To: Managing Director of new airline company.
From: Marketing Consultant
Date: xxxx
Subject: Advising on the promotional and advertising campaign outlining the marketing communication mix.
People no longer buy shoes to keep their feet warm. They buy shoes because of the way shoes make them feel- masculine, feminine, different, young, and glamorous. Buying shoes has become an emotional experience. Business is now selling excitement rather than shoes. Since the airline company is targeting business persons and others requesting a very personalized treatment it should focus on selling an experience of complete “V.I.P” treatment in sophistication rather than a simple means of traveling comfortably.
The Marketing Communication Mix
Another one of the 4P's is 'promotion'. This includes all of the tools available to the marketer for 'marketing communication'. As with Neil H.Borden's marketing mix, marketing communications has its own 'promotions mix.' Think of it like a cake mix, the basic ingredients are always the same. However if you vary the amounts of one of the ingredients, the final outcome is different. It is the same with promotions. You can 'integrate' different aspects of the promotions mix to deliver a unique campaign. The elements of the promotions mix are:
1. Personal selling
2. Sales promotion
3. Public relations
4. Direct marketing
5. Advertising
Let us look at the individual components of the promotions mix in more detail. Remember all of the elements are 'integrated' to form a specific communications campaign.
1. Personal Selling
Personal Selling is an effective way to manage personal customer relationships. The sales person acts on behalf of the organization. They tend to be well trained in the approaches and techniques of personal selling. However sales people are very expensive and should only be used where there is a genuine return on investment. For example salesmen are often used to sell cars or home improvements where the margin is high.
2. Sales Promotion
Sales promotion tends to be thought of as being all promotions apart from advertising, personal selling, and public relations. For example the BOGOF promotion, or Buy One Get One Free. Others include couponing, money-off promotions, competitions, free accessories (such as free blades with a new razor), introductory offers (such as buy digital TV and get free installation), and so on. Each sales promotion should be carefully costed and compared with the next best alternative.
3. Public Relations (PR)
Public Relations is defined as 'the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics' (Institute of Public Relations). It is relatively cheap, but certainly not cheap.
Kotler and Keller (2014) develop on what product represents in the marketing mix, as the idea centers around its design, quality and packaging. Continuing with the Four P model, price should be considered when marketing a product. The price component asks one to determine the list price, discounts, allowances, and payment period of a product (Kotler & Keller, 2014). Finally, Kotler and Keller (2014) list promotion and place as the final two variables associated with the older Four Ps. Promotion deals with how a product is advertised and what type of sales force will be utilized, while place is associated with the channels and locations for which your product will be featured (Kotler & Keller,
For every organization, promotion is the way to let them attract more and more customers. That means it is a way which include lots of method to help the organization to create customer awareness and to get more profit.
The 4 Ps of the marketing mix are: Product, Promotion, Price, and Place. The marketing mix puts the right products, at the right price point, in the right place, at the right time. The following examines how Claire’s Chocolates optimizes its marketing mix (Yoo, Donthu, & Lee, 2000, 195-196).
Definition of promotion: Promotion is an act in which marketers introduce their new products and make them popular in market. By selling those on offer like for less price or two pieces of that product for one price. Promotion plays very important role to increase the profit. By promotion, customers are come to know about the value and benefit of the product.
Some of the 4P’s of Marketing Mix that Interface need to implement to realize success include:
There are three questions that I come from my mind when I think about this question. One is if the promotion is really in the interest of the customer and not just because it is being presented just for business. The reason why I think about this is that sometimes promotions are being offered to people, but the presenter have no care whatsoever unless its for the business. Part of being a service manager is to understand what customers want and treat them in a way that they are important instead of being seen as money. Another question is if the promotion explained clearly? If the promotion isnt being explained clearly then the customer is signing up for something they don’t need in the end. I see this happen a lot for practically anything type of service being offered and it bothers me half the time to be presented with half the information. Last but not least is if the promotion translucent? This is because sometimes the seller or presenter usually likes to hide things that...
With regards to promotions we will be doing a multiple plan of action. To acquire a strong position in the market, we need to give special emphasis on effective promotional activities. In order to get the maximum market
The most significant tool of marketing promotion mix is advertising. According to Philip Kotler “Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by identified sponsor”. The objective of the advertising is to inform the consumers about the market offering(s), its features, benefits, price, place of availability, discounts etc., persuade the consumers to buy the product(s) by creating distinctive image of the market offering(s), branding, and creating selective demand for the market offering(s), reminding the consumers about the market offering(s) through repeated advertising over a period of time and reinforce the consumers
Promotions – The method uses free gifts to encourage prospect to provide contact information or attend a sales meeting.
Sales promotion was largely considered to be a tactical marketing tool in the past, mainly concerned for providing short-term incentives to encourage consumers to purchase/sale of a product or service. However, with the advent of loyalty programs and other sales promotional techniques aimed at brand loyalty thus repeat purchases, sales promotion practitioners have attempted to reposition their discipline due to the increased, intense, competitive environment that many organisations face. Managers therefore must fundamentally understand and evaluate the impact of their promotional strategies.
Promotion. 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.
Essentially this covers everything from commercials to magazine ads and even free items given out at exhibitions and trade shows. Promotion is preformed many different ways by many different people but when it all comes down to it there is really only one purpose. To get your name out there.
This week, we are focusing on one aspect of promotional activities which is sales promotion. There are different definition given to the term sales promotion by different authorities and authors, but I will be using Tanner & Raymond (2010) definition which is the activities that complement a company’s advertising, public relations and personal selling endeavours. Pg 243. For example, distributing product samples to customers, an exhibition of product in stores or trade fairs or shows and preparation of printed materials for salespeople to use or displayed at the point-of-sales. Sales promotion is aimed at final consumer and designed to motivate, persuade and remind consumers of the offering.
In all reality, all businesses will, in some way shape or form, complete all of the marketing activities, even if completing these activities is not their main goal. (Dlabay 2006.) These marketing activities are product, place, price, and promotion. A business tool called that marketing mix takes all of these activities and puts them together in a way that can be used to help improve a business’s marketing strategy. Product is what the company is selling; Place is where the consumer will obtain this product; Price is what the consumer will pay for the product; Promotion is any type of communication that is intended to remind, inform, or persuade. (Dlabay 2006.) The marketing mix and the four P’s describe very well what business marketing is all about.
There are various tools and elements available for promotion. These are adopted by firms to carry on its promotional activities. The marketer generally chooses a combination of these promotional tools. The main aspects of a Promotional Mix are as follows