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Promotional Mix Essay

1796 words - 8 pages

In terms of the question of my assignment I’m a Marketing Director of a large supermarket chain opening in Cyprus. The main idea is to promote a store, which is well established in Europe, and offers people high quality products at a low cost. First thing that we will discuss is why exactly this store. Second thing is to describe in detail promotional mix and how it will help my company. Let’s start with the store. The name of a supermarket chain opening in Cyprus is Lidl. Lidl is a German global discount supermarket chain, based in Neckarsulm, Baden-Württemberg, Germany, that operates over 10,000 stores across Europe. It belongs to the holding company Schwarz Gruppe. The company was founded ...view middle of the document...

Some elements of the mix may be aimed at the target customer who is unaware of the product, while others may be aimed at potential customers who are fully aware of the product and are likely to purchase it. To get better response from the target customers, I will have to adopt all the different components of the promotion mix and think of the benefits for the company. There are seven main elements in a promotional mix.
1. Advertising. It is a paid form of non-personal communication through mass media about a service or product or an idea by a sponsor is called advertising. It is done through non personal channels or media. Print advertisements, advertisements in television, radio, billboards, brouchers and cataloges, direct mails, in-store display, motion pictures, e-mails, banner ads, web pages, posters are some of the examples of advertising. It is possible to attract a lot of people using such, even before the opening of new business. Nowadays it’s impossible for people live without advertising. They are like wanting and wanting something new, because so many products and services around us. And companies have to create something really interesting to attract their attention. So what we have to do. First thing that should be done is print advert. Different kind of broachers and catalogues should be in cafes, shops and letter boxes of people. Second thing is radio and television. Families, especially with children, usually spend their evenings at home. And here they can see an advert on television about the opening of a new store with high quality products at low costs. They for sure will trust this advert, also due to the announcement that it’s a part of a European chain, and anyway will come at least to check what products are offered in our new store. The last and real advertising will be billboards in town. They also will help to create a positive feedback. Such actions will benefit company.
2. Personal Selling. This is a process by which a person persuades the buyer to accept a product or a point of view or convince the buyer to take specific course of action through face to face contact. It is an act of helping and persuading through the use of oral presentation of products or services. Target audience may vary from product to product and situation to situation. In other words personal selling is a person to person process by which the seller learns about the prospective buyer's wants and seeks to satisfy them by making a sale. Examples: Sales Meetings, sales presentations, sales training and incentive programs for intermediary sales people, samples and telemarketing. In our case is impossible to use this tool, as we are trying to attract people before opening a store. And because personal selling means to talk with the customer face to face. There is no need of using this method even when the store will be opened.
3. Publicity. Non-personal stimulation of demand for a product, service or business unit by generating...

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