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Kayela Graham
Dinthill Technical High Sc
Centre #: 100028
My Internal Assessmenton
romotional Strategy!
ersonal Selling"A$ertising" %&licity '
Sales romotion(
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Ta&le o) Contents
Acknowledgment 1
Introduction .2-5
Literature Review 6-8
Methodolog ...!-1"
#re$entation o% &ata 11-15
Anal$i$ o% &ata ..16-1'
Inter(retation o% Re$ult$ ..18
)onclu$ion 1!
Recommendation .2"
Re%erence$ 21
A((endi* ....................................................................................................................22-2+
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Ac*no+legement
I would like to thank ,od %or giving me the $trength and courage %or doing thi$ (roect. Al$o thank ou to
m teacher who gave thi$ a$$e$$ment in aid o% widening m knowledge a/out the to(ic /eing inve$tigated
#romotion 0trateg. inall thank ou %or m %riend$ who guided me throughout it all.
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romotion Strategy
Introduction:
#romotion 0trategie$ i$ what hel($ to (o$ition our com(an in a %avoura/le light with not onl current
cu$tomer$ /ut new one$ a$ well. hi$ re$earch aim$ to criticall a$$e$$ the (romotion $trategie$ o% the
3e$tle )om(an in order to identi% %actor$ which contri/ute to the (er%ormance and e%%ectivene$$ o% the
/u$ine$$. Al$o to under$tand how to (romote 4ualit good$ and $ervice$ / u$ing a((ro(riate tool$ to
achieve $ucce$$%ul $ale$. he re$earcher wi$he$ to conduct an internal inve$tigation to the e*tent o% which
will give detail$ o% how #romotion 0trategie$ (rior to the tool$ o% (romotion which include$ (er$onal
$elling $ale$ (romotion adverti$ing and (u/licit are /eing mani%e$ted within the com(an. A%ter the
re$earcher ha$ conducted hi$ internal inve$tigation an anal$i$ will /e done on the data /eing collected in
order to make a conclu$ion on the the$i$ /eing inve$tigated.
#er$onal $elling i$ de%ined a$ the method (eo(le u$e to (er$uade cu$tomer$ to /u (roduct$. 0ale$
(romotion i$ the (rocedure a (er$on $elling a (roduct directed toward$ con$umer$ and trader$ with the
intention to (roduce immediate or $hort-term $ale$ e%%ect$. Adverti$ing i$ de$cri/ed a$ the wa$ and mean$
/ which a (er$on $elling a (roduct get$ it to their con$umer$ e%%ectivel / telling a/out the (roduct or
$ervice. inall (u/lic relation$ i$ the relation$hi( that i$ develo(ed /etween the con$umer and con$umer
in a e%%ective manner to /uild a /ond /etween them.
Justification for the topic:
hi$ i$ to illu$trate the im(ortance o% a #romotional 0trateg. It al$o %acilitate$ the /u$ine$$ to develo(
adverti$e and $ell (roduct$ or $ervice$ to cu$tomer$. #romoting i$ a ke element in communicating the
/ene%it$ o% (roduct$ once the are re$earched and develo(ed. It ena/le$ marketer$ to determine the mo$t
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e%%ective communication vehicle$ which include$ (er$onal $elling $ale$ (romoting adverti$ing and
(u/licit to allow the /u$ine$$ meet the con$umer market need$.
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Background information of the project:
#romotion i$ one o% the market mi* element$ or %eature$ and a term u$ed %re4uentl in marketing.
