Promotion Mix and Channels of Distribution for Farmer’s Choice Products

Promotion Mix and Channels of Distribution for Farmer’s Choice Products

McCarthy (1975) devised the idea of the 4Ps - product, price, promotion, and place marketing mix. For many years, these have been utilized as the key basis on which a marketing plan is founded.

Pricing

Establishing the value for an item is an intricate and inexact task, often consisting trial-and-error decision-formulation. This course is regularly even more intricate in global promotion. Prices may be stated in the firm’s currency or in that of the overseas buyer. At this point we come across constraints of foreign exchange and exchange of currencies. As a common statute, a company involved in foreign business whether it is exporting or importing-considers to have the price stated in its own state currency. If the firm transacts in a foreign currency which later fall in value amid contract signing and the reception of the overseas currency, the seller gets a loss. Equally, a buyer transacting in a foreign currency would lose cash if the currency rose in value prior to payments. The risks from variation in foreign exchange are swung to the other party in the deal if a company transacts in its state currency.

Product

This mix describes the traits of product or service that meet the requirements of customers.

Promotion

The aim of promotion is similar in any nation, namely to converse information and influential appeals efficiently. For various goods, pleas are satisfactorily common and the markets are adequately consistent to allow utilization of very comparable advertising in numerous countries. It is just the media approach and the particulars of a message that must be adjusted to each state’s cultural, economic, and political setting. On th...

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... retail stores, hotels, institutions and fast food outlets alike. Farmer's Choice products are sent by Air, Road and Sea from our factory to destinations worldwide.

Conclusion

After examining the promotional mix of Farmer’s Choice, it is clear that the firm can be said to be scaling heights to `global’, i.e. mixing constituents of globalization and internationalization. Farmer’s Choice have will achieve this through applying the maxim, `think global, act local’ (Ohmae, 2000), to all the elements of the promotional mix.

References

McCarthy, J. (1975), Basic Marketing: A Management Approach, Irwin, Homewood, IL

Ohmae, K. (2000), Managing in a Borderless World, Harvard Business Review, May/June,

Sandler, D.M. and Shani, D. (2001), Brand Globally but Advertise Locally? An Empirical Investigation, International Marketing Review, Vol. 9 No. 4