MMIP: COMMUNICATE THE VALUE OFFERING ASSIGNMENT 1
BUSI 520: Strategic Marketing Management MMIP: COMMUNICATE THE
VALUE OFFERING ASSIGNMENT 2025 Liberty University
Marketing Management Individual Project (MMIP): H.E.B.
Eric Castro
School of Behavioral Sciences, Liberty University
BUSI 520: Strategic Marketing Management
Author Note
Eric Castro
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to Eric Castro.
Email:
, MMIP: COMMUNICATE THE VALUE OFFERING ASSIGNMENT 2
Marketing Management Individual Project (MMIP): H.E.B.
Q1. Explain the elements of the firm’s promotional mix. (Ch. 13)
H.E.B.'s promotional mix consists of several components, including advertising, sales
promotions, public relations, personal selling, and direct marketing. H.E.B. relies heavily on
advertising, using both traditional media (such as television, radio, and print) and digital
channels to reach a large audience. This includes marketing weekly bargains, unique events, and
new product releases. Sales promotions are another key factor, with H.E.B. routinely giving
discounts, coupons, and loyalty benefits through its H-E-B app and in-store promotions to drive
sales and customer loyalty (Chester et al., 2020). H.E.B.'s public relations initiatives, such as
community outreach and local sponsorships, contribute to a favorable brand image and strong
community relationships (Marshall & Johnston, 2023). These integrated promotional efforts not
only increase sales but also improve consumer engagement and brand loyalty, adding to H.E.B.'s
overall market performance (Marshall & Johnston, 2023).
Public relations activities are also important, since H.E.B. regularly participates in
community outreach and supports local initiatives, therefore improving its brand image and
cultivating a favorable connection with the community. Personal selling, while less prevalent in
grocery retail, is visible in the experienced and courteous personnel that assist consumers in-store
by giving customized service and product suggestions. Finally, direct marketing, particularly via
email and smartphone alerts, allows H.E.B. to engage directly with customers, giving targeted
specials and updates based on their purchasing habits and preferences (Marshall & Johnston,
2023).
BUSI 520: Strategic Marketing Management MMIP: COMMUNICATE THE
VALUE OFFERING ASSIGNMENT 2025 Liberty University
Marketing Management Individual Project (MMIP): H.E.B.
Eric Castro
School of Behavioral Sciences, Liberty University
BUSI 520: Strategic Marketing Management
Author Note
Eric Castro
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to Eric Castro.
Email:
, MMIP: COMMUNICATE THE VALUE OFFERING ASSIGNMENT 2
Marketing Management Individual Project (MMIP): H.E.B.
Q1. Explain the elements of the firm’s promotional mix. (Ch. 13)
H.E.B.'s promotional mix consists of several components, including advertising, sales
promotions, public relations, personal selling, and direct marketing. H.E.B. relies heavily on
advertising, using both traditional media (such as television, radio, and print) and digital
channels to reach a large audience. This includes marketing weekly bargains, unique events, and
new product releases. Sales promotions are another key factor, with H.E.B. routinely giving
discounts, coupons, and loyalty benefits through its H-E-B app and in-store promotions to drive
sales and customer loyalty (Chester et al., 2020). H.E.B.'s public relations initiatives, such as
community outreach and local sponsorships, contribute to a favorable brand image and strong
community relationships (Marshall & Johnston, 2023). These integrated promotional efforts not
only increase sales but also improve consumer engagement and brand loyalty, adding to H.E.B.'s
overall market performance (Marshall & Johnston, 2023).
Public relations activities are also important, since H.E.B. regularly participates in
community outreach and supports local initiatives, therefore improving its brand image and
cultivating a favorable connection with the community. Personal selling, while less prevalent in
grocery retail, is visible in the experienced and courteous personnel that assist consumers in-store
by giving customized service and product suggestions. Finally, direct marketing, particularly via
email and smartphone alerts, allows H.E.B. to engage directly with customers, giving targeted
specials and updates based on their purchasing habits and preferences (Marshall & Johnston,
2023).
