M1 and d1 copy - Promotional PDF

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Unit 18 Creative Promotion M1 Analyse the effectiveness of marketing communications activities of contrasting businesses In this assignment, I will be analysing the effectiveness of marketing communications activities of in my two businesses, Superdrug and Save the children. Analyse how effective the selected promotional activities of your chosen contrasting businesses are and give examples of where this has been achieved, discuss the strengths and weaknesses of the marketing communications activities Superdrug: The selected promotional activities which Superdrug has used in their marketing campaign to promote their message was effective because their market share has increased in the past couple of years. In 2018, Superdrug market share was 9.2% and in 2019 it has increased to 9.8% which is a good proportion. Superdrug was able to increase their market share because of the promotional activities they have used to promote their products and services nationally. The health and beauty retailer message are to “bring innovation and the latest styles and trends to the high street at fantastic prices”. Their message is clear in their website as you can see the launch of every new product is on the top of the list. Their Instagram where they interact with their customers online and attract most of the audience from their up to dated Instagram page which shows that they are consistent with their message of being innovative and stylish to appeal to the audience. One of the most effective ways in promotional activities which Superdrug is using to be successful is advertisement through social media. The number of followers Superdrug accounts have on different social media platform is unbelievable. Superdrug has increased a lot of popularity for their Instagram and twitter post as Superdrug make their every post unique and stylish to target their young audience. Superdrug has 1million followers on their Instagram account which shows that their campaign is successful in terms of advertising through social media. One of the advantages of advertisement is that you can reach wider audience and likely to attract new customers who have not heard of your brand. You can advertise your products through various means such as newspaper, radio, tv advert, social media (Instagram, Twitter), YouTube adverts, leaflets, posters and billboards. One of the positive impacts of advertisement is that repetition of the advertisement can not only increase the sale of existing products or services but can also expand your business on a large scale. This links to Superdrug as Superdrug is the second highest health and beauty retailer in the UK which shows that their campaign is a success. The weaknesses of advertisement are that sometimes organisations show a different side of a product or service which come across as fake and unreal which does not appeal to customers and they try to avoid the service and ignore the facts which are being advertised. Superdrug has used sponsorship as one of the effective ways to make their marketing campaign successful. Superdrug are sponsoring their organisation through the famous TV show “love island”. Love island is one of the most popular TV show which youth watches in summer time. A lot of young people get influenced by the styles of the TV show contestants

and by carrying out research Superdrug found out that sponsoring through love island will increase their brand awareness and people will visit Superdrug website after the end of every episode. The content inspires the youth and Superdrug main target is to sponsor a tv show which will attract a huge number of people into their organisation. The statistics shows that sponsoring through love island was a successful idea. The image shows that 200k people visited Superdrug website right after the show intended which shows that it was a good and successful idea to sponsor a show which will increase brand awareness but will also increase the sales of the business. 900% increase in Superdrug brand search which shows that Superdrug is one of the top searches when it comes to buy any cosmetic or skin product.

Sponsorship has met the need of target audience as Superdrug is getting new audiences everyday and people are buying products which are influenced by their favourite contestants. One of the advantages of sponsorships are is that it is a powerful form of advertisement which makes brand very well known across the globe. Brands become very successful after getting sponsored by a team or a show which is watched by huge number pf audience. This is an effective method to advertise as Superdrug has sponsored the hit show love island as the audience who watch the show are like the target audience of Superdrug, so Superdrug is targeting the right target audience. A disadvantage of sponsorship is that it could be very expensive and if the team loses the match or is not strong enough to win then all the money goes into waste. Which also means that your brand will failed to get the outcome you wanted from a sponsor. Save the children: The selected promotional activities which Superdrug has used in their marketing campaign to promote their message was effective because their market share has increased in the past couple of years. In 2018, Superdrug market share was 9.2% and in 2019 it has increased to 9.8% which is a good proportion.

