Impact of Promotion and Advertising on Success and Share Price of Lidl Company
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This assignment explores the impact of promotion and advertising on the success and share price of Lidl Company. It includes a literature review, analysis of promotion and advertising concepts, and recommendations for better promotional strategies.
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BA (Hons) Business and Management with Foundation Year in Business
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Executive summary The current project is based on the topic of Impact of promotion and advertising in enhancing success and share price of a company for which a study is under taken on Lidl company. This assignment comprise of literature review based on analysis and evaluation of various online articles and journals associated with current research topic to have a better understanding about the set topic and its objective. Further, the issues and problem prevailed in the advertising and promotional activity is also identified along with valid conclusion and recommendation. Table of Contents Project Topic: Impact of promotion and advertising in enhancing success and share price of a company...........................................................................................................................................1 Background of chosen topic.............................................................................................................1 Project aims and objectives..............................................................................................................1 Literature review based on existing literature and secondary data..................................................2 To review about the concept of promotion and advertising along with its significance for a firm.........................................................................................................................................2 To determine the impact lead by promotion and advertising in enhancing success level and share price of Lidl company...................................................................................................3 To evaluate about some better and latest ways of promotions and advertising that could be adopted by Lidl company to have an enhanced share price and better success level............3 Problem Identified in the area of Interest........................................................................................4 Conclusion and recommendations...................................................................................................5
Project Topic: Impact of promotion and advertising in enhancing success and share price of a company Background of chosen topic The concept of promotion and advertising is mainly associated with the type of a marketing communication that are used to inform and persuade target audiences and customers through leading better information and awareness about the relative merits of a product, service and overall brand (Tigerstrom, 2017). Thus, the main aim of promotion and advertising is to increase awareness of customers, create interest in product and service to generate higher sales level or create brand loyalty. Current study is lead out on Lidl Company which is well known German international supermarket chain having its branches across various location of world along with UK to evaluate and analysis about the overall impact lead by the promotion and advertising in enhancing success and share price of a company. Project aims and objectives Project Aim To evaluate about the concept of promotion along with its impact on enhancing the success level and overall share price of a company. A research project on Lidl. Research Objective To review about the concept of promotion and advertising along with its significance for a firm. To determine the impact lead by promotion and advertising in enhancing success level and share price of Lidl company. To evaluate about some better and latest ways of promotions and advertising that could be adopted by Lidl company to have an enhanced share price and better success level. Research questions and hypothesis The main research questions and hypothesis which are set out for current investigating and needs to get evaluated by this particular study on Lidl company are listed as follows: What is meant by the concept of promotion and advertising? Why the concept of promotion and advertising is significant for a firm? What impact is lead by promotion and advertising in enhancing success level and share price of Lidl company? 1
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What are the some better and latest ways of promotions and advertising that could be adopted by Lidl company to have an enhanced share price and better success level? Literature review based on existing literature and secondary data To review about the concept of promotion and advertising along with its significance for a firm. As per the view point ofJuska, J.M., 2017, the concept of Promotions is mainly referred andrepresenttheentiresetoftheactivitieswhichaimatprovidinginformationand communicating about the product as well as brand along with other service offered and delivered to the user (Promotion, 2020.). Thus, an analysis can be made that the main idea of promotion is all about making people and customers aware about a product in order to attract and cater larger number of customers who are induce to buy the product through leading effective promotion in preference over others. On the other hand, it has been evaluated that the concept and meaning of advertising is related and associated with the ways used by a firm and company to advertise a product and service or a company through making use and help of various media like television, radio or social media. Thus, an analysis can be drawn that advertising is important and helpful for a firm as it helps in spreading and transferring better awareness and information about the company and its brand through leading better advertising of its offered product or service. Beside this, it has been also find out that various forms of mass media and digital modes are used by a company for better advertising and promotion of its product which includes traditional media like newspapers, magazines, television, radio, outdoor advertising or direct mail along with newly developed and latest way of advertising and promotion like blogs, social media, websites along with other form text or online messages (Zgheib, 2017). Further, according to the view point of Fraser Sherman, 2019, it has been also analysed that the concept of advertising and promotion is highly significant and important for a company as Advertising plays a vital role in drawing and catering the attention of target customer towards the products or services of a company which is significant to achieve the goal of company of boosting sales. Use of Commercials along with newspaper ads and online ads plays a significant role in promotion of a product and services which leads to enhanced publicity and Boost brand awareness which convince and attract larger number of people to try and use product at least once to enhance overall sales and productivity. Thus, an analysis can be made that the concept if 2
