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Questions:

1. Explain the methods company uses to inform, persuade & remind its customers?

2. Use examples to identify how the company uses promotional mix elements (advertising – direct selling – personal selling – sales promotion – public relations – internet marketing)?

3. Criticize the current promotional mix elements used by the company, suggest improvements?
 
 

Answer:

1. Some of the ways used by Facebook to inform, persuade & remind its customers are:

  • Reciprocation
  • Like & Comment
  • Scarcity
  • Consistency
  • Social proof
  • Authority

Some of the ways used by Coca Cola to inform, persuade & remind its customers are:

  • Packaging: The unique waist shaped bottle gives an added advantage to coca cola
  • Labeling: It provides factual and nutritional information on the label itself.
  • Sales promotion: Providing a glass free with a purchase of 2 liters bottle
  • Use of advertisements in many forms
  • Mass media marketing by making their videos viral over the net

Some of the ways used by Nestle to inform, persuade & remind its customers are:

  • Advertisements with the help of various mediums such as television, newspapers, bill boards, magazines
  • Use of various marketing jingles & slogans which spreads happiness
  • Use of public relations (PR) i.e. share its newsletters, annual report, lobbying and donation in various charitable events
  • Conducting road shows, trade shows, sponsorships, heavy discounts, etc

Some of the ways used by Cadbury to inform, persuade & remind its customers are:

  • Special occasion pricing such as during Diwali, Rakshabandhan, Christmas, New Year so as to increase the sale of chocolates
  • Use promotional pricing i.e. keep the price of one product lower so as to increase the sales of another
  • Economy pricing
  • Cash rebate pricing i.e. with the purchase of big bar of Cadbury dairy milk get a pack of nutties at a subsidized rate

2.  Facebook uses promotional mix elements:

  • High levels of revenue is made with the help of advertisements
  • Create an advert with the help of Google Adwords
  • Promote a business via face book page

Coca Cola uses promotional mix elements:

  • Sports sponsorships
  • Below line promotion such as campaigns, Point of Sale (POS)
  • High frequency advertisements
  • Global branding
  • Associations with big brands such as McDonalds, Dominos, KFC, PVR Cinemas, DT Cinema etc

Nestle uses promotional mix elements:

  • Use of advertising campaigns in terms of slogans, tunes (Nescafe tune - one of the most popular in town)
  • Innovative marketing campaigns for their best sling product i.e. Maggi
  • Use of TVS’s & ATL marketing has helped Nestle to turn out as one of leading FMCG companies

Cadbury uses promotional mix elements:

  • Use of information technology (IT)
  • A communicative website
  • Sales promotion methods such as road shows, trade shows, free gift vouchers or hampers

3. Suggestions for improving promotional mix to Facebook:

  • Use press releases so that general public get to know about the organization
  • Use emails to build relationship with the public

Suggestions for improving promotional mix to Coca cola:

  • Use of print media will help Coca Cola to reach in the rural areas
  • Advertisements shall be made keeping in mind the elder people as well

Suggestions for improving promotional mix to Nestle:

  • In order to attain competitive from its competitors better tools such as LinkedIn, Twitter or any social media shall be done regarding any improvement in the products or services offered by the same.

Suggestions for improving promotional mix to Cabury:

  • Use of print media such as brochures, flyers shall be used in certain parts of the globe where internet technology will not help
  • Press releases shall be practiced by Cadbury
 

References

Blythe, J. (2009). Key Concepts In Marketing. Los Angeles, Calif.: SAGE.

Richter, T. (2002). Marketing mix standardisation in international marketing. Frankfurt am Main: Peter Lang.

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