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Promotion Strategies - Essay Example

The success of any promotion strategy depends on the implementation of such strategies. Based on the fact that, promotion is an essential in the development of a marketing plan, this consists of a marketing mix. Market mix is a phenomenon developed by Jerome where he outlined the four classifications which are positively correlated. In this mix, the success of any products depends on the four classifications that are; promotion, product, place and price. Every element in this mix is equally important as the other; thus there is a need to implement a promotion strategy so to increase the sales of the product (Ferrell and Hartline 52). In this scenario, we select pepper spray and a holiday in beach resort as the product and black women aged between 18 and 30 years and gay women as the target market. In this paper, we will discuss the appropriate strategy the concerned firms can implement so as to increase sales at the outlined target market. In addition, this paper will compare and contrast the promotional discussed outlining similarity and differences. About seventy percent of black women reside in areas which are considered to have high levels of insecurity; therefore, they usually demand personal security products thus offering pepper spray will be of great benefits. In the case of pepper spray, the most appropriate promotion mix would be to showcase the exclusiveness of pepper spray as the personal security product. Therefore in this case messaging or rather a slogan will be effective in reinforcing the benefit that pepper spray offers to the customers. The slogan should be designed such that it also helps the company in the process of developing an effective positioning strategy. Another possible strategy is through personal selling; in this case, the promotion is conducted where the product is sold one to one. Through personal selling, the seller or the manufacture has a chance to offer additional information to the customer or even to potential consumers of the product, thus promoting the product to prospective customers (Gelder and Woodcock 122). Trade and exhibition is another avenue in which pepper spray can be promoted. Although trade and exhibitions occur occasionally, they offer opportunities of promoting products. This based on the reasoning that, the producer has a chance to meet prospective consumers who never knew the existence of the product and the benefits that will accrue to them if the consume the product. Lastly for this product there is a need to place adverts on the media, the choice of the media channel will depend on the programmes that the target market is interested in, for example, the TV shows that the watch most. In addition, the newspapers that the target market reads and the position of the advert in the paper in consideration will be a factor to consider. In this case, analysis of the general behavior of black women will be essential in order to arrive at the most appropriate, for example, black women are mostly interested in romantic magazines (Ferrell and Hartline 258). An effective media camping could result in widening of the product market also save financial resources for the company. Lastly this for this product sales promotion which should in terms discounts and special offer is an appropriate promotion strategy. A vacation in beach resort is an appealing recreational product to any gay couple. Even though in recent past gays have sought publicity not many people without straight ...Show more


Name: University: Course: Tutor: Date: Promotion Strategies Select TWO product/target market combinations from the table of product categories and associated target markets above and using the teaching materials and any additional research: Explain what you think would be an appropriate promotions strategy for both of them…
Author : hilpertjackie
Promotion Strategies
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