mob internal assessment

7/23/2019 MOB Internal Assessment

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Kayela Graham

Dinthill Technical High Sc

Centre #: 100028

My Internal Assessmenton

romotional Strategy!

ersonal Selling"A$ertising" %&licity '

Sales romotion(


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Ta&le o) Contents

Acknowledgment 1

Introduction .2-5

Literature Review 6-8

Methodolog ...!-1"

#re$entation o% &ata 11-15

Anal$i$ o% &ata ..16-1'

Inter(retation o% Re$ult$ ..18

)onclu$ion 1!

Recommendation .2"

Re%erence$ 21

A((endi* ....................................................................................................................22-2+


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Ac*no+legement

I would like to thank ,od %or giving me the $trength and courage %or doing thi$ (roect. Al$o thank ou to

m teacher who gave thi$ a$$e$$ment in aid o% widening m knowledge a/out the to(ic /eing inve$tigated

#romotion 0trateg. inall thank ou %or m %riend$ who guided me throughout it all.


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romotion Strategy

Introduction:

#romotion 0trategie$ i$ what hel($ to (o$ition our com(an in a %avoura/le light with not onl current

cu$tomer$ /ut new one$ a$ well. hi$ re$earch aim$ to criticall a$$e$$ the (romotion $trategie$ o% the

3e$tle )om(an in order to identi% %actor$ which contri/ute to the (er%ormance and e%%ectivene$$ o% the

/u$ine$$. Al$o to under$tand how to (romote 4ualit good$ and $ervice$ / u$ing a((ro(riate tool$ to

achieve $ucce$$%ul $ale$. he re$earcher wi$he$ to conduct an internal inve$tigation to the e*tent o% which

will give detail$ o% how #romotion 0trategie$ (rior to the tool$ o% (romotion which include$ (er$onal

$elling $ale$ (romotion adverti$ing and (u/licit are /eing mani%e$ted within the com(an. A%ter the

re$earcher ha$ conducted hi$ internal inve$tigation an anal$i$ will /e done on the data /eing collected in

order to make a conclu$ion on the the$i$ /eing inve$tigated.

#er$onal $elling i$ de%ined a$ the method (eo(le u$e to (er$uade cu$tomer$ to /u (roduct$. 0ale$

(romotion i$ the (rocedure a (er$on $elling a (roduct directed toward$ con$umer$ and trader$ with the

intention to (roduce immediate or $hort-term $ale$ e%%ect$. Adverti$ing i$ de$cri/ed a$ the wa$ and mean$

/ which a (er$on $elling a (roduct get$ it to their con$umer$ e%%ectivel / telling a/out the (roduct or

$ervice. inall (u/lic relation$ i$ the relation$hi( that i$ develo(ed /etween the con$umer and con$umer

in a e%%ective manner to /uild a /ond /etween them.

Justification for the topic:

hi$ i$ to illu$trate the im(ortance o% a #romotional 0trateg. It al$o %acilitate$ the /u$ine$$ to develo(

adverti$e and $ell (roduct$ or $ervice$ to cu$tomer$. #romoting i$ a ke element in communicating the

/ene%it$ o% (roduct$ once the are re$earched and develo(ed. It ena/le$ marketer$ to determine the mo$t


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e%%ective communication vehicle$ which include$ (er$onal $elling $ale$ (romoting adverti$ing and

(u/licit to allow the /u$ine$$ meet the con$umer market need$.


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Background information of the project:

#romotion i$ one o% the market mi* element$ or %eature$ and a term u$ed %re4uentl in marketing.

