Product Promotion

[Name of Student]
[Name of Institution]
[Course Title]
[Date]

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 Assessment 1: Promote Product and service
Question 1:
Answer: Purpose of promotion is that for getting a notice in public. Excellent promotion is that
in which you are able to attain your customer attention on a particular item. The foundation of
promotion is that your item price and different offers are completely defined so they are easily
understandable for the purchaser. For "Whiz-Bang Stationery Suppliers" following promotional
activities are conducted (Aaker, 2007):
Marketing
Individual retailing
Profile-raising
Sales promotion for short term
Direct promotion
The objectives we attain from marketing is that people get awareness about the product using
different medium such as newspaper, media, radio etc. if we do individual marketing then it
allows the user to see life demonstration of the product for example if we want to demonstrate
razor quality then we erase a sentence from paper then user will able to see that this razor is quite
much better than other. We increase the profile of our product by referring newspapers
publications to print and in electronic media give an interview about the product (Available,
2004).
Question 2:
Answer: Internally I would like to consult with my manufacturing staff because they have the
brief knowledge what they are manufacturing what ingredients they use to manufacture the
product. Is there any speciality in the product or any defect can occur, quality of the product is
sustained for how long. Some of the above-mentioned questions easily find out using with the
help of manufacturing staff so it provides help in do promotion in a right way. Externally we
would conduct a survey in school with the help of questionnaire in which different question ask
to school children that what type of stationary they fell more interested for example an eraser
designed in the shape of the car, so by doing a survey we can find the what age group is
interested in purchasing that eraser. We conduct a survey on different places but we target school
kids because a large number of stationary is purchased by school going, child (Baker, 2008).

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Question 3:
Answer: In order to host a successful promotional activity, first of all, we have to target our
customer we have to find that who is interested in purchasing our product after carefully find out
what is a target which should be accomplish we move to our next step. In second step you have
to develop a strong plan which will describe that how we can save our money and perform our
marketing within budget, what discounts we should offer to our customer, if any discount is
available for any particular client and we also deliver some free mini version of the thing to the
clients in order they use this and develop interest in purchasing the product. In last when you are
involved in the promotional activity then you should have an absolutely clear vision that what
should you achieve with this marketing strategy after the completion of the activity. As we have
a clear vision then we are able to distribute our budget in a proper manner, proper time slot
declares to each staff member that what they should do in a particular time and invest their
energy to host a strong promotion (Bowdin, Allen and Harris, 2010).
Question 4:
Answer: In order to host a promotional activity we have the total budget of $3000 so in order to
achieve all the activities within the particular budget we make a chart which is describing the
particular amount is estimated for the particular activity and where we utilising our cost. The
following chart will help you in understanding the budget distribution (Cheverton, 2001).
Activity Estimated Budget Budget Utilised In
Marketing $800 Advertise in a newspaper or in
electronic media.
individual retailing $200 Hiring a person for sailing the
product door to door.
Profile-raising $500 Developing a good advertise so it
can seek user attention.
Survey $300 Printing of questionnaires so people
can give their advice.
Promotions $400 Printing of different coupons and
arranging of things as mentioned.
Direct Promotion $800 Printing of brochures in order to
distribute them to a particular client.

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Question 5:
Answer: We develop a timeline which is consisting of six weeks and we divided six task in six
weeks. Our task is develop an agenda for the event that in which may able to promote our
stationary items what activities should we do that person have interest in our product then we
find different sponsor which will perform different roles in our event so they can earn some
reputation and it also help us in order to recover some of the money which is invested. In what
way people will interact with us in order to get registration and some of the invitations are given
to high profile people because when they come to our event people who want to meet them they
also come to our event and people show their interest in purchasing the pass of the event. We
have to do a complete research in order to find the most suitable place to book a place which
involves the main target people of the company. We also have to do some of the promotion about
the event in media both print and electronic in order to seek the attention of the user. In last week
we have to give some training to our administrative staff so they manage all the details of invited
people or not. They also look up who has the pass to enter in the event. They are authorised or
not. By keeping this practice we are able to manage our event within time and able to arrange the
best event for our customer. Our timeline is graphically represented as shown below (Eriksen,
2003):

