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Essay / Research Paper Abstract
This 4 page paper compares and contrasts the approach taken towards the promotion element of the marketing mix by two well known watch companies; Timex and Rolex. The use of the Internet, advertising, television and use of sales promotions are discussed. The paper ends by assessing the potential use social networking mediums for the firms. The bibliography cites 6 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEpromotimex.doc
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Unformatted sample text from the term paper:
favor (Kotler and Keller, 2008). The way in which promotion takes place will vary according to a number factors, including the desired target market, the budget, the type of response
that is desired and the product (Christ, 2008). By comparing two firms with similar category products; Timex and Rolex, the manner in which the firms promote their products may be
assessed demonstrating the way each tailors their promotion to their product and market including the different marketing mediums and different promotional activities. Following this it is also possible to consider
the potential for the use of social media. Timex is a low cost, mass market product; the promotion of the product reflects this market. Timex has a broad
promotion strategy, as they are targeting the mass market they are seeking to communicate their marketing message to a large audience. The company uses the internet, television add printed media.
The internet site is both a marketing and a sales medium, as the visitors may purchase watches from the site as well as find out about the firm and
the products (Timex, 2011). The firm has developed different web sites for the different county markets, to allow promotions to be undertaken in a localised manner.
However, although there is the use of the internet it is the printed media and the television that are the dominant promotion mediums. The internet
is an effective medium, but it usually requires the target market to take a proactive approach, with users looking for the Timex page, or actively clicking on a link in
an advertisement (Chaffy, 2007). The main advertising utilizes television and the printed media, including the press, magazines and billboards, is likely to expose the brand to a larger audience, which
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