Promotion is the specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives. The objectives that are met by promoting are to move the target market through the following phases:
Unawareness -> Awareness -> Beliefs/Knowledge -> Attitude -> Purchase Intention -> Purchase
It is believed that consumers cannot skip over a phase, but they need to move through them. Promotion is used to move the target market from one phase to another to finally purchase.
Current strategy
The promotion strategy which currently uses by the company is the ABL method, advertising. This advertising approach communicates a uniform image of the company across Canada. It is true that this provides a universal image of the company to the consumers. In Quebec, where most of the residents are French-speaking, this company chose to use a direct translate of the advertising messages. However, this strategy might not communicate the messages well because the context of the messages in the ads carry a heavy weight age; therefore, a maximum exposure is needed here which means marketers have to put an effort when they think about the messages that they are going to advertise. The straight translation from English into French just doesn’t work.
Recommended strategy
Today, most of going-global companies adopt a marketing strategy called adapted marketing mix. It is an International marketing strategy for adjusting the marketing-mix elements to each International target market, bearing more costs but hoping for a larger market share and return. The concept behind this is consumers in different countries have widely varied cultural backgrounds, needs and wants, spending power, product preferences, and shopping patterns. Because these differences are hard to change, most marketers adapt their products, prices, channels, and promotions to fit consumers’ desires in each country.[Globalization and localization:3 ]
Marketing theory distinguishes between two main kinds of promotional strategy - "push" and "pull".
Push
In push marketing, you ‘push’ your content or product towards the audience which may or may not be aware of it. In other words, push-marketing involves the active engagement of a target market through methods like advertising on relevant websites, email marketing and the practice of cold calling or emailing a prospect. In push-marketing, you largely focus on the features of your product or service and you seek a direct response from the targeted audience. They buy, don’t buy or opt-in to your newsletter for more permission-based marketing.
In this essay, the author
- Explains that promotion is the specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives.
- Discusses the unawareness -> unawness, awareness, perception, belief, beliefs, knowledge, attitudes, attitude, purchase intention, and marketing, the abl method, advertising, which communicates a uniform image of the company across canada. the direct translation from english into french just doesn't work.
- Explains that adapted marketing mix is an international marketing strategy for adjusting the marketing-mix elements to each international target market, bearing more costs but hoping for larger market share and return.
- Explains that marketing theory distinguishes between push and pull. push-marketing involves the active engagement of a target market through methods like advertising on relevant websites, email marketing, and the practice of cold calling or emailing.
- Explains that in a pull-marketing scenario, the customer ‘pulls’ your content or product towards themselves, because they are interested in learning more about it.
- Suggests that deluxe foods, ltd could perform the push strategy to increase the sales. it is always better to push your own products to consumers than waiting for them to find u.
- Explains that setting up a domain on the internet is an easier way to purchase products. a user-friendly web site enables consumers to know more information about the deluxe food.
- Explains that in order to create a distinct promotion tool for quebec province, we must do some research to find out what actually suits the local people.
- Explains that colors in ads are changed sometimes to avoid taboos in other countries or to suit the local preferences. creative promotional material that reflects an appreciation for french canadians' pride in their language and culture depicts the celebration of life in french-speaking quebec.
- Explains communication adaption, a global communication strategy of fully adapting advertising messages to local markets. deluxe foods might adapt its ads to the french market if they want to stop the sales’ decline.
- Explains that an event such as a road show would let deluxe foods, ltd to promote its products. this method is called below the line (btl) way of promoting where it let consumers feel that the products are there.
- Describes the benefits of an incentive for consumers to collect deluxe words and participate in the game contests and lucky draw provided by deluxe foods, ltd.
- Explains that atl advertising creates mass awareness by promoting deluxe staple food in public transport, where it would be a higher chance for consumers to notice on the products while travelling.
Related
- explanatory
- comparative
- analytical
- Social Marketing Campaign Case Studyexplanatory essayPromotion strategy: Information on product benefits and features, price and easy accessibility is communicated effectively and efficiently to the target audience. It involves determination of key messages and delivering these messages through communication channels such as advertising, public relations, events and word of mouth.