#romotion i$ the method ou u$e to $(read the word a/out our (roduct or $ervice to cu$tomer$

$takeholder$ and wider (u/lic. nce ou have identi%ied our target market ou will have a good idea o%

the /e$t wa$ reaching them /ut mo$t /u$ine$$ u$e a mi* o% adverti$ing (er$onal $elling (u/lic relation$

7(u/licit re%erral$ $ale$ (romotion to (romote their (roduct$ or $ervice$.

actic$ 9 :ow to get there9

Promotion strategy

;our (romotional $trateg will en$ure that con$umer$ %ind out a/out our (roduct or $ervice. here

are %our main (romotional tool$ed a((roach tailored to meet the individual need$ o% the

cu$tomer to demon$trate the wa$ that the (roduct will /ene%it him. he cu$tomer i$ given the o((ortunit

to a$k 4ue$tion$ and the $ale$(er$on addre$$e$ an concern$ he ha$ a/out the (roduct. In addition 0ale$

#romotion i$ the kind$ o% incentive$ and techni4ue$ directed toward$ con$umer$ and trader$ with the

intention to (roduce immediate or $hort-term $ale$ e%%ect$. A #u/lic Relation$ involve$ the (lanned


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(romotion o% good$ $ervice$ and image$ o% organi>ation$ intended to create goodwill %or a (er$on (lace or

event. #u/lic relation$ (ro%e$$ional$ work to /uild long-term relation$hi($ among individual$ and

in$titution$. In conclu$ion the all coincide to create and (er%orm an e%%ective #romotional 0trateg a$

$tated / he ,overnment o% =e$tern Au$tralia 2"1+ 0mall ?u$ine$$ &evelo(ment )or(oration.


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Literature Review:

he 3e$tl@ )om(an wa$ %ounded in 186' / :enri 3e$tl@ who at a time o% high in%ant mortalit

develo(ed a milk-/a$ed %ood %or /a/ie$ una/le to %eed %rom their mother$. 0ince then nutrition ha$ /een at

the ver heart o% the 3e$tl@ /u$ine$$. 3e$tl@ amaica Limited (rovide$ uic uice 3e$tl@ 0velt 3e$tl@

3e$tum 3e$tl@ ?reak%a$t )ereal Ice )ream 3e$tl@ rchard 3e$tl@ ?ett Blim 3e$tle 0u(ligen Maggi

3e$tl@ )o%%ee Mate3e$tl@ Milo 3e$ca%e and 3e$tl@ )arnation etc %or their cu$tomer$ al$o.

A$ the con%ronted the challenge$ o% the 21$t centur nutrition wa$ more than ever the ke to the

com(anC$ %uture. =hile the remained loal to the (rinci(le$ and ideal$ that drove :enri 3e$tle the

ada(ted to meet the changing need$ o% con$umer$ D /ecau$e the recogni>ed that the /u$ine$$ i$ not u$t the

thing$ the make /ut the role tho$e thing$ (laed in making li%e /etter %or their cu$tomer$.

he $ummed the (hilo$o(h u( in %our $im(le word$ D ,ood ood ,ood Li%e - re%lecting in everthing

the do and e*tending /eond what the make. n their (ath to /eing the leading %ood nutrition health

and wellne$$ com(an the continue to en$ure that the do everthing the can to /uild nurture and

develo( %amil and communit wherever the are.

here o/ective i$ to /e the leader in 3utrition :ealth and =ellne$$ and the indu$tr re%erence %or

%inancial (er%ormance tru$ted / all $takeholder$. 3e$tl@ ha$ (u/li$hed a $et o% %orward-looking

commitment$ to $ociet and on environment $u$taina/ilit it aim$ to meet / 2"2" or earlier. E=e are

announcing a $et o% %orward-looking mea$ura/le commitment$ to $ociet and on environmental

$u$taina/ilit. =e /elieve that leader$hi( i$ not u$t a/out $i>e it i$ al$o a/out /ehaviour. ru$t too i$

a/out /ehaviour and we recogni$e that tru$t i$ earned onl over a long (eriod o% time / con$i$tentl

delivering on our (romi$e$. he$e o/ective$ and /ehaviour$ are enca($ulated in the $im(le (hra$e E,ood

ood ,ood Li%eF a (hra$e that $um$ u( our cor(orate am/itionF. he3e$tl@ Roadma( 7i$ intended to

create alignment %or our (eo(le /ehind a cohe$ive $et o% $trategic (rioritie$ that will accelerate the

achievement o% our o/ective$. he$e o/ective$ demand %rom our (eo(le a /lend o% long-term in$(iration
http://www.nestle.com/asset-library/documents/about_us/nestle-roadmap.pdfhttp://www.nestle.com/asset-library/documents/about_us/nestle-roadmap.pdf


