Organix Brraai Brriquettes Case Study

Question 3

The promotional mix for Organix Braai Briquettes, is one of the 4P’s of the marketing mix. The promotional mix consist of public relations, advertising, sales promotions and personal selling.

• While Organix establish their new brand they need to consider and decide on several factors for the promotional mix.

• Identify the attitude and behaviours for target market for the Braai Briquettes.

• Determine the objectives, in what Organix can expect once the promotional mix has been implemented.

• Design the promotional messages in relation to its context and format.

• Identifying and selecting the promotional channels and mix for Organix Braai Briquettes.

• Calculating the budget.

• Identify how the success of promotional mix would

Especially for the retail stores, visual merchandising of the product is crucial and appealing window or interior display inside the stores can attract customers and reinforce the unique theme or character of Organix Braai Briquettes in the stores.

A sales promotion within the stores can be very useful for various reasons:

• They bring a short and immediate effect on the sales

• It will induce new and potential customers as well as other distribution channels

• It will help to win over the competitors in the market selling non organic braai briquettes.

Personal Selling

When business chooses this form of promotion they invite the humanness to the selling and promotional mix. This form of promotion is done through sales personnel, the essentially do what an advertisement would do, inform the customer, persuade a customer or remind the customer of the Organix Braai Briquette product. This is the most expensive promotion tool, because it’s done in person, and can give Organix a distinct personality, though their one to one interactions with the

It is more suitable for the sale of more complex products where the buyer prefers on interacting with the manufacturer of the products.

When the sales representative personally explains the product benefits to the customer they pay better attention and listen to the information and could better promote this through word of mouth to their friends and family.

If customer do not understand the benefits of braaing with an organic braai briquette and cooking with the product personal selling is the most effective form of promotion, the sales representative can convince the customer by demonstrating the use of the product, for example that it gives off less smoke and in fact some that are considered healthier to the person, enviroment and cooking with it.

Public Relations

Though the use of public relations Organix can evaluate the public’s attitude toward their products, identify the policies and procedures that Organix can align with, to meet public interest with the aim of public understanding and acceptances of an organic braai briquette.

In layman’s terms public relations refers to maintaining public relations with the public and create