Promotion Mix Essay

1. IntroductionPromotion is the merchandise term used to describe all market placeing communications activities. Integration of all the elements of progression mix is necessary to meet the information requirements of all purpose clients. This simply means that the promotion mix is not designed to satisfy only the prospective buyer or only the regular buyer. Some elements of the mix may be aimed at the target customer who is unaware of the output, while differents may be aimed at potential customers who are fully aware of the product and are likely to purchase it. All the elements of the mix played their roles in bringing about the sale. The elements of the promotion mix must be coordinated and integrated so that they reinforce and complement each other to create a blend that helps in achieving the promotional objectives of the organization.1.2 Elements of promotional mixPersonal Selling sales PromotionPublic Relation Trade Fairs and ExhibitionsAdvertisingSponsorshipOnline Prom otions1.3 Factors influencing promotion mix The funds available for the bodily processIrrespective of what the right proportions of a promotion exercise are, it is the funds available that are really crucial in determining the finalpromotional mix. It is only a business with the requisite financial resources that basis begin and see a promotional effort through. The temperament of the marketThe first market broker is the position of a product in its life cycle. The creation of primary demand, hitherto nonexistent, is the primary labor movement during the introductory stand for therefore, a high level of promotion effort is needed to explain a new product to potential customers. The nature of the productIn determining the promotional mix the nature of the product being offered must be assessed given that creating sensory faculty say for a consumer product is quite an a different kettle of fish compared to whats required for an industrial product. The products lifecycle stage Determining the promotional mix accurately also calls for an assessment of the four lifecycles that a product goes through. At introduction a product must be presented to the customers and thus creating awareness is the biggest concern. Personal selling and open relations are very applicable. At the growth stage there is already some awareness so advertising is applicable in strengthening the brand name. At maturity advertising form applicable in fending off the competition. Finally, during sales decline a business will want to comfortably cut down on promotional efforts.1.4 Basic objectives of promotion To present information to consumers as well as others. To increase demand. To differentiate a product1.5 Role of Promotion To communicate with individuals, groups or organizations straight or indirectly. Facilitate exchanges by informing and persuading one or more audiencesto accept an organizations products. Communicate with their customers. Design communication to your specif ic target audience.1.6 Scope of the reputationThe present deliberate is an start out to analyze the existing promotional mix and its effectiveness in organizational growth and development.1.7 Objective of the study To identify the promotion tools used in Elite super market To measure the influence of promotion mix To asses the responses of the consumers towards the promotional strategies To suggest measures for promoting sales To identify the consumer preference To help in developing promotional plans of the company1.8 Research methodology1.8.1 Sources of dataPrimary dataIt was collected through consumer survey and ad hominem interview. The sample size was 50 customers.Secondary dataIt was collected through books, journals, organizational manuals, magazines, documents and internet.Analytical tools Tables Charts Graphs1.9 Limitations of the study There can be reporting bias on the part of respondents The sample selection is curb to 50 consumers due to time constraints Financial constraints effect the reliability of the study Being a savant work, the project also helds the inherent limitations of lack of expertise The study is restricted to elite super market and findings cannot be generalizedScheme of the StudyThe findings of the study are chapterized into 7 chapters. The first chapter consists of the introduction regarding the topic, scope, objectives, query methodology and limitations of the study. The second chapter includes the review of literature. Third chapter consists of the industry profile. The fourth chapter is the company or organizational profile. fifth partchapter is presentation and analysis of data. The sixth chapter consists of the findings and interpretation and the last chapter is the conclusion. In addition to this, bibliography is annexed. The appendix portion covers the secondary coil data formats, structured interview schedule, etc.