Marketing

Promotion(15 marks)
Promotions are coordinated activities used to influence, inform, persuade and remind the target market.
a) Identify the product’s value proposition and positioning. Evaluate if there consistency in the messaging and does the message support the way the company is “positioning” the product.
b) Determine which promotional tools are mainly used, then provide specific tactical examples with a description of the central message. Use the Hierarch of Effects Communication Model to identify the objective of each.
c) For Advertising (digital and user-generated) communications determine and evaluate the:
o what – the key message points
o how – the appeal, execution format, tonality, creative tactics/techniques
o where – which mediums (e.g. TV, radio, print, digital) and vehicles (e.g. TV: channels/show, print: sports magazine)
o when – e.g. TV (prime time, weekends, late night), print (seasonal, “pulsed” every few weeks/months)

d) Identify the sales promotions and evaluate as compared to competition. Include a grid of sales promotional pricing for both your product and key competitors. Sale promotional pricing includes things like coupons, bundling offers, sale offers, etc.
e) Evaluate if the messaging is compelling, coherent, coordinated, and consistent, while supporting how the company is “positioning” the product.
f) Assess if the promotional strategy is effective in reaching the intended target consumer.
NOTE:use pictures of ads as support
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