Eastern University

Assignment
On
Design the promotional Strategies of my company.
Course Title: Advanced English

Course No: ENG-115

Submitted to: Bitan Bhattacharya

Lecturer in English
Department of English
Eastern University.

Submitted by: Md. Mahedi Hassan

ID-111200162
Section-04

Date of Submission: 28th April, 2011

Table of Content

Serial No.

Content

Page Number

Abstract

What is Promotional strategies,

objectives of Promotional strategies

Tools of promotional strategies

Smart promotional strategies

6-7

Design promotional strategies of your

company

7-9

Choosing Approaching for

promotional strategies

10-12

Reference

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Abstract:
Several different methods will be used for the advertising effort. Promotion means provide
information about a product to the customer. Promotional strategies mean short-term incentives
to encourage trail or purchase of a products or service. As an example we can say Virgin Cola
offer if you buy 150ml pet bottle then you get 150ml pet bottle. Every company follows their
own promotional strategies to market the products. For promotional strategies first you need to
select promotional tools. Like- Advertising, Direct marketing, Trials and service promotion.
Then you need to make a plan for promotional strategies. For that you need to research the
market as well, and always you need to keep your customer in mind. There are many
approaches for promotion. So that you have to choose a right approach for promotion, for that
you also need to aware about the cost. Thus you can able to make promotional strategies for your
company.

Main Part:
Promotional strategy:
Most of us are familiar with market research as suppliers (or information providers) try to obtain
information from us on what we require. Promotion is the reverse side of this. Organizations use
promotion to communicate with customers about products they offer. Promotion is thus one half
of the communication process with customers. Ideally it will work co-operatively with market
research (in an iterative feedback loop) so that the constantly changing requirements of users are
met by promotional activities that target (or even anticipate) these expressed needs.
Such activities need to be managed. They require the allocation and expenditure of resources,
whether physical (promotional products) or intangible (staff time or use of existing facilities). As
such they cannot simply be allowed to grow organically they require shaping and direction via
a promotional strategy.

The objectives of a promotional strategy:

Promotion involves making sure that customers are aware of the products that the organization makes
available to them. More specifically, your promotional strategy will include one or more of the following
objectives:

To provide information
To increase demand
To differentiate the product
To accentuate the value of the product
To stabilize existing activity levels

The tools in the promotional strategy:

The tools in the promotional strategy include:

Advertising
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Direct marketing

Trials and service promotion

Public relations and publicity

Personal selling

Sponsorship

Typically, you will identify a combination of strategies. Indeed, one promotional strategy may be
used to support another promotional event. Factors that will help you to choose an appropriate
promotional mix include:
how much money you have available;
what message you are trying to convey;
how complex the product or service is that you are trying to promote;
how big the market is and where it is located;
how the product is to be distributed;
what stage the product is in its life-cycle (new versus established service);
who are the competitors?

Smart Promotional Strategies

1. Take your customer's point of view.
People look out for their own self-interests. Make sure your offers reflect that fact.
2. Market to your current customers.
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Your goal is to make these past customers think of you first when planning their next night out.
Give them a good reason, and they'll come back again and again.
3. Be the hometown favorite.
The essence of local store marketing is connecting yourself to the pulse of your community.
4. Give away your product.
Have you ever considered that giving a 100% discount one time may be more valuable in the
long run than a 10% discount offered on 10 occasions?
5. Practice "four walls" marketing.
6. be outrageous.
Wow your customers. Give them a customer experience so unique, so compelling, that they can't
resist coming back.
7. Create a swipe file.
The old saying, "If you can't think of a good idea, steal one" isn't unprincipled when it comes to
marketing. In the marketplace of ideas, strategies from other industries or professions can be of
great use if you reshape them to fit your particular needs.
8. Don't be the coupon king.
While we're on the subject of coupons, a word to the wise: while sampling, discounting and
gifting all work well to promote product trial, you must be careful not to overdo it and create a
"discounter" image. If you do, your customers will simply become hooked on coupons and wait
for the next one to come along. In the meantime your sales and profit opportunities suffer.