#romotion i$ the method ou u$e to $(read the word a/out our (roduct or $ervice to cu$tomer$
$takeholder$ and wider (u/lic. nce ou have identi%ied our target market ou will have a good idea o%
the /e$t wa$ reaching them /ut mo$t /u$ine$$ u$e a mi* o% adverti$ing (er$onal $elling (u/lic relation$
7(u/licit re%erral$ $ale$ (romotion to (romote their (roduct$ or $ervice$.
actic$ 9 :ow to get there9
Promotion strategy
;our (romotional $trateg will en$ure that con$umer$ %ind out a/out our (roduct or $ervice. here
are %our main (romotional tool$ed a((roach tailored to meet the individual need$ o% the
cu$tomer to demon$trate the wa$ that the (roduct will /ene%it him. he cu$tomer i$ given the o((ortunit
to a$k 4ue$tion$ and the $ale$(er$on addre$$e$ an concern$ he ha$ a/out the (roduct. In addition 0ale$
#romotion i$ the kind$ o% incentive$ and techni4ue$ directed toward$ con$umer$ and trader$ with the
intention to (roduce immediate or $hort-term $ale$ e%%ect$. A #u/lic Relation$ involve$ the (lanned
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(romotion o% good$ $ervice$ and image$ o% organi>ation$ intended to create goodwill %or a (er$on (lace or
event. #u/lic relation$ (ro%e$$ional$ work to /uild long-term relation$hi($ among individual$ and
in$titution$. In conclu$ion the all coincide to create and (er%orm an e%%ective #romotional 0trateg a$
$tated / he ,overnment o% =e$tern Au$tralia 2"1+ 0mall ?u$ine$$ &evelo(ment )or(oration.
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Literature Review:
he 3e$tl@ )om(an wa$ %ounded in 186' / :enri 3e$tl@ who at a time o% high in%ant mortalit
develo(ed a milk-/a$ed %ood %or /a/ie$ una/le to %eed %rom their mother$. 0ince then nutrition ha$ /een at
the ver heart o% the 3e$tl@ /u$ine$$. 3e$tl@ amaica Limited (rovide$ uic uice 3e$tl@ 0velt 3e$tl@
3e$tum 3e$tl@ ?reak%a$t )ereal Ice )ream 3e$tl@ rchard 3e$tl@ ?ett Blim 3e$tle 0u(ligen Maggi
3e$tl@ )o%%ee Mate3e$tl@ Milo 3e$ca%e and 3e$tl@ )arnation etc %or their cu$tomer$ al$o.
A$ the con%ronted the challenge$ o% the 21$t centur nutrition wa$ more than ever the ke to the
com(anC$ %uture. =hile the remained loal to the (rinci(le$ and ideal$ that drove :enri 3e$tle the
ada(ted to meet the changing need$ o% con$umer$ D /ecau$e the recogni>ed that the /u$ine$$ i$ not u$t the
thing$ the make /ut the role tho$e thing$ (laed in making li%e /etter %or their cu$tomer$.
he $ummed the (hilo$o(h u( in %our $im(le word$ D ,ood ood ,ood Li%e - re%lecting in everthing
the do and e*tending /eond what the make. n their (ath to /eing the leading %ood nutrition health
and wellne$$ com(an the continue to en$ure that the do everthing the can to /uild nurture and
develo( %amil and communit wherever the are.
here o/ective i$ to /e the leader in 3utrition :ealth and =ellne$$ and the indu$tr re%erence %or
%inancial (er%ormance tru$ted / all $takeholder$. 3e$tl@ ha$ (u/li$hed a $et o% %orward-looking
commitment$ to $ociet and on environment $u$taina/ilit it aim$ to meet / 2"2" or earlier. E=e are
announcing a $et o% %orward-looking mea$ura/le commitment$ to $ociet and on environmental
$u$taina/ilit. =e /elieve that leader$hi( i$ not u$t a/out $i>e it i$ al$o a/out /ehaviour. ru$t too i$
a/out /ehaviour and we recogni$e that tru$t i$ earned onl over a long (eriod o% time / con$i$tentl
delivering on our (romi$e$. he$e o/ective$ and /ehaviour$ are enca($ulated in the $im(le (hra$e E,ood
ood ,ood Li%eF a (hra$e that $um$ u( our cor(orate am/itionF. he3e$tl@ Roadma( 7i$ intended to
create alignment %or our (eo(le /ehind a cohe$ive $et o% $trategic (rioritie$ that will accelerate the
achievement o% our o/ective$. he$e o/ective$ demand %rom our (eo(le a /lend o% long-term in$(iration
http://www.nestle.com/asset-library/documents/about_us/nestle-roadmap.pdfhttp://www.nestle.com/asset-library/documents/about_us/nestle-roadmap.pdf7/23/2019 MOB Internal Assessment
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needed to /uild %or the %uture and $hort-term entre(reneurial action$ delivering the nece$$ar level o%
(er%ormance $aid 3e$tl@ )hie% G*ecutive %%icer #aul ?ulcke.
