Explain how promotion is integrated with the rest of the marketing mix in a selected organisation to achieve its marketing aims and objectives

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The marketing mix, includes the 4p’s

Price - What is the value of the product or service to the buyer?

·         Product - What does the customer want from the product/service?

·         Promotion – Where/when can you get across your messages to your target market?

·         Place - Where do buyers look for your product or service?

If all the above are done correctly then the event will be successful in terms of followings its aims and objectives. 

In terms of promotion and how it’s integrated with the rest of the marketing mix; promotion is needed in a marketing mix for an organisation because potential customers need to be aware of the product/service, the way people will know about this, is through promotion.

There are different types of promotion that an organisation can use for them to achieve their aims and objectives. Different organisations will have different aims and objectives but in this assignment I will talk about how my group, used promotion to achieve its aims and objectives. Our aims for the event were:

·         Use market research to help us create event

·         Generate profit

·         If a positive reception, a second part of the event could be held

·         Have each member in our group to take part – have specific roles.

We carried out the event on the 9^th June. Fortunately we achieved all our aims, thanks to our promotion. However looking back at our promotion techniques; we could have added more promotion techniques and achieved much more. We generated profit, creating £10. Our event was carefully crafted because all the resources required for our event were provided by the college and group members. So the start-up cost was basically £0. So this meant that even if one person came to our event, we would have achieved one of our main aims. Like any other business would want; create a profit or break-even at least.

When coming up with the idea for the event, we had to consider the other categories in the marketing mix. Price was important because our group needed to find out how much to charge people, same for the product. These were fairly easy to create a decision on – we created a survey, as market research to see how much to charge potential customers and what product they would like. In our groups case we asked them, what game they would like. A tally chart was taken and it was easy to analyse and we put the information into a graph and we could clearly see what game category our market favoured. So we went with that. Also we aimed our survey at our target market (16-19 year olds), we took a sample of the whole college, and the survey was taken of our class of 28 students and 2 teachers.

When promoting our event, we decided to produce posters and print them around the college. We strategically placed them in areas where we thought most students would see them; Lifts, outside classrooms, corridors. We didn’t carry out market research when promoting because we felt as a group we fit into the target market – so our opinions mattered in the event. We discussed this and came to agreement and finalized that these were the best places to promote our event; our minutes and agendas can prove this.  In the poster that we created, it included all elements of the marketing mix.

Product/service – the competition we offered to customers

Place – location of the event in the college

Price – price each game was charged at

Promotion – Placing the posters in strategic areas; lifts corridors classrooms.

In conclusion, promotion was used in our groups event, to attract people to the event, in our group we did exceptionally well at this because we used only posters as a form of promotion. This was what got people to attend our event.