US Army and Air Force.
Being a company with unique business model, AAFES conduct its advertising in unique way too. AAFES is not to active in using television and other media as active channels for advertising purposes however advertising is being done in direct way through the use of local means of advertising to the soldiers at the bases. Since AAFES is almost also a monopoly therefore advertising is not mostly done in its most conventional means.
Sales promotion activities of the firm take place in store i.e. firm displays various sales promotional activities and items in house besides offering sales promotion on its website. The website of the firm provides different sales promotional activities for making a purchase on line. In store sales promotional activities involve displaying of different sales promotional material.
Since AAFES is a sort of monopoly therefore it mostly utilizes direct marketing as one of the most important mean of promoting the firm’s products and services. However, this is not on the individual basis however it is done on the basis of the groups of customers i.e. army bases where soldiers are stationed.
There is no personal selling done by the firm however it offers an opportunity for personal selling through its website where it offers different services and products customized to the individual needs and demands.
Firm maintain good public relation activities which are also evident from the fact that recently it has recalled some of its products especially toys because of toxic issues in them. Public relations at the firm are also done through the issuance of a magazine The Exchange Post; through which firm tends to provide information about latest development at the firm.
While analyzing the promotional mix of the firm, it is important to consider the unique business model and structure which it follow. It is a sort of monopoly which serves a very specialized and scattered target