| Unit 9; Ice Cream Galore Lady Gaga & Magnum |
Unit 9 P1 07-08-2011
1. Describe the purpose of the promotional mix and the different elements
2. Describe the aims and objectives of the 2 chosen companies
3. Explain how the two chosen companies use the promotional mix to achieve their objectives
4. Explore how competitors of your chosen companies use the different elements of the promotional mix.
5. Explore with segment of the market your companies are aiming at
6. Do research to find out how promotional methods have been adapted to take the budget into account
7. Describe how communication models can influence the promotional activities of the two chosen companies.
Introduction of the products
Lady Gaga, in 2008 lady gaga became World known with her album the Fame. She is some kind of new Madonna, only much bigger and better. She shocks the world every time when she cannot get enough attention. She is always standing out en does everything for attention.
Magnum, is a product of the ola Group. The magnum; classic, white and almond are world known ice-creams. Nowadays the expand the magnum product line with many different versions like; magnum gold and magnum temptation fruit.
1. Advertising, is a paid form of non-personal presentation and promotion. advertising is one of the most common forms to promote a product of services. you can think of different kind of things with advertising. Businesses can advertising in e.g.; newspapers, Magazines, Television, Cinema, Outdoor advertising, internet.
Magnum, is doing a lot with advertising. They started the product magnum with three different versions. Milk, white and noir chocolate. They expended their product line with many more different types of magnum, later on. They had the 7 sins line and now even a gold one.
in all the examples given above is Ola advertising for magnum. Sometimes it seems that you cannot get around of magnum. In the cinema and on television they have really great commercials, that are comparable with commercials of perfumes. Magnum is one of the most exclusive products of Ola. It is also an expensive ice-cream but they don’t cut costs on advertising.
in all the examples given above is Ola advertising for magnum. Sometimes it seems that you cannot get around of magnum. In the cinema and on television they have really great commercials, that are comparable with commercials of perfumes. Magnum is one of the most exclusive products of Ola. It is also an expensive ice-cream but they don’t cut costs on advertising.
Lady Gaga, is not spending much money on advertising. Lady gaga is really focused on free publicity. For example she once was the head director of the newspaper Metro. Metro is a free newspaper gettable on every train station in the Netherlands. She didn’t paid anything for it probably received money but the paper was filled with lady gaga.
2. Personal selling, many businesses employ a sales force. These employer have one task and that is selling. A sales person or force is very effective but the costs are very high.
magnum, sometimes has a kind of sales force, more promoters actually. These people are promoting the product magnum mostly in big cities.
magnum, sometimes has a kind of sales force, more promoters actually. These people are promoting the product magnum mostly in big cities.
Lady Gaga, don’t need a sales force. Gaga is a person who made herself a product or brand. So she has her own workers force with managers en marketers but there is one person who needs to sell herself and that is; Lady Gaga herself.
3. Sales promotion, actually means that a business gives a discount on a product to promote their product. One of the most common is the Buy One Get One Free (BOGOF).
4. Public relations
Magnum, does also a lot with public relations. They have special magnum parties and conferences. For all these things they need to promote it. Magnum as an special public relations department that makes sure that the public knows about these meeting.
Lady gaga, does a lot to bond with her public relations. Her fans are the people who are making her and she needs to keep in touch with her fans. This can be achieved by concerts awards ect.
5. Sponsorships, is when a business pays to be associated with a particular event e.g. Jupiler and the Jupiler league.
Magnum is not sponsoring anything at this moment.
Magnum is not sponsoring anything at this moment.
Lady gaga, isn’t sponsoring anything. Nevertheless a lot of business want to sponsor lady gaga.
2
Aims and objectives of promotional mix
a business has to set clear objectives that are measurable. The objectives has to be measurable so that the business can know or a particular objective is achieved or not.