In this essay, the author
- Explains that kotler and lee have divided the development of social marketing campaign step by step in the following way.
- Explains the importance of defining the problem, purpose, and focus of social marketing campaigns.
- Recommends conducting a situation analysis: organization's strengths and weaknesses and environmental threats and opportunities can be evaluated by using swot analysis.
- Explains that broad audiences can be segmented on the basis of common characteristics of people that is required by the program. an estimated size and informative description about the target audience are required.
- Explains that marketing objectives include behavior, knowledge, belief, and knowledge objectives. marketing goals should be ideally smart (specific, measurable, achievable, relevant and time-bound).
- Explains how to identify factors influencing behavior adoption, such as barriers, benefits, competitors, and influencers.
- Explains how to craft a positioning statement that describes what the target audience is supposed to feel and think about the targeted behavior and its related benefits.
- Explains that product strategy includes clear description of the product at core, actual and augmented levels. a core product includes benefits the audience will experience for performing the targeted behavior.
- Explains that price strategy includes the total costs that the audience will pay for adopting the desired behavior which will lead to potential benefits.
- Outlines a plan for monitoring and evaluation. monitoring is achieved to determine if midcourse corrections are needed to ensure that marketing goals of the program will be reached.
- Explains the budget includes the costs for developing and implementing the campaign, those associated with marketing mix strategies, and additional cost anticipated for monitoring and evaluation.
- Explains how to complete the plan for campaign implementation and management by assigning work to the people associated with the campaign, i.e. who will do what, how much and when.
- Explains place strategy, which creates opportunities to participate in target behavior and/or access products and services. promotion strategy communicates information on product benefits and features, price and easy accessibility to the target audience.
731 wordsRead More - Marketing Analysis of Fantasticc Golf Companyexplanatory essayPerhaps the most versatile of the marketing Ps is promotion. It covers all phases of communication between the seller and the potential customer. It is versatile because a change in budget, media or target audience can be made quickly. Promotions also can be effectively changed for specific market segment efforts. Major promotional concerns include the following:
In this essay, the author
- Explains that fantastic golf company was created in 1984 in tampa, florida to manufacture and distribute high-quality, affordable golf clubs and equipment.
- Explains that their goal is to produce a top-of-the-line golf ball that will last longer and travel further than the average ball.
- Explains that stockholm is 60% of customer with current population of 1,239,100, goterborg is 25% of target markets, and malmo has potential consumer's spending power.
- Explains that business-related infrastructure is important since it fosters regional growth by cost reducing effects and provides attractive locations for new investment.
- Analyzes how well-developed consumer-oriented infrastructure improves the quality of like in a region, analyzing supply and accessibility to basic services (stores, post offices, pharmacy, schools).
- Analyzes how economic structure and organization influences employment opportunities/constraints for the local population and the prevailing trends.
- Explains that environmental protection and bio-diversity have increased environmental regulations and affected natural resources uses and practices. however, protection of natural areas is not perceived by fantastic golf ball as factor that limit economic development in the region.
- Explains that culture subsumes local traditions, identity, values and beliefs, attitudes, religion, history and leadership, as well as political beliefs and allegiances, which influence indirectly economic performance.
- Explains that the fantastic 2 long ball features a soft compression, high velocity core and soft surlyn blend cover. this combination provides lower driver spin for longer distance off the tee and minimizes unintentional hook and slice sidespin.
- Explains that they will use lenticular and holographic images on packaging to grab the attention of consumers in the store aisle.
- Explains that the company will establish its own distribution center in stockholm, which will include retailers, wholesalers, and through e-commerce.
- Explains that promotion covers all phases of communication between the seller and the potential customer. it is versatile because a change in budget, media or target audience can be made quickly.
- Explains johansson, johny k., global marketing: foreign entry, local marketing, & global management, third edition, georgetown university, 2003.
- Explains that golfing in sweden is a pleasure and an eye opener. the country is attractive to foreign investors, offering efficient work force, outstanding management skills, and the second lowest corporate tax rate.
