ABC Orange Juice - Essay Example

Product Promotion involves the spread of the word about a product or service to a customer, broader public, and stakeholders.ABC Orange Juice is a beverage company that sells Orange juice. For the company to realize profits which is the key goal of any business operation, ABC Orange Juice must identify the target market. The company thrives to reach the target market through advertising, public relations, and sales promotion.

Advertising

ABC Orange juice must persuade potential customers to choose their juice and prefer it always to other beverages and soft drinks. They have to plan their advertisement process, be consistent and continually remind the customers of the benefits of their product. They ought to understand their aim of advertising, the target, media, and competitors.

Public relations

ABC must actively involve the public, customers or not, in any activity which presents a forum for the customers to make comments about their Juice. This helps develop referrals and positive word of mouth from satisfied customers. Stakeholders are very vital for the overall performance and success of the business hence they must be involved too. The public relations team must make available this forum by participating in community activities and sponsorships and producing annual reports, brochures, and newsletters. In addition, they may also initiate educational programs to enlighten the public on the need to use their juice instead of others.

Sales promotion

ABC Orange Juice in a move to market its product will employ sales promotion techniques such as sales force promotion, trade promotions, business promotions, and consumer promotions. They will give appropriate commissions to their sales agents to motivate them. They may also involve them in sales competitions with prizes or awards. In business promotion, they need to organize seminars and workshops, and trade show displays. They can as well appease their customers by offering on-pack offers, bonuses, and loyalty rewards.