Magnum, for Ola it is far more easy to set measurable objectives. With the promotional mix that Ola has made for magnum the is one goal in the centre; sell more magnums. This main aim can be achieved with different objectives.
a business has to set clear objectives that are measurable. The objectives has to be measurable so that the business can know or a particular objective is achieved or not.
Magnum, for Ola it is far more easy to set measurable objectives. With the promotional mix that Ola has made for magnum the is one goal in the centre; sell more magnums. This main aim can be achieved with different objectives.
- Increase product knowledge, Ola wants more product knowledge. This because many people think that ice-creams are un-healthy. Especially the magnums with their chocolate and cream inside. Know they are investing money to spread a message that it is ok to eat a magnum. The magnum site is an example, here is every information about the ingredients and why ice-cream (magnums) are not un-healthy.
- Improve brand image, Ola is putting magnums as their most exclusive product. There is some kind of luxury hanging on these ice-creams.
Lady Gaga, it is a bit hard to say what the aims and objectives are of the promotional mix for lady gaga. I believe that it is important for lady gaga to improve her brand awareness. When more people know about her more people will like their music. Her biggest income comes out of concerts and parties. These day’s it is hard for a musician to sell cd’s because everything can be downloaded for free. This is why the aim is to get more and more brand awareness, everybody must know lady gaga....
3
How do they achieve their objectives with the promotional mix
Ola, to increase the product knowledge of the magnums they do several things. On the website of Ola is lots of information about the un-healthiness of ice-creams in general. Lots of funny facts that people will remember. Then on the Magnum site they put ingredients information for each single kind of magnum. Also on the packaging of Magnums is information about the ingredients.
Magnum is one of the most exclusive products of Ola and Ola wants this. If you only look to the commercials on TV and in the cinema, you just know it. The Magnum commercials are insane, sometimes seems to be more than a commercial. There is always a beautiful women in the commercial and the whole commercial has an exclusive vibe.
Ola, to increase the product knowledge of the magnums they do several things. On the website of Ola is lots of information about the un-healthiness of ice-creams in general. Lots of funny facts that people will remember. Then on the Magnum site they put ingredients information for each single kind of magnum. Also on the packaging of Magnums is information about the ingredients.
Magnum is one of the most exclusive products of Ola and Ola wants this. If you only look to the commercials on TV and in the cinema, you just know it. The Magnum commercials are insane, sometimes seems to be more than a commercial. There is always a beautiful women in the commercial and the whole commercial has an exclusive vibe.
Lady gaga, wants to be world know and spread her music as much as possible. She is achieving this with a lot of different technique. One technique is free publicity. Gaga is always saying something that shocks the world. This is very handy because the whole world (media) will talk about this. Newspaper and the internet are filled with Lady gaga says. Everything that isn’t basis or is different than everybody else is always noticed. Lady gaga is using this fact so-much en create some kind of person that is really different then ‘normal’.
4
Which different elements of the promotional mix are used by competitors?
Ijsboerke, is standing up against Ola. This competitor is using different elements of the promotional mix. They are not as well known as Ola but are a big competitor of them.
Katty Perry, is the competitor off Lady Gaga. Their music have one thing in common; as commercial as it can be. There are both active in the same categories; pop Music and youngsters as target Group. On the 18th version of the MTV music awards they both where nominated for; live, pop, best singer and best single.
5
Wich segment are they aiming at?
Ola is aiming to the women from 18 until 40 years old. Women are famous about their love for chocolate and this is one of the things Ola is using to target the womens. I personally do believe that they are aiming at the women because men will simply follow.
Ola is aiming to the women from 18 until 40 years old. Women are famous about their love for chocolate and this is one of the things Ola is using to target the womens. I personally do believe that they are aiming at the women because men will simply follow.
Lady gaga,
Do research to find out how promotional methods have been adapted to take the budget into account
7 describe how communication models can influence the promotional activities of the two chosen companies.
