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The promotional mix of a business is a crucial component in the overall marketing mix, representing the diverse strategies employed to communicate with various target audiences effectively. This essay delves into the promotional mix strategies of two distinct entities: Tesco, a retail giant, and the National Health Service (NHS), a healthcare organization.
Tesco employs a multifaceted approach to advertising, effectively promoting its meal deals through various channels such as commercials, posters, leaflets, and billboards. The quality, rather than the quantity, of the advertisements contributes to the success of Tesco's meal deal.
A concise catchphrase like "Buy any of these for £3" simplifies the message, emphasizing the effectiveness of the product promotion. An example of Tesco's advertising prowess is illustrated in their commercials, strategically showcasing previous prices, current discounts, and festive symbols, creating an emotional appeal to potential customers.
While personal selling can be an expensive strategy, Tesco effectively utilizes it to manage customer relationships and market its meal deal.
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In-store staff engage with customers, offering advice and distributing leaflets in populated areas to attract attention. Although costly, personal selling contributes to Tesco's overall marketing strategy by creating direct interpersonal connections and fostering customer engagement.
Tesco leverages sales promotion to entice consumers with attractive deals. Strategies like "Buy one get one free" are implemented to stimulate sales and enhance the perceived value of the meal deal. These promotions contribute significantly to customer loyalty and engagement, making Tesco's meal deal an enticing proposition for consumers seeking value for money.
Direct marketing is a vital component of Tesco's promotional mix, allowing targeted communication with the meal deal's specific audience.
Through emails and letters, Tesco directly reaches out to customers, showcasing advertised products. Direct marketing is particularly effective for reaching working individuals, encouraging them to consider the meal deal during lunch breaks. The use of direct marketing adds a personalized touch to Tesco's promotional efforts.
Tesco engages in sponsorships as part of its promotional mix, notably through the Marie Curie Campaign. This strategic partnership, where 5% of profits contribute to cancer research, not only aligns Tesco with a noble cause but also attracts socially conscious consumers. The association with charitable activities enhances Tesco's brand image and fosters a positive perception among consumers.
The NHS employs advertising as a means to create awareness rather than to generate profits. Through commercials, posters, leaflets, and billboards, the NHS communicates crucial health-related information to the public. Their advertisements focus on raising awareness about illnesses and diseases, promoting a collective response to public health issues. An example of NHS's advertising approach is illustrated in campaigns aimed at educating the public about health concerns.
Public relations play a significant role in the NHS's promotional mix. Through deliberate, planned, and sustained efforts, the NHS aims to establish and maintain mutual understanding between the organization and the public. Charitable sponsorships, such as the collaboration with the Academic Health Science Network of North East Cumbria, demonstrate the NHS's commitment to social responsibility. This fosters appreciation and support from the public, reinforcing the positive image of the NHS.
Direct marketing is not applicable to the NHS, as it operates as a charity-funded organization focused on public health services rather than profit generation. The NHS's communication strategies revolve around information dissemination and public engagement, making direct marketing unnecessary for their objectives.
Unlike Tesco, the NHS does not engage in sales promotion, as it does not sell products. Instead, the NHS offers essential healthcare services. While the NHS aims to promote its services for public use, the primary objective is not profit-driven. Their focus is on providing accessible and high-quality healthcare rather than incentivizing sales through promotional strategies.
In conclusion, the promotional mix strategies of Tesco and the NHS reflect the diverse approaches employed by businesses and organizations with distinct goals. Tesco's retail-oriented mix prioritizes advertising, personal selling, sales promotion, direct marketing, and sponsorships to enhance the visibility and appeal of its meal deal. On the other hand, the NHS utilizes advertising, public relations, and charitable sponsorships to create awareness, build public trust, and fulfill its healthcare mission. Each entity's promotional mix aligns with its objectives, demonstrating the adaptability and effectiveness of these strategies in diverse sectors.
Promotional Strategies: Tesco vs. National Health Service (NHS). (2016, Mar 31). Retrieved from https://studymoose.com/describe-the-promotional-mix-used-by-two-selected-organisations-essay
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