D1 Assess the extent to which promotional activity supports the achievement of promotional objectives for a selected business In this assignment I will be evaluating how Superdrug promotes the promotional activities to support the business objectives. Superdrug is the UK’s second-largest beauty and health retailer, currently operating over 800 stores in the UK, with more than 200 in-store pharmacies. Its purpose is to be the best in everyday accessible beauty and health and is committed to bringing innovation as well as the latest styles and trends to every high street. Superdrug new campaign which is “That Superdrug feeling” is one of their new campaigns which Superdrug has launched a couple of months ago. The slogan of the campaign is to be “Be Bold, Beautiful and Colourful”. The slogan clearly shows that they are targeting towards the young generation and youth is their main target. The campaign looks are based on Christmas and Halloween looks and all looks are fresh which again shows that they are trying to persuade the same demographics to come and buy the products for the new holidays season. This image shows that they are consistent with their logo as the people in their YouTube advert matches with the message they are trying to communicate with their audience. “Be Bold, Beautiful and Colourful”.

In their ad, they have mentioned a couple of affordable beauty brands which their young audience can afford as they all are students and they are looking for something which is affordable and does not cost much. The brands they have mentioned are “MUA, GOSH and Make-Up Revolution”, despite being less well-known, they are now sold in most stores. Their competitors like “H&M beauty and Primark” are one of their competitors and they are selling the products a lot cheaper than Superdrug which is a threat to the business. The campaign aims to define ‘That Superdrug Feeling’ in a Brave new light and showcase Superdrug like never. In each ad, daring, bold, cheeky, fun, colourful and fierce individuals express the new brand personality, which is match able with the name of the campaign which is That Superdrug Feeling’.

The campaign vision is to be the best in everyday beauty and health by ensuring that it gives its customers access to affordable and responsible products. They are achieving their aim by offering customers with bold looks and encouraging them to wear loud and bright colours through their TV adverts and YouTube adverts. Advertising their campaign through TV has made their campaign famous nationally as it is being advertised everywhere. They have also chosen YouTube as a way to advertise because they know that most of the young generation like to watch YouTube more than tv so they have chosen the right platform to target the right people. Their tv advert communicates the beauty retailer’s new direction, reaching a wider demographic through inclusive messaging. Superdrug has an inclusive attitude towards its customers, and they are offering a wide range of customer types who are celebrating and campaigning for what is important to them. Superdrug also thinks that their brand’s personality sets them apart from other beauty and health retailers on the high street. Superdrug ha also worked with high profile celebrity like Marie Curie. They are working with Marie Curie to fund to support a charity’s nurses by raising funds in stores as well as the products they sell online or in store which are on sale (clearance). By working with a celebrity, they are taking their organisation international and they want to expand their business in other countries. In 2017superdrug employees were taking parts in marathons, walks and swims as well as organising fundraising events in store. While working with Marie Curie over the last 5 years Superdrug customers, colleagues and suppliers have raised £3.7m for the charity, enough to fund over 180,000 hours of vital Marie Curie nursing hours.

It is important for Superdrug to take care of the needs and wants of their target audience which are the young shoppers. This is because their target audience is the prime source for Superdrug to generate some income for the business. If Superdrug is unable to provide their target audience with good products and services, then Superdrug will see a decline in customers and decline in sales thus lead to loss in overall market share. If the right audience is targeted at with the right product, at the appropriate place with the right costs then it will allow Superdrug to increase awareness. For instance, they will be able to gain more profit. These funds will be used to remove existing products or new innovative products for new market audiences. Conclusion: I think it is important that the Superdrug uses appropriate and effective promotional method to appeal to the right audience. This will allow the promotional objectives of the business to be met. Superdrug has a vision to come up with new innovative products or else the business will be just like another business on high street market. This will differentiate the business from the competitors as the market is highly competitive and it is hard to stay at the top of the table so for that Superdrug is coming up with new products and brands to impress their audience....