Marketing: a Guide to the Fundamentals Case Study

Promotions strategies.

There are two types of promotion strategies:

Above the line promotion where TV, radio, newspapers, internet, and billboards are used amongst other stratagems)

Below the line promotion intended to be subtle so that consumer is unaware of advertising purpose (e.g. testimonials, sponsorship, product placement, direct mail, trade shows, and public relations).

The five elements that would be involved in promoting / selling the following two components are: personal selling, advertising, sales promotion, direct marketing, and publicity.

The promotional objectives for both are also similar in that their overall strategy is to: present information to consumers; increase demand for the product; and differentiate the product.


A combination of above the line and below the line promotion will be used with emphasis on below the line. I will use Internet advertisement, special events, endorsements, and newspapers. I will also give incentives like discounts (“two for the price of one”), a contest, a quiz show, and/or prizes listed at the back of the box that consumers can buy with x amount of coupons. I will also pay researchers to conduct special research on the benefits of using the equipment, and will then publish this research.

Games and recipes can be featured on cereal boxes, and features connected to popular trends for e.g. children or adolescents. Each box, too, will informally state the benefits that can be expected from consuming this product. This will make consumer feel good whilst motivating him or her to buy more of the product. All of these strategies are currently employed by best-selling products such as Kellogg and Post.


I will use Internet advertisement, special events, endorsements, and newspapers. Similar to the above, a combination of above the line and below the line promotion will be used with emphasis on below the line.

Coke uses the ‘my Coke’ rewards strategy where customers enter codes found on specially marked coke products on a website. These codes can also be ‘texted’ from a cellular phone. The codes, converted into points, can be redeemed for prizes or sweepstake entries. In a similar way, in 2008, Pepsi Stuff featured premiums, such as t-shirts, hats, leather jackets, and mountain bikes — that could be purchased with Pepsi Points either online or thoguh a special catalogue. This is a covert type of promotion where the product incentive itself seduces customers to buy more of the product. This promotional strategy can easily be applied to breakfast cereals too, particularly since both products are relatively small in scale and are also sold in bulk, therefore can readily employ these strategies. Compare, for instance, to large-scale products such as funeral homes or exercise machines where size and expense of the product warrants more over line promotion than below line promotion. (The larger and more expensive (quality-containing) the product, the more below line strategies such as some of those adopted by Kellogg’s and Coke would cheapen the product).

Being that carbonated soft drinks do not, by their nature, have nutritional value, I will have to focus on other features and create my own. I would, therefore, connect it to relaxation and invent — as Coke has done — the connection of sparkling drinks with being ‘cool’. Researching the ‘in’ trends of the time and researching the audience most likely to buy the drink, I will forge connections between the drink and audience by manufacturing a certain image. (I can do this too with cereals, focusing on the nutritional and natural, health-promoting image). This image can also be promoted via celebrities on TV shows and in other advertisements.

The main and perhaps the sole distinction between the promotion of breakfast cereals and carbonated drinks is that whilst breakfast cereals will have to stick to a more ‘clean’, nutritional, and healthy image, and therefore be more ethical and perhaps traditional in their marketing, carbonated drinks can use more unethical and dramatic means. Both can use above the line and below the line promotion in targeting their prospective consumers.


Marketing Mix

Target Corporation was founded in 1902 and is now the sixth-largest retailer in the United States founded in 1902 in Minnesota. Target Corporation currently operates over 1,450 stores in 47 states. The key to Target’s success is how it uses the marketing mix. The marketing mix is a controllable variable that the company puts together to satisfy customer needs. The marketing mix is also referred to as the four P’s or four elements product, place, price, and promotion. This paper will provide a brief description of these four elements and how each one of the elements affects the development of their organization. Additionally this paper will describe the implementation of each element.

All four P’s of the marketing mix are necessary and final decisions about them should be made at the same time to ensure maximum congruence between the variables. Product for Target refers to the goods that they stock. Target characterizes its product offering as focused on value (, 2011). This refers to goods that are generally low-priced but are of good quality. The scope of the product generally includes supporting elements such as warranties, branding, and packaging. Target aims to have a mix of name brands and relatively unknown but low priced brands in its stores, attempting to be seen as higher quality than main competitor Wal-Mart but to still offer low prices on select goods. The ability of Target to offer low prices relates in large part to the purchasing function, where Target selects products that it can get at prices it likes.