he town o% )hri$tiana Manche$ter wa$ on 0aturda taken over / the 3e$tl@ )ommunit e$t a$ 3e$tl@
amaica Limited engaged et another communit in it$ communit-/a$ed (romotion$.Re$ident$ %rom in
and around the town made them the o((ortunit and received %ree health check$ %rom the 3e$tl@ =ellne$$
caravan a$ well a$ ti($ on health li%e$tle %rom the Maggie Mo/ile.
Andrew Ga$t ?a$e o% the #ramid cham(ion %or 3e$tl@ amaica told The Geanerhe wa$ ha(( %or the
re$(on$e that the 3e$tl@ )ommunit e$t got %rom the (eo(le o% )hri$tiana.
9hi$ i$ u$t great9 Ga$t $aid. 9#rior to thi$ event toda we had a Hknock-at-our-gate (romotionH la$t
weekend and during thi$ week where we went door to door in the communit and rewarded our con$umer$
%or u$ing 3e$tl@ /rand (roduct$.9 Ga$t added 9he re$(on$e wa$ great %rom the (eo(le in the communit.
he were glad that their (urcha$e 7o% 3e$tl@ (roduct$ didnHt go unnoticed. he 3e$ca%@ +-in-1 we %ound
that it wa$ (o(ular a lot o% hou$eholder$ /ought it.9
he Maggie Mo/ile wa$ a /ig hit. he team carried out cooking demon$tration$ and $howed how to u$e
Maggie (roduct$ owned / 3e$tl@ to (re(are health meal$ at home. he 3e$tl@ =ellne$$ caravan gave
re$ident$ %ree /lood (re$$ure check$ /od ma$$ inde* check$ and hi(-to-wai$t check$. 9=e al$o give health
con$ultation$ where we in%orm re$ident$ a/out the %ive $te($ to health living9 Ga$t $aid.
odianne Ahkin-)hin-ai 3e$tl@ nutritioni$t advi$er wa$ on hand to $hare with the (eo(le ti($ on health
li%e$tle$. 9=e have a high-%ive %or li%e initiative communit a((roach to wellne$$. It con$i$t$ o% %ive $te($.
0te( one - eat health $te( two - control our (ortion$ $te( three - /e active $te( %our - check our health
$te( %ive - /e ha(( $o we $(oke to the (eo(le a/out that.9 Adding to the e*citement on the da wa$ the
(re$ence o% ricia 0(ence who wa$ a hit with the (eo(le o% )hri$tiana a$ $he carried out her M) dutie$.
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#romoter$ were al$o /u$ in the $u(ermarket$ and whole$ale$ hel(ing (eo(le to choo$e their %avourite
3e$tl@ (roduct$ %rom ?ett conden$ed milk 0u(ligen 3e$ca%@ Milo a$ well a$ Maggie (roduct$. he da
culminated with a 0u(ligen (art and a domino tournament.
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!ethodoogy:
Re$earch &e$ign
he u$e o% 4ue$tionnaire$ wa$ to gain $(eci%ic data. he rea$on$ %or choo$ing thi$ in$trument were due to
the %act that itC$ con%idential itC$ time con$uming the are relativel ea$ to anal$e a large $am(le o% the
given (o(ulation can /e contacted at relativel low co$t and the %ormat i$ %amiliar to mo$t re$(ondent$.