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needed to /uild %or the %uture and $hort-term entre(reneurial action$ delivering the nece$$ar level o%

(er%ormance $aid 3e$tl@ )hie% G*ecutive %%icer #aul ?ulcke.

he town o% )hri$tiana Manche$ter wa$ on 0aturda taken over / the 3e$tl@ )ommunit e$t a$ 3e$tl@

amaica Limited engaged et another communit in it$ communit-/a$ed (romotion$.Re$ident$ %rom in

and around the town made them the o((ortunit and received %ree health check$ %rom the 3e$tl@ =ellne$$

caravan a$ well a$ ti($ on health li%e$tle %rom the Maggie Mo/ile.

Andrew Ga$t ?a$e o% the #ramid cham(ion %or 3e$tl@ amaica told The Geanerhe wa$ ha(( %or the

re$(on$e that the 3e$tl@ )ommunit e$t got %rom the (eo(le o% )hri$tiana.

9hi$ i$ u$t great9 Ga$t $aid. 9#rior to thi$ event toda we had a Hknock-at-our-gate (romotionH la$t

weekend and during thi$ week where we went door to door in the communit and rewarded our con$umer$

%or u$ing 3e$tl@ /rand (roduct$.9 Ga$t added 9he re$(on$e wa$ great %rom the (eo(le in the communit.

he were glad that their (urcha$e 7o% 3e$tl@ (roduct$ didnHt go unnoticed. he 3e$ca%@ +-in-1 we %ound

that it wa$ (o(ular a lot o% hou$eholder$ /ought it.9

he Maggie Mo/ile wa$ a /ig hit. he team carried out cooking demon$tration$ and $howed how to u$e

Maggie (roduct$ owned / 3e$tl@ to (re(are health meal$ at home. he 3e$tl@ =ellne$$ caravan gave

re$ident$ %ree /lood (re$$ure check$ /od ma$$ inde* check$ and hi(-to-wai$t check$. 9=e al$o give health

con$ultation$ where we in%orm re$ident$ a/out the %ive $te($ to health living9 Ga$t $aid.

odianne Ahkin-)hin-ai 3e$tl@ nutritioni$t advi$er wa$ on hand to $hare with the (eo(le ti($ on health

li%e$tle$. 9=e have a high-%ive %or li%e initiative communit a((roach to wellne$$. It con$i$t$ o% %ive $te($.

0te( one - eat health $te( two - control our (ortion$ $te( three - /e active $te( %our - check our health

$te( %ive - /e ha(( $o we $(oke to the (eo(le a/out that.9 Adding to the e*citement on the da wa$ the

(re$ence o% ricia 0(ence who wa$ a hit with the (eo(le o% )hri$tiana a$ $he carried out her M) dutie$.


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#romoter$ were al$o /u$ in the $u(ermarket$ and whole$ale$ hel(ing (eo(le to choo$e their %avourite

3e$tl@ (roduct$ %rom ?ett conden$ed milk 0u(ligen 3e$ca%@ Milo a$ well a$ Maggie (roduct$. he da

culminated with a 0u(ligen (art and a domino tournament.


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!ethodoogy:

Re$earch &e$ign

he u$e o% 4ue$tionnaire$ wa$ to gain $(eci%ic data. he rea$on$ %or choo$ing thi$ in$trument were due to

the %act that itC$ con%idential itC$ time con$uming the are relativel ea$ to anal$e a large $am(le o% the

given (o(ulation can /e contacted at relativel low co$t and the %ormat i$ %amiliar to mo$t re$(ondent$.

