promotional strategies

PROMOTIONAL STRATEGIES
INTRODUCTION

“I will find me a business that doesn’t advertise,” Said the wise spider, ”and I will weave my web across its doorway, for there I will be undisturbed”
- Attributed to Mark Twain

When we look at the promotion as the subject, it is impossible to separate it from the context it lies within. First and immediate surrounding is the marketing mix.
Before starting to develop a successful advertising plan or strategy, each and every business must have a sound marketing plan. But think now about how you market your product or service. Do you see your product as the consumer sees it? What does it do for the buyer? What problem does it solve? What is the primary benefit your customer gets from it? Other benefits? Can the product be changed to reduce its cost or to improve its attractiveness or to make it more competitive?
Next, the company has to consider the price of its product or service. Is it competitive? Is the consumer willing to ...