- Explains that swedish golf is a multi-billion dollar industry that is growing in popularity due to media attention on rising young stars of the sport.
- Explains that golf in sweden is very popular and has enjoyed a 72% increase in the number of golf courses built during the 1990s.
- Explains that sweden's golfers are influenced by the american culture. the teen market is the second largest consumer in the sport market.
- Explains that fantastic golf ball's mindset about starting a new business in southern sweden assumes that sufficient and grow-stimulating regional and interregional infrastructure aids local economic development.
- Explains regional universities and local businesses are important actors in creating economic dynamism. umea university invests in information technology in a multi-disciplinary research center focusing on interaction between human, information and computers.
- Explains that regional policy and policy directed to rural areas are traditionally interlinked in sweden. regional policy was introduced as "localization policy" in the mid-60's aiming to increase economic effectiveness by improving regional balance.
- Opines that multiculturality in rural areas is perceived either as a potential resource that might contribute to the economic development, or as an burden for the hosting society.
- Argues that the key to success in global products is speed and flexibility in new product development and a well-known and highly regarded global brand.
- Explains that our customer service department includes a shipping calculator, shipping and order fulfillment, pricing policy, return & exchange, and international orders.
- Explains that fantastigolfball.com distributes golf balls to consumers through wholesalers. the swedes are non-price sensitive and willing to buy our brand products at a premium price.
4177 wordsRead More - The 4 P's Of Marketing Analysisexplanatory essayPromotion - Promotion is important because it’s a ways of communicating the benefits and value of the product to the consumers. It’s a way to persuade general consumers to become interested in the business and/or product.
In this essay, the author
- Explains the 4 p's of marketing, which are the elements used to capture and promote a brand’s unique selling points and differentiate it from its competitors.
- Explains that product is the good and services one's business provides for sale to the targeted market. developing a product, quality, design, features, packaging, and customer service should all be considered.
- Explains that price setting, discounting, credit and cash purchases are things to think about when setting the price. promotion is important because it communicates the benefits and value of the product to the consumers.
- Explains that marketing is all about putting the right product, at a right price, and right time. the place is the location and methods of getting the product to the customer.
- Explains how the 4 p's relate to healthcare. product is an affirmation of good care and clinical decision making. price is one of the marketing elements less leveraged in a medical practice.
- Explains that working in the healthcare field and more specifically pain management can open a person's eyes to many different reasons as to why products need to be created.
- Explains that healthcare marketers must become intimate with the 4 p's to help them stand out and connect with patients' wants and/or needs.
900 wordsRead More - Marketing Mix - H&R Blockexplanatory essayPromotion is advertising to potential customers in and effort to create an awareness of your business. It is reasonable to believe that without the ability to advertise a company would have a difficult time generating new customers.
In this essay, the author
- Explains that marketing is a necessary part of our daily life. h&r block's store manager discussed the 4-ps and how they pertain to his organization.
- Describes how h&r block began on main street in kansas city, missouri in the early 1950's as a bookkeeping service for small businesses. in 1954, the irs stopped the practice of completing individual taxes for citizens.
- Explains that h&r block has more than eleven thousand offices in the united states, with over one-hundred thousand full and part-time trained associates.
- Explains that h&r block is comparable to, if not lower priced than most competitors in the metro phoenix area. their pricing is low enough that the average american can afford to take advantage of their services.
- Opines that the product or service is one of the most important aspects of a successful business.
- Describes how h&r block transformed the way taxes were transmitted to the irs in 1986 by piloting a program that electronically checked for errors and submitted returns in record time.
- Explains that h&r block offers a few different promotions, ranging from referral bonuses to giveaways.
- Explains that the marketing mix is the most notorious phrase in marketing. it consists of a set of major decision areas that companies need to manage to at least satisfy consumer needs.
- Explains that h&r block double your refund sweepstakes rules are available at http://www.hrblock.com/faq.html#qa_4.
