use of pictures made it more eyes catching for the consumer and the contents that were stated were the basic products that the cafï¿½ were going to sell. The reason behind this decision was that we believed that consumers would be more likely to read a poster that had a limited amount of writing on the poster rather than having a ‘jammed’ pack poster full of writing and fewer pictures.
By just stating the important points and more use of pictures proved to be more eye catching for us and potential consumers. This could help achieve the aims of this organisation as students and working class people could notice this poster when they shop at local newsagents or public areas when they go to work or college. Although these won’t be distributed to houses like leaflets, they will be situated at public areas such as on buses or some of the local shops nearby. This would increase customer awareness of the business on a whole or be a drawback as some people like the elderly who do not shop as often as other student are more likely to miss the poster rather than students who walk past on a day to day basis.
For flyers more money which mean better promotion TV radio, more time, better use of materials, mention customer having free coffee when they complete research for questionnaire, constraints, link all to aims and objectives