Promotional Mix
The Promotional Mix can be defined as “A specific combination of promotional methods used for
one product or a family of products. Elements of a promotion mix may include print or broadcast
advertising, direct marketing, personal selling, point of sale displays, and/or merchandising.”
http://www.businessdictionary.com/definition/promotion-mix.html#ixzz3liCiPYYp
Promotion mix is when a business or organisation will use different marketing techniques to
promote a certain product which they sell. The marketing techniques include advertising, sales
promotion, public relations, personal selling and direct marketing.
Heinz Tomato Ketchup
Advertising:
One of the organisation I have chosen to look at in regards to promotional mix and how they use it
for their product is Heinz. Heinz Tomato Ketchup uses many methods of advertising to promote its
product to its chosen target market. One type of advertising I will be looking at is TV adverts; The
advert shows a girl with presumably with her mum holding a hot dog at a carnival, her mum takes
out a bottle of Heinz Tomato ketchup and puts some ion the hot dog, this cuts forward to a
restaurant where a women takes some Heinz tomato ketchup from the table and puts it on her
burger. Again, this cuts forward to a man holding a bottle of tomato ketchup which looks empty but
he is able to put some on a kitchen knife and out it on his bacon sandwich. One again this cuts
forward to a man plating up some food for his two children presumably his children, the camera
looks at the plate to show a dollop of tomato ketchup on the side, one child then dips his fish finger
into the ketchup and eats it. The advert then shows a boy and girl on a date at a restaurant, the girl
dips her chip into tomato ketchup before eating it.
This TV advert is a very effective way for Heinz to promote its products because there is a huge TV
audience thus leading to a lot of people seeing the Ad and buying the product also the adverts
highlights that Heinz tomato ketchup is nice on many products such as a sandwiches and hot dogs.
Also the advert shows that the tomato ketchup is for all ages as it had young children and
men/women in the ad eating the ketchup.
Another advertising method that Heinz use is billboards to advertise their tomato ketchup. One
billboard highlights that Heinz tomato ketchup ‘Glorifies every dish; highlighting that tomato
ketchup is great accompanied with every dish just like the TV advertisement that showed many
different meals such as hot dogs and sandwiches with Heinz tomato ketchup. This would be a very
effective method of advertisement as billboards are put up on busy roads thus a lot of people driving
past will be able to see them, it also means a larger audience is seeing the billboard and may
increase the company’s sales of the products if driver show are driving past see it on the way to the
supermarket. They may remember when they get there and buy Heinz tomato ketchup.
, This screenshot shows the mum This screenshot shows one of the boys has
putting the ketchup on her daughter’s put the ketchup on his fish finger and is
hot dog at the carnival. ready to eat it.
The screenshot highlights a billboard
advertising Heinz Tomato ketchup – it
depicts a dish which has some ketchup on
the plate with the caption ‘Heinz Tomato
Ketchup – Glorifies every dish’ thus
reinforces the statement made in the TV
advertisement where it depicts various
meals being eaten with ketchup.
Sales Promotion:
Heinz tomato ketchup use the sale promotion technique in order to promote their product and to
increase the sales made by it. An example of this being done by Heinz tomato ketchup is by offering
customers 30% extra ketchup for free, this is very effective because it entices customers to by the
product as they believe they are getting extra for free thus Heinz sales of tomato ketchup increase.
Another way they are promoting their tomato ketchup is by linking up with Golden Wonder to make
Heinz Tomato Ketchup flavoured crisps. This clearly promotes their product because when
customers get the crisps they will see the Heinz Tomato ketchup logo on the packet and will know
that they are flavoured with Heinz product. This will attract them into buying Heinz Tomato ketchup
thus increasing the company sales and promoting the product.
, This picture shows the promotion being used by Heinz – The bottle
highlights that there is 30% extra in the bottle. This would clearly
attract customer into buying the product because they would believe
they are getting a lot more for the price they are paying.
This picture shows the promotion being used by Heinz/Golden
Wonder – The packet of Heinz tomato ketchup flavoured crisps with
the Heinz logo will clearly attract people into buying Heinz tomato
ketchup.
Public Relations:
Heinz tomato ketchup use public relations in order to get the public to know them – involving the
company into doing something that the public wants or likes thus they’re seen by the public making
it more likely for customers to buy more of their product. An example of this is when Twilight actor
Jackson Rathbone got a Heinz Tomato ketchup tattoo on his leg – This is a very effective method of
public relations because the product is getting promoted and it is not costing Heinz any money,
when the actors fans see the tattoo they may buy Heinz Tomato ketchup thus increasing sales of the
product.
Another way the company used public relations is when they introduced the Christmas competition,
allowing customers to win special prizes which include Heinz products. This is a very effective
method as it attracts its customers and people to take part in the competitions which was
highlighted on their Facebook page – which attracts a lot of followers. This means a lot of people
would see the competition and they would take part. They may even buy Heinz products like their
tomato ketchup when they next visit a supermarket or shop because they would be familiar with the
company after taking part in their competition.
