...1. Discuss the company’s advertising strategy and how it aligns with its marketing goals. Angel Bee Vitamins will use different advertising media to get its name and details of its product and benefits out to the consumers. The company plans to implement a local campaign with the targeted market of the company via the use of flyers, local newspaper advertisements, and word of mouth. Management will also develop an online sales platform that will allow the business to generate sales from outside of the company retail location. This will done by developing an online presence 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. Angel Bee Vitamins will also have an informercial broadcast twice a month to again gain customer awareness and try to increase sales of its products. The company intends to implement marketing campaigns that will effectively target individuals within the desired market. The main goal is to serve and have happy customers and enjoy profitability. 2. Discuss how the effectiveness of the advertising will be measured. The effectiveness of advertising can be simple to measure. First, the purpose of advertising is to persuade potential buyers that they want and need what a company has to offer. Successful advertising creates and nurtures that sense of need, and then persuades people to get up and go get whatever companies are...
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...Consumer Promotions A focus on consumer promotions is highly critical to manufacturers who turn to new methods to reach their targets. Over time target markets and segments have become so fragmented which makes it increasingly hard to reach people with just traditional advertising methods. A consumer promotion is a "short-term incentive targeted directly at consumers and includes coupons, rebates, free offers, patronage rewards, and other incentives" (Raghubir, Inman, & Grande, 2004, par. 4). Consumer sales promotion employ pull strategies, which are designed to attract customers and increase the demand for products. Creatively these tactics help reach the consumer and draw their attention to a product or service. People today are cautious with their buying habits and are looking for good deals. Applying these tactics give companies an extra pull over customers and draw them into giving their products a try. All of the efforts of consumer promotions is to catch the attention of customers and when done correctly can have a major impact on brand loyalty and recognition. The first type of consumer promotion is point-of-purchase (P.O.P). Usually, when a customer walks into a store and they see a display built to advertise one particular product, which helps build traffic and contributes to impulse buying. This method works well with other forms of advertising. For example, if the product Oreo had a commercial advertising their product, then had a display set up in...
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...CHAPTER 16 ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS |I. |LOOKING AHEAD: PREVIEWING THE CONCEPTS | | | | | | | |II. |ADVERTISING | | | | | | | |A. |Setting Advertising Objectives | | | | | | | |1. |Informative advertising | |2. |Persuasive advertising ...
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...1.1 Introduction Integrated marketing communications refer to a specific mix of advertising, personal selling, sales promotion and public relations a company uses to pursue its advertising and marketing objectives. Sales promotion is a form of short-term incentives to encourage purchase or sales of a product or service. While its main purpose is to stimulate quick response at targeted consumers, it is not effective at building long-term brand preferences. There are essentially three types of benefits of sales promotion: utilitarian, where the consumer is able to justify value of product through utility; hedonic, how one is able to derive pleasure from; and affective, which are additional utilitarian benefits. If a consumer feels that his purchased product is being utilized to its capabilities, he would derive a sense of pleasure that he paid good money for the product. In other words, utilitarian and hedonic benefits are related to one another. 1.2 Utilitarian and Hedonic benefits relating to cost, value and benefits Utilitarian benefits also relate to economic utility that a consumer would get through a purchase. This would be in the form of direct savings, quality and convenience. Very often, firms would choose monetary promotions (i.e. price discounts, two-for-one bundles) to capture consumer’s attention. Marketers would benefit by enjoying higher sales with regards to everyday products or fast consumer moving goods, while customers benefit by enjoying more savings...
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...diffusion, with over 94% penetration rate in Europe in contrast to that of 22% in Africa (ITU, 2007). In the last decade, mobile communication in Ghana has grown rapidly and users benefit from smaller devices and longer lasting accessories. Wider bandwidths are always available from competing firms who task themselves with setting new communication standards within the industry. This has called for a critical attention for mobile telecommunication service providers to utilize a multiplicity of strategies in sustaining current customer base and bringing new ones on board and to make these customers very loyal to the brand. One major tool being used is sales promotion. This communication mix vehicle has traditionally been labeled the 'relation' of advertising (Kotler, 1999). A number of reasons have fuelled the recent escalation in emphasis on sales promotions in the telecommunications industry. These pressures include brand managers’ need to meet short term organizational sales targets which advertising does not guarantee; low differentiation among competing brands and...
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...to purchase the specific goods and services from specific companies. Due to these facts, the majority of companies would like to use some type of coupon program although competitors are doing it. Besides that, well-designed coupon programs help company to gain the competitive advantages and create brand awareness. For example, Tesco will send the coupons through email or attach in the newspaper to customers. Customers only need to print out or cut out, and present to the cashier when paying the discounted products. (Left) Tesco coupon sample 2. Rebates Rebates, like coupons, offer value to purchase typically by lowering the customer’s final cost for getting the product. Rebate is a type of sales promotion that marketers use primarily as incentives to product sales. Consumers benefit from the lower price, while companies benefit since not every consumer will redeem the offer. Rebates have some differences and similarities with coupons. Rebates often request the customers to submit personal data in order to obtain the rebate, such as customer name, address and contact information. Besides that, the company may ask those seeking a rebate to provide additional data like indicating the reason for...
