Objectives/Role/Importance of promotion:
1. To Communicate:
Communicate is the basis of all marketing efforts. It is the main objective of Promotion to inform the products. Information tools are advertising, sales promotion, personal selling and other modes which communicate properly to the consumers about the product/services.
2. To Convince:
It is not enough merely to communicate ideas to be communicated must be convincing so that necessary action(purchase) may follow. In other words, dissemination of information must produce marketing results. For this purpose, sellers should differentiate their own products with those of the competitors by creating brand loyalty.
3. To Motivate:
The next objective of promotion is to motivate the consumers to purchase the product. For this purpose customers should be reminded time and again to purchase the product and services of the products with a comparative analysis of competitive products. Demand should be stimulated by creating awareness and interest among customers.
4. To Highlight the Utility of Product:
Promotional activities add value to a product by emphasising its special features. For example, in the advertisement of surf washing powder its whitening power and safety of clothes are emphasised. Such value fetches a higher price and provides more utility to the consumer. The image of the product continues to be high.
5. To Differentiate the Product:
A businessman carries on promotional activities in order to differentiate his product from the competitive products. The objective of promotion is nor only to increase one time sale of a product but to build the consumer loyalty for its brand so that consumers keep on buying the same brand again and again. Such brand loyalty helps a business firm in facing competition and in gaining control over the market.
6.To Stabilise Sales:
Promotional activities help to ensure steady sales by ensuring that existing customers do not purchase the competitors products and new customers are created.
7. To Counter Competition:
In the modern age of competition it is an important objective of promotional activities to fight competition by reassuring the customers about the quality and price of the product.
8. To Build Image:
Promotional activities such as public relations, advertising and sales promotion may be used to build a favourable public image of the firm.
1. To Communicate:
Communicate is the basis of all marketing efforts. It is the main objective of Promotion to inform the products. Information tools are advertising, sales promotion, personal selling and other modes which communicate properly to the consumers about the product/services.
2. To Convince:
It is not enough merely to communicate ideas to be communicated must be convincing so that necessary action(purchase) may follow. In other words, dissemination of information must produce marketing results. For this purpose, sellers should differentiate their own products with those of the competitors by creating brand loyalty.
3. To Motivate:
The next objective of promotion is to motivate the consumers to purchase the product. For this purpose customers should be reminded time and again to purchase the product and services of the products with a comparative analysis of competitive products. Demand should be stimulated by creating awareness and interest among customers.
4. To Highlight the Utility of Product:
Promotional activities add value to a product by emphasising its special features. For example, in the advertisement of surf washing powder its whitening power and safety of clothes are emphasised. Such value fetches a higher price and provides more utility to the consumer. The image of the product continues to be high.
5. To Differentiate the Product:
A businessman carries on promotional activities in order to differentiate his product from the competitive products. The objective of promotion is nor only to increase one time sale of a product but to build the consumer loyalty for its brand so that consumers keep on buying the same brand again and again. Such brand loyalty helps a business firm in facing competition and in gaining control over the market.
6.To Stabilise Sales:
Promotional activities help to ensure steady sales by ensuring that existing customers do not purchase the competitors products and new customers are created.
7. To Counter Competition:
In the modern age of competition it is an important objective of promotional activities to fight competition by reassuring the customers about the quality and price of the product.
8. To Build Image:
Promotional activities such as public relations, advertising and sales promotion may be used to build a favourable public image of the firm.
No comments:
Post a Comment