Design the promotional strategy of your company:

You have a product and have set your price. Will the world come running to your doorstep? Not
unless people know about your product - you must promote it. Set the stage for sales with a
thoughtfully developed promotion plan.
A promotion plan outlines the promotional tools or tactics you plan to use to accomplish your
marketing objectives. To the new or inexperienced marketer, the promotion plan might be
mistaken as the entire marketing plan because it outlines where the majority of the marketing
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budget will be spent. It is, however, just one component of the marketing plan - there are
additional strategy and planning components described in a marketing plan.
You might choose to include the following components in your promotion plan:
Description (or listing) of the promotional tactics you plan to use.

Projected costs for the year.

Explanation of how your promotion tactics will support your marketing objectives.

Description of promotional adjustments for cyclical businesses, if yours is indeed

cyclical.

Laying the Groundwork for Effective Promotional Tactics

when you're deciding upon the best promotional strategy for reaching your target market, you
need to:

Do research
Keep your customer in mind

Be creative

Doing research includes activities such as studying your target market and finding out what other
businesses in your industry are doing. A relatively quick way to learn how your competitors
communicate their marketing messages is to look in trade journals. This will give you an idea of
which features they believe are important and are emphasizing.
Keeping your customer in mind will help prevent wasting your money and time on ineffective
promotional activities. For example, it obviously won't help to advertise in the newspaper if your
target audience doesn't read it.
1. Description of Promotional Tactics
the major component to your Promotion Plan is the description (or listing) of the planned
promotional tactics you plan to use. There are many promotional tools. all sales
promotions should dovetail with and support your selling strategies and your company
image.
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A partial list of promotional tools is listed below:

Advertising
o Print advertising such as that in programs for events, trade journals, magazines,
newspapers
o

Direct mail

Outdoor advertising, such as billboards and bus boards

Broadcast advertising on radio and TV (or Internet sites)

Marketing Collateral
You might choose to produce and distribute materials such as:
o

brochures

newsletters

flyers

posters

Also be sure your package design is appropriately informative and catchy. (For a service
business, your "package design" will be the atmosphere of your office, the design of your
company collateral and, most importantly, the appearance of you and your staff.)

Promotional Activities
o Sponsorships for special events (like fun runs)
o

Participation in community projects and boards of directors

Trade Shows - Your product or service might be one that is suited to exhibiting at
a trade show attended by your target audience. Trade shows are typically one- or
two- day events that allow businesses to set up exhibits or booths showcasing
their products or capabilities.

Fairs (like Health Fairs, Job Fairs)

Give-always (like baseball caps and mugs with your logo)

Coupons and free samples

Conducting contests

Publications such as newsletters, trade journals and books.

Media Relations Campaigns

a campaign is your overall plan for contacting and staying in touch with targeted
members of the media (reporters). You might want to develop a media relations campaign
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if it would benefit your company to be mentioned in newspaper, magazine or TV

broadcasts viewed by your target audience. Developing press releases, press kits and
public service announcements could be included in your media relations campaign.
2. Costs
Estimate your costs as accurately as possible.

3. Show the Relationship between the Promotional Tactics and Marketing Objectives
Refer to or list again relevant objectives from the Marketing Objectives section of your
marketing plan and point out how you will accomplish them using the promotion plan.

4. Adjustments for Seasonality

if yours is a seasonal or cyclical business, explain how your promotional plan will be
adjusted for the slow and peak seasons.

