1. Objectives
1.1. To inform and alert the market about a business product
1.2. To persuade and encourage customers to make a purchase
1.3. To retain customer loyalty, awareness and interest of an established business product
2. Definition
2.1. Refers to methods of communicating messages to the market when selling a business product
3. 4.5 Marketing Mix: The 4 P's
3.1. Key decisions to consider when contributing to an effective marketing of a product
3.2. Price
3.3. Product
3.4. Place
3.5. Promotion
3.5.1. Promotion must be effective – telling consumers about the product’s availability and persuading that ‘your brand’ is the one to choose. E.g. Packaging is often used to reinforce this image.
4. Above-the-line promotion
4.1. Use of mass media
4.1.1. Refers to any form of paid-for promotional technique through medias:
4.1.2. Ex: TV, Radio, Cinema, Newspaper, Magazines
4.1.2.1. Accord, Aran and Kayla uses social media promotion to promote their product of an all-natural energy drink
4.1.2.1.1. Build the brand value of Enrich
4.1.2.1.2. Attracts a mass target market groups; mainly athletes
4.1.2.1.3. To recieve useful customer feedbacks and reviews on the product
5. Below-the-line promotion
5.1. Use of non-mass media
5.1.1. Refers to all forms of non-media promotional activities
5.1.1.1. 2 extra types of promotional strategies
5.1.1.1.1. Sales promotion
5.1.1.1.2. Boosting sales and attracting customers. E.g. Discount coupons, free samples
5.1.1.1.3. Point-of-sales promotion
5.1.1.1.4. Locating and placing adverts near checkout counters or at the end of the aisles.
5.1.2. Ex: Branding, Direct mail, Slogans, Logos, Word-of-mouth, Sponsporship
5.1.2.1. 3BB Thai Internet service provider company is more likely to send out direct mail promotions to their clients
5.1.2.1.1. Most of their target consumers do not appeal to many online sites/emails
5.1.2.1.2. It requires different specific approaches as every customer
5.1.2.1.3. A direct email is more effective and appropriate when trying to encourage interest in the sales of discounts and promotions
6. Target
6.1. Promotional strategies are varied depending on:
6.1.1. Consumers
6.1.1.1. The type of consumers the business is attempting to attract more sales
6.1.2. Location
6.1.2.1. Where the most target customers are likely to notice
6.1.3. Market
6.1.3.1. Customer's characteristics E.g. Age can influence whether money should be spent on investing in social media platforms for promotions