Question 6:
Answer: A resource management plan is developed in order to take a brief view of each and
every expense in all the situation if an employee need to go for some task which is related to
work then this expense is also add in resource allocation. Resource management plan helps us in
tracking each and every expense which is related to an official task. It works on probability and
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statistics if an expense is going as same as mentioned in the plan your budget will end after this
particular time. I also display a chart above which is showing how much money is required for
doing a particular task if at the initial level if you fail on managing the task on given balance then
your whole plan would be disturb. So, at an initial level until the end, we will try to do perform
every specified task in estimated budget. This will help and lead you to achieve all the task
within a budget (EU anti-discrimination law, 2012).
Question 7:
Answer: We can gather information about the new product from our research and development
staff. They have brief information about the product that what is it quality what material is used
in developing the product what is its reliability and what is its efficiency. At the time of
promotion we will give brief information about product in brochures considering an example of
INK, we tell each and everything about this Ink does this ink is erasable, if water float on the
page then ink will be removed from page or not, how many colors are available in ink, how long
ink will stay on page, does this ink is harmful for health and so on. Some of the benefits in
purchasing are also mentioned such as this ink is cost effective, if you buy black colour ink then
a blue colour ink is free. Some of the different promotions also are delivered on the brochures. At
promotion, some of the free samples are also delivered to the people on the winning of the
particular game (Jakeman and McDowell, 2006).
Question 8:
Answer: On the night of promotion we need our administrative department very actively
because they are going to manage all the activities regarding who is invited and who has to do a
particular job at the particular time they have to use their total administrative effort that night.
Similarly, the sales representative play a vital role at that night they have an opportunity of direct
marketing that day they can go to person and person and try to agree on them on the same page
for buying our product (Jordan, Truly and Tyson, N.D.).
Question 9:
Answer: The manufacturing staff could be located at the gate because they have no much
experience in public dealing so they can work for checking the passes from people and allowing
them to go inside if they find an unappropriated person then they will allow to stop them from
entering the location. Packing and dispatch staff can be used in packing of gifts or different
products if the people win or purchase a particular item then they will pack that item and give it

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to the customer in a well-organized manner. Customer service staff are utilised in the guidance of
people they will help and guide people about the different things available at a different place.
The sales representative has to play a very important role on that night they have to guide people
about the product and make sure that most of the people are interested in purchasing our
stationary. Accounts or administrative department have to look up and check does the people are
entertaining in our event or not. Research and development staff has full knowledge about the
product so they should be with the sales people and guide them about the product and help them
to impress people about our product (Lewis, 2004).
Question 10:
Answer: Once all the data and feedback are collated then I will give a proofreading on those
data and I will make a summary on this basis and write some of the suggestion that should be
implemented and maintain these a report then I will forward this documents to the administration
for the further process (Lindsay and Business Services Training Australia Ltd, 2003).
Question 11:
Answer: In order to improve the future promotional activities we should ensure that we have a
person who has more experience in arranging the events because he can use his past experience
he has all the knowledge of things what should he do or what should not do. If we increase our
budget for our event then it will help in increasing the different facilities for our clients. We
should divide our staff into teams so they can be led by the leaders from their known person so
they have a strong relationship with each other and they are able to give the best of their efforts
in order to achieve a higher result in the form of a very successful event (Luecke, 2014).
Question 12:
Answer: in this activity, we have a timeline which will help us in our Budget management and
our event plan management. By using this timeline and plan we are able to achieve our result
within time and within cost. The main important thing of any event success that it will complete
on time we can only achieve this goal with the help of applying this management techniques. By
hosting this event our company Whiz-Bang Stationery Suppliers has a good promotion with the
help of the event which is conducted by me in order to deliver a better understanding of the
product in the people. With the help of this event, we also achieve feedback from the customer
that they are interested in buying our product or not. According to my analyses, my timeline and
planning help me in achieving the better result in the end of the day (Micheaux, 2000).

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Question 13:
Answer: We can also involve our sales people because only the sales people has knowledge
about what people thing about the product because when they go in the market and try to
sell our product in the market then they receive the feedback from the retailer what people
say them about the product. So we should include our sale people from our organisation in
order to achieve the better result from our promotion. The benefits we receive from our
portion is that people will able to receive the knowledge about the product and our services
(Piercy, 2014).