Choosing a promotions approach

Once clear about your export promotional objectives, consider which tactics will produce the
best results for your business. Possible match promotional tactics to your customers. If you are
targeting overseas suppliers or distributors, you might choose to send out a direct mail package
and follow up with a phone call. Alternatively you could place an advertisement in a trade
journal they would read.
Promotional options, some of which you can implement from New Zealand, are outlined below.
Web promotion
With a vast reach, a website is potentially your most versatile offshore promotional tool. It
allows you to promote directly to your primary export target market without having to leave. If
need be you can tailor sections of your site to appeal to different target audiences.
Many businesses overcome language barriers by having their website content translated into the
target market's relevant language. If budget is a factor, consider producing a translated version of
your website which only contains key information.
Online marketing
A great website is useless if people can't find it. Does your website appear on the first few pages
when you do a search in Google using keywords or keyword phrases relevant to your business?
Unless you have a good understanding of Google ad words and Search Engine Optimization
(SEO), engage a professional online marketing agency
Online directories
Many online directories provide a free service. Search for online directories and the country
name, then add your listing to those that best reflect your target market.
Some industry associations, chambers of commerce or other business membership organisations
offer directory listings to members.
Specialist sites
Industry websites can provide a great platform for free exposure. Online editors often seek fresh
content, so if you can offer specialist knowledge or industry insight, consider writing tips or
articles free of charge to raise your profile.
Social media and blogs
Online social media is helping business connect to their customers in new ways. Services like
Face book and Twitter allow the quick broadcasting of company information and updates to
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interested customers. Once a member of a network, you need to take the time to make regular
updates and join relevant groups. Following carefully selected Twitter feeds can help expand
your network and keep up-to-date with country and industry trends.
Market visits
Despite the power of the internet, the most effective way to understand and do business is faceto-face. Just turning up gives you and your company additional credibility. It is likely to take a
number of visits to establish you and your company as serious about the market. Business
practices and cultural customs vary from country to country. To make a good impression and
avoid offending people, always research cultural norms and accepted business practices before
you leave home. If English is not the first language of the country you are visiting,
consider learning some simple greetings and hiring an interpreter. Keep your overall objectives
in mind when planning your trip. Planning your itinerary and organizing appointments in
advance will help you make the most of your time.
Referrals
Even if you are new to a particular market, you may have suppliers, clients or other business
contacts who already export there. If so, ask if they would be willing to introduce you to people
who may be able to assist you with referrals.
Trade fairs
Some international fairs have immense importance as industry or sector gatherings. They can be
important for establishing credibility, identifying trends, and for major launches or order
confirmations.
Research any trade fairs carefully before visiting or committing to exhibit. Find out who visits,
who exhibits, how representative the fair is of the market, and how it is rated by other
participants. Then refer back to your overall aims and select the fair that best suits your
promotional objective.
Conferences
Conferences can be an effective way to meet potential suppliers, distributors or clients. As with
trade fairs, do your research before sending away your registration. Check who the keynote
speakers are and, if possible, where the delegates will be coming from. Enquire if there are any
speaking slots available for you to give a presentation. Search online for conferences by industry
or country, or visit conference directories for suitable opportunities.
In-market promotions
In-market promotions allow potential customers to see a product in use, and even try it out for
themselves. Such promotions may draw on point-of-sale material, sampling or tasting,
competitions or other activities linked by some action or advertising.
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Seek the advice of your agent or distributor on appropriate and effective promotional tools.
Public relations
Media advertising is generally expensive anywhere in the world. Before booking an expensive
advertising campaign look for alternative methods of publicity such as public relations (PR).
Press releases sent to industry journals, targeted media or press release portals can be a cost
effective and effective way of getting publicity.
Specialist trade publications often have a section profiling new and unusual products. If your
product is particularly innovative or has a novel angle, approach the editorial staff of these
publications to see if you can gain some free editorial coverage.
Also consider sponsoring or supporting local causes to gain media exposure. PR should be timed
around other events, such as one of your market visits and trade shows you are attending.
If you have the budget, appointing a public relations agency in your market can be worthwhile.
Check that your prospective partners have good media contacts.
The direct approach
The direct approach or personal contact can generate sales. If you are short of leads, try cold
calling selected companies to identify the decision maker or relevant person for a direct mail
letter.

Reference:
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1. Own Idea
2. Google
3. Marketing Management. Kotler, Philip.
4. www.smallbusinessbc.ca

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