L3 Sub Dip in Business Unit 9 Creative Product Promotion P2/ M1/D1
P2: Importance of promotion in the marketing mix. You need to explain each element of the marketing mix
and how it contributes to the promotion of the brand:
1. Product: The product is the most important thing in order to make profit. So that Kellogg’s has a big product
range because it has lots of product for sell for example the Kellogg’s corn flakes, Kellogg’s ancient legends,
Kellogg’s just right etc. This is because it has a big product range which makes Kellogg’s a well-known brand.
There is not much of the variation in the product that Kellogg’s offer because they are all to be eaten in the
breakfast and are target for the children. Which will mean that there is not much variation in the product
offered and the reason that they might have been doing it might be that they might have wanted the brand
known as breakfast? The feature of the one of the Kellogg’s product corn flakes is amazing and appealing
because it have used the Kellogg’s logo and also says that the product is original and best which might suggest
that the product is brilliant and genius and will persuade the customer to buy it also has a half picture of the
rooster which might suggest that the rooster is waking the people up and will persuade the customer to buy it
because rooster are the sign of the morning. It also has a picture of the’s inside on the cover. Kellogg’s
produces high amount of quality product which is because it is a well-known brand and if the quality of the
product would not be much good and it would not be a well-known company. On the product position map
Kellogg’s will put themselves on the middle of the top right corner which might suggest that it offers a high
quality at a high price. Which the customer are not looking for they are looking for high quality low price.
There are three levels of a product and they are core, actual and augmented product. The core product is not
the tangible physical product; however the actual product is the tangible physical product. The augmented
product is the nonphysical part of the product. The most important part of the product life cycle is the
Maturity because the growth will be slowing down to makes it grow back up there should be the product
extension taking place for example launching the product again would increase the growth again.
2. Price: The pricing strategy for Kellogg’s is very simple and it is easy to under which is that the higher the
quality the higher the price which might suggest that the pricing of the Kellogg’s is really easy to understand.
Also they are asking these customers to ask how much they are willing to pay and if they are willing to pay
more than this is the price that they will be keeping for the product. The factors that might affect the pricing is
the competitors which might be that if the competitors are selling the similar product at a lower price than this
will affect their decision on how much they would have been pricing the product at. The other factor that
might affect the pricing decisions is the quality of the product the higher the quality of the product the higher
the price of it and if making the product is more expensive then the product is selling on then this would also
affect the pricing decisions that Kellogg’s are making. Kellogg’s are a much branded company so that they will
price the product at the quality that it offers.
3. Place: The channel of distribution that Kellogg’s uses is that they sell their products to the wholesalers and
then the wholesaler will in turn sell it to the retailers e.g. Supermarkets and then the supermarket will sell the
product to the customer, however by the time the product reaches to the customers the price of the product
is the highest because every stage the price of the product goes up. There are many intermediaries involved in
getting the product to the customer for example the retailers, wholesalers or agents. These will not get
involved until they know that the final customer will buy the product so that they will need to target the final
customer which is a pull strategy. A pull strategy is where the product is pulled through a chain because of
consumer demand. This will affect the promotional activities because it will be targeted to the final customers
for example encouraging loyalty and repeat purchase. A pull strategy involves the manufacturer directing
marketing activities at the intermediaries like the wholesalers and the retailers.
4. Packaging: The appearance of Kellogg’s is very easy to understand and is also very appealing to the targeted
customer because it has lots of colours that are appealing to the targeted audience for example it has tony the
tiger image on the packing of the boxes which might persuade the children to tell their parents to buy it as
there is a cartoon image on the packing this would also attract the parents because the parents knows that the
children will like it so they will have been deciding to buy it. Secondly there is the rooster image on one of the
Kellogg’s product which might persuade more customers because they will think that the rooster are a sign of
P2: Importance of promotion in the marketing mix. You need to explain each element of the marketing mix
and how it contributes to the promotion of the brand:
1. Product: The product is the most important thing in order to make profit. So that Kellogg’s has a big product
range because it has lots of product for sell for example the Kellogg’s corn flakes, Kellogg’s ancient legends,
Kellogg’s just right etc. This is because it has a big product range which makes Kellogg’s a well-known brand.
There is not much of the variation in the product that Kellogg’s offer because they are all to be eaten in the
breakfast and are target for the children. Which will mean that there is not much variation in the product
offered and the reason that they might have been doing it might be that they might have wanted the brand
known as breakfast? The feature of the one of the Kellogg’s product corn flakes is amazing and appealing
because it have used the Kellogg’s logo and also says that the product is original and best which might suggest
that the product is brilliant and genius and will persuade the customer to buy it also has a half picture of the
rooster which might suggest that the rooster is waking the people up and will persuade the customer to buy it
because rooster are the sign of the morning. It also has a picture of the’s inside on the cover. Kellogg’s
produces high amount of quality product which is because it is a well-known brand and if the quality of the
product would not be much good and it would not be a well-known company. On the product position map
Kellogg’s will put themselves on the middle of the top right corner which might suggest that it offers a high
quality at a high price. Which the customer are not looking for they are looking for high quality low price.
There are three levels of a product and they are core, actual and augmented product. The core product is not
the tangible physical product; however the actual product is the tangible physical product. The augmented
product is the nonphysical part of the product. The most important part of the product life cycle is the
Maturity because the growth will be slowing down to makes it grow back up there should be the product
extension taking place for example launching the product again would increase the growth again.
2. Price: The pricing strategy for Kellogg’s is very simple and it is easy to under which is that the higher the
quality the higher the price which might suggest that the pricing of the Kellogg’s is really easy to understand.
Also they are asking these customers to ask how much they are willing to pay and if they are willing to pay
more than this is the price that they will be keeping for the product. The factors that might affect the pricing is
the competitors which might be that if the competitors are selling the similar product at a lower price than this
will affect their decision on how much they would have been pricing the product at. The other factor that
might affect the pricing decisions is the quality of the product the higher the quality of the product the higher
the price of it and if making the product is more expensive then the product is selling on then this would also
affect the pricing decisions that Kellogg’s are making. Kellogg’s are a much branded company so that they will
price the product at the quality that it offers.
3. Place: The channel of distribution that Kellogg’s uses is that they sell their products to the wholesalers and
then the wholesaler will in turn sell it to the retailers e.g. Supermarkets and then the supermarket will sell the
product to the customer, however by the time the product reaches to the customers the price of the product
is the highest because every stage the price of the product goes up. There are many intermediaries involved in
getting the product to the customer for example the retailers, wholesalers or agents. These will not get
involved until they know that the final customer will buy the product so that they will need to target the final
customer which is a pull strategy. A pull strategy is where the product is pulled through a chain because of
consumer demand. This will affect the promotional activities because it will be targeted to the final customers
for example encouraging loyalty and repeat purchase. A pull strategy involves the manufacturer directing
marketing activities at the intermediaries like the wholesalers and the retailers.
4. Packaging: The appearance of Kellogg’s is very easy to understand and is also very appealing to the targeted
customer because it has lots of colours that are appealing to the targeted audience for example it has tony the
tiger image on the packing of the boxes which might persuade the children to tell their parents to buy it as
there is a cartoon image on the packing this would also attract the parents because the parents knows that the
children will like it so they will have been deciding to buy it. Secondly there is the rooster image on one of the
Kellogg’s product which might persuade more customers because they will think that the rooster are a sign of
