Unit 2 Developing A Marketing Campaign Overview | Page 1 | Page 2 | Page 3 | Page 4
The marketing mix is a crucial element of a marketing campaign. They need to work seamlessly together if the campaign is to reach it objectives.
The marketing mix is also known as the 4p’s and looks at the product, price, place and promotion strategy of a firm. For further information please read the article on the marketing mix.
Product development areas to look at include product: form and function, packaging and branding. For further information please read the article on product strategies.
Pricing strategies, A firm must pick the correct pricing strategy in order to maximise turnover. Some pricing strategies include. penetration, skimming, competition pricing and, cost plus. For further inform please read this article on pricing strategies.
Promotional Mix. The correct promotional mix is crucial if a firm wants to be successful in their marketing campaign. The promotional mix includes advertising, public relations (PR), sponsorship, use of social and other media, guerilla marketing, personal selling, product placement, digital marketing and using these promotional techniques to improve the firms, corporate image. For further information please read the following information on promotion.
Place, When promoting a campaign for a product distribution plays an important role . A firm must make sure the product is available for the consumer to buy at that right time and place. For further information please read the following article on distribution.
A service based organisation must consider how they will use and possibly promote the other elements of the marketing mix. These include people (staff), process, and physical evidence. This is also known as the service marketing mix. For further information please read the following article on the service marketing.
The marketing message has to be well thought out and clear. It should support the brand and highlight the unique selling point the firm has. The marketing message has to be targeted at the appropriate audience who will have a positive impact on your sales.
The marketing mix has to be developed and promoted appropriately. Failure to do so will mean the firm will not reach their objectives.
The media selected must be appropriate for the target market. The target market must read the newspapers or watch the TV show which you are using to advertise in. For more information please click here.
There are a number of different methods that can be used to allocate the campaign budget. These include objective and task method, competitive parity method, percentage of sales approach and the affordable approach for further information please read the following article on marketing budgets
The timing of the campaign is crucial. If the product or service is seasonal related then you need to make sure everything is in place to take advantage of the timings. For example Christmas products must be ready by October and promotional campaigns in place by November.
There are a number of ways a campaign can be evaluated. First of all check if you are reaching the sales targets, weekly , monthly and yearly. Secondly what is happening to brand awareness. Is the brand becoming more popular , is awareness increasing. Are consumers recommending your product via mouth or social media?
The marketing mix should help the firm with their campaign and the campaign should be run within budget and should be evaluated to determine whether it is successful or not.
Read on to learn about | Introduction to the principles and purposes of Marketing that underpin the creation of a rationale for a marketing campaign C4 |
Unit 2 Developing A Marketing Campaign Overview | Page 1 | Page 2 | Page 3 | Page 4
