...Product Promotion or promotional strategies It is the duty of the manufacturers to know about & accept their products & price for this purpose, they have to communicate with, persuade, & motivate them. To achieve this, they use promotional strategies. Promotion is the means through which a company meets its prospective customers. Meaning of Promotion: Promotion is a part of an organization marketing mix that is used to inform & persuade the market regarding its products & services. Promotion Mix: It is a combination of personal selling, advertising, sales promotion, publicity & public relations that helps an organization to meet its marketing objectives. Communication Process in Marketing: Companies to be successful must communicate effectively. Effective communication is one which is received by the receiver in its original meaning as sent by the sender. In marketing, effective communication must be capable of making the consumers understand what the company is going to say. Following are the steps in communication process: 1. Identifying the Target Market: It is concerned in finding out to whom the message is being prepared. For each group of consumers or distributors a different message is required. Identifying the target, market helps a company to ascertain tastes, preferences etc of the consumers. 2. Determine the communication Objective: After analyzing target market & their characteristics, the next step is to find out what is desired from the communication...
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...communication tools Coca Cola company used different types of marketing communication tools to promote the product- Light Lemon. Advertising: Advertising is a general and useful marketing communication tool. Advertising can be effectively to deliver the message to audiences. Coca Cola company used various types of advertisement to promote their products, including newspapers, magazines, radio, television and as well as internet advertisement. Newspaper is one of the most prevalent method to advertise product. And it is also usually the inexpensive way to advertise. Newspaper provides great advantage of market share in many countries. Furthermore, newspaper may need the target audiences to have certain time to read the newspaper in order to receive the message of the advertisement. Magazine is a similar advertising method with newspaper. Magazine could also show advertisement with colorful photography graphics. Newspaper and magazine are tiny and portable, can be taken to anywhere. Thirdly, radio advertising method could be affordable, wide reaching and give the selectivity to the target audience. However, the lower attentiveness and the insufficient of visual appeal in nowadays would be the concerns. Television advertising method would be the more expensive way to promote than other methods of advertising. but it also has the power to connect with the audience. Television advertisements are generally broadcast in the middle of the program of television channel. Internet advertising...
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...Point of Light: A long dispute means that both parties are wrong. Chapter 18: Advertising, Sales Promotion, and Public Relations Advertising: * Any paid form of non-personal communication about an organization, a good, a service, or an idea by an identified sponsor. Three main types of product advertising: 1. Pioneering (or informational)…tells people what the product is, what it can do, and where it can be found. 2. Competitive (or persuasive). Comparative advertising is a form of competitive advertising. The objective is to persuade the target market to select the firm's brand rather than that of a competitor. An increasingly common form of competitive advertising is comparative advertising, which shows one brand's strengths relative to those of competitors. Comparative ads are effective, but you better be able to back up your claims. 3. Reminder…reinforcement advertising is a form of reminder advertising. It is used to reinforce previous knowledge of a product. Pioneering Competitive Reminder The objective of institutional advertisements is to build goodwill or an image for an organization rather than promote a specific good or service. Often this form of advertising is used to support the public relations plan or counter adverse publicity. Four alternative forms of institutional advertisements are often used: | 1. | | Advocacy advertisements state the position of a company on an issue. Chevron places ads encouraging consumers to...
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...Executive summary A good marketing plan helps you identify your customers and competitors and develop a strategy to make your business stand out. The aim of promotion is to ensure that customers are aware of the existence and positioning of products. Promotion is also used to persuade customers that the product is better than competing products and to remind customers about why they may want to buy. There are different ways to promote a product in different areas of media. Promoters use internet advertisement, special events, endorsements, and newspapers to advertise their product. Many times with the purchase of a product there is an incentive like discounts, free items, or a contest. This is to increase the sales of a given product. A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each. For the last part, a conclusion/recommendation section is added to formally end up the discussion. Promotional activity aims in the transmission of information on products for sale, offering consumers and raising potential and turning them into actual buyers. Promotional policies are an important component of marketing policy, including essentially all actions which made the communication of the firm with its external environment, to influence consumer behaviour. Communication system involves the use of forms of business information and consumer incentives, following submission of complete information about activities...
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...communication is the most important thing that we should keep in mind so that a person working for a organisation can communicate with the clients, stakeholders etc. if the communication between the employee in the organisation is good then to solve the problem will be easy. Marketing communication industry is the business promotional strategy which helps to promote the product and attracts the eye of the customers. The main type of entities involved in marketing communication industry are :- 1. Distribution:- The first thing that a producer should think about the product when it is ready is to promote and distribute the product in the right place and according to the need. 2. Advertisement:- The best way to attract the mess number of customers at once is by advertising the product In the media. The distribution of the product depends on the way it is displayed to the customers. The advertisement should be according to the product nature, funny, humours so that every customer can remember the advert for a long time. E.g. Coca cola. 3. Client:- After all the process for the advertisement, promotion are done the distributor needs someone who can distribute the product to the customers. And the customers are bound bye the products which are available in the market. The...