In conducting thi$ re$earch (ermi$$ion wa$ $ought / the re$earcher %rom the 3e$tl@ amaica Limited main

o%%ice in order to conduct a re$earch on #romotion 0trateg in the organi>ation. he re$earcher cho$e to u$e

4ue$tionnaire$ and interview$ which are /oth (rimar data $ource$. ue$tionnaire$ and interview$ were

u$ed in$tead o% other method$ /ecau$e the are known to /e ver co$t e%%ective the are ea$ to anal$e

reduce$ /ia$ and much in%ormation can /e ea$il collected. he interview$ will allow me to interact more

with (eo(le al$o the in%ormation gathered will make m re$earch more %actual and (reci$e. ?oth

4ualitative and 4uantitative re$earch method$ were u$ed to collect data.

0am(le

i%teen 71" 4ue$tionnaire$ were (re(ared and %i%teen 71" (er$on$ were randoml $elected %rom the

Marketing 7(romotion &e(artment to an$wer the 4ue$tion$. he re$(ondent$ con$i$t o% /oth male and

%emale em(loee$ $o a$ to en$ure that the re$earch wa$ not gender /ia$ed. ? u$ing interview$ I will /e

a/le to u$e the medium (rovided to a$k a((ro(riate 4ue$tion$ %or the re$earch. hi$ inturn will (rovide the

re$earcher with relevant and accurate in%ormation. he re$earch however will com(ri$e o% em(loee$

within the 3e$tl@ )om(an. In%ormation will /e o/tained %rom the$e em(loee$ regarding how (romotional

$trategie$ are /eing en%orced in the /u$ine$$. he 3e$tl@ )om(an i$ an a((ro(riate /u$ine$$ to carr-out

thi$ $tud due to 72 rea$on$ation.


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20-

0-

10-

How often is the value of the product being emphasized to the customers?

Daily Monthly /ot 4eg%larly

igure +

he chart a/ove $how$ that '"J o% the re$(ondent$ think the value o% the (roduct i$ /eing em(ha$i>ed to

it$ cu$tomer$ monthl while 2"J $a that it i$ done dail and the remaining 1"J $a$ it i$ not regularl

done.


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5a&ies Teenagers l#erly ersons

0-

20-

60-

70-

80-

100-

120-

100- 100- 100-

Which cross-section is your target market?

igure K

he diagram a/ove $how$ that the re$(ondent$ think that the e4ual amount o% di$tri/ution that the 3e$tle

)om(an (roduce$ %or i$ %or everone.


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#uestionnaire

1. ,ender

Male N emale N2. :ow long have ou /een working in the (romotional de(artment

Onder 1 ear N +-5 ear$ N '-1" ear$ N ther N

+. &o ou eno our o/ de$cri(tion;e$ N 3o N

K. =hich cro$$-$ection i$ our target market

?a/ie$ N eenager$ N Glderl N All N5. =hich method o% adverti$ing i$ u$ed mo$t %re4uentl

#rint Media N elevi$ion N 0am(le$ N

6. verall how i$ the $(irit o% teamwork within the organi>ation

0ati$%actor N ,ood N G*cellent N

'. =hat are the challenge$ ou encounter in the (romotional (roce$$

)omment< PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP

PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP8. =ho i$ our maor com(etitor

La$oe N ,race N 0e(rod N

!. :ow o%ten i$ the value o% the (roduct$ /eing em(ha$i>ed to the cu$tomer$

&ail N Monthl N 3ot Regularl N1". I$ our mean$ o% di$tri/uting the (roduct$ relia/le

I% e$ how< PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP

PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP

11. &o ou encourage direct $ervice$ to con$umer$

I% e$ what i$ the (rocedure< PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP

PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP


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Interpretation of Resuts

he $u/ect o% the matter however i$ that the 3e$tl@)om(an ha$ a good liai$on with it$ cu$tomer$ and

that the em(loee$ are e%%ective worker$ who hel( in making the name o% the com(an and the $ucce$$ion$.

