Unit 14: The marketing mix: Promotion and technology in marketing
The role of promotion decisions in marketing mix
- Promotion give the consumer the information about the rest of marketing mix - without it, consumers won't know anything about the product
- Promotion is necessary when business create a brand image for product
- Promotion includes:
+ Sales promotion: This involves 'below-the-line'
The aims of promotion
- To inform people about some issues
- To introduce new products
- To compete with the competitors
- To create a brand image
- To increase sales
- To improve the company image
Advertising
Informative advertising is when the advertising that is carried out with full information about the product
is often used when launching a new product, or for an updated or relaunched product
Persuasive advertising is advertising which is trying to make the customers believe that they really need and should buy this product
is used to increase the demand for an existing good, service, or organization
is often used when launching a new product, or for an updated or relaunched product
Persuasive advertising is advertising which is trying to make the customers believe that they really need and should buy this product
is used to increase the demand for an existing good, service, or organization
Target audience is about the people who are able to buy a product or a service
Sales promotion and different types of it
Sales promotion is a special offer that is aimed at consumers to increase in sales in short-term
Advantages: + encourage new consumer to try existing product
+ encourage consume to try new product
+ encourage existing consumer to buy product more often
+ encourage consumers to buy your product instead of choosing competitor's product
+ Increasing of sales
Advantages: + encourage new consumer to try existing product
+ encourage consume to try new product
+ encourage existing consumer to buy product more often
+ encourage consumers to buy your product instead of choosing competitor's product
+ Increasing of sales
Types of sales promotion
Price Reductions: reduce price in specific times
Gifts
BOGOF
Competition: on the packaging may include an entry form which allow customers to join the competition
Point-of-sale displays and demonstrations: is place where the products are sold
After-sales service
Free samples
Marketing budget is how much money the business spend for the advertising of a product
Before deciding which methods of promotion to use, you should consider:
- The stage of the product life cycle that has been reached
- The nature of the product itself
- The cultural issues involved in international marketing
- The nature of the target market