The most important component in selling goods is marketing promotion. Marketing is a process in which a plan has to be started from the beginning of the process that is the initial phase of it. Marketing is needed from a small business to big companies. Until the promotion of the product is not done, a company’s sale cannot be improved no matter how good the staff is.
What is Marketing Promotion?
There are many different definitions of marketing. The best way to define Marketing is that Marketing is an activity, set of institutions and a process for creating, communicating, delivering and exchanging offerings. These offerings have value for customers, clients, partners and society at large. There are four different types of elements in this process, which is called 4 Ps of marketing:
1. Product: Products are of basically two types, namely tangible products and Intangible products. Tangible products are those products which we can both touch and feel. Intangible products are something which we can only feel or experience.
There are three levels of a product. First one is the core product. This is not a physical object but consists of the problem-solving benefits that satisfy consumer needs. Products are based on the consumers’ perspective. At the second level, marketers must convert the core benefits into a physical or actual product that have the attributes to satisfy customer needs and wants. If the company wants to deliver its core benefits, it must have five attributes, i.e. name, parts, packaging, features and styles combined. After physical goods, the next level is an augmented product that includes after-sales services, installation and warranty.
2. Price: At how much are you going to sell your product? The price of your product greatly affects your sales. If the product will be affordable, it is obvious that people will want to buy that. However, cheap products also mean that there is a possibility that the quality of that product will not be good. While deciding the price, you must keep these things in mind:
How much total money did you spend to make that product? If you make the product in less amount of money, you can sell that product at a low price so that everyone can buy your product.
To know at what price your competitors sell that type of product. It will help you know the market value and market price of the product.
How much money can your customer pay for your product?
3. Place: Where will customers buy your product? Will you sell the product directly to your customer, or will you sell it to a wholesaler or retailer in the middle? Will you sell it online or offline? These are the questions you must think before selling the product.
4. Promotion: How will people know about your product? If anyone wants to buy your product, he/she must know about the product. Customers must think positively about that product and the review of that product must be good. They must know when the product is coming to the market so that they can be ready to buy that product. These things depend on how well you promote your product.
It is essential to know what are the different ways of promoting products. Following are some ways:
Digital marketing like PPC advertising, Social media, and SEO
Traditional advertising like TV, Magazine, Newspaper or Radio
Whatever method of advertising you use, your goal should be to show your product to a large set of audience and sell it.
Types of Marketing Promotion
Advertising: It is a non-personal form of communicating information related to the promotion of ideas, presentation of goods and services and to create demand. Advertisement can be done through newspapers, magazines, television, radio, outdoor advertising or direct mail. There are a few new media such as search results, blogs, social media, websites or text messages.
Direct Marketing: Direct marketing is a form of advertising where the organisation engages customers through a variety of media including text messaging, email, website, online advertising, database marketing, fliers, catalogue distribution, promotion letter and target television, newspaper and magazine advertising.
Sales Promotion: Sales promotion is a way of marketing in which products are sold utilising short term attractive offers. These kinds of strategies are brought into use when they have to lift the sales temporarily, attract more customers, introduce new products or sell out existing inventories. Sales promotion is one of the core elements of the promotion mix. To build a long-lasting relationship with users, you need to find out the type of sales that work with your target audience. At that time, you should provide customers with value that’s relative to your fields of expertise.
Personal Selling: Personal selling is selling the products face to face to the customer or via talking to the customer directly on the phone. The great advantage of a personal sale is the customer gets all the details and queries of products are solved instantly. Effective personal selling addresses the buyer’s needs and preferences without making him or her feel pressured. Good salespeople offer advice and recommendations and they can help buyers save money and time during the decision process.
The seller should give honest responses to any questions or objections buyers have and show that he cares more about meeting the buyer’s needs than making the sale. These aspects of personal selling contribute to a strong relationship between buyer and seller.
Sponsorship: Sponsorship Advertising is a type of advertising where a company pays to be associated with a specific event. Sponsorship advertising is prevalent at charitable events. Besides charitable events, companies may sponsor local sporting teams, sports tournaments, fairs and other community events. The idea is to get your name out and be viewed positively as a participating member of your community.