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...Promotional Activities of Rolex and Timex Advertisements by Rolex Recently, I have been hired as a promotion manager for both Rolex and Timex. I will compare the advertising strategies of Rolex and Timex. Rolex is one of the leading watch companies in the world. The company uses different forms of media for advertising. Rolex Watch Company almost uses all the forms of print and electronic media to reach to its target market. In order to increase market penetration, Rolex gives advertisements on internet, television and in magazines as well. The company gives advertisements in W magazine, which has a great circulation among readers. The company's advertisements are also broadcasted on television. There are advertisements of Rolex watches on television with Roger Federer playing Australian Open. (Federer, n.d) Apart from this, the company also takes the help of internet to promote its watches. There are several websites, which give all the information about Rolex watches and their features like www.omegarolex.com/ and time zone.com. Advertisement Strategies by Timex Timex is another leading watch company in the world. It can be said that the advertising strategies by Timex are almost similar to that implemented by Rolex. Timex has also utilized both print, electronic media, and internet to advertise its watches. Timex has given many TV commercials to advertise its watches. The company has taken the help of internet to promote its watches among audiences. There are...
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...images to help promote their brand and merchandises. Sex in advertising and sexual messages to help promote and sell a product has maintained a presence in advertising since the very beginning. It has increased in helping businesses promote merchandise and help sell a new product. Through thoughtful reasoning and ethics these tactics and ideas have increased sales for all these companies. Why and how does this unrelated addition to an advertisement...
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...we received from the Headquarter we invested $49,000 of that on market research in the first quarter. Our company e-board decided to buy market research in every quarter. With the production of the first laptop we decide to introduce our company to the market and officially start our business. In the third quarter we opened our sales offices in the two regions, Toronto and Chicago. We spent $218,000 for these offices. Beside the sales offices, advertisement is another big biggest turning point for every product. We spent $80,877 on our product ads. Our result in the fourth quarter was good. We had 16 percent of market share and our product was customers’ first choice in one of our targeted segments, Travel. 16 percent of the market share is not a small issue, but for a company that has the goal to achieve 50 percent of the market share it is not satisfactory. We decide to add a new brand to our products to attract more customers in our other targeted segment Workhorse. So we designed a desktop with a reasonable price and this change could increase our market share from 16% in fourth quarter to 26 % in the fifth quarter. Surprisingly we had sales in the Costcutter segment of the market....
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...anywhere, anytime. It is the easiest form of communication to receive. Disadvantages are that they’re unreliable if information isn’t updated regularly. Websites may crash and become unavailable which wouldn’t happen with the other communication techniques. Having a bad publicity on a website is very bad as every customer can see it online and could ruin the brands reputation. The next strategy is Newsletters. Advantages of these are helping the brand to promote what they’re selling by getting newsletters out to customers. This is a quick easy and cheap process as well. Design the newsletter and send it to customers. This also benefits those who don’t have access to the Internet at home. Newsletters help the customers to understand the business and feel apart of it this means they are more likely to purchase. Newsletters can be creative and fun which is a very enticing attitude from the business and will encourage customers to buy into the brand. Newsletters are not only cheap but can also gain you money by placing advertisements inside them. Usually newsletters can only be sent if you give your email address to the company. This means only existing customers can receive this form of communication. They may keep existing customers interesting in their brand but new ones wont be. People are usually afraid to give out their email address in case of spam and receiving too many emails that it becomes annoying. Customers may also not receive the newsletter if they have spam filters on...
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...are promoting (Nickerson, 2007). We will create awareness of our business through advertising media; TV and radio to get its name and details of its product and benefits out to the consumers. We will use flyers which will be distributed locally and through the mail, local newspaper advertisements, and word of mouth. Our company will develop an online sales platform that will allow the business to generate sales from outside of the company retail location. Most people are shopping online today more than they did five years ago and I believe our company will sell more through online advertisement. This will done by developing a website and placing the company name and contact information with online directories. The company will also have a feature to request a catalog from the website. Modern Furniture Hardware intends to implement marketing campaigns that will effectively target individuals within the desired market. The main goal is to serve our community and make our customers happy. Profitability is what drives our hard work. 2. Discuss how the effectiveness of the advertising will be measured. Measuring the effectiveness of advertising is the only way to know how the advertisement is performing, is it reaching the targets and is the goal achieved. Modern Furniture Hardware will measure its advertising...