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...wedding hair and make-up as well as other beauty services at reasonable prices. Organizational structure of The marketing department DATA ENTRY CLERK SALES REPRESENTATIVE ADVERTISING/PRODUCT DEVELOPMENT PERSONNEL MARKETING MANAGER Marketing Manager – the marketing manager Christina Thompson is responsible for planning promotions, road shows and to liaise on with the public to inform them about future events and supervise persons working in the department as well. Product development/advertising Personnel – Cheanell Senior is responsible for introducing new hair care products. Designing T-shirts and making the office layout, the inside as well as the outside of the workplace as attractive and marketable as possible. This person also set up workshops and design strategies of how to attract new customers and maintain loyal customers. Cheanell Senior has two employees who work with her in this area of the business. Sales Representative – Nickala Mcbean as well as two other employees is in charge of choosing the method of sales to be employed. Their choice of sales made will vary according to the product or services being marketed. This person is also responsible for finding innovative ways of attracting customers by the use of sales such as sales promotions, promotional pricing etc. Data Entry Clerk – Deandra Smith is responsible for storing...
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...Abstract Sales promotion has been in constantly growth since the 1960’s and have today become one of the key factors in the promotional mix. The methods used have become more sophisticated and an increasing number of companies are realizing the importance of a well structured promotion strategy. The purpose of this thesis is to provide a better understanding on how sales promotion is used in B2B setting. In order to reach this purpose, research questions focusing on the objectives of sales promotion, as well as which sales promotion tools that were used were stated. Based on these research questions, a review of the relevant literature was conducted, resulting in a conceptual framework, which was used to guide this study's data collection. A qualitative, case study approach was used, using interviewing at an industrial company in Sweden as the primary data collection tool. The findings indicate that, although the individual objectives of the tools can be different they can still be used overall to lead to the same overall goal. It was also found that the focus is not always on using sales promotion tools to generate sales, but to improve relationships. As for the tools used, it was found that there are commonly used sales promotional tools in B2B settings. More specifically, gift giving can be deemed inappropriate in certain contexts and should be used carefully. Table of Contents TABLE OF CONTENTS 1. INTRODUCTION .........................................................
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...1. Describe consumer behavior in the cookware market. How is cookware bought and sold? What are the implications for Culinarian’s marketing strategy? The data says that majority of the consumers were passionate cooks and they preferred quality as the most important attribute. The consumers in the cookware market comprised of a majority of middle aged people, and majority were women. When it comes to buying, a large chunk (55%) of customers bought it for gifting. This means it was not bought as a usual buying for their homes. They found cookery utensils to be gift items on occasions like wedding, Christmas, etc. Hence, there is a reasonable increase in sales in the month of May-June as well as December. Hence, the cookery items were also believed to be seasonal items. If they were to buy it for their homes, customers bought those which matched the interiors of their homes. So they preferred aesthetics of the cookwares. Whenever the discounts were given, a significant increase in sales was observed. Half of the people bought only those brands which they knew about. So this left a lot to do for promotions and advertising team of all companies. This is due to the fact that the customers preferred quality, features and price of cookware the most among the other factors. Culinarian focused more on channel promotions and hence did not spend much on the mainstream advertising as in TVs and other mainstream media. They promoted their premium products mostly through the Magazines...
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...What is meant by sales promotion? Describe briefly the various methods of sales promotional tools used by business organizations to boost the sales. Explain any four methods of sales promotion? Sales promotion refers to activities or inducements meant to make people come and buy more of your product, especially in the short term. Sales promotion consists of short term incentives to encourage the purchase or sales of a product or service thus offering reasons to buy product or services now. Using different methods of promotion such as; giving away coupons, offering discounts, cash refunds, patronage rewards and samples makes customers decide to buy now. Sales promotion is targeted for business and industrial goods also Industrial products differ with that of consumer goods. The tools which are used are- 1) Trade shows:- The industrial products are displayed and demonstrated to the members of trade and industry. The representatives explain about the products. The trade shows can be useful for smaller firms which can’t much in advertising and also salesman can make for more contacts. Trade shows are important rules for reaching potential wholesalers & distributers for a company’s brand. 2) Business gifts:- These gifts are given as a part of building and maintaining a close working relationship with suppliers business gifts may include small items of jewellary, watch, electronic items, expensive trips. 3) Trial offers:- Trial offers are particularly well suited to...
