MARKETING MIX

MARKETING MIX

BBI – Marketing Mix (PROMOTION)

PROMOTION

 An attempt to sell a product

 Using coupons, contests, premiums, samples, or

special events to encourage consumers to buy

Learning Goals

By the end of this lesson, I will be able to:

 Identify sales promotions strategies

 Explain the difference between promotion and advertising

 Compare the 4Ps Marketing Mix strategy of 3

companies

AGENDA

1. Sales promotion strategies 2. Advertising vs. Promotion

3. We All Scream for Ice Cream Activity

Sales Promotion Strategies

Coupons

 Coupons = $ off the price

 Effectiveness of coupon measure by the redemption

rate % of coupons used (‘ ⇛ redeemed’) by consumers

Contests

 Increase brand recognition

 ‘no purchase required’ – by law contests must be

organized so that anyone (purchaser or not) can enter

Premiums

 Premiums = giveaways (e.g. ‘gift with purchase’)

BENEFITS:

1. Brand Recognition - giveaways usually carry company logo

2. Brand Loyalty – customer loyalty cards

3. Sales –consumer must buy product to get the

premium

Samples

 Encourage brand trial sizes

 Effective sales method but expensive

Special Events

 Special events = autograph sessions, celebrity appearances

 Often done in conjunction with other sales promotions

 Builds a ‘buzz’ – excite consumers and

get them participating in event

TEST!

COUPONS CONTESTS PREMIUMS SAMPLES SPECIAL EVENTS

Promotion vs. Advertising

• Advertisement: A paid announcement of goods for sale, in newspapers or magazines, on radio or television, etc.

http://dictionary.reference.com/browse/advertisement

• Long term brand building and product awareness

• Promotion: The act of furthering the growth or development of something

http://www.merriam-webster.com/dictionary/promotion

• Short term sales boosting activities/initiatives

Promotion or Advertising?

Promotion or Advertising?

Promotion or Advertising?

Promotion or Advertising?

Promotion or Advertising?

WE ALL SCREAM FOR ICE CREAM!

MARKETING MIX WEBSITE COMPARISON

For this project you will go to three websites and fill in the answers to the questions regarding the Marketing Mix for each company. The websites are:

http://www.chapmans.ca/

http://www.breyers.ca/

http://www.benjerry.com/

CHAPMAN’S BREYERS BEN AND JERRY’S

Product

(describe

packaging)

HOMEWORK

READ The Two Cs of Marketing

p. 249-254