According to Michael and Lodato (2006:52), the main goal of the promotion “is a function of informing, persuading, and influencing the buyer’s purchase decision.” Therefore, promotion’s aim is to target markets and distribution channels. Moreover, Promotional strategy “refers to a controlled, integrated programme of communication methods designed to present an organisation and its products or services to prospective customers” (Dahlén at al. 2010:107). Consequently, the promotional plan and strategy for an international hotel chain is affected by critical factors, such as the market, the product, hotels’ organization and their situation.
The purpose is to identify and understand the various critical factors of promotional strategy and plan through examples. They concern micro and macro-environment factors, such as marketing mix factors.
Factors are organised referring their level of importance. The most important factor concerns the product. The market is the second most important one. Thirdly, organisation-related factors include sale promotion, technological factors, push and pull strategies. Finally, situation-related factors deal about environment and competitors factors.
The product factors is the first part of the promotional strategy and plan referring to Kurtz at al. (2009:495) these factors include the product type, price, brand image and product life cycle.
According to Lamb at al. (2008.a:491), “The product’s stage in its life cycle is a big factor in designing a promotional mix” During the introduction stage... [continues]
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