University of Liberal Arts, Bangladesh

Assignment

Sulafa
183011035
BUS 314 Section 04
Answer to the question no. 01
Above the line promotion and below the line promotion are mainly two common market
strategies which used in the advertising industry. There are many differences between ATL
promotion and BTL promotion. Above the line promotion is used to reach the maximum
audience. On the other hand, below the line promotion is used to reach a specific group of
individuals. ATL’s objective is to create a brand identity and its marketing medium are TV,
radio, print media, internet etc. It is costly and difficult to measure the responses due to one
way communication. BTL’s objective is to generate sales and its marketing mediums are
exhibitions, trade-shows, telemarketing, email-marketing etc. It is budget friendly and easy to
measure the responses due to two way communication. ATL promotion is carried out at the
macro level to cover a huge audience. It focuses on non-targeted advertising activities to have
a wide reach. On the other hand, BTL promotion carried out at the micro level because it only
focuses on a specific groups of people.

Answer to the question no.02

The four components of the marketing mix are Product, Price, Place and Promotion. These
are the key factors which involved in the marketing of goods and services. These components
significantly interacts with each other. These factors helps the companies to identify what
consumers want from them, how their products or services meets or fails to meet those needs,
how their products or services is perceived in the world, how their company differs from the
competitors.
Product- Product is mainly the goods or the services that a company offers to the customers
in order to make profit. It should fulfill an existing consumer demand. To be successful in
marketing, marketers needs to understand the life cycle of a product and need to have a plan
to deal with all the stages of their life cycle. The marketers also needs to ensure how
effectively their product will be of use to customers. It is very important for a company to
distribute the right product which fulfill the customers demand because even if the price,
place and the promotion is right but the products are not fulfilling the demands of the
customers will not buy it.
Price- Price is mainly the amount customers pay to buy a product. Price is a very sensitive
part of a business. Marketers must relate the price according to the product’s real value with
supply cost, seasonal discounts and competitor’s prices. Executives sometimes raise the price
give the product the appearance of being a luxury and lower the price to so that more
customers can try the product. Marketers have to determine whether it is right time to
announce discounts because sometimes discount can give the impression that the product is
less exclusive compared to other products. It is very important to price the products
appropriately because if the product, place and the promotion is right but the price is higher
or lesser, the customers will not buy it.
Place- Determining the place where the product will be distributed or sold is a very
complicated part of a business. The goal of a company is always to get their products in front
of the consumers who wants to buy it. If the product is not displayed at the right place in front
of the right customers, marketers will not be succeeded in the business.
Promotion- Promotion is mainly advertising, public relations and promotional strategy. The
goal of promoting a product is to create its value in front of the customers, convincing the
customers why they should buy the product, how the product will help them into their daily
lives. There are mainly two types of promotions marketers use to promote their product,
which are Above-the-line promotion and Below- the-line promotion. ATL promotion is
mainly conducted by TV, radio, print media, internet etc. On the other hand, BTL promotion
is mainly conducted by exhibitions, trade-shows, and telemarketing.

Answer to the question no.03

Using social media into its promotional campaigns has been very popular among the modern
marketing industries. Nowadays entrepreneurs are rising every year by implementing social
media marketing strategies. There are many benefits to a businesses who introduces the social
media into its promotional campaigns. The cost of social ads are is low in comparison to
other advertising systems. Advertising on social media can also reach a lot of people as
nowadays people are more active in social media platforms other than TVs or radio. This can
help to increase the number of potential clients. Social media ads can also help in segment the
audience according to the need of the product. It allows the marketers to access highly
targeted audience. If the marketers selling a specific product then they can advertise to the
specific users by specific Facebook groups or by determining the characteristics, age, gender
etc. Social media ads can help to increase the brand awareness and market visibility as the
whole world is on social media. Promoting through social media allows to connect with
followers and loyal customers in a new way. Through this connectivity, marketers can
understand and know the positive experiences of the customers. Due to the large number of
users and followers on social media it opens a new way to get users familiar with the brand
and offerings. It also helps to increase the sales as there are more people active on social
media. Another advantage is it helps to recognize the current target audience and to create
new target audience.

Answer to the question no. 04

Kellogg’s is one of the most popular breakfast meal around the world. It has always uphold
its original values by its own magnificent marketing strategy. It embraced every opportunity
to make difference in people’s lives and their health.
Marketing strategy is mainly the planning of a company about how they are going to deliver
the right products in front of the right people according to their demand, in the right place and
by the right promotional campaigns. A company will be more successful in their marketing if
their marketing strategy is more unique and specific. One of Kellogg’s main objective is to
get its product into as many households as possible. To achieve this objective Kellogg’s had
to do a market research before launching their products on the markets. This research of
customer preferences helped them to reduce loss in the market as they knew what kind of
breakfast meal people will likely to buy. At first they opened a restaurant named Crunchy
Nuts and invited people to experience and taste their new product in a unique outdoor place,
which motivated the people towards more to buy the products. The restaurant also ran a
twitter competition and offered a specially designated Wi-Fi code to encourage the usage of
Facebook and twitter. Kellogg’s also used above-the-line and below-the-line promotions to
spread their products as many households as possible. They advertised through magazines,
televisions, newspapers etc. they mainly focused on below-the-line promotions by launching
a restaurant named Crunchy Nut, which was promoted through a two-stage sampling
campaign in selected areas to target the correct audience. In the first stage Kellogg’s
delivered their branded bags to over 9 million targeted homes. The offered a free pack of
CNOG and they had to tick a box and leave the bag on their door drop. This particular
campaign helped Kellogg’s to increase their sales, due to the new customers trialing products.