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Now a days with so much so many companies in the market the

customers donǯt know what products and services the company
provide, then the business will not survive in todayǯs competitive
marketplace. Effective communication with the customers is vital
to ensure that the business generates sales and profits.

By taking the time to develop and implement an appropriate

promotional mix, the company will stimulate the target audience
to buy the products or services Ȃ and manage this within a budget
the company can afford. So promoting a product in the market is
becoming more and more important. So keeping the point of
promoting a product the role of promotion mix comes into play
in marketing management.

Promotion is one of the four elements of marketing mix (product,

price, promotion, distribution). It is the communication link
between sellers and buyers for the purpose of influencing,
informing, or persuading a potential buyer's purchasing decision.
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The Ǯpromotional mixǯ is a term used to describe the set of tools that a
business can use to communicate effectively the benefits of its products or
The following are two types of Promotion:

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Promotion in the media (e.g. TV, radio,
newspapers, Internet, Mobile Phones, and, historically, illustrated songs) in
which the advertiser pays an advertising agency to place the ad.

 



: All other promotion. Much of this is intended to
be subtle enough for the consumer to be unaware that promotion is taking
place. E.g. sponsorship, product placement, endorsements, sales
promotion, merchandising, direct mail, personal selling, public relations,
trade shows.

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Promotion has several possible objectives and many pieces of marketing
promotion aim to achieve several of the following objectives at the same
time:

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Management may need to make their audience aware that their

product exists, and to explain exactly what it does. This is a particularly
important objective for new products.


An important stage in creating favourable attitudes towards
the business and its brands. Through persuasive promotion, management
will seek to persuade customers and the trade that their brand has benefits
that are superior to competitors.‘

Ê  ‘Sometimes, promoting a brand image is the only way

to create differentiation in the mind of the consumer (e.g. lage r
advertising).

Y
 ‘ Much promotion (particularly advertising) is about
reassuring customers that they have made the right choice and
encouraging them to stay loyal to a brand.










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‘A successful promotional mix uses a balance of its five tools in a planned
and structured way Ȃ a single tool rarely works well in isolation. The
challenge is to select the right mix of promotional activities to suit the
particular business at a particular time Ȃ and to then use it correctly to
achieve a result. The combination of tools the company use will depend on
the target audience, the message the company wish to communicate and
the budget the company make available. There would be little point in
advertising new gas boilers in a fashion magazine Ȃmuch more appropriate
to advertise in a trade magazine for builders and gas fitters:

1. Decide how the products and services the company provide can be
Ǯpackagedǯ together. The image of the business is formed by the way the
company promote the elements of the marketing mix Ȃ the products,
prices and the places through which the company sell. It is often helpful to
think about promoting the business as opposed to a single product or
service.

2. Develop a profile of the target audience for the message the company
will communicate. Who is the target audience? This goes beyond a simple
customer list. Is it consumers, businesses or members of the channel (such
as distributors) the company are using to get the product to the end
customer? Is it the wider stakeholder audience?

3. Decide on the message to use. Are the company trying to differentiate,

remind, inform or persuade? Set an objective for what should be
achieved. Be clear about the benefits that the company want to promote.

4. Decide what image of the product/service/business the company want

the audience to retain.

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 5. Decide on a budget. This is often how much the company can afford
given projected sales for the product or service.

6. Decide how the message should be delivered. To help the company to

decide what aspects of the promotional mix to use, think about taking the
customers on a journey that starts by creating awareness about the
business, through obtaining information about the products and services
the company provide, and ends by generating a sale.

7. Decide what actions the company want the audience to take as a result
of receiving the communication. It isnǯt always Ǯplace an orderǯ.

8. Put in place a means of measuring and controlling the plan once it is

developed. Who will be responsible for dealing with the agency or media?
Who will be responsible for checking that promotional activity happens as
planned?

9. Undertake the promotional plan. Be consistent in what the company

say and how the company say it.