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 Assessment 2: Promote Products and Services
PART: A

Question 1:
Equal Opportunity:
This principle discourages any kind of discrimination based on race, colour, sex, creed, etc., and
emphasises that equality in providing opportunities to people in employment, education,
privileges etc., should always be ensured. Everyone deserves the same opportunities, but it does
not imply that everyone deserves the same consequences. Different people deserves different
results based on their qualification and merits (Robinson and Chiang, 2002).
Ethical Principles:
Ethical principles define the set of moral beliefs and values that a person or an organisation
believes are desirable for the promotion of peace, harmony, mutual respect, and well-being of
persons as well as society in general. Ethical principles are the guiding principles that determine
the character of individuals and organisations (Robinson and Chiang, 2002).
Codes of practice:
Codes of practice are collections of rules held by individual organisations, committees, and
authorities that define how the employees working under them are expected to behave in their
professional duties, and what kind of ethical standards they must uphold. Codes of practice help
employees to understand what kind of standards they are obliged to obey in order to become
credible professionals (Robinson and Chiang, 2002).
Privacy Laws:
The laws that protect the right to privacy of a person. The Privacy Act is an Australian law that
deals with how information relating to individuals should be handled by the government. It
describes the rights of persons with regard to their privacy and prohibitions that must be
complied with by all parties (Robinson and Chiang, 2002).
Victorian Occupational Health and Safety and Employer Rights and Responsibilities:
The health and safety of employees in work environment are the right of every employer. The
Occupational Health and Safety Act is a set of laws in Victoria that deals with the laws and
regulations made to ensure safety and security of employees in the workplace. It is the

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responsibility of employers to maintain a safe and secure environment for the employees
working for them (Robinson and Chiang, 2002).
Anti-Discrimination:
The rules or laws discouraging discriminatory behaviour or practices. It protects the right of all
people irrespective of gender, ethnicity, religion etc., to be respected and treated equally (EU
anti-discrimination law, 2012).
Question 2:
Advertisements should include that information which can capture the attention of clients.
Information relating to the product to be sold, emphasising features that address needs and
demands of the targeted market. The uniqueness of the product must be clearly communicated,
illustrating how it differs from other substitutes, giving reasons why consumers should buy from
them rather than their rivals. The effective advertisement should not include more information
than can be readily assimilated by the audience. It should only include important surface details,
indicating the highlights of the product being promoted. An interesting sales pitch helps to grab
the attention of audiences, compelling them to learn more about the product (Rodrguez-Pinto,
Rodrguez-Escudero, and Gutirrez-Cilln, 2008).
Question 3:
Media announcements should consist of information relating to new developments within the
company. These can include mergers, upcoming projects and products, etc. It should explain
company relevant information and policies and any changes that they may have undergone
recently. Some background can be given relating to past practices and explain why present
changes were made necessary. If any statistics relevant to the information is available, it should
be excluded in the form of charts, graphs, etc., to visually show how changing trends may have
affected the companys business decisions for the changes made. It is important to keep all the
necessary points brief and concise, and only those pieces of information considered absolutely
necessary should be included. Finally, contact information should be included to allow media
persons to contact the company regarding any matter they might need to discuss for clarification
(Rogers, 2001).
Question 4:
Geelong, Victoria. Wristies, Inc. brings to your attention the new line of fashionable fingerless
gloves Short Wristies. Short Wristies offer warmth for your hands with style and convenience,

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recognising that fingers need flexibility, allowing you to go about your daily routine without
posting a hindrance of any kind. Wear them whether you are outside or indoors, keeping your
hands warm whether you are typing or writing by hand, or any other kind of activity. Made of the
warm and comfortable Malden Mills Polartec fleece fabric, Short Wristies combine the style and
comfort of both the Original Wristies and the Heated Wristies. Short Wristies are designed to
cover your wrists as well, keeping them warm as a glove liner. Short Wristies give you all the
comfort, softness, and warmth in a small package, except with a touch of fashion and without
affecting your natural dexterity in any way. The first pair Wristies were designed by 10-year-old
K-K Gregory to address the design issues of other models which had a gap between coat and
mitten, keeping snow and cold drafts away from wrists which would other be exposed
(Schneider and Yocum, 2004).
Ms Gregory perfected this design by inventing Wristies during a snow fort building session with
her brother. A week later Wristies were positively tested by her Girl Guides troop, and little K-K
was told to make more! Within a year, she started the patent process and started the company.
Thus, Wristies was originated. Ever since, Wrisites has gone on to win dozens of awards and
come in all sizes and colours, for toddlers, children, and adults, with price ranging from $7 to
$17.50. Short Wristies are available in all sizes and retail for $9.50.
I wear Short Wristies to everywhere, in school, at the train station, and even at home when its
cold, says customer Lori Smith. Thousands of Wristies have been sold, and are continuing to
sell, in every part of the world through retail stores, mail order, catalogues, and the Wristies
website, www.wristies.com.
Heated Wristies are built with a pocket inside; they hold mini hand warmers that keep the gloves
warm for up to 7 hours on either the palm or the back of the hand. These can be similarly worn
under mittens. Just covering the back of your hand and wrist helps the circulation in your whole
hand, even fingertips, but for added warmth, you can add the warmers, says K-K.
Short Wristies are the latest in terms of design, and super comfort, keeping your hands warm
from fingertip to the wrist. Each tag gives a view of the prodigious young entrepreneur behind it.
Wrisites are available at select retail stores, catalogues, and on the web, www.wrisites.com. For
more information, visit Wristies website or call 1300 111 222.
Question 5:

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When timing the launch of the project, several things have to be considered. For one, customer
preferences form one of the most important considerations for timing launch. The best time to
launch a product is when there is a high demand for the product and is being anticipated by
consumers. This presents a great opportunity for a company to launch the product, allowing the
great majority of consumers to seize the product once it has been launched. If the product is
launched too soon, the consumers will not receive the product well, because they cannot yet
understand the value of it. If it is launched too late, then the peak-demand period will already
have passed, so the product will be considerably devalued by that time (Shone and Parry, 2004).
Question 6:
The best time for launching a new sparkling wine is the New Years Eve. This is because New
Years Eve is an event that is traditionally celebrated with sparkling wine or Champagne. Other
than New Years Eve, wines are also consumed during any celebratory occasion or festivities.
Therefore the best time to launch sparkling wine is during such occasions of celebration
(Stewart, 2009).
Question 7:
Following are 6 types of client function events (Strydom, 2005):
Public fairs: Public fairs are a great way for promoting the product and communicate its features
and benefits for the consumers.
TV Ads: Good for reaching large audiences and inform consumers about the product.
Mails: People can be mailed brochures containing information about the product.
Educational programs: Such programs reflect positively on the company and consequently build
loyalty from consumers to their products.
Internet marketing: The Internet is a great tool for effective marketing of products.
Promotional gifts: The reputation of the company can be improved by handing out gifts to
specific individuals and customers, making them feel valued by the company and promoting its
products and services.
Question 8:
The six reasons for using client functions are as follows (Westwood, 2002):
1) The improving reputation of the company.
2) The securing loyalty of customers.
3) Promoting products and services.
4) Attracting new customers.

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 5) Taking positive communal initiatives.
6) Promoting healthy competition between companies.
Question 9:
An employee function is a job role that the employee is expected to perform.
Question 10:
The Internet can be utilised for promotions in the following ways (Wilke, 2012):
Social Media: Allows businesses a convenient way of expanding and utilising their current
network which can be used for promotion of the business.
Internet Ads: Posting advertisements on forums and websites to be seen by the targeted audience
is a very effective way of internet promotion.
E-mail Marketing: Directly sending promotional messages to a wide number of people.
Search engine optimisation: Building websites in a way that they can appear on the top of the
search results through search engines is an excellent technique of promotion through the Internet.
Links to other websites: Using links that point to your website on websites, blogs, and forums of
other parties can boost traffic to the companys own website, resulting in promotion of the
company.
Joining online communities: Contributing to large online communities and actively participating
in discussions can be very beneficial for a company and serve to promote it.
Question 11:
Product description: A description of the product and its features and how it can benefit the
customer (Cant, Nel, Gerber-Nel and Stanford, 2004).
The price of product: The price that product will be sold
Marketing: The commercialization and advertisement for winning customers.
Place: Where the product is destined to, and where it is being developed.
Persuading: Persuading people about the benefits of the product.
Target market: The customer base that is to be targeted for the launch of the product.
Time of launch: The time when the product should be launched to gain full advantage of
consumer need and demand.
Question 12:
The seven different persons needed in promotional action plan (Pendlebury, Groves and Fanning,
2003):