In conducting thi$ re$earch (ermi$$ion wa$ $ought / the re$earcher %rom the 3e$tl@ amaica Limited main
o%%ice in order to conduct a re$earch on #romotion 0trateg in the organi>ation. he re$earcher cho$e to u$e
4ue$tionnaire$ and interview$ which are /oth (rimar data $ource$. ue$tionnaire$ and interview$ were
u$ed in$tead o% other method$ /ecau$e the are known to /e ver co$t e%%ective the are ea$ to anal$e
reduce$ /ia$ and much in%ormation can /e ea$il collected. he interview$ will allow me to interact more
with (eo(le al$o the in%ormation gathered will make m re$earch more %actual and (reci$e. ?oth
4ualitative and 4uantitative re$earch method$ were u$ed to collect data.
0am(le
i%teen 71" 4ue$tionnaire$ were (re(ared and %i%teen 71" (er$on$ were randoml $elected %rom the
Marketing 7(romotion &e(artment to an$wer the 4ue$tion$. he re$(ondent$ con$i$t o% /oth male and
%emale em(loee$ $o a$ to en$ure that the re$earch wa$ not gender /ia$ed. ? u$ing interview$ I will /e
a/le to u$e the medium (rovided to a$k a((ro(riate 4ue$tion$ %or the re$earch. hi$ inturn will (rovide the
re$earcher with relevant and accurate in%ormation. he re$earch however will com(ri$e o% em(loee$
within the 3e$tl@ )om(an. In%ormation will /e o/tained %rom the$e em(loee$ regarding how (romotional
$trategie$ are /eing en%orced in the /u$ine$$. he 3e$tl@ )om(an i$ an a((ro(riate /u$ine$$ to carr-out
thi$ $tud due to 72 rea$on$ation.
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20-
0-
10-
How often is the value of the product being emphasized to the customers?
Daily Monthly /ot 4eg%larly
igure +
he chart a/ove $how$ that '"J o% the re$(ondent$ think the value o% the (roduct i$ /eing em(ha$i>ed to
it$ cu$tomer$ monthl while 2"J $a that it i$ done dail and the remaining 1"J $a$ it i$ not regularl
done.
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5a&ies Teenagers l#erly ersons
0-
20-
60-
70-
80-
100-
120-
100- 100- 100-
Which cross-section is your target market?
igure K
he diagram a/ove $how$ that the re$(ondent$ think that the e4ual amount o% di$tri/ution that the 3e$tle
)om(an (roduce$ %or i$ %or everone.
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#uestionnaire
1. ,ender
Male N emale N2. :ow long have ou /een working in the (romotional de(artment
Onder 1 ear N +-5 ear$ N '-1" ear$ N ther N
+. &o ou eno our o/ de$cri(tion;e$ N 3o N
K. =hich cro$$-$ection i$ our target market
?a/ie$ N eenager$ N Glderl N All N5. =hich method o% adverti$ing i$ u$ed mo$t %re4uentl
#rint Media N elevi$ion N 0am(le$ N
6. verall how i$ the $(irit o% teamwork within the organi>ation
0ati$%actor N ,ood N G*cellent N
'. =hat are the challenge$ ou encounter in the (romotional (roce$$
)omment< PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP
PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP8. =ho i$ our maor com(etitor
La$oe N ,race N 0e(rod N
!. :ow o%ten i$ the value o% the (roduct$ /eing em(ha$i>ed to the cu$tomer$
&ail N Monthl N 3ot Regularl N1". I$ our mean$ o% di$tri/uting the (roduct$ relia/le
I% e$ how< PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP
PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP
11. &o ou encourage direct $ervice$ to con$umer$
I% e$ what i$ the (rocedure< PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP
PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP
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Interpretation of Resuts
he $u/ect o% the matter however i$ that the 3e$tl@)om(an ha$ a good liai$on with it$ cu$tomer$ and
that the em(loee$ are e%%ective worker$ who hel( in making the name o% the com(an and the $ucce$$ion$.