Place is the concern for getting the product or service to the customer where and when it is needed using channels of distribution or flow of products and services from the producer to the final consumer. For Target, place relates primarily to their choice of locations — in particular sites that are convenient for customers and highly visible to encourage higher traffic volumes at its stores. Target also seeks to locate in areas that are near its core demographic audience.

Promotion is the concern of telling and selling the customer (Kotler, 2002, p. 37). Promotion includes three methods of communication personal selling, mass selling, and sales promotion. Personal selling is a form of direct communication between sellers and customers such as customer service. Mass selling is communicating with a large number of customers at the same time such as advertising. Sales promotion is other nontraditional promotional activities such as coupons, samples, and catalogs. Price is the concern for pricing product in consideration of not only the competition but also the customer’s reaction to the price as they may or may not buy the product or service depending on the price. Target is focused on providing goods at a low price, and aggressively seeks to deliver prices that are in line with the competition.

As noted, the different ways in which product, placement, promotion and price come together are critical to the development of an effective marketing plan. For example, product affects the development of the organization’s marketing strategy and tactics. In this case, the marketing strategy is built around communicating to the customers the concept of value that Target delivers, with both product and price being built into that value concept.

Target has several different types of retail stores containing different product for different target markets. Target operates basic stores selling general items like clothing, limited groceries, as well as seasonal and holiday items. Many of the stores have a portrait studio,

Forsyth, P. (2009). Marketing: a guide to the fundamentals. New York: Bloomberg Press

Get Professional Assignment Help Cheaply

Buy Custom Essay

Are you busy and do not have time to handle your assignment? Are you scared that your paper will not make the grade? Do you have responsibilities that may hinder you from turning in your assignment on time? Are you tired and can barely handle your assignment? Are your grades inconsistent?

Whichever your reason is, it is valid! You can get professional academic help from our service at affordable rates. We have a team of professional academic writers who can handle all your assignments.

Why Choose Our Academic Writing Service?

  • Plagiarism free papers
  • Timely delivery
  • Any deadline
  • Skilled, Experienced Native English Writers
  • Subject-relevant academic writer
  • Adherence to paper instructions
  • Ability to tackle bulk assignments
  • Reasonable prices
  • 24/7 Customer Support
  • Get superb grades consistently

Online Academic Help With Different Subjects


Students barely have time to read. We got you! Have your literature essay or book review written without having the hassle of reading the book. You can get your literature paper custom-written for you by our literature specialists.


Do you struggle with finance? No need to torture yourself if finance is not your cup of tea. You can order your finance paper from our academic writing service and get 100% original work from competent finance experts.

Computer science

Computer science is a tough subject. Fortunately, our computer science experts are up to the match. No need to stress and have sleepless nights. Our academic writers will tackle all your computer science assignments and deliver them on time. Let us handle all your python, java, ruby, JavaScript, php , C+ assignments!


While psychology may be an interesting subject, you may lack sufficient time to handle your assignments. Don’t despair; by using our academic writing service, you can be assured of perfect grades. Moreover, your grades will be consistent.


Engineering is quite a demanding subject. Students face a lot of pressure and barely have enough time to do what they love to do. Our academic writing service got you covered! Our engineering specialists follow the paper instructions and ensure timely delivery of the paper.


In the nursing course, you may have difficulties with literature reviews, annotated bibliographies, critical essays, and other assignments. Our nursing assignment writers will offer you professional nursing paper help at low prices.


Truth be told, sociology papers can be quite exhausting. Our academic writing service relieves you of fatigue, pressure, and stress. You can relax and have peace of mind as our academic writers handle your sociology assignment.


We take pride in having some of the best business writers in the industry. Our business writers have a lot of experience in the field. They are reliable, and you can be assured of a high-grade paper. They are able to handle business papers of any subject, length, deadline, and difficulty!


We boast of having some of the most experienced statistics experts in the industry. Our statistics experts have diverse skills, expertise, and knowledge to handle any kind of assignment. They have access to all kinds of software to get your assignment done.