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...Individual Sales Promotion Techniques |Write a 700- to 1,050-word paper summarizing the key sales promotion techniques that marketing firms direct toward trade and consumers. Include real-world examples to describe the following classifications of sales promotion techniques: • Discounts and deals • Increasing industry visibility • Price-based consumer sales promotions • Attention-getting consumer sales promotions Format your paper consistent with APA guidelines. Post your paper as an attachment. | | There are several sales promotion techniques that affect and retain consumers. The four main key sales promotion techniques are discount and deals, increasing industry visibility, price based consumer sales promotion, and attention getting consumer sales promotion. Incentives to get the retailers to purchase the company’s product so that later consumers will purchase the product are known as discount and deals. Merchandising allowance, this is a reimbursement to the retailer for supporting the company’s product. An example is that during super bowl some stores allow Budlight to set up an extravagant floor display, in return the store receives some type of reimbursement for that support. One other type of deal is case allowance; this means the more of the product the retailer orders the lower price they will pay for each product. An example would be if a retailer orders 75 bags of chips from Frito Lay the retailer might pay 95 cents for a bag,...
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...rom our local competitors, which sponsor few promotions. From the Perry Claw Rock Festival to The Llama races, The Boulder Stop will seek to create high-impact local events that create consumer recall and increase foot traffic. Our prices are competitive, but we do not compete on price. We will not match prices; we will simply perform monthly competitive shopping trips to gauge the average prices for goods. Our store and location give us a competitive advantage. The Boulder Stop is located within 1/4 mile of Smith Rock itself, and within walking distance of the park. Our opportunities for differentiating on service are limited. Our part-time staff are experienced rock climbers, and are very knowledgeable about gear and the sport itself. Beyond this expertise, there's no reason for us to create special services when we can co-market climbing schools and services through store flyers and posters. 3.7.1 Product Marketing As a reseller of name-brand products, we have very little control over how our customers view each individual product. We do, however, have control over the customer environment and the manner in which we display our products. From a standard retail standpoint, product marketing appears to be very simple - display the products in an aesthetically pleasing manner, and they will come. It is much more complicated for us. We have identified three types of customers, and each group has it's own buying pattern. The hard-core climbers need a great selection...
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...Sales Promotion and Consumer Loyalty: A Study of Nigerian Tecommunication Industry Oyeniyi Omotayo Abstract In today’s competitive business world customers are considered to be kings. Customers have several choices to make among alternative products, and they exercise a high level of influence in the market with respect to product size, quality and price. Hence, it is important for producers to meet the needs of customers in order to stay competitive. One of the marketing communication tools that is used in attracting the attention of the customer and build their loyalty is sales promotion. The aim of this paper therefore is to determine the effect of sales promotion on customer loyalty in the telecommunication industry. In this study, the survey method was used in gathering information from the respondents. Simple random sampling was used to select a sample size of 310, while descriptive and inferential statistical analyses were conducted with the aid of SPSS software. Producers spend a large part of their total marketing communication expenses on sales promotion. Hence, this paper attempts to find the effect of sales promotion on customer loyalty using a sample of customers of mobile telecommunication services. The paper found that, there is positive relationship between sales promotion and customer loyalty. More importantly, it was discovered that non-loyal customers are more prone to switch to competing products as a result of sales promotion than loyal customers. Key...
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...2) PPT MUST contain at least 25% information other than text book matter 3) PPT should be of minimum of 25 slides 4) Wherever possible relevant pictures should be included 5) At least two videos (5-10 min duration) related to the topic must be included at the end of the PPT. 6) Reasonable amount of color combination and animation will be appreciated. Project 2 Project Must be submitted by July 31, 2015 You are required to select two branded products out of which one must be Indian and the other International. Study both the products and analyze their: Marketing strategy, Distribution channel, Advertising techniques, Publicity method, Sales Promotion techniques and current competitors (at least two) with pricing strategies. If you are made Sales Promotion In charge of the product selected by you then what innovative technique you would like to introduce to increase the sale volume and why? Guideline for the project: 1) Project MUST be done on A4 size paper only. 2) Project must be simple spiral bind. 3) Where ever possible relevant pictures should be used. 4) Picture MUST have relevant caption, 5) Project MUST be hand written only. 6) First page MUST contain Topic name, Students’ name, class and roll number. 7) Minimum of 15 pages (Including both the sides) required for EACH PRODUCT. Mr. Wilfred Noronha...
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...Promotional Strategy with special reference to selling practices among various cosmetics brands in Indore market. Submitted To: Dr. Yamini Karmarkar Reader IIPS-DAVV Indore. Submitted By: Bhumika Singh MBA (APR) 4th Sem IIPS-DAVV Indore INDEX 1. Introduction 2. Project proposed 3. Objective Of The Project 4. Conceptual Framework 5. Literature Review 6. Proposed Methodology 7. Limitations of study 8. References Introduction Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audience is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol a drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Cosmetics industry is one of the largest industry in the world. Cosmetics includes a wide range of products ranging from skin-care creams, lotions, perfumes, facial makeup to coloured contact lensed and lot many more are being added regularly. Like other industries the cosmetic industry also uses various promotional tools to promote their product, increase sales and for...
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