Sr No. | Title | P No. | 1. | Introduction | 2-5 | 2. | Promotional Mix | 5 | 3. | Sales process | 7-8 | 4. | Advertising | 9-13 | 5. | Other Methods | 14-15 | 6. | Public Relations | 15 | 7. | References | 18 |
What is promotional strategy ?
Promotional strategy is the function of informing, persuading, and influencing a consumer decision. It is as important to non profit organizations as it is to a profit oriented company like Colgate-Palmolive. Some promotional strategies are aimed at developing primary demand, the desire for a general product category. For example, the Wisconsin Milk Marketing Board promotes natural cheese through advertisements without referring to any particular cheese maker. But most promotional strategies are aimed at creating selective demand, the desire for a particular product. Land O' Lakes campaign—"The taste that stands above. Land O' Lakes 4-Quart Cheese"—is an example. The objectives of promotion, the components of the promotional mix—personal selling, advertising, sales promotion, and public relations are discussed, and finally, the factors that influence marketers' decisions in selecting a promotional mix are explained.
Objectives of Promotional Strategy
Promotional strategy objectives vary among organizations. Some use promotion to expand their markets, others to hold their current positions, still others to present a corporate viewpoint on a public issue. Promotional strategies can also be used to reach selected markets. Most sources identify the specific promotional objectives or goals of providing information, differentiating the product, increasing sales, stabilizing sales, and accentuating the product's value. An organization can have multiple promotional objectives. The National Pork Producers Council has developed "The Other White Meat" promotional campaign primarily to position pork as a white meat rather than a red meat. Other goals of the campaign include