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...Assessment 4 P1 - explain different types of business information, their sources and purposes P2 - present complex internal business information using three different methods appropriate to the user’s needs P3 - produce corporate communications P4 - evaluate the external corporate communications of an existing product or service P5 - explain the legal and ethical issues in relation to the use of business information P6 - explain the operational issues in relation to the use of business information P7 - outline electronic and non-electronic methods for communicating business information, using examples for different types of audience. M1 - analyse different types of business information and their sources M2 - analyse the legal, ethical and operational issues in relation to the use of business information, using appropriate examples. D1 - evaluate the appropriateness of business information used to make strategic decisions D2 - evaluate the effectiveness of business information and its communication as key contributors to the success of an organisation, using examples to illustrate your points. Explain different types of business information, their sources and purposes Tesco has stores in 14 countries across the world. In the UK it is the grocery market leader it has about 30% of market share. This means that Tesco is the main supermarket leader in the shores of the UK. The key purpose of Tesco is to make profit. Tesco’s is the third largest retailer in the...
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...Before the start of the paper, I have to declare that there are many ways to promote goods, but most important, these businesses must abide by the law. This case study analysis focuses on misplacement of cultural difference by mounting unethical advertisement campaign by two Indian cosmetic companies - Hindustan Lever Ltd and CavinKare Ltd. The development of revolutionary skin lightening technology brand; Fair & lovely by Hindustan Lever Ltd opened up a new chapter on application of unethical promotional strategy- advertisement to generate large volume of sale and maintain market leadership position in India skin care industry. All Indian Women Democratic Association (AIWDA) complained to HLL and appealed to the National Human Right Commission protesting that HLL advertisement is racist, promotes son preference and insulting to the working women. Whether advertisement should be ethical? Is it important for company to consider the cultural norms? At first, There are a lot of advertisement promote their products overly, I can understand this behavior because it is the most important purpose to sell their products, what’s more, for some products, their effects is vary from person to person. However, the skin lightening cream is ,at best, only mildly effective. This is not the situation I said in last paragraph. Its efficacy is almost not up to anyone's expectations, so I think it is not only ethical but also a kind of deception. For this kind of product, cosmetics, the government...
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...also includes direct marketing, public relations, sales promotion and display merchandising. If an advertisement can interest, intrigue and inspire an audience such as the viewers, listeners, readers or sometimes a specific group of people, persuade the consumers that their product is worth buying and generate more sales in return for the company successfully, it is an effective advertising. Manufacturers can advertise through many social medias. For example, newspapers, magazines, TV channels, movie, internet and smart phone application. Advertising is effective in the way that it can spread the message world-wide. Therefore, companies can take advantages of the networks which provides a platform for users to share, produce and collaborate on the contents (Tuten 2008) in order to promote their products. Now let’s discuss different kind of social medias in depth. Newspaper and magazines are daily consumed goods which can be easily obtained by customers. Therefore, updated information promoting the products of the advertiser can be spread out. Although the targeted market of reader is not wide enough as only a group of people will buy newspaper and magazines every day, it is still effective if it can attracts that specific group of people, who will then share their received information to their friends and relatives by verbal. Despite the fact that some readers might skip some of the advertisements inside the newspaper and magazines, people are easily...
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...and Crosses. Products/Services There are many different components within the products/services section and Walkers only really fits into one of those, which is the product features. Within the advert I have selected they will be talking about the ‘New’ crinkly crisps. Therefore, they are advertising the type of product features that the crisp have, which walkers have, many of that have already been mentioned above. Price Walkers do not include Price in there adverts and they defiantly do not use it in this advert, which I have used. However, there are company’s which will include price is their marketing mix for advertisements. An example of a company, which would include price in their adverts, would be DFS. They are always advertising sales meaning the price have to be included. Another example may be supermarkets such as Tesco and Asda. When there is, a sale on them will quite often advertise that with prices including such as ‘All these for just £1’. Place Walkers also do not use Place in there marketing mix for their adverts because they are not a product that has sold in...
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...most important for us but high-quality of service and customer satisfaction is highest on the priority list of Blue Note Café. Business Plan Business plan of Blue Note Café is divided into three sections: i. Mission ii. Objectives iii. Business Concept Mission Blue Note Café is a blend of traditional-modern trend and a hygienic place to eat with a combination an intriguing comforting atmosphere with excellent and interesting food that is also very good for the people who mostly like home cooked food. It will be a rewarding place for employees, which is reflected in their service delivery. Objectives 1. Generate Sales of 100%+70% for an investment of $1000 dollars per month investment in the first year. 2. Keep the Personnel costs under $5K the first year. 3. Profitable in year one, and better the profits to 7.5% on sales by the third year. Business Concept The Blue Note Café will be a 110 seated moderately priced restaurant which will offer a service in family style service. Food Service will be served on large platters of family sized and will...
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