Assignment 2
P2 - Explain the role of promotion within the
marketing mix for a selected product/service
M1 - Explain how promotion is integrated with the rest of
the marketing mix in a selected organisation to achieve its
marketing aims and objectives
D1 - Evaluate and justify the use of an appropriate
promotional mix in relationship to marketing objectives for
the selected organisation
The role of promotion in
the marketing mix is:
•
•
•
•
To communicate with the intended target audience
To establish its brand image and market positioning
To communicate the benefits of a product or service
To justify its price point and convey a sense of value for
money
• To inform how/where it can be acquired
In the simplest terms, the role of promotion is to
ensure the right people are informed about the
other 3 Ps
Promotional methods used in the
Nivea campaign
1. Free samples (through website, in stores and in goody
bags at ‘Visage Roadshows’)
2. Online magazine (which was promoted during UK
chart show on commercial radio and TMF music
channel - digital TV)
3. Social network pages (MySpace, Facebook, Bebo)
Simply put, P2 requires you to set out the aims of
the N.V.Y. campaign (apply the bullet points from the
previous slide) and to then explain HOW these 3
methods sought to achieve those aims.
Recommended Structure:
• Brief introduction – explain the role of promotion must play
within the marketing mix of any successful campaign.
• Then address each of the 5 roles of promotion in turn.
Paragraph 1 - explain exactly what the aim is in the context of the NVY
campaign.
Paragraph 2 - explain how one or more of the 3 promotional methods
used contributed to achieving that goal.
Role of promotion within the marketing mix:
1. To communicate with the intended target audience
2. To establish its brand image and market positioning
3. To communicate the benefits of a product or service
4. To justify its price point and convey a sense of value for money
5. To inform how/where it can be acquired
The marketing aims of Nivea for
their new product range were:
• Reinforce Nivea’s brand image as a high quality skin
and beauty care products provider
• Place its products as close as possible to its
consumers
• Delight its customers with innovative products for
their skin and beauty care needs
• Satisfy its environmental commitments
– reduce packaging and waste
– use more natural products
– increase opportunities for recycling)
• Increase market share within the female 13-19
target market