Essay on Distinction 1

Submitted By Brunty3
Words: 1546
Pages: 7

Unit 9 Exploring Creative Product Promotion D1

Walkers use many promotional mixes in order to achieve their marketing objectives; I will be looking at whether these actions in the way they do it are good enough to realistically achieve their marketing objectives.

Product
Walkers use the product as their main selling point as it is the item that goes out to every single major retailer. They promote the product by using its outer packaging to advertise certain elements about the company, this could be their statement about having only 100% great British potatoes in their product and that British citizens should feel proud as ‘every crunch is the best of British!’. This will help walkers achieve their aim as it will make their nation proud and more likely to enjoy the product. The objective will also be met as more sales from the majority of the British public will result in more profit to re-invest in the company.

Walker’s promotional mix here of using the outer packaging as a space to advertise, describe and explain details about the company is a very sturdy and effective use of promotion. This is because the product goes out globally to all major retailers and as well as selling the product for revenue it is also used as a large space of free advertising each promoting the Walkers brand. Promoting the brand in such a way will easily rank their brand above other competitors and therefore resulting in further sales and profits, completing Walker’s main objective.

Price
The price is another valuable tool for promotion as it determines how much customers have to pay for the product. Walkers use the price as a promotional tool by printing it on the packaging, this shows the public that the RRP is what they are selling the product at and it withholds their corporate image of a fair value even if certain retailers decide to increase the price. This will help Walkers achieve both their aim and objective as it will be perceived as first class due to the price and value of the product and also will produce profits due to the mass purchase of the product (which only costs, normally, 49p).

The promotional tool used here for the price of the product offered by Walkers is an effective way of retaining the brand’s corporate image. When the retailer in question has put up the RRP of the product this would give off a disappointed face to consumers of Walkers and the users of the shop. The main thing Walkers are worried about is their product being viewed in a negative way. To avoid this they simply put the RRP (Real Retail Price) on the top of each product’s packaging in order to save the Walker’s corporate image. Retaining the brand image is an important activity and having a brand that is perceived in a positive way will more than likely bring in sales, this results in further profits and completion of Walker’s main objective.

Place
The place is a great promotional tool as well as it can bring the companies presence all around the world. Walkers use the element of Place by promoting their products on TV shows, Bus Stations, Magazines and On the Internet. Many of the walker’s ads include Gary Lineker, a famous football figure who represents the face of Walkers. Everyone recognises him and associate his football excellence with the brand of Walkers therefore achieving further sales, more profit, a good customer satisfaction and completion of the main aims and objectives.

Using Place as a promotional mix is a very clever and effective move by Walkers. It involves a lot of advertising preparation, bookings, rehearsals, drafting and most of all how to think. Walker’s need to think in such a way that will relate to the public and make them switch on when either viewing the product or watching an advert, they achieved this task very well when they used the face of Gary Lineker, a famous football player who everyone can relate to, in order to represent the Walker’s brand. When the public see an advert with him in it they automatically…