A$ a re$ult o% thi$ the re$earcher $ought to do an inve$tigation on the to(ical i$$ue where/ the individual$
gave (o$itive re$(on$e$. he were in agreement with $aing that the com(an ha$ a good wa o%
(romoting it$ good$ and had (ro(er $ervice$. he$e %inding$ clearl u$ti%ied :enri 3e$tl@C$ concern a$ to
the develo(ment and (ur(o$e o% the 3e$tl@ )om(an. 70ee Literature Review.
Andrew Ga$t o/$ervation on the 3e$tl@ )om(an e$t in )hri$tiana wa$ u$ti%ied / the door-to-door the
carried-out. :e $tated that it wa$ u$t great (rior to the event$ the had where/ the went to a communit
to reward their con$umer$ %or u$ing the 3e$tl@ /rand (roduct$. hi$ wa$ hel(%ul in that it gave them a
%eed/ack %rom the (eo(le that their (roduct$ were /eing (romoted on the market e%%ectivel. he were
glad that their (urcha$e 7o% 3e$tl@ (roduct$ didnHt go unnoticed.
he /u$ine$$ theorie$ and conce(t$ are incor(orated with the re$earch through the medium according to
what the %ounder chie% e*ecutive o%%icer the 3e$tl@ nutritioni$t advi$er and other$ $aid a/out the com(an
on a whole. he $hared in$ight$ on the com(an that are (roven to /e valid and relia/le to (otential
con$umer$ and con$umer$.
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%oncusion
It can $a%el /e deduced %rom the re$earch that (romotional $trategie$ which include$ (er$onal $elling
$ale$ (romoting adverti$ing and (u/licit were handil done. 3everthele$$ there i$ alwa$ room %or
im(rovement a$ it wa$ evident in the re$ult$ that everthing i$ not (er%ect. he em(loee$ are a (art o% the
making o% the (roduct$ to carr it o%% in a $ucce$$%ul wa and the all werenCt in agreement /ut the maorit
o% them.
Recommendations
he trend$ /a$ed on the $am(le indicated that there are good (romotional $trategie$ that i$ enacted / the
com(an that /ring$ out good work however it can /e im(roved / (er$on$ /eing em(loed to /e more
(ro%e$$ionall e4ui((ed with their o/ de$cri(tion $o the ma /ring out the making o% (roduct$ /etter and
more attractive a$ it i$ never too much. A (er$on $hould eno doing their o/ unle$$ it will not /e done to
the /e$t o% their a/ilit a$ it i$nCt reall what the want to do /ut %or $ome other rea$on the ada(t
them$elve$.
Al$o %ind more mean$ o% em(ha$i>ing on their (roduct$ %or e*am(le internet marketing i$ a good and
e%%ective wa in doing $o. Internet marketing i$ adverti$ing and $elling (roduct$ and $ervice / email
marketing $earch engine marketing $ocial media marketing man t(e$ o% di$(la adverti$ing and mo/ile
adverti$ing. It will /ring glo/al $ati$%action.
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References and %itiations
Adrienne Management o% /u$ine$$ #u/li$her 72""!
;an-)haton$k 3atalie the im(act o% (romotion $trateg 7 2"12
?lack/lotC$ oolkit the im(ortance$ o% (romotion $trateg 7#0B 72""'
http://www.pragmaticpromotion.com/resources/measure-what-matters-evaluating-the-effectiveness-of-promotion-
strategy-webinar#sthash.Ltiv1Uye.dpuf
http://www.pragmaticpromotion.com/resources/measure-what-matters-evaluating-the-effectiveness-of-promotion-strategy-webinar#sthash.Ltiv1Uye.dpufhttp://www.pragmaticpromotion.com/resources/measure-what-matters-evaluating-the-effectiveness-of-promotion-strategy-webinar#sthash.Ltiv1Uye.dpufhttp://www.pragmaticpromotion.com/resources/measure-what-matters-evaluating-the-effectiveness-of-promotion-strategy-webinar#sthash.Ltiv1Uye.dpufhttp://www.pragmaticpromotion.com/resources/measure-what-matters-evaluating-the-effectiveness-of-promotion-strategy-webinar#sthash.Ltiv1Uye.dpuf