1480 wordsRead More - Swot Analysis Of Under Armourexplanatory essaySales promotion is usually a short-term sales incentive that works effectively, but is subject to price sensitivity. They usually offer free delivery and transportation of products if they are ordered in a certain amount.
In this essay, the author
- Explains that under armour is a product specifically made for sports, so it is easy to determine the potential target market associated with the company.
- Explains that under armour's prices are relatively low since they are trying to compete in a market that is dominated by the likes of nike, puma, adidas and mizuno.
- Explains that pricing is very important to the company because it represents company assessment of the value customers see in the products and are willing to pay for the particular product.
- Explains that under armour have an edge against its biggest rival nike. nike focuses on customers who prefer spending a lot of money on certain products.
- Explains that under armour uses a specific type of promotion tool for their products.
- Explains that under armour utilises different approaches to advertise their products. television is their primary source of advertising, but they also use magazines, billboards, and newly the internet.
- Explains how under armour uses direct marketing to communicate with potential customers and entice them to order their products from their web site or visit their nearest sporting store.
- Explains that sales promotion is usually a short-term sales incentive that works effectively, but is subject to price sensitivity.
- Explains that under armour uses public relations as a tool to maintain good relationships with their investors.
- Explains under armour's promotion plan tailored to fit the target market that interests the planner. they use different lines that fall under the company but offer different benefits.
- Explains that under armour was founded in 1996 by former university of maryland football player kevin plank. it is the originator of performance apparel-gear to keep athletes cool, dry, and light throughout a game, practice or workout.
744 wordsRead More - Marketing Mix Analysisexplanatory essaySingh (2012) reported that “ Promotional activities are mainly intended to supplement personal selling, advertising and publicity. Promotion helps the trader and sales force to represent the product to the consumers in an effective manner and induce them to buy.” (p. 42). . Kotler and Armstrong (2014) also stated that promotion mix or marketing communications mix is the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships. The five major promotion tools are classified as advertising, sales promotion, personal selling, public relations and direct marketing. Advertising is a paid form of non personal promotion of ideas, goods and services from seller to buyer in order to induce them to buy it. Example of advertising is Nike’s “Just do it” campaign. Sales promotion is a short term incentives such as discounts to encourage the sale of a good and service. For instant, supermarket will give discounts to it’s customers for certain products in order to attract more sales. Personal selling is a face to face presentation by seller to buyer for the purpose of making sales and promote customer relationships. Public relations (PR) is a conduct of establishing good relations with company’s external publics via favorable publicity. Public relations are important for a company’s image and also their future. Direct marketing is a act of making straight forward communication
In this essay, the author
- Explains that marketing mix is a set of tactical marketing tools that the firm blends to produce the response it wants in the target market.
- Explains that the first element of 4ps is product, which includes physical goods and intangibles such as service.
- Explains that price is the amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product.
- Explains that promotion helps the trader and sales force to represent the product to the consumers in an effective manner and induce them to buy.
941 wordsRead More - Marketing Mixexplanatory essay...usive offers to certain retailers. Many people like to buy phones from independent retailers such as Best Buy, Radio Shack, and Circuit City. A large number of customers prefer to buy from retail stores that belong to network providers. The fourth element of the marketing mix is promotion. Promotion is the process of informing customers of a company's product. Motorola effectively uses television, network providers, and their website to promote their products. By effectively combing all four elements of the marketing mix, a company can compete successfully in today's economy.
In this essay, the author
- Explains how organizations use elements of the marketing mix, product, place, price, and promotion in the same manner.
- Explains that place decisions are those associated with channels of distribution that serve as the means for getting the product to target customers.
- Explains how successful companies use all four elements of the marketing mix: product, price, place, and promotion.
- Opines that kotler, p. & keller, l. r. (2006). marketing management. upper saddle river, nj:
- Explains that organizations need to identify who will be interested in buying their products or services and examine the packaging design, materials used, and size.
- Explains that price is a key element of the marketing mix for companies like motorola.
- Explains the fourth part of the marketing mix, which refers to the process of informing customers of a company's product. promotion includes media advertising, personal selling, and non-personal communication.
