The promotion of the product

10 December 2008 - 19:58

The promotion of a product consists of communicating, informing, to present or to remember the existence of a product or service (including its characteristics, attributes and benefits), as well as to persuade, to motivate or to induce the public to be decided by its acquisition or use.

As well as the marketing strategies, for one better management, usually are divided in strategies for 4 elements of a business: Product, Price, Promotion and Place (joint of elements known like Mezcla or Mix de Mercadotecnia or Marketing); the promotion of a product, for one better administration or management, also or usually is classified in 6 elements: the Personal Sale, the Public Promotion of Sales, Publicity, Relations, Direct Marketing, and Merchandizing.

Set of elements known like Promotional Mezcla, or Mezcla (or Mix) of Promotion or Communication.

Mezcla de Promoción

We see next each one of the elements that conform Mezcla or Mix de Promoción:

The Personal Sale

Also known like the Force sales, it consists of promoting a product, through a direct or personal sale, that is to say, is the promotion that a certain salesman offers individual consuming determining, with the purpose of to make the sale effective.

One is based on a personal communication, since it goes of a person (the salesman) to another person (the client), unlike, for example, the publicity, that uses impersonal means since it goes simultaneously directed to several consumers.

The Promotion of Sales

The Promotion of Sales consists of promoting a product or service, through use of incentives or activities destined to induce the consumer to be decided by the purchase.

These incentives or activities can be conformed by supplies, coupons, gifts, discounts, drawings, contests, prizes, samples free, advantages, etc.

The Publicity

The Publicity is main the average one through what we can promote a product or service, but, on the other hand, is the most expensive means.

Through her, we will present, we will inform and make remember our products or services to the consumers, we will try to persuade them to they acquire that them or they use, and, through her, we will look for to create a good image of our business.

One is based on one in an impersonal communication and means, since it goes simultaneously directed to several consumers.

The Public Relations

The Public Relations consist of the action set destined to generally create and to maintain a good relation between the business and the public, as well as to create and to maintain a positive image of the business or company before the public opinion.

For example, we can make use of the Public Relations when organizing or participate in events such as seminaries, conferences, congresses, works of charity, etc.

Direct Marketing

Direct Marketing consists of promoting a product or service, through a deal or direct or personal relation with the consumer, that is to say, is the promotion that goes to directed to a certain individual consumer.

Direct Marketing not only generally looks for the promotion of the product, but also, maintaining a lasting relation with the client.

It is possible to be given, for example, through means such as the telephone, the fax, the traditional mail, the electronic mail, etc.

Merchandizing

Merchandizing consists of techniques, characteristics or activities that occur in the points of sale, which they have as an aim to stimulate the public affluence or to increase the sales in this point of sale.

We can make use of merchandizing, for example:

• when exhibiting the products of such way, that they are more attractive and showy for the consumer.
• when flattering to our clients products such as pencil-holder, key rings, cartridge holders, etc., that take the mark of the company.
• when creating small positions of tastings, demonstrations, exhibitions, etc.
• when decorating our premises, when giving him a good disposition of the spaces, good disposition of the illumination, good location of the real estate one, good use of the colors, etc.

Image: andy54321

Labels: Concepts, Strategies of marketing, Marketing, Product, Promotion and publicity

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