P2
1. Describe the marketing mix for one of the selected companies.
1. Describe the marketing mix for one of the selected companies.
Lady gaga
lady gaga has the youngsters as target group. Mostly girls that are searching for their identity. Everybody has a different opinion, you cannot say that her music is good as a fact. What we can say is that Lady Gaga is a very good marketer. Lady Gaga has fitted herself an extreme image, that makes sure everybody will notice her. The make-up, outrasious clothes and the things she say is all marketing.
the extreme image is an risk but also a very clever idée. The music business is a very hard business. Lady gaga became in 2 years worldwide known, this is a really short time to achieve this. Because Lady Gaga stand outs and is different than anybody else and that why she became so popular in so short notice.
lady gaga has the youngsters as target group. Mostly girls that are searching for their identity. Everybody has a different opinion, you cannot say that her music is good as a fact. What we can say is that Lady Gaga is a very good marketer. Lady Gaga has fitted herself an extreme image, that makes sure everybody will notice her. The make-up, outrasious clothes and the things she say is all marketing.
the extreme image is an risk but also a very clever idée. The music business is a very hard business. Lady gaga became in 2 years worldwide known, this is a really short time to achieve this. Because Lady Gaga stand outs and is different than anybody else and that why she became so popular in so short notice.
Product range
lady gaga is offering many product but the main product is of course lady gaga herself. Besides the music that lady gaga is selling the also sells clothes and different other items that has some kind of connection to lady gaga.
lady gaga is offering many product but the main product is of course lady gaga herself. Besides the music that lady gaga is selling the also sells clothes and different other items that has some kind of connection to lady gaga.
New product development, product and market trials
Quality, style and associated services and benefits in promotions
lady Gaga has her extreme image. So the perception of her customers/consumers is an extreme. The products that she is selling need to say one; lady gaga. The clothes and pastiche need to look like the clothes and hair of lady gaga. Lady gaga has an very good site where customers can give comments on the products. So that the company can check the opinion of the customers.
lady Gaga has her extreme image. So the perception of her customers/consumers is an extreme. The products that she is selling need to say one; lady gaga. The clothes and pastiche need to look like the clothes and hair of lady gaga. Lady gaga has an very good site where customers can give comments on the products. So that the company can check the opinion of the customers.
Product features and variations
Lady gaga is one of the best marketers and does a very good job to be different than her competitors. Lady gage is selling a unique image and all her merchandise products are also unique. This increase customers for Gaga. Her name, clothes, image, and
Lady gaga is one of the best marketers and does a very good job to be different than her competitors. Lady gage is selling a unique image and all her merchandise products are also unique. This increase customers for Gaga. Her name, clothes, image, and
Quantity and timing of promotional activity
the timing and amount of promotional activity are key to a product’s success. Lady Gaga is doing a good when it comes to promotional activity. Nevertheless we could get tiered of lady gaga and all the things she say’s so she should be careful.
the timing and amount of promotional activity are key to a product’s success. Lady Gaga is doing a good when it comes to promotional activity. Nevertheless we could get tiered of lady gaga and all the things she say’s so she should be careful.
price
importance of price
Price is one of the most important and far-reaching variables that businesses control. Pricing decision affect profit, volume, share of market and perceptions that customers have about the product. The price will create the only income every other thing of the marketing mix will cost you money.
It is world known that well known people mostly make a lot of money and so is Lady Gaga. So we can say Lady Gaga has set a good price for almost everything.
Price is one of the most important and far-reaching variables that businesses control. Pricing decision affect profit, volume, share of market and perceptions that customers have about the product. The price will create the only income every other thing of the marketing mix will cost you money.
It is world known that well known people mostly make a lot of money and so is Lady Gaga. So we can say Lady Gaga has set a good price for almost everything.