1416 wordsRead More - Compare And Contrast 4ps And Value Approaches To Marketingcomparative essayPromotion. Finally comes promotion - informing the customer on the qualities and advantages of the product so that the potential buyer learns about the product, prefers it to those of the competitors, and has an opportunity to buy it at some place.
In this essay, the author
- Compares the 4ps and value approaches to marketing. the value approach is more focused on the product itself.
- Explains the 4ps marketing strategy, which involves product, price, place, and promotion. companies create a consumer product or service that is supposed to be unique or better than that of the competitor.
- Explains that under the 4ps approach price could also become a competitive advantage.
- Explains that the next step in 4ps marketing involves creating or finding distribution channels through which the product would be sold.
- Explains that promotion informs the customer on the qualities and advantages of the product so that the potential buyer learns about it, prefers it to those of competitors, and has the opportunity to buy it at some place.
- Explains that the 4ps approach has been working for companies for years, but it became less effective as the market developed.
- Explains that the value approach to marketing involves creating, communicating, and delivering value. the creating step is similar to the 'product' phase of the 4ps approach.
- Compares the 4ps approach to the value approach, which promotes and advertises a product, while promoting it, and learning from customers about their preferences and desires.
- Compares delivering value to place in the 4ps approach. delivering also involves making sure the customer can get the most of the product.
- Explains that the 4ps approach is more focused on product, while the value approach, on the contrary, is a more customer-oriented marketing strategy, which is close to one-to-one marketing.
- Opines that the common goal of both companies is to sell a product to customers. the difference is in the approach, one leans towards the product and the other to the client.
722 wordsRead More - Marketing Definitionexplanatory essayMarketing is how a company or organization promotes the service or product the company uses to create revenue. After closely reviewing the needs of the public in an area or the market and the product or service is revised to accommodate these needs, a marketing plan would be created and executed.
In this essay, the author
- Explains that they will define marketing in their own words and research what the definition is using two different sources.
- Explains that marketing is how a company or organization promotes the service or product it uses to create revenue. after closely reviewing the needs of the public in an area or the market and the product or service is revised to accommodate these needs, marketing plans would be created and executed.
- Explains that marketing is an organizational function and set of processes for creating, communicating, and delivering value to customers and managing customer relationships.
- Explains the process of promoting, selling, and distributing a product or service.
- Explains that they have defined marketing in their own words and researched the definition using two different sources. they have supported their answers with three examples from the business world.
- Defines marketing as the business activity of presenting products or services to potential customers in such a way as to make them eager to buy.
- Opines that marketing is the soul reason a product is chosen. whether it is something one needs or an everyday service provided, how this is marketed can be the reason one business is so successful.
938 wordsRead More - Swot Analysis Of In N Out Burgeranalytical essay..., M. A., Kerr, G.E., & Powell, I. (2012). Advertising and promotion. An integrated marketing communication perspective. North Ryde, N.S.W.,Australia: McGraw-Hill Aust. Pty. Ltd.
In this essay, the author
- Explains the target market for in-n-out burger is young children, university students, and especially people on the move. the dubai economy enjoys a competitive combination of cost, market and environmental advantages that create an attractive investment climate for local and expatriate businesses alike.
- Explains that fast foods will be exported to dubai from usa due to the growing demand for fast casual dining and an unquenchable appetite for western food concepts.
- Explains that the macro environment analysis focuses on the economic and financial environment. the business culture has to be aligned with the country in which it operates.
- Analyzes how in-n-out burger has resisted from franchising its operations or going public due to the prospect of quality or customer consistency being compromised by extremely rapid business growth.
- Explains that dubai's economy is open and free to attract investors and business. there are no direct taxes on corporate profits or personal income except for oil companies and branches of foreign banks.
- Explains that core values are the guiding principles that dictate behaviour and action. the phrase "servant leadership" was coined by robert k.
- Explains that belch, m. a., kerr, g.e. and powell, i. (2012). advertising and promotion. an integrated marketing communication perspective.
1137 wordsRead More