Assignment:
Assume that you are the newly hired promotion manager for Burberry and that the VP of Marketing wants you to prepare a report on how the designer's/brand's product/good is currently marketed and to begin to think about what changes, if any, you might want to see made in the promotion of that designer's/brand's products/goods.
What promotion makes the designer's/brand's products different from its competitors? Defend your position.
In terms of product/good marketing, how would you change the promotion mix? Defend your position.
In terms of product/good marketing, how would you change the advertising mix? Defend your position.
The Situation:
You have to learn the promotion channels your designer/brand currently uses vis a vis the promotion channels used by competitors and recommend changes in that mix.
You have to learn the advertising media your designer/brand currently uses vis a vis the advertising media used by competitors and recommend changes in that mix.
In preparing your CASE, ensure that you demonstrate your learning of the marketing concepts and frameworks for analysis outlined in the modular learning objectives by using and referencing the background and case material.
1. Identify factors that influence the promotional mix of a product/service.
2. Evaluate the promotional strategy for a brand.
In CASE, as stated in the background readings, since the promotion mix (among other activities) includes advertising, personal selling, and sale promotion AND the advertising mix includes print media, TV, radio, and newer forms of communication such as e-media; your job is to consider changes at two levels: changes in promotion and changes in advertising. Defend your positions on any and all of the issues you tackle.