Purpose and Importance of The Promotional Mix for The Double Decker

Businesses use many methods of promoting themselves.

Sales promotion: This is when you persuade a potential customer into buying the product you are advertising to them, This is used to boost sales quickly but isn’t good method to use if you’re trying to gain long-term customers, but there’s always that chance that you will persuade them to buy it and then it turns out they enjoy the product and decide to continue purchasing regularly, so it’s not always bad. This isn’t necessarily a paid way of promoting your brand, you could persuade a consumer one on one to buy the product without paying for a large amount of people to see it. I see this being used a lot by Cadbury’s as they advertise individual products such as the Double Decker in a very persuasive way such as using happy advertising and giving the brand a personality/status.

Advertising: Adverts are highly important for a business when it comes to promoting products, and every popular company seem to be presenting them a lot, and it’s true, advertising helps companies a lot by introducing potential customers to your product, but you must be able to create advertisement that stands out compared to others since people see hundreds of adverts a day. However, Cadbury’s is able to now make any kind of advert and people will listen because of the power they have created for their own business in the past, but they just continue to make adverts which catch people’s attention and expands their product life span.

Personal selling: Personal selling is when a customer buys a product or service after trialling it out for themselves first to make sure it’s what they want or to make sure it’s up to the standard they expected, this can only be used for certain products such as cars, perfume, makeup, even Double Decker could use it, but there wouldn’t be much point as it’s a cheap product with a good reputation, for this reason Cadbury’s will gain many sales without needing to give away free Double Decker’s to attract attention from these individuals. The advantages of using personal selling include; it makes a persuasive impact, the message is customised, and it has a high customer attention rate. However, the disadvantages would be High Cost, and can only reach a limited number of customers, this is a problem for Cadbury’s as they need to be reaching large audiences, therefore this method of promotion would not be essential for Cadbury’s to use.

Direct Marketing: Now, Direct Marketing is when a business directly chooses individuals to advertise to whom are likely to want the product or service being presented due to their similar interests. There are different ways that businesses use Direct Marketing to present their product to individuals; one way would be to ‘Direct mail’ them. What’s the better way to reach someone rather than sending a message straight to where their important messages go? This would be an effective method to sue since it’s not costly however many people just disregard it as ‘junk’ and don’t acknowledge it properly, sometimes don’t even open it. Telemarketing is also another way to use direct marketing; this is when you call up the individual that you’re targeting and you advertise that way, this would not be good for Cadbury’s as it will ruin their reputation and people may not respect them as much if it turns out their employees call people up and ‘spam’ them to buy their products. This could be very negative though and your attempt to promote yourself may turn in an angry call where the individual just gets mad at you for wasting their time.

Public Relations: Public relations are all about gaining a relationship with the public, the main purpose of this is so that people gain personal respect for the business which is important as people tend to buy brands which are known for a good reason. For example, if the Cadbury presents a powerful message, people will respect them. This is because it seems more believable and true rather than an advertisement which makes them seem like they’re just trying to sell their product like everyone else. I feel like Cadbury has already used this method for previous products, especially for the Dairy Milk bar, but I have not seen one present for the Double Decker.

Importance of the Promotional Mix for Double Decker

Double Decker is a successful product, maybe this is because of the powerful Company they’re owned by, maybe it’s because of the wrappers design, and maybe it’s because of how Cadbury has used the promotional mix for the product, well yes. All of these factors have been taken into consideration when deciding the importance of the promotional mix, and I believe it’s clear to see how these promotional methods have been used to present the Double Decker successfully in today’s market. Firstly, I believe that the use of Public Relation that Cadbury’s has is very beneficial to them, everyone trusts them, and they are official and have been in the chocolate game since 1824. This is a huge advantage as to why people would choose to buy a Cadbury product instead of a competitor, especially when Cadbury just continue to produce emotional and powerful forms of advertisement.