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Marketers: Marketers to develop the marketing strategy for the promotion of the product.
Business strategists: This persons job is to analyse the effect that the product will have on the
business overall and how it could be taken advantage of.
Campaigners: Campaigners to run campaigns for promotional activities of the product.
Advertisers: Advertisers to develop suitable advertisements to be aired on TV, printed on papers,
etc.
Product developers: Product developers are important because they are fully aware of the
products features and details, and only they can communicate the features of the products to the
markets so they can come up with strategies for it.
Search engine optimizers: People having expertise in SEO are important for promoting the
product through internet.
Social media representatives: Persons needed to maintain the websites social media pages,
contributing to the promotion of the product.
Question 13:
In the choosing of an appropriate venue for promotional activity, several things need to be kept
in mind. First consideration is the accessibility of the venue; that is, how easy to reach and how
near it is to areas with the most population. Second is the capacity of the venue. The venue
should neither bit too large, nor too small. It should be able to accommodate as many people as
are expected to attend the event. Finally, the reputation of the venue itself can be a decisive factor
in ensuring the success of the event. A venue with a good reputation can transmit this positive
reputation to the company itself, improving the impression made by the company on the minds
of the attendees (Stewart, 2009).
Question 14:
The defining of job responsibility for promotional staff is a job in itself that needs to consider
different qualities that the staff altogether needs to have. One of these is the ability to hold
promotional events and effective management of such events. This is a key responsibility that the
staff must have the ability to deliver. Other than that, strong capability for suitable and effective
advertisement is a role that the promotional staff will naturally be expected to perform.
Moreover, the promotional staff must be tech-savvy, having the know-how of utilising the
Internet and the social media for marketing purposes. These are some of the abilities that the

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promotional staff must possess, and must be kept in mind when defining the job responsibility
for the promotional staff (Schneider and Yocum, 2004).
Question 15:
Sales figures are not entirely reliable because they can be subject to fluctuations any time in the
future. So when making decisions, it is important to consider other factors as well. Sales figures
should be viewed in the context of external circumstances. These figures might boost
immediately after the launch of a new product, or might drop in times when demand is low, but
these are short-term effects that cannot be used to formulate a long-term strategy or to measure
the success on a wider scale of time. Besides, a single sales figure can be misleading. Most sales
figures are only limited to a single year. So they only provide a discrete analysis rather than a
thorough and continuous one. If success is measured on the basis of a single sales figure, it
cannot be expected to reflect actual facts concerning success. For this reason, sales figures suffer
from some issues that must be taken into account before measuring success on its basis (Rogers,
2001).
Question 16:
I would perform sales analysis by using a set of different observations and piecing them together
to arrive at definite conclusions. One important parameter for performing such analysis is
observing the time that was spent selling the product. Knowing how much time is spent selling
the product helps to determine any inefficiencies that may be hampering the sales process. Other
parameters that help with the analysis is a cost-to-benefit ratio, which helps to see whether
selling of a particular product in a given time and conditions is likely to be beneficial for the
company. Sales figures are also important, but they should be considered after putting them in
the proper context of all the surrounding circumstances, such as seeing whether new products
were launched during the time when the figures were recorded, the economic conditions during
that time, the demand and customer preferences, etc. These different parameters taken together
can provide valuable insight into the sales aspect of the business (Luecke, 2014).
Question 17:
The stock turnover rate is usually measured using the Inventory turnover metric. This metric
considers the number of times inventory is sold, turned over, or consumed during a given time
period. The time period over which this is measured is usually taken to be a year. This turnover

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rate is calculated by taking the net sales and dividing them by the average inventory (Strydom,
2005).
Question 18:
Data:
Costs associated with catalogue
Cost of sale = $83
Cost of printing and mailing = $2.40
Provisions = $0.60
Formula for customer lifetime value:
(Annual profit of customer) * (number of years that they are customers) (acquisition cost)
For-profit:
Average customer purchase cost of sale: 120 83 = 37
Putting the value of profit in the formula for customer lifetime value, we get:
Customer lifetime value = 37 * 6 - $50
Customer lifetime value = $172

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 PART B:
1) Product.
2) Service.
3) Computer Software.
4) A tangible good with accompanying services.
5) Core Product.
6) Convenience products.
7) Shopping products.
8) Consumer product.
9) Unsought products.
10) Industrial products.
11) Quality.
12) Customer satisfaction and value.
13) Logo.
14) Product line.
15) Demographic, Economic, Natural, Technological, political and social.
16) Product mix.
17) Service-Profit Chain.
18) Internal Marketing.
19) Interactive Marketing.
20) Always take back merchandise if requested.

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