I want you first of all to take the time to comment on another persons work on the blog explaining what you learnt from them and perhaps asking questions about things you do not understand. From this you need to check you own posting to answer any and all questions... I may ask some if you don't get any ;)
I would like you to research the above topic over the weekend.
- First of all what are Aims and Objectives?
- Then what examples of promotional objectives can you find?
- What do you thin the overall promotional aim of John Lewis is when it comes to Christmas?
Aims and Objectives;
ReplyDeleteSpecific- starting exactly what should be achieved.
Measurable- able to be measured to decide if they have been achieved.
Agreed- everyone in the business understands and approves the aims.
Realistic- able to achieved after competition taking into account resources competition and market.
Time specific- state a time by which they should be achieved.
All businesses head towards achieving something and that’s why there here. For many businesses the long-run purpose is to make profits for their owners but there are many other purposes. There are two different meanings to aims and objective however in some businesses this wouldn't make a different.
Promotional objectives;
Building awareness- New products and new companies are often unknown to a market, which means promotional efforts must focus on establishing an identity
Provide information- Some promotion is designed to assist customers in the search stage of the purchasing process. In some cases, such as when a product is so novel it creates a new category of product and has few competitors, the information is simply intended to explain what the product is and may not mention any competitors.
I believe that John Lewis's aims are to get as much customers to buy their products during Christmas time. They would need vital promotional aims like providing information to the customer so they are satisfy with what they are buying and also things like building awareness to make sure that there customer doesn't miss out on anything they can purchase within the shop
Aims and objectives:
ReplyDelete• Aim is a what the business is trying to achieve in the end, what the final target is
• Objective is what needs to be done in order to achieve the aim.
Business will state what its aims and objectives are, but often the real aims and objectives are hidden
They will say to mislead people and only careful research reveal what the actual aims and objectives are
Companies often openly publish their main aims and objectives.
Major business aims
Business in the public and private sector tend to have a different reasons for being in business and therefore have different aims.
Create Interest – Create Interest – Moving a customer from awareness of a product to making a purchase can present a significant challenge. As we saw with our discussion of consumer and business buying behaviour, customers must first recognize they have a need before they actively start to consider a purchase. The focus on creating messages that convince customers that a need exists has been the hallmark of marketing for a long time with promotional appeals targeted at basic human characteristics such as emotions, fears, sex, and humour.
Provide Information – Some promotion is designed to assist customers in the search stage of the purchasing process. In some cases, such as when a product is so novel it creates a new category of product and has few competitors, the information is simply intended to explain what the product is and may not mention any competitors
Source of Information: http://www.knowthis.com/principles-of-marketing-tutorials/promotion-decisions/types-of-promotion-objectives/
Overall, i think that John Lewis aims are too be able to draw in as much customers and use many different Promotional Objectives, for example, Person Selling and Providing information relates as you need to provide the information as a personal seller during Chirstmas times.
Aims and Objectives
ReplyDeleteA SMART objectives is
Specific – They say exactly what needs to be achieved.
Measurable – They have to be measureable in order to check if they have been achieved or not.
Achievable – They need to be achievable so that you can defiantly reach them.
Relevant – They need to be relevant to my business of selling cupcakes and not to selling cars.
Time Bound – They need to have a time so that you have a deadline to have achieved them by.
Every company aims to achieve something and to do this they set smaller objectives to make sure they reach it.
Promotional objectives
Create interest - this is moving a customer from being interested in product to buying it.
Reinforcing a product - this is creating a loyal customer so that they come back and use the business again.
At john Lewis they rely on both of these objectives as they expect their customers to return and buy their products again and they provide their customers with the resources to create an interest in a product which could lead to them buying it.