Role Of Promotion In Marketing

Promotion

The critical question that must be asked with regard to promotion is: How can I promote my product so that my target market knows what a wonderful product I have available? Promotion refers in essence to communication with the customer. In its simplest form, it means message sent, message received, and message acted upon. If the product has been produced with the needs and desires of the customers in mind, the communication necessary for getting customers to buy it is through the message used to reach them. Promotion includes all the advertising and selling efforts of the marketing plan. Goal setting is important in developing a promotional campaign. The ultimate goal is to influence buyer behaviour, and therefore the desired behaviour

In the case of promoting the sale of fresh fruit, much depends on the specific market and market segment, and on whether the promotional campaign is generic to a fruit type and grower community, or highly specific and applicable only to fruit of a particular cultivar from a particular grower at a particular time. Promotions may also take the form of general media messages, or so-called above-the-line promotions, or price discounts and in-store promotions, referred to as below-the-line. Promotions are communication tools. Which, how and when these tools are used depend on specific

• Product is differentiated not only by the characteristics of the product itself, such as external and internal quality, shelf-life, seediness, size and maturity time, but also by factors such as production practices and packaging.

Place: Where does my target market want this product? / How am I going to get my product to the target market?

Price: At what price can I sell my product to the customer to ensure the optimum sales but also the best possible profit margin?

• The price at which a product is sold is the most essential factor in profitability.

• Price is generally determined by the market, except where the specific product is in short supply and high demand.

Promotion: How can I promote my product so that my target market knows what a wonderful product I have available?

• Promotion is in essence communication with the customer.

• There are five categories of promotional effort, being advertising, personal selling, sales promotion, public relations, publicity, and direct selling.

People: Who do I need and how do I need to manage my workforce to achieve the requirements of the