A$ a re$ult o% thi$ the re$earcher $ought to do an inve$tigation on the to(ical i$$ue where/ the individual$

gave (o$itive re$(on$e$. he were in agreement with $aing that the com(an ha$ a good wa o%

(romoting it$ good$ and had (ro(er $ervice$. he$e %inding$ clearl u$ti%ied :enri 3e$tl@C$ concern a$ to

the develo(ment and (ur(o$e o% the 3e$tl@ )om(an. 70ee Literature Review.

Andrew Ga$t o/$ervation on the 3e$tl@ )om(an e$t in )hri$tiana wa$ u$ti%ied / the door-to-door the

carried-out. :e $tated that it wa$ u$t great (rior to the event$ the had where/ the went to a communit

to reward their con$umer$ %or u$ing the 3e$tl@ /rand (roduct$. hi$ wa$ hel(%ul in that it gave them a

%eed/ack %rom the (eo(le that their (roduct$ were /eing (romoted on the market e%%ectivel. he were

glad that their (urcha$e 7o% 3e$tl@ (roduct$ didnHt go unnoticed.

he /u$ine$$ theorie$ and conce(t$ are incor(orated with the re$earch through the medium according to

what the %ounder chie% e*ecutive o%%icer the 3e$tl@ nutritioni$t advi$er and other$ $aid a/out the com(an

on a whole. he $hared in$ight$ on the com(an that are (roven to /e valid and relia/le to (otential

con$umer$ and con$umer$.


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%oncusion

It can $a%el /e deduced %rom the re$earch that (romotional $trategie$ which include$ (er$onal $elling

$ale$ (romoting adverti$ing and (u/licit were handil done. 3everthele$$ there i$ alwa$ room %or

im(rovement a$ it wa$ evident in the re$ult$ that everthing i$ not (er%ect. he em(loee$ are a (art o% the

making o% the (roduct$ to carr it o%% in a $ucce$$%ul wa and the all werenCt in agreement /ut the maorit

o% them.

Recommendations

he trend$ /a$ed on the $am(le indicated that there are good (romotional $trategie$ that i$ enacted / the

com(an that /ring$ out good work however it can /e im(roved / (er$on$ /eing em(loed to /e more

(ro%e$$ionall e4ui((ed with their o/ de$cri(tion $o the ma /ring out the making o% (roduct$ /etter and

more attractive a$ it i$ never too much. A (er$on $hould eno doing their o/ unle$$ it will not /e done to

the /e$t o% their a/ilit a$ it i$nCt reall what the want to do /ut %or $ome other rea$on the ada(t

them$elve$.

Al$o %ind more mean$ o% em(ha$i>ing on their (roduct$ %or e*am(le internet marketing i$ a good and

e%%ective wa in doing $o. Internet marketing i$ adverti$ing and $elling (roduct$ and $ervice / email

marketing $earch engine marketing $ocial media marketing man t(e$ o% di$(la adverti$ing and mo/ile

adverti$ing. It will /ring glo/al $ati$%action.


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References and %itiations

Adrienne Management o% /u$ine$$ #u/li$her 72""!

;an-)haton$k 3atalie the im(act o% (romotion $trateg 7 2"12

?lack/lotC$ oolkit the im(ortance$ o% (romotion $trateg 7#0B 72""'

http://www.pragmaticpromotion.com/resources/measure-what-matters-evaluating-the-effectiveness-of-promotion-

strategy-webinar#sthash.Ltiv1Uye.dpuf
http://www.pragmaticpromotion.com/resources/measure-what-matters-evaluating-the-effectiveness-of-promotion-strategy-webinar#sthash.Ltiv1Uye.dpufhttp://www.pragmaticpromotion.com/resources/measure-what-matters-evaluating-the-effectiveness-of-promotion-strategy-webinar#sthash.Ltiv1Uye.dpufhttp://www.pragmaticpromotion.com/resources/measure-what-matters-evaluating-the-effectiveness-of-promotion-strategy-webinar#sthash.Ltiv1Uye.dpufhttp://www.pragmaticpromotion.com/resources/measure-what-matters-evaluating-the-effectiveness-of-promotion-strategy-webinar#sthash.Ltiv1Uye.dpuf

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