Introduction
Organisations vary in the approach they undertake in terms of viewing the core principle of marketing and its role across an organisation (Chernev, 2025). In this regard, the portfolio will outline the essence of marketing mix and promotion mix for organisations, extending the importance of all the elements, offering relevant organisational examples. After the completion of the first task, the second task will analyse the contributions of SEO marketing and Mobile marketing to organisations. It will assess the importance of such marketing channels in the development of digital transformation for organisations, offering examples of how they have been evolving over the years. Other than this, the third task will select a digital marketing campaign for Dove, the Let’s #KeepBeautyReal campaign, and with the help of the AIDA Model (Attention, Interest, Desire and Action), will analyse its feasibility. It will illustrate how the chosen campaign was promoted through social media.
Finding information is one thing. Knowing what to use in your assignment is another. If research is slowing you down while working on BMP3006 Practical Digital Marketing, Locus Assignments offers plagiarism-free assignment help from academic experts. Students looking for Regent College London assignments support can get help with difficult coursework when sorting through information becomes time-consuming.
Task 1
Product
Products and services refer to the intangible and tangible offerings of an organisation, respectively, in terms of meeting the wants and needs of customers (Išoraitė, 2021). This is important for organisations since the sales of their products and services are the sources of income, revenue or profit. Moreover, the quality of products and services offered by organisations often varies and leads to changes in the choices and preferences of consumers. For instance, L’Oreal has been recognised as the provider of personal care products (GlobalData, 2025).
Price
Price has been referred to as the monetary value that is paid by customers for a product or service, and has been deemed to be the only element capable of generating revenue. Moreover, price is the value which is created by both service users and their providers (Išoraitė, 2021). It involves all decisions in pricing concerning initial investments, production costs, customer demands, organisational objectives, payment terms, discounts, allowances and competition. Determining prices is crucial for organisations in terms of ensuring that the market shares expand and profitability increases. This may help deliver an understanding of how and at what value customers may value the products and services offered by an organisation. For instance, the revenue generated by L’Oreal was $47.0 billion in the year 2023, recording a surge of 5.6% from the prior year (GlobalData, 2025).
Place
Place has been referred to as the channels used in terms of making a particular product or service available to customers. Service users are directly involved with the distribution channels operated by an organisation (Išoraitė, 2021). It includes decisions regarding distribution, such as how and where products are sold, involving physical stores, intermediaries such as retailers and wholesalers, and online marketplaces. The primary objective of offering an understanding of places is to make the product or service accessible to target audiences in the most efficient and convenient ways possible. With headquarters in France, L’Oreal merchandises products with the help of a network of mass-market retail, hair salons, department stores, branded retail and so on, with e-commerce platforms in addition to physical stores (GlobalData, 2025).
Promotion
Promotion considers the activities utilised by customers in terms of communicating with target audiences, aimed at informing, persuading and reminding them of existing or new products and services. The expansion of innovative products is a part of the promotional or marketing activities of an organisation. Promotion has been taken into account as a user-oriented information marketing communication system in which consumers and service providers are involved regardless of their will (Išoraitė, 2021). This is also known as the promotion mix, or the communication mix, which takes into account advertising, public relations, sales promotion, personal selling and direct marketing (Fill and Turnbull, 2023). It is the combination of traditional and modern marketing activities or promotional approaches adopted by customers targeted by an organisation.
Organisations are responsible for integrating traditional measures, such as billboard hoardings, with modern advancements, such as digital transformation, which outlines the use of social media channels. Sales Promotion and Publicity are taken into account as the most essential assets of an organisation in the field of promotion or marketing. For instance, concerning integrated marketing communications, Nivea Men adopted a wide range of key performance indicators aimed at assessing the success of the relaunch of the brand across the United Kingdom (Blakeman, 2023). It involved market share, overall sales, brand image ratings and product innovation. The results showcase that in the UK, the relaunch of Nivea Men met its set target, a crucial accomplishment taking into account the challenging economic climate. Moreover, the marketing plan for this relaunch utilised past performance, as well as forecast data, to create a new marketing strategy (Blakeman, 2023).