Factors affecting price and pricing strategies
there are three factors that can influence prices; cost, competitors and demand. With Lady Gaga it might be a different story. However she still needs to please her fans. Lady Gaga is setting her price by demand pricing. This is when a company set a price by the demand and disposable income. Lady Gaga is giving concerts all over the world. In any country is a different culture and disposable income. So we might need to pay 60 euro’s for a tickick and in Inda 10 dollar.
there are three factors that can influence prices; cost, competitors and demand. With Lady Gaga it might be a different story. However she still needs to please her fans. Lady Gaga is setting her price by demand pricing. This is when a company set a price by the demand and disposable income. Lady Gaga is giving concerts all over the world. In any country is a different culture and disposable income. So we might need to pay 60 euro’s for a tickick and in Inda 10 dollar.
Place
Lady gaga is the product. So every time it is lady Gaga that has to be delivered at a customer. it will range whether what is the easiest way to get there. She will use planes but also coaches to get her from concert to concert. Lady Gaga’s health is very important on these tours so all the transport has to be good and by Gaga’s demands.
Lady gaga is the product. So every time it is lady Gaga that has to be delivered at a customer. it will range whether what is the easiest way to get there. She will use planes but also coaches to get her from concert to concert. Lady Gaga’s health is very important on these tours so all the transport has to be good and by Gaga’s demands.
Whole sale/ retail??
ROLE OF INTERMEDIARIES- push and pull
intermediaries are independent organisations involved in the promotion, selling and distribution of a firm’s goods to the end users of its products and services.
intermediaries are independent organisations involved in the promotion, selling and distribution of a firm’s goods to the end users of its products and services.
P5
background/ introduction
ice Galore is an ice cream company that has decided to launch one of its internationally successful brands in the Netherlands. The market for ice cream is still growing stronger because of the longer seasons, higher temperatures in summer and the tendency for consumers to indulge themselves in rich and luscious ice creams.
background/ introduction
ice Galore is an ice cream company that has decided to launch one of its internationally successful brands in the Netherlands. The market for ice cream is still growing stronger because of the longer seasons, higher temperatures in summer and the tendency for consumers to indulge themselves in rich and luscious ice creams.
1 a summary of the aims
The promotional activitiy should encourage cunsumers to sample the different tastes of Ice Galore’s range of ice creamds while supporting the marketing aims of beginning to establish the brand name and characteristic of the Ice Galore brand name and characteristics of the Ice Galore brand.
The activity should provide:
- 1 million sampling opportunities in June July and August
- 25 % of all consumers who try the products should be avle to recall several characteristics of the ice galore brand
2 an explanation of the choice of media
Social media – facebook
Most young adults are active on Facebook, I cannot see a way that an ice cream company is on twitter. In mine opinion are Facebook and Twitter the best ways to promote your company, Linked In is more for your own business network and you-tube is for everything.
Most young adults are active on Facebook, I cannot see a way that an ice cream company is on twitter. In mine opinion are Facebook and Twitter the best ways to promote your company, Linked In is more for your own business network and you-tube is for everything.
Twitter is a social media that needs to be maintained daily to get enough attention. Facebook is more easy, actually Facebook is offering you a second ‘’free’’ website. This had many advantages when it comes to search machines and targeting your targeting group.
Train stations
In the Netherlands are trains very popular. On the train station are possibilities to promote. This creates many opportunities because you can catch a lot of people with one billboard.
In the Netherlands are trains very popular. On the train station are possibilities to promote. This creates many opportunities because you can catch a lot of people with one billboard.
News papers
Free things, are things that all Hollanders will like. So 2 smart newspapers are making a ‘free’ newspaper with lots of adverst. These newspapers can be found on almost every train staion in every part of our little county.
Free things, are things that all Hollanders will like. So 2 smart newspapers are making a ‘free’ newspaper with lots of adverst. These newspapers can be found on almost every train staion in every part of our little county.
Free samples with bags
3 an overvieuw of the costs of this campaign
4 an explanation of your campaign tactics
5 a promotional plan
6 a summary of the use of media, materials and examples of promotional materials and why
7 the promotional materials which you have used for your campaing
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