The Promotional Mix can be defined as “A specific combination of promotional methods used for
one product or a family of products. Elements of a promotion mix may include print or broadcast
advertising, direct marketing, personal selling, point of sale displays, and/or merchandising.”
http://www.businessdictionary.com/definition/promotion-mix.html#ixzz3liCiPYYp
Promotion mix is when a business or organisation will use different marketing techniques to
promote a certain product which they sell. The marketing techniques include advertising, sales
promotion, public relations, personal selling and direct marketing.
Heinz Tomato Ketchup
Advertising:
One of the organisation I have chosen to look at in regards to promotional mix and how they use it
for their product is Heinz. Heinz Tomato Ketchup uses many methods of advertising to promote its
product to its chosen target market. One type of advertising I will be looking at is TV adverts; The
advert shows a girl with presumably with her mum holding a hot dog at a carnival, her mum takes
out a bottle of Heinz Tomato ketchup and puts some ion the hot dog, this cuts forward to a
restaurant where a women takes some Heinz tomato ketchup from the table and puts it on her
burger. Again, this cuts forward to a man holding a bottle of tomato ketchup which looks empty but
he is able to put some on a kitchen knife and out it on his bacon sandwich. One again this cuts
forward to a man plating up some food for his two children presumably his children, the camera
looks at the plate to show a dollop of tomato ketchup on the side, one child then dips his fish finger
into the ketchup and eats it. The advert then shows a boy and girl on a date at a restaurant, the girl
dips her chip into tomato ketchup before eating it.
This TV advert is a very effective way for Heinz to promote its products because there is a huge TV
audience thus leading to a lot of people seeing the Ad and buying the product also the adverts
highlights that Heinz tomato ketchup is nice on many products such as a sandwiches and hot dogs.
Also the advert shows that the tomato ketchup is for all ages as it had young children and
men/women in the ad eating the ketchup.
Another advertising method that Heinz use is billboards to advertise their tomato ketchup. One
billboard highlights that Heinz tomato ketchup ‘Glorifies every dish; highlighting that tomato
ketchup is great accompanied with every dish just like the TV advertisement that showed many
different meals such as hot dogs and sandwiches with Heinz tomato ketchup. This would be a very
effective method of advertisement as billboards are put up on busy roads thus a lot of people driving
past will be able to see them, it also means a larger audience is seeing the billboard and may
increase the company’s sales of the products if driver show are driving past see it on the way to the
supermarket. They may remember when they get there and buy Heinz tomato ketchup.
, This screenshot shows the mum This screenshot shows one of the boys has
putting the ketchup on her daughter’s put the ketchup on his fish finger and is
hot dog at the carnival. ready to eat it.
The screenshot highlights a billboard
advertising Heinz Tomato ketchup – it
depicts a dish which has some ketchup on
the plate with the caption ‘Heinz Tomato
Ketchup – Glorifies every dish’ thus
reinforces the statement made in the TV
advertisement where it depicts various
meals being eaten with ketchup.
Sales Promotion:
Heinz tomato ketchup use the sale promotion technique in order to promote their product and to
increase the sales made by it. An example of this being done by Heinz tomato ketchup is by offering
customers 30% extra ketchup for free, this is very effective because it entices customers to by the
product as they believe they are getting extra for free thus Heinz sales of tomato ketchup increase.
Another way they are promoting their tomato ketchup is by linking up with Golden Wonder to make
Heinz Tomato Ketchup flavoured crisps. This clearly promotes their product because when
customers get the crisps they will see the Heinz Tomato ketchup logo on the packet and will know
that they are flavoured with Heinz product. This will attract them into buying Heinz Tomato ketchup
thus increasing the company sales and promoting the product.
, This picture shows the promotion being used by Heinz – The bottle
highlights that there is 30% extra in the bottle. This would clearly
attract customer into buying the product because they would believe
they are getting a lot more for the price they are paying.
This picture shows the promotion being used by Heinz/Golden
Wonder – The packet of Heinz tomato ketchup flavoured crisps with
the Heinz logo will clearly attract people into buying Heinz tomato
ketchup.
Public Relations:
Heinz tomato ketchup use public relations in order to get the public to know them – involving the
company into doing something that the public wants or likes thus they’re seen by the public making
it more likely for customers to buy more of their product. An example of this is when Twilight actor
Jackson Rathbone got a Heinz Tomato ketchup tattoo on his leg – This is a very effective method of
public relations because the product is getting promoted and it is not costing Heinz any money,
when the actors fans see the tattoo they may buy Heinz Tomato ketchup thus increasing sales of the
product.
Another way the company used public relations is when they introduced the Christmas competition,
allowing customers to win special prizes which include Heinz products. This is a very effective
method as it attracts its customers and people to take part in the competitions which was
highlighted on their Facebook page – which attracts a lot of followers. This means a lot of people
would see the competition and they would take part. They may even buy Heinz products like their
tomato ketchup when they next visit a supermarket or shop because they would be familiar with the
company after taking part in their competition.
