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Co-ordination of promotional strategies. The aim of this assessment is to
discuss concepts that relate to promotional strategy and ...
... through the integration and co-ordination of operations ... to develop pricing and sourcing
strategies for their ... in developing marketing and promotional tactics in ...
... options in the areas of product differentiation, pricing, promotional strategies
and advertising ... So a great deal of co - ordination, ideal order processing and ...
... management involves the co-ordination of the ... and design features, promotional potential,
availability ... developing positioning strategies, researching consumer ...
... moving toward greater integration or co-ordination across markets ... Hybrid branding
strategies A number of companies ... With rising media, promotional costs and the ...
Submitted by Warrenu on June 13, 2008
Category: Business
Words: 2000 | Pages: 8
Views: 175
Popularity Rank: 69,883
Average Member Grade: N/A (Add a Comment / Grade this Paper)
The aim of this assessment is to discuss concepts that relate to promotional strategy and their use within those strategies. Promotion reinforces the value of the product. If promotional strategies successfully reinforce the products value to the consumer, suppliers can expect to see the efficient use of their marketing resources translated into sales and profit. Firstly, lets us discuss the concept of Push and Pull marketing strategies.
Push marketing is a strategy whereby you develop advertising and promotional strategies geared toward your marketing and distribution channels to entice them to promote your product. As a consumer, you would rarely see this type of marketing because it is directed at the distribution channel. It might include wholesale discounts, kickbacks, bonuses, and other types of support. It's all designed to have the retailer promote your product to the end users instead of your competitors product. There are differing types of push marketing, some new as discussed below:
“In recent years, I've seen a nearly exponential increase in the past decade - another type of push marketing is taking over. It's the referral and word of mouth marketing. When companies encourage happy customers to spread the word to their friends and families, that's a type of push marketing. Or, when companies make ads that are controversial, cheeky, or downright shocking, they create a little buzz - that's another type of push marketing.1
With a Pull strategy, the consumer is targeted. This strategy calls for high spend on the advertising and consumer promotion to build consumer demand. If this strategy is successful, consumers will actually go to the retailer demanding a particular product and brand. The pull strategy is all about bringing the customers to you, it is basically thinking of ways to create Attention, Interest, Desire and Action (AIDA) in the consumer and drive them towards purchase of your product/service....
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