PROMOTION STRATEGY

• Promotion


  A critical element of the marketing mix, aimed at informing, persuading and influencing consumers' purchasing decisions
• Promotional tools


  • Advertising
  • Sales Promotion
  • Personal Selling
  • Public Relations
  • Direct Marketing
• Advertising


  • Paid, non-personal communication through various media channels to promote products, services or ideas
  • Wide reach - allows reaching a large audience, both locally and globally
  • Brand building - consistent advertising builds brand awareness, credibility and recognition
  • Cost - can be expensive, especially in popular media channels
  • Message control - advertisers have control over the message content
  • Evaluation - effectiveness can be measured through metrics like reach, frequency and ROI
• Sales Promotion


  • Short-term incentive aimed at stimulating immediate sales or encouraging product trial
  • Short-term Impact - can generate quick sales boosts and create urgency among consumers
  • Customer acquisition - promotions like discounts, coupons, or free samples can attract new customers and encourage repeat purchases
  • Brand dilution - overuse may erode brand value and train customers to expect discounts
  • Cost - require budget allocation and careful planning
• Personal Selling


  • Personal interaction between sales representatives and potential buyers to persuade them to purchase products or services
  • Relationship Building - allows for tailored communication and relationship building with customers, fostering trust and loyalty
  • Complex products - effective for selling complex or high-value products where detailed explanation and demonstration are necessary
  • Cost - resource-intensive due to the need for trained sales personnel and travel expenses
  • Feedback - direct interaction provides immediate feedback, enabling sales reps to address objections and adapt their pitch accordingly
• Public Relations


  • Strategic communication efforts to manage and shape public perception of a company, brand or individual
  • Credibility - PR activities can enhance brand credibility and trustworthiness
  • Reputation Management - helps in managing crises, addressing negative publicity, and maintaining a corporate image
  • Long-term impact - focus on building relationships with various stakeholders, leading to sustained brand equity and goodwill
  • Visibility - media coverage and publicity provide visibility and exposure to target audiences
• Direct Marketing


  • Direct communication with targeted individuals or organizations to promote products or services using various channels such as email, mail or phone
  • Targeted communication - allows for precise targeting of specific customer segments, improving rates and ROI
  • Measurability - results can be easily measured through response rates and other metrics
  • Cost efficiency - can be cost-effective compared to mass advertising, especially when targeting niche markets
  • Privacy concerns - must comply with privacy regulations and respect consumers' preferences regarding unsolicited communications