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Promotion in marketing - Research Paper Example

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Promotion in marketing

Wal-Mart seeks to attract the middle and low income group people. The brand sells itself towards consumer as much inexpensive compared to other brands. In advertising the key message of Wal-Mart is “We have lower prices than anyone else”. To promote the brand the company puts a high velocity product in a high visibility area in every division. It develops a perception that since the first product is inexpensive, the other products will be inexpensive as well (Zenith Management Consulting, “How to Exploit Wal-Mart’s Weaknesses”). Advertisement of Wal-Mart Wal-Mart focuses on advertisement through website and in-store TV Network. The in-store network displays continuous stream of product advertisement. Wal-Mart TV has almost 130 million observers which makes it the fifth biggest television broadcasting network in America. The network of Wal-Mart can be found in almost 2600 sites. The advertisers pay 137,000 USD– 292,000 USD to place a single business advertisement. The expense of advertising is based on the length and total stores where the advertisement will be displayed. Wal-Mart seeks to fit the broadcasting more distinctively according to the field of store depending on regional preferences and conditions (Hays, “Wal-Mart Is Upgrading Its Vast In-Store Television Network”). Promotion Mix of Wal-Mart Advertisement: The TV network of Wal-Mart is very sophisticated and an internet oriented system. It helps to deliver information about different divisions of the company. Wal-Mart expends almost 524 million USD for advertising. Besides television advertisement, the company also spends on newspaper and shopper marketing (Ries, “One Fix for Walmart's Woes: Spend More on Better TV Advertising”). The advertisements of Wal-Mart are displayed on News 12, MSG Network, NY1, Nickelodeon channel, and the Lifetime (Freedlander, “Walmart Unveils New TV Ads [Video]–Updated”). Direct Selling: Direct selling is a promotion strategy where products are sold directly to the people apart from permanent area. Wal-Mart sells its products through placing any order by means of online process. The product is shipped to the desired place of customer. It is one of the major earning sources for Wal-Mart. Sales Promotion: For sales promotion, Wal-Mart essentially depends on discount method. The company uses online promotion techniques to induce the online customers. It provides holiday special which allows people to purchase discounted products through online. Through Wal-Mart credit card customers can be inspired to purchase more products. It is another form of sales promotion. Another method that Wal-Mart uses for sales promotion is ‘Rollback prices’ where the products are placed at very low cost for limited time (Corporate Watch, “ASDA/WAL-MART A Corporate Profile”). Publicity: Publicity is one of the most prominent strategies for promotion. Wal-Mart participates in several charitable occasions and markets the brand as a community oriented enterprise. The company had faced negative publicity because of abuse towards employees, but to rectify the negative image, the company had embarked program for welfare of employees. Wal-Mart’s Social Marketing For improving the social marketing, Wal-Mart has developed their social media by purchasing Kosmix. Through this acquisition, Wal-Mart ...Show more

Summary

Promotion in Marketing Table of Contents Promotion in Marketing 1 Table of Contents 2 Promotion Strategy for Wal-Mart 3 Advertisement of Wal-Mart 3 Promotion Mix of Wal-Mart 4 Wal-Mart’s Social Marketing 5 Promotion Strategy for Nordstrom 5 Advertising of Nordstrom 6 Promotion Mix of Nordstrom 6 Nordstrom Social Marketing 7 Promotion Strategy for Wal-Mart Promotion is the task of notifying, convincing and influencing the purchasing decision of consumer…
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