Introduction to sales promotions Essay

To twenty-four hours, sales furtherances argon a key feature of the retail trade. There are many ship canal in which a note can sell and a sales promotion is besides one aspect of marketing goods or services. The specific crossing which I take a leak decided to base this assignment on is coca- pinheads 2- litre bottle of coke. I thought that it might be interesting to investigate the sales promotions of Coca-Cola as they are a railway line which has provided many since they were first founded by potty Pemberton till now. Coca-Cola Coca-Cola was invented on 8th May 1886 by John Pemberton in Atlanta, Georgia.John Pembertons bookkeeper, Frank Robinson, came up with the name Coca-Cola and designed the logo. The drink was first sold at Jacobss pharmacy. The fact of all this which I find most interesting, is the fact that during the first year, sales of Coca-Cola aver cured(a) nine drinks a day, adding up to a total of i 50 for that year. Today, produces of The Coca-Cola Comp any are consumed at the rate of more than one billion drinks per day in around 200 countries. The media is a powerful source of mainly advertising, which uses traditional methods of mass communication, e.g. newspapers, magazines, TV and radio. Being the very successful and most recognized brand that Coca Cola is, they can afford to push their outputs by all means of media. I believe that the second most important method for Coca Cola to promote their products is on billboards. A vast majority of the population drive vehicles and get out occasionally drive past billboards which are trying to advertise or promote a product. The sales promotion which I have chosen for my 2 litre bottle of coke has been seen by me on billboards and TV.Television is by far, the most beneficial way to advertise or promote a product due to the large numbers which happily watch TV in the comfort of their own home, or perchance somewhere else. The sales promotion * spoil 2 bottles of coke and receiv e a free Coca Cola, FIFA world transfuse glass Is mainly seen being promoted on television as Coca Cola realise that if they want to find customers, television is the best possible way as weve already looked at. The media is a strong way of dower many businesses, such as Coca -Cola to advertise a promotion.Once a customer sees what they can save, or in this case, gain, they will then be tempted to barter for that product. Coca Cola is the proud sponsor of the FIFA world cup, 2006 in Germany. When people see Coca Cola associating with the FIFA world cup, this will lure them pass on to increase the probability of them purchasing products. Coca Coca are frequently seen advertising promotions by all possible means of media exclusively my chosen sales promotion for Coca Cola has only been seen by me on billboards and TV.When Coca Cola do advertise, they try to aim their products at a target audience, but who might that target audience be? Target audience To sustain a business es successfulness, you need to be fairly smart and Coca Cola have proved more than that in the method they have decided to use to identify their target audience. Even tough it is stated that half the worlds population have at least tasted coke, the main target audience is said to have no real gender and is age ranged between 18 34. Even tough there is no real gender, the majority of people who do consume coke are said to be male.Men and boys aged between 14 34 are very likely to be watching the world cup and with Coca Cola being the sponsor and crack a free Coca Cola, world cup glass, they just cant say no. I presume that their main head is to have their target audience picturing themselves watching the world cup and drinking coke out of the free glass before they actually purchase it. Deciding the Style This stage in the success of a sales promotion must link with the format of the promotion and be compatible with its aims. The business whitethorn offer a saving or a free it em with purchase.This item could be linked with a specific target audience. The sales promotion * Buy 2 bottles of coke and receive a free Coca Cola, FIFA world cup glass is targeted at men and boys aged roughly between 14-34. The reason for the gender is because men and boys are more likely than woman to be watching football. The colours and design of the sales promotion needs to correspond with the world cup yet it needs to do the same with the target audience. An informal event like a fun day will have informal materials and jazzy notices in bright and attractive colours.This is because a fun day is aimed at younger children and this will be the more inviting approach in terms of attraction. The sales promotion which I am investigating has frequently been seen by myself on various occasions, billboards mostly. The colours are that of the slacken off of Germany, the host of the FIFA world cup. It is also combined with masculine and neutral colours for the seriousness and honour of the world cup. Men will take this event sternly and as Coca-Cola knows this, they are one step ahead.The main point of all the media and format of the business is to sustain the high level of work and to overall, be consistent. Coca-Cola are consistent and a key fact which thoroughly proves this is the fact that they are the most recognised brand in the world. Key messages The key message for a business, will depend upon what they wish there intended outcome to be of the promotion and who they wish to aim it at. Coca-Cola as an industrial business with a promotion has a main purpose which is to sell more goods or to provide information about their products.This can either be done online or perhaps on their packaging. Key messages over the past many years have proven most affective through a slogan. Coca-Cola change theirs to suit the packaging in relation to the offer or perhaps an event. This attracts more customers with the sense of a key message. An example could concern a s ales clearance with voluminous headings and bold lettering to point out the offer or the key message. The key message for the sales that I am investigating is that the world cup is on and that its a time for celebration. Cola-Cola is now loved by almost everyone.It is drunkard by almost every non-alcoholic drinker and is also drunk by people who consume alcohol as well. Key messages for Coca-Cola have clearly worked and if you just take a look at their sales, youll see just how much they have worked. Consumer Law Consumer legislation should be a key issue to any one who owns a business and wishes to advertise or promote a product. All business must doctor sacrifices by selling products at a cheaper price or perhaps they can produce a sales promotion to catch the eye of the customer who may perhaps be interested.All these examples provide the intended consumers a thing called consumer law which runs them rights to that product or service which the business may be providing. The r ights protect them from the business providing them with faulty goods or perhaps a service which does not meet their needs. They also, however, give rights to retailers from the consumer throwing wrong accusations at them concerning any of their products or services. The buyer may complain that the price of a product is priced too high or perhaps they may wish to complain otherwise.If the consumer makes a irrational accusation, they can be penalized by means of consumer law. Consumer protection legislation One act which is an example of how Coca Cola put across their product is the Consumer Protection Act 1987. This act relates to mainly price and safety. Under this act it is an offence for Coca Cola to * Mislead customers as to the price of any item The average price for a 2-litre bottle of coke costs zero to nothing to produce but is sold for a maximum of i 1. 50. Customers do not look at the issue like this.Even if they do, they bear in mind that the business needs to make m oney and see i 1. 50 as a reasonable price. They always have remained with this price and it will be very rare that Coca Cola are misleading their customers where prices are concerned. * Mislead consumers over sale prices and exaggerate price reductions Coca Cola are not the type of business which you will see exaggerating a price reduction on any of their products. If they were to have a price reduction, they would have one without any mislead false claims concerning the prices.