Process
Process refers to the strategic decisions in the form of systems, activities and procedures involved in the delivery of products and services to customers. Herein, processes are responsible for creating and delivering the components of a product, linking delivery services with value propositions (Wirtz and Lovelock, 2021). It is responsible for covering the entire customer journey, concerning how it can discover, as well as purchase, products, while also understanding how customers receive support and interact with brands. Effective processes are also taken into account to be capable of ensuring positive and consistent customer experiences, leading to operational efficiencies. For instance, the strategic preferences of Unilever are a developed portfolio, accelerated growth, winning with brands, leading in the channels of the future, and building a purpose-led and future-fit organisation (Unilever, 2022).
People
People refer to the individuals associated with an organisation who often contribute to the well-being and productivity of an organisation. The interrelationships and behaviours of the staff members and service users of an organisation shape the functional and technical quality of services (Išoraitė, 2021). They are the ones who are responsible for ensuring that the benefits and opportunities of an organisation are put to use for the future. For instance, the count of employees across L’Oreal is 94,397 (GlobalData, 2025).
Physical Evidence
Physical evidence takes into account how an organisation is able to design its logo, pamphlet, patents, brochure, or recycled logo. This can help organisations understand their unique selling propositions and move ahead of competitors with effective assets. Herein, physical evidence has been regarded as the environment for buyer-seller interactions and service delivery (Bagaskara and Lupiyoadi, 2021). Such shreds of evidence also include license, copyright and trademark for such firms. Involving this, such evidence also takes into account how an organisation may perform in the long run and with the help of what the firm can expand its operations to global markets. For instance, Unilever has around 43123 global patents, out of which about 17946 have already been granted (Insights, 2025).
Stuck on only one task of your assignment? That’s a common struggle amongst students. Locus Assignments can help you with specific sections of your BMP3006 Practical Digital Marketing module through our experienced experts. Contact us to get customised Regent College London assignment help!
Task 2
Search Engine Optimisation (SEO)
SEO marketing helps in offering keywords to search engines, such as Google, ensuring that payments can support putting any website at the forefront. This works in a way where individuals putting up relevant keywords on a search engine offer the first result as the one for which organisations have paid. Such paid promotions are made possible with the help of SEO marketing. The benefits offered by SEO take into account the idea that they pop up at the top of the page when consumers search with specific keywords. This makes consumers click more on the first site, representing the idea that the clickthrough rates of an organisation and its online offers may increase. SEO has been recognised as a new approach for content and its promotion, where the Internet has been taken into account (Das, 2021).
Employees are at the core of the development of an organisation, establishing proper customer service skills, which can help a business experience rapid growth in the long run. As a result, customers are also taken into account as the individuals associated with the brand, since employees are responsible in terms of interacting with them. Following this, stakeholders are mostly focused on as the core people present across an organisation. Herein, it is important to train employees and other teams to understand and adapt to technological advancements, rather than discarding innovation in today’s constantly changing world, where artificial intelligence dominates a wide range of industries. The Desire at Scale Marketing strategy by Unilever has been driving sales through its SASSY brands (Unilever, 2025).
Every marketing touchpoint has been regarded as an opportunity for Unilever Power Brands, such as Dove, to build authentic connections with individuals, with them using content resonating and earning their purchase. AI has been further supercharging creativity, as well as delivering insights, agility, speed and efficiency for marketing teams. Dove has been committed to getting women and girls into sports (Unilever, 2025). This implies that SEO marketing may be applicable when audiences search with relevant keywords in their databases concerning any application of sports. SEO utilises the idea of memory expansion and hypertext, aimed at gathering a group of researchers to set out, as well as cooperate to compile a variety of information for all humankind. Moreover, it can help consumers select the organisation they want to engage with.