Writing a law essay may prove to be an insurmountable obstacle, especially when you need to know the peculiarities of the legislative framework. Take advantage of our top-notch law specialists and get superb grades and 100% satisfaction.

What discipline/subjects do you deal in?

We have highlighted some of the most popular subjects we handle above. Those are just a tip of the iceberg. We deal in all academic disciplines since our writers are as diverse. They have been drawn from across all disciplines, and orders are assigned to those writers believed to be the best in the field. In a nutshell, there is no task we cannot handle; all you need to do is place your order with us. As long as your instructions are clear, just trust we shall deliver irrespective of the discipline.

Are your writers competent enough to handle my paper?

Our essay writers are graduates with bachelor's, masters, Ph.D., and doctorate degrees in various subjects. The minimum requirement to be an essay writer with our essay writing service is to have a college degree. All our academic writers have a minimum of two years of academic writing. We have a stringent recruitment process to ensure that we get only the most competent essay writers in the industry. We also ensure that the writers are handsomely compensated for their value. The majority of our writers are native English speakers. As such, the fluency of language and grammar is impeccable.

What if I don’t like the paper?

There is a very low likelihood that you won’t like the paper.

Reasons being:

  • When assigning your order, we match the paper’s discipline with the writer’s field/specialization. Since all our writers are graduates, we match the paper’s subject with the field the writer studied. For instance, if it’s a nursing paper, only a nursing graduate and writer will handle it. Furthermore, all our writers have academic writing experience and top-notch research skills.
  • We have a quality assurance that reviews the paper before it gets to you. As such, we ensure that you get a paper that meets the required standard and will most definitely make the grade.

In the event that you don’t like your paper:

  • The writer will revise the paper up to your pleasing. You have unlimited revisions. You simply need to highlight what specifically you don’t like about the paper, and the writer will make the amendments. The paper will be revised until you are satisfied. Revisions are free of charge
  • We will have a different writer write the paper from scratch.
  • Last resort, if the above does not work, we will refund your money.

Will the professor find out I didn’t write the paper myself?

Not at all. All papers are written from scratch. There is no way your tutor or instructor will realize that you did not write the paper yourself. In fact, we recommend using our assignment help services for consistent results.

What if the paper is plagiarized?

We check all papers for plagiarism before we submit them. We use powerful plagiarism checking software such as SafeAssign, LopesWrite, and Turnitin. We also upload the plagiarism report so that you can review it. We understand that plagiarism is academic suicide. We would not take the risk of submitting plagiarized work and jeopardize your academic journey. Furthermore, we do not sell or use prewritten papers, and each paper is written from scratch.

When will I get my paper?

You determine when you get the paper by setting the deadline when placing the order. All papers are delivered within the deadline. We are well aware that we operate in a time-sensitive industry. As such, we have laid out strategies to ensure that the client receives the paper on time and they never miss the deadline. We understand that papers that are submitted late have some points deducted. We do not want you to miss any points due to late submission. We work on beating deadlines by huge margins in order to ensure that you have ample time to review the paper before you submit it.

Will anyone find out that I used your services?

We have a privacy and confidentiality policy that guides our work. We NEVER share any customer information with third parties. Noone will ever know that you used our assignment help services. It’s only between you and us. We are bound by our policies to protect the customer’s identity and information. All your information, such as your names, phone number, email, order information, and so on, are protected. We have robust security systems that ensure that your data is protected. Hacking our systems is close to impossible, and it has never happened.

How our Assignment  Help Service Works

1.      Place an order

You fill all the paper instructions in the order form. Make sure you include all the helpful materials so that our academic writers can deliver the perfect paper. It will also help to eliminate unnecessary revisions.

2.      Pay for the order

Proceed to pay for the paper so that it can be assigned to one of our expert academic writers. The paper subject is matched with the writer’s area of specialization.

3.      Track the progress

You communicate with the writer and know about the progress of the paper. The client can ask the writer for drafts of the paper. The client can upload extra material and include additional instructions from the lecturer. Receive a paper.

4.      Download the paper

The paper is sent to your email and uploaded to your personal account. You also get a plagiarism report attached to your paper.

smile and order essaysmile and order essay PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET A PERFECT SCORE!!!

order custom essay paper