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Evaluate and justify the use of an appropriate promotional mix with respect to business
and marketing objectives for the selected organisation
Customers and industries purchase and support TK Maxx, as well as any businesses, goods
and services because they are either convinced, encouraged or knowledgeable about them by
the marketing activities performed and used to communicate with
...
It is also
part of the marketing mix, which is a very effective array of techniques used to increase sale
performances
...
Each of these can contribute to the
success of the businesses aims and objectives as they are what let everybody know what the
stores goods, services and motives are
...
The store
would also have a public relations department who would be handling the accountability of
getting good publicity, as well as avoiding the possibility of bad publicity
...
Having their own
PR section can result in large popularity for the business, but to remain efficient, TK Maxx
should ensure that everything is organised and planned when getting the right message to the
right target audience, that problems can be dealt with such as unsatisfactory watches or
bracelets, that a precise point is given and the department has developed in the long term to
improve the image of the store
...
This can be shown in any form of communication,
whether it’s TV, website, post, clothes (which TK Maxx can present best since its main line
of business is clothe sales), magazines, mobiles, newspapers, etc
...
They can use this for providing information on any
new or old offers or products given so long that they can afford it as advertising agencies are
helpful but expensive, as well as the goods and services presented must be satisfactory
...
There are a number of benefits from this, involving
higher demand so a raised price can be efficient with popular fashion products, brand loyalty
would be created so continuous sales in the long term, market share can be sustained and
constructed, attitudes on the product can alter, there is higher awareness desire and interest, it
gives the chance to create or alter the image of the store for an even greater reputation, and
most of all higher profit will be made by tending to peoples emotions
...

As a manufacturer of clothe products, TK Maxx can use direct marketing as a form of supply
or sales straight for the customer
...
TK Maxx
can take advantage of their aims and objectives by having their market specifically targeted

since the company contacts someone acknowledged directly, and having increased knowledge
on how much it will accurately cost to create sales as costs will be controlled
...
Promotion is about communication with the customer and
that can be best shown when TK Maxx can discuss the value and details of their assembled
products with those who have taken interest in what the business has displayed because of
their intentions
...
There is also sales promotion, which are the actual
methods performed in order to promote the sales of their fashion products to customers and
companies, where the achievement of the business depends on getting people to take action
and buy
...
One more form of promotion is the
exhibitions, which can particularly enhance the achievement of TK Maxx objectives since
both buyers and suppliers come together at an exhibition centre to structure a market to
endorse their image, launch new clothe products and construct employee’s confidence, extend
contracts, find out about new competitors and customers, etc
...
They need to look at the techniques within the criteria to help make a decision on
whether this is a positive choice
...
Another technique
would be between short term and long term, as the decisions their staff make can either be in
the short term with personal selling, sales promotions and advertising, where the charge
involves reasonable amounts but the company would not gain as much, or the long term with
awareness, brand building, loyalty and recognition, where the charge is high but the company
would gain highly later
...
There is also the
budget and timing, where a stern budget is needed for TK Maxx to operate their campaign
under since the right medium and promotional methods should be used, along with the timing
having to be just as imperative since adverts are always being arranged within agencies and
the business need to book in advance as it is difficult to find time slots when being in shorter
notice
...
A final technique to consider would be changing conditions, where
external market conditions is particularly important to endlessly review when promoting
goods and services since conditions swiftly changing makes certain performances unreliable
and leads to thinking about what are the more popular products
...

There are different stages at which TK Maxx can communicate with consumers involving
various methods of promotion
...
Attention is clearly about gaining the
awareness of customers through many forms of advertising, and is especially effective with
the launch of new clothes or accessories
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Desire is about developing customer’s needs for goods and services by providing bigger sales
and unique offers with good price and quality through adverts aiming at their large target
audience
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Using AIDA is a more organised way for
TK Maxx in using promotion to generate sales and maintain their high stability

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