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Unit of
Competency:
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BSBCUS402 – Address Customer Needs
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PY Topic:
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3- Customer
Service
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Workplace Task:
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Online Task 1 - Promotional Strategies
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Educational Technology Tool
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Blog
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Employability Skills:
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Individual Task
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Intermediate
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Time Commenced
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3:00 pm
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Time Completed
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4:00 pm
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Instructions to
Student:
Time Allocated: 2 hours
Background:
Topic 3.1 Assessment on Customer Service asks you to
write a report on customer service. This online task will assist you in
identifying what promotional strategies are and how companies align them to
their customer’s needs. Completing this task will better prepare you for
writing the customer service report 3.1 with particular attention to Qs 2&
3.
Task: This
is an individual task
Visit
one of your favourite retail stores (Myer, David Jones, Coles etc) and pick a
product (this could be an iPhone, a laptop, beauty product, or food product i.e.
McDonald’s or Coke) and consider your response to the following questions:
1. How
does the company create awareness of its product?
2. How
does the company get consumers to try its product?
3. How
does the company give information about the product to its customer?
4. How
does the company retain loyal customers?
5. How
does the company entice the customer to buy more and use their product
frequently?
6. What
promotions does the company use to identify more customers?
Critically
reflect on the promotional strategies the company uses to market your chosen
product. Write a 400-word
blog incorporating an image/and or video capturing your responses to the above
questions.
The blog you create in this task can be used
as content when you build your online ePortfolio.
What is
promotion?
Promotion is an attempt by marketers to inform,
persuade, or remind consumers and B2B users to influence their opinion or
elicit a response. Most firms use some form of promotion. Because company goals
vary widely, so do promotional strategies. The goal is to stimulate action from
the people or organizations of a target market. In a profit-oriented firm, the
desired action is for the consumer to buy the promoted item. Mrs. Smith’s, for
instance, wants people to buy more frozen pies. Not-for-profit organizations
seek a variety of actions with their promotions. They tell us not to litter, to
buckle up, to join the military, or to attend the ballet. (These are examples
of products that are ideas marketed to specific target markets.)
Areas of research
BLOG
A promotion the strategy is defined by the plan and tactics you implement in your marketing
plan, in order to increase the demand for your product or service. Promotion
strategies play a vital role in the mix of marketing (product, price, placement
& promotion). NIKE is an
American multinational corporation. Nike has built a global brand off strategically advertising, promoting and
sponsoring their product throughout many media channels. They can be seen
anywhere from the Olympics to a sitcom commercial to a high school sporting
event. They have established themselves in the upper echelon of sporting
goods and athletic clothing. Nike has used pull marketing to establish a
connection between the brand and potential customers. One of their best pull
methods is their logo known as “swoosh”. When people see the “swoosh,” it’s
directly identifiable to the brand.
As the marketing landscape
has changed since the 70s, so has the Nike marketing strategy. In fact, it’s
remarkable how well the brand has adapted its approach to new trends and
technologies without losing the core of their identity or brand voice. It’s key to understand that
while their general aesthetic and tactics have changed with the times, their
customer-centric messaging has remained consistent.
Nike has given its
customers a reason to want to come back to their website every day and engage, engage
with Nike, engage with their friends. Everyone gets added value, the customers
get something that helps them with their fitness regime and help them interact
with friends, while Nike gets valuable information about how customers are
using its products. Not every company has the type of access Nike has with its
customers. However, when you can’t go to where your customer is physical, you
can go there digitally. Brands must combine people, processes and, most
importantly, technology, to achieve the scalability they need to reach and
connect with consumers globally. Whether it is a direct-to-consumer model or
wholesale, technology can enable two-way conversations that generate actionable
data, regardless of borders and cultural differences.
Nike believes building and
retaining customer trust comprises two intertwined capabilities: the intent to act
in the customer’s best interest and the competence to do so. These come together to form the foundation of the customer experience. The ability to create a customer experience that builds trust begins with
customer intelligence.
Nike’s sales
promotions are usually in the form of special offers given to target customers.
The company uses sales promotions to motivate new customers by giving
additional benefits, such as the savings they can make by purchasing when
discounts or special offers are applied. Sales promotions in Nike’s marketing
communications mix drive demand from new customers by motivating them to
purchase the company’s products on the basis of these perceived benefits. Time and again Nike has
proven to be the best when it comes to satisfying consumers’ needs. Nike
provides people with innovative and original products that others in the
industry are not able to provide, Nike has shown that they are a true force to
be reckoned with.
