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Few good or services, no matter how well developed, priced or distributed,cannot survive in the marketplace without effective promotion which is a communication by marketers that informs, persuades and reminds potential buyers of a product in order to influence their opinion.Promotional strategy is a plan of optimal use of the elements of promotions thatis used by Nestle to promote Milo. The main function of Nestle promotional strategy is toconvince target customers that their goods and services offered provide a differential advantage over the competition. A differential advantage is a set of unique features of accompany and its product that are perceived by the target market as significant andsuperior to the competition. Such features can include highproductquality, low prices,excellent service or a feature not offered by other competitor. As example, Miloconvinced their customer that children will be more energetic if they consume Milo. Theyalso effectively communicate this differential advantage through advertising featuringMalaysia top national athlete such as Datuk Nicol Ann David.Nestle carries their promotional effort trough traditional mass media such astelevision, radio, newspaper and etc. With the increasing fragmentation of traditionalmass media choices, Nestle also sending their advertisements to consumer in many newand innovative ways, such as with interactive video technology located in departmentalstores and supermarkets and through Internet Web.Beside the promotion or communication above, Nestle are also using other formof advertising such as non-media communication or advertising. Some of the ways thatNestle have done are by participating exhibitions, sponsorship activities, public relations and sales promotion such as giving freebies with good, or reduced price offers on Milo product. Those are the tools that used by Nestle to persuade customer and build customer relationship with their product. Nestle does not emphasis too much in...
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