Question

1. Choose a company and explain their promotional mix. Is it effective? Why or why not? 250 words

2. What are the main goals of the Old Spice promotions? Explain your reasoning. Discuss how the factors that affect the promotional mix affect how Old Spice marketers promote its product line. 250 words

Answer 1

We have chosen the Anheuser Busch company who manufactures and markets the Budweiser brand of alcoholic beverages. Budweiser uses different promotional avenues for marketing their beer. The promotional mix contains largely mediums which reach the masses since beer is a mass product. The different mediums of promotions are as follows.

1) Advertising on TV and radio is the most traditional form of promotions for Budweiser. This medium helps the company connect with a large number of people who are traditional tv users and for rural markets.

2)Social Media- Budweiser is connecting with the young generation through promotions on social media sites such as Instagram, youtube,facebook, twitter etc. The usage of internet is increasing day by day and it is a cheap medium to connect with the younger consumers with the right content. Budweiser has a good presence on social media.

3)Traditional alcoholic beverages companies participate in many exhibitions, promotional campaigns, fairs etc where they can sell their products with other food products. Budweiser is no different as they attend a large number of exhibitions and food festivals to market their products.

4)Budweiser sells directly to retail stores, especially in rural areas. Hence, direct selling is one of the promotional medium through a dedicated sales force. These salesforce promote their brands in retail stores.

The main goal of the old spice connections is to connect with the fans and consumers and promote the value which old spice brings to them as a product. The reason is that there are many rival product and substitutes in the market and if the company wants people to choose old spice, then they need to create a connection to choose their product. Good promotional advertisement creates that connection between the product and the brand and creates an association. Old spice achieved that association through their quirky ads and content which engaged the public.

Promotional mix is affected by various factors such as product type, product availability,consumer preference, market size etc. Old spice is a consumer mass grooming products which is typically made for men. Hence the promotions are mostly directed toward men. Hence, there must be consideration of gender in promotional mix.