Research Proposal on the allocation of sales promotion Vs advertisement budget on brand identity creation
Bashir Jamanbashir07@live.co.uk 3
CHAPTER 1: Introduction
Marketing is integral part of any business. There are many aspects of marketing mix. Salespromotion and advertisement are two major elements of marketing. Organization buildsbrand for long term benefit. Both sales promotion and advertisement influences consumers torecognize brands. Therefore, organization strategically needs to decide whether to invest theirbudget on sales promotion or advertisement. This research aims to find out influences of salespromotion and advertisement on brand identity.
1.1: Research background:
UK is the most multicultural country in the world with London has the highest concentrationof ethnic minority which is increasing every year according to UK census. Therefore, anyorganization produces ethnic minority based product need to understand this segment of market in order to develop better marketing strategy. It is seen from the census that ethnicminority group in UK are from low-medium income group. Most of the ethnic minoritypeople struggle with their day to day expense management. Therefore, organization shouldfind out whether this segment of market brand sensitive or not. If it is brand sensitive thenwhat are those factors that influences ethnic minority to recognize a brand. Is it salespromotion or advertisement? This research has started its journey with this question in mind.As author is from ethnic minority background and has worked with many ethnic minorityproduct based organization for last couple of years. Therefore, author is excitingly waiting foroutcomes of this research result with the thrust to know these above factors sales promotion,advertisement, brand identity in relation to ethnic minority.