10. Measure what the company have achieved against the original
objectives that the company set.






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Yesearch shows that people need to see an advertisement at least seven
times before it starts to mean anything to them. So, to be effective,
advertising needs to be conducted regularly in a consistent and
Ǯrecognisableǯ manner. It can therefore be quite costly. Typical a dvertising
media include Yellow Pages, local newspapers, radio, trade journals,
exhibitions and websites. It is also difficult to assess how much business is
achieved through Ǯpaid-forǯ advertising unless the company include some
form of monitoring scheme (such as a discount voucher) within the
advertisement.


Y Ȃ Publicity is something that Ǯhappensǯ to a company
and the result may be good or bad. Public relations (or PY) involve a
sustained attempt to develop the reputation as a business by using the
media to help create the image the company desire. It is a way of keeping
the business in the customersǯ eyes. News or press releases can be
distributed to the media to announce, for example, new product launches,
a change in opening times or company successes. Articles can be
distributed to trade journals or local newspapers, and sponsorship or
charitable donations can help to position the business more prominently in
the market place than the competitors. Attendance at exhibitions and
seminars can also help to promote the image of the business to a chosen
target audience.

   This activity is best described as a specific, usually

short-term, promotion that is Ǯover and aboveǯ what the company would
normally provide to the customer (e.g. buy one, get one free).

When used effectively, sales promotions can help to move old stock,
counteract competitor activity, merchandise new products, encourage
repeat buying and motivate the staff. They can also be monitored, so the
success of a particular sales promotion can be measured over time.

Sales promotions are a good way of attracting new customers. However,

on their own they are unlikely to build customer loyalty or change their
longer term buying habits. The type of promotion selected also has to be
relevant to the target customers as well as to the own marketing
objectives.

ü
?   ‘ Direct marketing s an increasingly popular
technique as it enables the company to target specific customer groups
very accurately. It is a flexible way to deliver the message and, because
each letter can be personalised, the chances of a response are great ly
improved. The overall success of a campaign can also be directly measured
in terms of the number of responses received.

The company can collect information on customers and use this to build up
the own Ǯin- houseǯ database. Although this can be time-consuming, the
information gathered will be accurate and relevant to the company, and
can be relatively easily kept up to date.

    ‘ ‘ This is the most effective form of promotion

because it allows the approach to be tailored to the needs of an individual
customer. Getting a sale is ultimately extremely important, but the process
involves a lot more than this. It is about having a constructive dialogue
with customers to listen to their needs, promote product & company
benefits on an individual basis, answer any questions, resolve any
problems and get their feedback before clinching a sale.


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mommunication by the manufacturer is not only directed towards

consumers to create demand.

A push strategy is where the manufacturer concentrates some of their

marketing effort on promoting their product to retailers to convince them
to stock the product. A combination of promotional mix strategies are
used at this stage aimed at the retailer including personal selling, and
direct mail. The product is pushed onto the retailer, hence the name.

A pull strategy is based around the manufacturer promoting their product

amongst the target market to create demand. monsumers pull the product
through the distribution channel forcing the wholesaler and retailer to
stock it, hence the name pull strategy. Organisations tend to use both push
and pull strategies to create demand from retailers and consumers.


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Ê  Ê

If a product is not sold in the market, then all the efforts and labour
done in producing, packing and in other fields that lead the product
into the point of making it saleable yields no result. Thus it is seem
that the promotion of a product or all the ingredients that make up
for a good product mix, is the most important thing leading to
revenue earning capacity of a company. So, an individual, be it a
student, an employee, the employer, mangers and salesmen should
try their optimum to obey and put into practice the above mentioned
details for making a company not only a good manufacturer but also
a very good seller and let the company earn its deserving revenues so
that all the toil and labour put into the product by every individual of
the organisation in a whole doesnǯt go into the waste box.

  Ê 
From the above discussion it can be concluded that a the promotion
mix is one of the most important aspect of marketing management
and with the adoption of a good strategy of promotion mix the sale
volume of a company can be increased. With a better strategy of
promotion mix the company can reach the targeted customer and can
be very useful in marketing of the product.

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