The company must have a reasonable basis to believe that the sponsorship will create a tangible business result. It doesn't necessarily have to produce a profit, but it should at least increase brand awareness or help foster a positive view of the company.
FAQs on Marketing Promotions: Strategies and Importance
1. What is meant by 'promotion' in the context of the marketing mix?
In the marketing mix, promotion refers to the set of communication activities a business undertakes to inform, persuade, and remind the target audience about its products or services. It is the voice of the company, designed to build positive customer relationships and stimulate demand. Its main goal is to communicate the value of the offering and convince customers to choose it over competitors' products.
2. What is the importance of a marketing promotion strategy for a business?
A well-planned marketing promotion strategy is crucial for a business for several reasons:
- Building Awareness: It informs potential customers about the existence of a new product or brand.
- Increasing Sales: Effective promotion directly persuades consumers to make a purchase, boosting sales volume.
- Creating a Brand Image: It helps shape the perception and personality of the brand in the minds of consumers.
- Differentiating Products: It highlights the unique features and benefits of a product, setting it apart from competitors.
- Providing Information: Promotion educates customers about product usage, features, and price, helping them make informed decisions.
3. What are the main tools or elements of the promotion mix as per the CBSE 2025-26 syllabus?
As per the CBSE syllabus, the promotion mix consists of four primary tools that businesses use to achieve their marketing objectives:
- Advertising: Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
- Personal Selling: A direct, face-to-face interaction between a salesperson and a prospective customer to make a sale.
- Sales Promotion: Short-term incentives designed to encourage the immediate purchase or sale of a product or service.
- Public Relations (PR): Building good relations with the company's various publics by obtaining favourable publicity, building a good corporate image, and handling unfavourable rumours or events.
4. How does advertising differ from public relations (PR) as promotional tools?
While both advertising and public relations are communication tools, they differ significantly. Advertising is a paid form of communication, meaning the company pays for media space and has full control over the message content and timing. In contrast, Public Relations aims to secure earned media coverage through press releases or events, which is often unpaid and perceived as more credible by the audience because it comes from a third-party source like a news outlet. Consequently, the company has less control over the final PR message.
5. Can you provide some examples of sales promotion techniques used by companies in India?
Yes, companies in India frequently use various sales promotion techniques to attract customers. Common examples include:
- Discounts: Offering a temporary price reduction, such as a '30% off' sale by a clothing brand.
- Rebates: Providing a cash refund after the purchase has been made, often used for electronics and automobiles.
- Product Combinations: Offering a related product for free or at a reduced price, like getting a free soap bar with a detergent powder.
- Quantity Gifts: Giving an extra quantity of the same product, such as a 'Buy One Get One Free' offer in supermarkets.
- Financing: Offering 'No Cost EMI' options for purchasing high-value items like smartphones or home appliances.
6. Why is it important for a company to use an 'integrated' marketing communication approach?
Using an Integrated Marketing Communication (IMC) approach is crucial because it ensures all promotional tools deliver a single, consistent, and powerful message to the target audience. Relying on just one tool can be ineffective. By integrating advertising, PR, sales promotion, and personal selling, a company creates synergy where the combined impact is much greater than the individual efforts. This prevents customer confusion, reinforces the brand message at every touchpoint, and ultimately builds a stronger, more unified brand identity.
7. What are the common objections raised against advertising?
According to the NCERT curriculum, several objections are commonly raised against the practice of advertising. The main criticisms include:
- It adds to the cost: Critics argue that the heavy expense of advertising is passed on to consumers, making products more expensive.
- It undermines social values: Some advertisements are criticised for promoting materialism, creating discontent, and encouraging the purchase of non-essential goods.
- It confuses the buyer: With so many similar products being advertised, it can become difficult for consumers to make a rational choice.
- It encourages the sale of inferior goods: At times, persuasive advertising can convince people to buy products that are not of superior quality.