Mobile Marketing
Mobile marketing helps endorse mobile-first applications in terms of improving access and availability to customers. For instance, paid promotions on Instagram or advertisements on Facebook help reach out to more target audiences in a short span. It helps expand the online or e-commerce reach of an organisation, with the help of mobile apps, which are often not supported on other electronic devices, such as laptops or desktops. Audiences or viewers often click on the ads promoted on Instagram, on which affordable products and services are offered, and customers are likely to purchase from such channels. With a growing count of followers, Facebook also gains a lot of attention from viewers, often promoting the products and services of other organisations. Mobile marketing has been defined as a form of advertising which is communicated to the target audience through a handset (Jebarajakirthy et al., 2021). Herein, mobile advertisements are likely to vary from text-based SMS advertisements to smartphone-based banner adverts.
Smartphones are recognised as being different from all other advertising media since they are capable of supporting location-specific applications. This characteristic of smartphones, in collaboration with their personal communication designs, often enables advertisers to target their audiences with the help of personalised advertisements. Herein, smartphones have ensured that businesses can target their customers with customised messages and advertisements. Organisations take into account mobile devices as crucial devices for advertising channels, and allocate a large amount of budget for mobile advertising. For instance, mobile advertising expenditure reached $189 billion in the year 2019, and was expected to surpass $240 billion by the year 2022 (Jebarajakirthy et al., 2021). Other than this, for email marketing or influencer marketing, mobile-first attempts are made, while ensuring that influencers and personalised emails reach customers through their smartphones. Applications set out by organisations concerning their selection and purchasing options through online platforms.
Mobile-first ads are effective when it comes to individuals who prefer carrying out their work with the help of smartphones. However, despite such benefits, there are also several challenges that organisations are likely to experience when it comes to using smartphones only for work. For instance, accessibility and ease of use may be limited by the lack of proper visuals or automated operations. There may also be a lack of augmented reality attributes on smartphones, which may have been better suited for larger electronic devices such as laptops or tablets. Organisations have been able to offer mobile-first advertisements for consumers, aimed at ensuring that this essential platform has been able to reach a myriad of target audiences. Unilever has announced its intentions to utilise mobile marketing in terms of promoting some of its top brands in a bid to reach the younger generation, while doubling its digital expenditure (The Drum, 2025).
You expected the assignment to take a few hours, but it’s taking much longer than planned. If BMP3006 Practical Digital Marketing is taking up more time than expected, Locus Assignments can provide urgent assignment help when you need additional support. Our experts can help you work through difficult parts of coursework.
Task 3
Over two decades, Dove has engaged in making a stand in challenging false beauty standards (Dove, 2025). In today’s world, transitioning into an era where around 90% of content has been predicted to be AI-powered by the year 2025, the message by Dove still stands: keep beauty real. Dove has been universally known for its commitment in terms of representing, as well as celebrating, beauty across all its diversity. Herein, the new digital campaign of Dove, The Code, highlights the impact of AI on beauty standards, celebrating the lasting legacy that the brand has built over the years (Dove, 2025). Dove has been able to engage in the development of its digital campaign, aimed at transforming the outlook of beauty for women.
Attention
Dove has been gradually showcasing to the world what real beauty looks like when it is real, and this has been a challenging task for the brand (PR Newswire, 2024). Concerning the digital campaign by Dove, the attention of customers has been attracted with the help of social media channels such as Instagram and emails. This includes influencer marketing and personalised emails in terms of grabbing the attention of customers. Herein, influencer marketing can help create an understanding of the products and services offered by Dove, ensuring that customers gain knowledge of the intentions of the brand. Dove is one of the most essential brands of Unilever, with exclusive brand awareness rates. As a result, the attention of customers with the help of influencer marketing through Instagram can help the brand and its digital campaign reach out to a wide range of target audiences. Other than this, personalised emails can help advocate for customers, while also taking into account welcome emails, which can help the brand utilise effective channels to grab their attention. Around 81% of individuals have been deemed to prefer to be associated with brands offering personalised products and services (Hyken, 2024).
