P1: describe the
The marketing mix- 4 p’s – product or service offered by a business
The promotional mix – 7 p’s looks at the promotions a business uses for a product.
Coke is targeting individuals as they have put name on the bottles and to try and persuade you to buy it because it has your name on it.
McDonald’s- save4 menu- showing that there is something there for everybody.
When did both campaigns run-
Coca cola- 2012 during the summer –the Olympics.
The marketing mix looks at ...view middle of the document...
Direct marketing- coke are targeting people who specially want to buy their product.
Sponsorship – both used the Olympics to boost sales, recognition of the products, improve sale i.e. revenue.
* The purpose and objectives of the promotional mix
Does it apply to McDonalds and coke?
Corporate image – McDonald used this because they are a fast food restraint at it leads to bad things such as obesity.
Most of the time they promote their products to businesses but in this case they promoted their products to individuals as customers could purchase a coke with their name on it and it would get sent to their house.
Coke has a relatively stable market as they have bought innocent and are now in the healthy drink industry.
McDonald’s is in a rapidly changing market as peoples tastes are changing and to suit their customers they would need to change up their meals and advertises more healthier foods such as salads. McDonald’s have bought Starbucks and they use the good beans for Starbucks and the bad beans for McDonalds.
The whole point of the campaign for McDonalds was to improve brand image not really to compete against other companies but just to improve.