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Literature reviews of sales promotion strategies
Review of literature about sales promotion
Effects of sales promotion on consumer purchase decision
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Proposal for a Sales Promotion Campaign
For this coursework, I will produce a proposal for a sales promotion
campaign for a product or a range of products of a business that I
will choose.
The proposal will include
* Background to the product and market situation as well as an
explanation of the sales promotion strategy that I will decide
that is most appropriate to promote my product.
* Objectives for the promotion.
* An explanation of the type pf promotion that I will choose for the
product.
* An explanation of other types of promotion that I could use.
* Finally, examples of different communication materials that you
could use to publicise and explain the sales promotion
effectively.
Background
By using different types of sales promotions and communicating
methods, I feel that this product would be appropriate to carry out my
sales promotion case study on because it is an existing product which
is doing really well within the market and I believe it has the
potential to do even better in the existing market.
Product life cycle
==================
This is an important concept for the marketing of a product or service
in any company. It is part of the strategic planning process for the
product or service that is being offered. In this case, using a food
item, the lifecycle will tend to be longer than for a new
technological item. Like any product in the market or anything in the
world, ‘Nothing lasts forever’. In the long term, Walkers Doritos will
decline and exit the market. There are five main phases that a product
goes through.
They are:
· Development: each new product idea has to be researched, designed
and tested, this may take a few weeks to months. All of this requires
funding, so it is important to calculate the extent of such costs when
Many companies face challenges to make their products stand out due to globalisation especially in emerging markets, and expanding product portfolio from other businesses. The food industry not only has to develop innovative ideas for the growing population, but provide consistent high quality both in products and services (Dumovic, Knowles, 2008). The purpose of this academic essay is to critically analyse the importance of implementing, supporting, and driving factors to help Pars Food Ltd communicate, identify competitive advantage and differentiation, to meet long term aims, and strategies (Dumovic, Knowles, 2008).
Promotion services can be used for increasing sales, raising awareness or concerns about certain issues, altering public opinion or developing a brand image. For Smucker, the most immediate objective will be to alter public opinion and improve its brand image. The objectives must be specific and can easily be evaluated and measured. These will include 1) clarifying the position of the company on the issue of GMO 2) interacting with the target audience to change their perceptions of the company. 3) opening up to criticisms and rectifying the situation through change of company policy on the issue 4) addressing consumers concerns on the activities of the company and aim at increasing visitor loyalty to the
Michael Jordan has star power that bridges age, race, and socioeconomic class. Nike understands this aspect of the popular superstar and decided to give him his own clothing line named Jumpman23. It is the most popular form of sports apparel available and the white logo that adorns each article of apparel is known worldwide. Michael Jordan is arguably the most loved and respected athlete of this generation, thus the ad for this company depicted in ESPN The Magazine takes advantage of his immense popularity. In an attempt to expand the companies influence Jumpman23 uses professional baseball player Derrick Jeter to send its message and promote its apparel. In the essay “Absolution for Sale,” Charity Miller writes, “We live in a world of images. Among the most persuasive and insistent of these images are those directed at us by advertising. These images often do more then simply try to persuade us to buy a particular product or use a particular service. More subtly, they influence us by appealing to our desires or exploiting our emotions.” The image of Jeter training alone in a gym clothed head to toe in Michael Jordan’s clothing line combine with a poem above describing his intentions. This scene portrays the hard work and dedication that will eventually lead to success as things an athlete of any level should expect while wearing the clothing. Michael Jordan takes advantage of his legend on the basketball court and his appeal worldwide to create a line of apparel that demands the same work ethic from those who wear it. Its success is in Jumpman23’s ability to interest buyers no matter what age, race, or sport.
Direct-to-consumer (DTC) advertising refers to one of the marketing strategies in a pharmaceutical industry. As pharmaceutical products directly affect people's lives and health, many industrialized countries ban DTC advertisements; the United States and New Zealand are the only industrialized countries that allow DTC advertising of prescription medicines. However, there is a controversy over whether DTC advertising, as one of the most effective forms of mass communication, should be more regulated than it is now. This debate is ongoing. This research argument, however, contends that people need stronger regulations against many DTC advertisements in the pharmaceutical industry because they are usually manipulative and misleading to people.
... look out for high profile contacts and good image building activities especially due to the on going outsourcing concern. As community theatre boards include executive level staff these consulting companies could get high visibility and a sophisticated image by pairing up with something as ?cultured? as theatre. These companies can be requested by the boards of community theaters to sponsor the building and maintenance of the theatre websites in exchange for good PR and contacts.
