Introduction to Applied Marketing

Learning Outcome: Explain the inter-relationships of the promotional mix.

Case Study: Seriously Good Chocolate Company

ASSIGNMENT INSTRUCTIONS

Word count: 1000 - 1500 words excluding your referencing

For this assignment you will analyse the Seriously Good Chocolate Company Case Study and answer the related questions. You will need to substantiate your findings by referring to source materials including your textbook and Study Guide. You are required to engage in some research into the theories underpinning the inter-relationships of the promotional mix in marketing in order to successfully complete this assignment.

Instructions:

The 5 main elements of the promotional mix are:
- Advertising
- Personal selling
- Sales promotion
- Public relations
- Direct marketing

a) Explain each of these strategy elements and describe how each of these elements could be used to benefit the Seriously Good Chocolate Company business. Give an example for each.

b) Discuss the promotional objectives the company is working to achieve. How are each of the promotional strategy elements above appropriate for achieving Seriously Good Chocolate Company's promotional objectives? Give examples of 2 promotional mix campaigns that meet these objectives.

Seriously Good Chocolate Company needs to promote a combination of tangible goods, and intangible services. Identify and discuss contrasts between the promotion of tangible goods and intangible services. Give 2 examples of each for the business of Seriously Good Chocolate Company.

Identify and discuss how Seriously Good Chocolate Company's promotional mix is contrasted for ‘consumer' and ‘business' sectors. Give 2 examples of promotional mixes for each to support your answer.

Identify and discuss three valid reasons with examples why Seriously Good Chocolate Company's promotional objectives should be assessed in terms of cultural and ethical expectations and acceptance.

Seriously Good Chocolate Company is considering expanding their international operations and are looking for retailers to stock their product in China. Describe an appropriate promotional mix using at least 3 of the elements above giving at least one example for each element. Then explain how your mix takes into account the following:

- Product factors
- Budget constraints
- Customer factors

- Sales factors
- Media factors
- Market expectations

Make sure you reference all of your sources using the correct APA referencing conventions.

Attachment:- Case.rar