Figure 1: The Code Project by Dove
(Source: PR Newswire, 2024)
Interest
Social media technologies have been deemed to be responsible for connecting individuals from all across the world, with an emphasis on eliminating market opportunities which can lead to exploitation (Evans et al., 2021). Other than this, the internet penetration rate of the UK reached 97.8% in the year 2024, accounting for about 66.33 million users (Kemp, 2024). Furthermore, the count of social media users in the UK also reached a similar standpoint, around 56.20 million in the same year (Kemp, 2024). Herein, Facebook may be one of the most essential channels in terms of reaching out to more customers and increasing their interest. Digital campaigns, especially the one generated by Dove, are likely to be appealing to customers since they offer an understanding of how the brand may be able to keep its emotional appeal. For instance, beauty being real is one of the most essential attributes of the brand, and this helps educate individuals on racism and avoiding it. The campaign takes into account how Dove has been able to deliver the impact of preventing racism and discrimination, with an emphasis on how consumers are likely to react to such trends.
Figure 2: Campaign on Facebook
(Source: Facebook, 2025)
Desire
The desire of individuals regarding the digital campaign of Dove has been enhanced with the help of YouTube videos and other visual representations, such as Instagram posts, where both white and black individuals have been depicted in terms of their beauty. This is one of the most significant appeals that the brand has undertaken in terms of ensuring that more consumers are reached, and those who feel that discrimination has been dominating their lives were expected to be relieved. This campaign continued to make individuals feel valued and important, ensuring that beauty need not be demarcated. Black, white, minorities, disabled, and other ethnicities are all beautiful, and this message has been conveyed and promoted by Dove in its digital campaign. Dove has even been able to understand how individuals prefer emotional content in digital campaigns, and inputting the same has increased the reach of the campaign in the long run. More and more target audiences, especially the younger generation, have been able to accept their lives and believe in themselves, offering positive feedback to the digital campaign. This has further led to an enhanced profit for Dove. Other than this, Dove has around 1.2 million followers on Instagram (Instagram, 2025).
Figure 3: Campaign on Instagram
(Source: Instagram, 2025)
Action
Dove has constantly updated its official website and carried out surveys, while updating the campaign on Facebook to understand how consumers have been able to accept its digital campaign, aimed at empowering women and stating that beauty comes in all kinds. Updated websites are expected to deliver to target audiences with active implementations of recent changes announced by organisations. For instance, Unilever immediately updated its official websites and advertised that Dove successfully managed to implement its digital campaign in terms of ensuring reach. Being a large organisation, Unilever and its online channels promoted the digital campaign of Dove with efficacy and delivered an understanding of how the brand has been able to showcase real beauty and discard the standards set by worldwide industries. Dove has set out the Real Beauty Prompt Playbook aimed at setting new digital standards for beauty, discarding what traditionally had been input to AI (Dove, 2025).
Figure 4: Dove Official Website Update
(Source: Dove, 2025)
Conclusion
In conclusion, it can be derived that the marketing mix of an organisation can help determine effective solutions and assess the existing, as well as potential, attributes in the field of promotion. The elements of the marketing mix have helped in understanding how the promotion or communication mix has contributed to public relations and sales. With the help of relevant organisational examples, the marketing mix has helped shed light on how the promotional department works. In addition, the roles played by SEO marketing and mobile marketing have also been analysed, which concludes that most consumers across the world have been engaged in the utilisation of smartphones and the internet in their daily work. Other than this, the real beauty digital campaign by Dove reached out to a wide range of target audiences. This has been especially applicable with its emotional appeal and effective marketing measures through Facebook and Instagram.
Having ideas is helpful, but too many ideas can also make an assignment harder to organise. If you’re dealing with this in BMP3006 Practical Digital Marketing, Locus Assignments offers assignment help to help you bring your thoughts together. Our experts can provide tailored guidance to Regent College London students to develop and structure responses well.