The business intends to convince prospective customers to try out the prickly pear products. This will be through the use of radio, billboards, and television as the primary media channels. The reason behind the Company’s choice of this marketing strategy is that the advertiser has full control of the message that is
Significantly, for pharmaceutical companies to continue to increase its profits in the United States of America, the role of direct-to-consumer and direct-to-physician advertisements lays the groundwork for pharmaceutical companies to succeed in a free-market society. However and often ignored by most pharmaceutical companies, its advertisements are heavily consumed with bias and deceiving information about its medical medications and medical treatments towards both consumers and physicians alike. In Amanda L. Connors’ article titled, Big Bad Pharma: An Ethical Analysis of Physician- Directed and Consumer-Directed Marketing Tactics, explains how pharmaceutical companies forget their moral objective of providing safe and effective medical medications
This paper will detail a strategic marketing plan for a new product that is ready to “go to market”. A strategic marketing plan is important when presenting a new product or service because it ensures that the maximum amount of profit can be obtained for the product. A good strategic marketing plan provides focus and helps to pinpoint opportunities. A strategic marketing plan incorporates an executive summary, target marketing, place, product, pricing and promotional strategies, and a distribution plan.
This section should consist detailed information in regards to the consumers, a company analysis, possible collaborators, competitors, and the business climate (Tanner, Jr. & Raymond, 2012). Since consumers are the center of all marketing plans, they should be the starting point to the market section. Break the potential consumers into segments, starting with the most important and working down to the least important. Readers will want to know; who does the market consist of, the reason these consumers purchase the products they do and how they fill their personal value equation, their current buying process and the needs the offering meets for these potential consumers. Readers should be able to understand how each segment differs and how the total offering will satisfy the needs of each
etc. I am first going to draw up a research plan as; it is going to
Price, product, place and promotion, the four Ps of marketing, are fundamental for successful marketing communication. One of its goals is building and reinforcing relationships with clientele, retailers and other people who the company markets their products to. But the main objective is to reach a target market and affect their behavior through informing, convincing and reminding. They must reach out to new consumers and persuade then them to purchase their product, while at the same time they must preserve their current customers. But the no matter how good the promotion, it can never substitute for quality, enormously high prices or inadequate retail distrabution. (http://www.referenceforbusiness.com/management/Log-Mar/Marketing-Communication.html)
The main aim of this research is to understand effects of sales promotion on consumer’s perception. Here in this research the major benefits of sales promotion, various sales promotion techniques and how influential these promotions are in the process of making buying decision are clearly analysed and explained. This research also try find effectiveness of various sales promotional methods with respect to Bigbazaar ,New Delhi. For the purpose of carrying out the evaluation literature review's & research methodology & presentation & assimilation has been done this study. The literature review part has helped to gain through knowledge and to establish a strong foundation and back ground for the subject. The study also analysed various research methodology and selected the most appropriate one suitable to collect the primary data. The suitability and acceptability various sales promotion programs and related factors were analysed in detail. Additionally Questionnaires were used to collect the first hand information from the consumers. And in conclusion an attempt was made to explain the benefits of sales promotion and its effects on sales when introduced and operated wisely.
This article studies the relationship between advertising and sales promotions and their impact on brand equity. A main priority for most companies is to establish and achieve a strong and powerful brand name. A company can build a strong brand name by creating the market for their customers want. By creating a strong brand name, a company will become more established. Brand equity is important to the producer, retailer and consumer. The consumer knowledge of the brand says how the producer will produce and market the product. The consumer knowledge of the brand name also determines the quantity the retailer will sale. Brand equity can have a positive or negative effect. A positive effect would be for everyone to recognize the name and purchase the product. The negative effect would be to have the product recalled. Brand equity is important because it can offer many advantages for a company. Brand equity can create a high demand for your product, reduce marketing cost and the company’s brand name will have high credibility.
The main objective of starting a business is to gain customers and it is the most crucial part in the success of running a business. In order to thrive into today’s’ economy, the new chocolate company in the UK will need to use marketing as a tool of gaining new customer and retaining the existing ones (Speshock, 2010). Thus, marketing remains to be the main backbone of new and existing businesses successes. Apparently, there are several basic concepts of marketing, which are commonly used by numerous marketers of goods and services. These concepts of marketing comprise of the sellers, consumers, the product development, the market research, product positioning, the product image, the product concept, and the brand loyalty. These concepts combined with the marketing boundaries help in determining the consumer behavior on the product under marketing. On the other hand, it is important to state that the marketing concepts dictate that the success of a firm often depends with the marketing efforts that a firm employs (D’Aveni, 2007)...