Main factors influencing promotion mix has been briefly discussed as under:
The Promotion Mix is the blend of several promotional activities Advertising, personal selling, sales promotion, public relations, direct marketing used by business to create, maintain and increase the demand for a product.
The management must consider the following factors in determining the promotion mix, these are: The different type of product requires different promotional tools. Such as, for the industrial products Viz. Machinery, equipment or land personal selling is more appropriate as a great deal of pre-sale and after-sale services is required to sell and install such products.
On the other hand, advertising and publicity are more suitable for the consumer goods, especially the convenience goods. The number and location of customers greatly influence the promotion mix. In case the group of potential customers is small and are concentrated in a particular locality, then personal selling is more likely to be effective.
Whereas, if the customer base is large and widespread, then the blend of advertising, personal selling, and the sales promotion is required to sell the product. Also, the type of customers influences the managerial decisions of the promotion mix.
The type of promotion for the urban, educated and institutional customers would be different as compared to the rural, illiterate and household customers. The promotion mix changes as the product moves along its life cycle.
As the product reaches its maturity stage the advertising and personal selling is required to maintain the demand of the customers. And finally, during the decline stage the expenses on other promotional activities are cut, and more emphasis is laid on sales promotion with the intent to push up the declining sales.
The marketing budget also decides the promotion mix. If the funds available for the promotion are large, then the blend of promotional tools can be used, whereas in the case the funds are limited then the management must choose the promotional tool wisely.
Each element of the promotional mix has unique features that significantly influences the purpose of promotion. Such as, the advertising is an impersonal mode of communication that reaches a large group of customers.
Its expression can be amplified with the use of colors and sound that helps in developing the long lasting brand image in the minds of the customer.
The Personal selling involves face to face interaction that helps in developing cordial and personal relations with the customers. Likewise, the sales promotion is short-term incentives given to the customers with the intent to boost sales for a shorter period of time.
In a Push strategy, the manufacturer forces the dealers to carry the product and promote it to the customer, i. Here, personal selling and trade promotion are likely to be more effective. In the case of a Pull Strategy, the consumers ask the dealers to carry the product, i.
Here, advertising and consumer promotion are more appropriate. Different promotional tools are required at different stages of buyer readiness. Such as, at the comprehension stage, the blend of advertising and personal selling plays a vital role.
Whereas at the conviction stage, personal selling is more effective. At the time of sales closure, the blend of sales promotion and personal selling is likely to be more effective. Hence, the advertising and publicity are more effective at the early stages of buying decision process while the sales promotion and personal selling are more effective during the later stages.sales promotion.(Hellman, ) In order to develop a successful sales promotion strategy a clear definition of the targeted market must be included.
ADVERTISEMENTS: Main factors influencing promotion mix has been briefly discussed as under: 1. Type of Product: Type of product plays an important role in deciding on promotion mix. Product can be categorized in terms of branded products, non-branded products, necessity products, luxury products, new products, etc.
Types of Sales promotions – Sales promotion techniques. Below are some of the most common type of sales promotion techniques used across all industries. Some industries, like FMCG, see a lot of these techniques being implemented simultaneously mainly because of the sheer volume of business as well as because of the competition in FMCG.
influencing customer loyalty have been established, GSM companies should note these and emphasize them in their marketing strategy.
Through this, it would help establish the correlation between sales promotion and market shares in the telecommunication industry. Objectives of the Research The main objective of this study is to find out effects of sales promotion on Polytechnic students’ choice of telecommunication network. Based on the above, this research examines the following, service quality, network coverage, tariff, promotion, customer care, and freebies/pull as factors influencing telecommunication subscriber’s decision to port among network providers in Nigeria . ADVERTISEMENTS: Main factors influencing promotion mix has been briefly discussed as under: 1. Type of Product: Type of product plays an important role in deciding on promotion mix. Product can be categorized in terms of branded products, non-branded products, necessity products, luxury products, new products, etc.
Keywords: Customer satisfaction and loyalty, GSM, GSM Providers, subscribers, market, and Nigeria. In contrast, a promotional mix that includes general advertising and sales promotions is more appropriate for common, everyday items such as groceries and clothing.
Target Market And Direct. Sales promotion is certainly one of the critical elements in marketing mix and toolkit for the marketers. Statistics for packaging companies show that sales promotion comprises nearly 75% of .