THE MARKETING MIX: PROMOTION

The Marketing Mix: Promotion

The Marketing Mix: Promotion

Introduction

All companies that enter in the market have its self strategy to the market. Since there are a lot of variables in the industry, there are a lot of consumers with dissimilar requirements, set into sections. Then, you have a lot of opponents in each marketplace.

There are numerous goods and services, the identical or alike. These services or goods can be put up for sale in unusual ways in different places. They can be purchased and sold at a special price. These products may be well known by its brand, or you might not know.

So at present, there are plenty of ways how some companies can do substantial business. There are innumerable customs of how consumers' requirements could be met. In addition, there are countless customs how consumers can understand the need for newly created, as a number of new products or similar services. This variety of possibilities by which a corporation is to its customers, it is plainly endless. This message, exchanging links, or the course can be explained by four major features. The product, place, price and promotion are recognized as the 4P's. (Paul, 2001)Promotion Strategy

Promotion strategy addresses the question of how to best influence customers to buy. Generally, promotion is thought of as advertising, special promotions, and direct sales. But, in its broadest definition, it includes everything you do influence people to come and then to influence their purchase choices once they are there. In other words, promotion strategy includes all activities that are designed to influence consumers to choose brand over those of competitors. (Kotler & Armstrong, 2008)

The overall goal of promotion strategy is to make a promise to the prospective guest—a promise that establishes an expectation higher than the competition's. In designing promotional strategy, companies must deliver on the promise and hopefully exceed customer expectations. This job falls to operations, reinforcing the belief that there is no way marketing can be separated from operations in today's competitive business environment. Marketing departments and advertising agencies can be very creative and, by design, are aggressive promoters (Bush & Hunt, 2009). Some time, in their exuberance, they can make a promise and set an expectation level that cannot be delivered. While the ultimate goal of your promotion is to make a promise to the guests, your promotion must be designed more specifically to break through the clutter of other promotional “noise” and drive revenues. (Brown, 2008)Carbonated Soft Drinks (Pepsi)

Promotion strategy is referring to communication information between sellers and potential buyers or others in the channel in order to influence attitudes and behavior.

The effective promotion strategy makes a big contribution to success of PepsiCo. There are some explanations in detail below following: For consumer incentives can be include coupons, pricing discounts and promotions or other promotional offers.

Multiply way to Advertisement-Taking advantage of multimedia, E.g. the TV program, Internet and News paper etc. By using these programs should push the brand familiar to people, for having high market share and sale value.

PepsiCo-activity sponsor- PepsiCo is activity to involve many sponsor events, and as possible cooperate with some companies that have well prestigious. By this, increase the imaging of company, enhancing the brand and product into people.

Pepsi customers also include authorized bottlers and independent distributors. Since Pepsi do not sell directly to the consumer, they give financial incentives by include volume-based rebates, product placement fees, promotions and displays for independent distributors. We also support each bottler by using advertising support, and new product support.

One of the biggest differences between the Coke and Pepsi system is how each company promotes its fountain business. PepsiCo's bottlers currently have the right to bottle/can as well as to do fountain distribution. In contrast, Coca-Cola retains control of the fountain business, and pays a fee to over 2,000 distributors who deliver the product. PEPESI spotted an opportunity in 1994 to increase its share of the cold channel ...