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Edward Lynch

Edward Lynch

Unit 9

Describe the Promotional Mix Used by
AirMax with their trainers and
Wilkinson’s and their razors
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(P1)
In this task I will be talking and describing the different factors in the promotional mix
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Advertisement
Advertising is a notice or announcement in a public place promoting a product, service, or event that is
happening or going to happen
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In AirMax when they have a new pair of trainers out they always like to do a TV advert with a celebrities in it,
They use celebrity endorsement because when people watch the advert people may think “oh I those them
trainers because a celebrities has been wearing the same ones” the also advertise all their trainers and other
products and services on their website and people can look and buy the trainers on the website
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For AirMax I would say that the most
appropriate place to advertise would be on TV with celebrities in their trainers because people will think I must
have them and people love showing off
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The purpose of advertising for Wilkinson’s is that all their advertising is done to
bring in customers and all of their advertising has been effective even if it was just a little side advertisement
on a website such as Facebook they were just posters on a side of a bus

Sales promotion
Sales promotion is the process of persuading a potential customer to buy the product
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Some sales promotions are aimed at consumers
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In AirMax they do not really use sales promotion because I think that they will feel that their image will be
affected but I think that they might think that if we are giving away free products then people might think that
we are giving them away because their poor quality and people will not buy them
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Also by Wilkinson’s offering better offers then their competitors they are getting more business
leading to them making a bigger profit and becoming the main retailer of choice for people and business
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AirMax use data collected to target selected target
audience for example because they are selling trainers there main target audience would be people aged

2|P age

Edward Lynch
between 11-30 years, AirMax does not offer any loyalty cards to their customers
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Personal Selling
AirMax is based on face to face selling and their customer interactions and relations are very important
because if relationships are not formed between the customer and the seller then the customer is less likely to
come back and this will be bad for business, AirMax has trained and will continue to train sales people so they
can deliver quality service to all of their customers in the shops and online
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Wilkinson’s also has some expensive products so they need to train the
correct sales people so there are able to sell them and if they have well trained people then it will maximise
their sales and profit
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Wilkinson’s have been less engaged in the local community because its
will be very hard because of the purpose of the product and who is the product aimed at
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Sponsorship
AirMax and Wilkinson’s both sponsor events, mainly football events
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By them sponsoring these events it promotes a good image of them and it may bring in more customers
to the business
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3|P age



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