promotion and advertising is significant and vital for a firm to have better publicity of its brands and product that leads to enhanced brand image and better productivity and sales. To determine the impact lead by promotion and advertising in enhancing success level and share price of Lidl company. With respect to the information provided by theZgheib, P.W., 2017, it has been analysed that an effective promotion and advertising strategy leads to a positive impact in enhancing success level and share price by the way of creating enhanced awareness about product and services among the customers. It has been also analysed that an effective promotion strategy and wrong content and message through commercial advertising would lead to a reduction in brand image and can hamper the reputation of product and services which also lead to reduction in success level and share price of a firm. Thus, an analysis can be made that promotion and advertising are two vital concept that have significant impact on maintaining and enhancing the success level and share price of a company (Dzeparoski and Trajkovic-Jolevska, 2018). It has been observed that a vital connection and communication level is provided and lead out by promotional and advertising that plays a vital role in attracting larger number of customers and building better brand image of companies like Lidl that enhance there overall profitability and productivity level that would ultimate lead to enhanced market position and share price of a firm. Thus, an analysis can be made that vital role and impact and lead out by advertising and promotion in enhancing success and share price of a company through building brand image and leading better publicity and awareness about the product and services offered by a firm that attract and cater larger number of customers. Further, it has been analysed that an ineffective advertising strategy and inappropriate promotional strategy can lead to creation of bad reputation and hamper brand image and productivity of a firm that is the biggest issues and challenge associated with the concept of advertising and promotion (Anand, Singh and Gandhi, 2018). To evaluate about some better and latest ways of promotions and advertising that could be adopted by Lidl company to have an enhanced share price and better success level. According to the information provided by the Catherine Lovering, 2019, it has been find out that the advertising and promotion are taken a lure that draws and cater the attention of customers towards business and product thus, it become vital for a form to adopt and implement most effective and better ways of promotions and advertising to have an enhanced share price and better success level. Some of these better and latest ways of promotion that can be adopted 3
by Lidl company to have an enhanced share price and better success level are discussed and evaluated as below: Purchased Online Ads and Television Advertising- The strategy of Posting ads and commercial videos and images on websites that have heavy traffic and presence of large number of individuals is an effective strategy of promotion and advertising to communicate information about product and services with specific target market. Further, television ads ad commercial also facilitates an effective way of publicity and communicating information about the product or service with a high price point (Mehmood and Ali, 2020). Social Media Marketing- It is the latest and most effective trend seen in the advertising and promotional strategy that comprises of making use of social media platforms to reach and communicate a larger number of customers. Making use of online websites and digital platforms which comprises of various social media platforms like facebook, instagram, twitter, etc would lead a most cost and time effective way of promotion and adverting to attract and cater a larger number of customers who are having account on these social media platforms. Further, use of social media marketing facilitates a continuous and most easiest way to communicate and transform information to potential and target market thus, enhanced the scope and viability of promotionalandadvertisingstrategyofacompanythroughattractinglargernumberof customers (Johnson, 2017). Event Sponsorship and Appearances– It is also a vital way to promotion to build and lead better image of brands and its product by the way of sponsorship and conducting events and other promotional activity. On site location and distribution of sample product with company logo and promotion through appearing in event posters is also an effective strategy to make customers aware about the product and services along with leading better brand positioning and enhanced goodwill to cater and attract larger number of customers. Problem Identified in the area of Interest The problem that is identified through current study in the area of advertising and promotion strategy is associated with the fact the an inefficient and inappropriate form of adverting and promotional strategy could hamper or negatively affect the brand image and reputation of firm in target market and eyes of its customers which would ultimate affect and hamper the success level and share price of a company (Zgheib, 2017). Thus, it has been identified and evaluated that it is vital and most important for an organisation to adopt and implement a viable and effective form 4
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of advertising and promotion strategy to build a positive brand image which facilitates enhanced success and better share price and positioning in the target market to overcome the issue and problem of bad reputation and negative publicity. Conclusion and recommendations Conclusion On the basis of current project it had been concluded that many issues and problems are associated with bad and negative publicity along with the fact the effective adverting and promotion lead to better impact on success and share price of a company. Further, it has been also summarised that the concept of advertising and promotion is associated with the leading better communication and transferring information about the product and services to lead better awareness in target customers. It has been also concluded that a positive impact is lead out by promotion and advertising in success and share price of a company. At last, a summarisation can be made that commercial advertising through television, use of social media marketing and sponsorship of events and other promotional activity are effective way of promotion and adverting. Recommendation Following recommendation could be made for Lidl company to have better advertising and promotional activity to overcome issues of negative publicity and cater larger number of customers: Use of social media marketing is recommended for Lidl company which comprises of use of social media networks and website to communicate and connect with larger number of target customers to have better promotion and advertising of product and services to enhance the overall sales and success level. Implication of Purchased Online Ads and Television Advertising is also suggested for Lidl company as it lead to better publicity of product and services and ensures enhanced awareness and communication with target customers to overcome the issue of negative and lack of publicity along with attracting larger number of customers to achieve enhanced success and better productivity . REFERENCES Books and journal 5
Anand,M.,Singh,J.andGandhi,K.,2018.AnEmpiricalStudyontheRelevanceof Advertising, Sales Promotion, R&D and Training and Development Expenses on Firm Value in the Indian Context.South Asian Journal of Management,25(3). Dzeparoski, M. and Trajkovic-Jolevska, S., 2018. Impact of regulation on advertising and promotion of traditional herbal medicines and food supplements.International Journal of Pharmaceutical and Healthcare Marketing. Johnson, K.D., 2017. Social media marketing: A solution for marketing and advertising agency promotion. Juska, J.M., 2017.Integrated marketing communication: advertising and promotion in a digital world. Routledge. Mehmood, A. and Ali, T., 2020. Impact of Advertising and Promotion on Sales of Leather Footwear Industry In Pakistan: A Case Study of Bata Pakistan Limited.Journal of Engineering and Economic Development,6(1), pp.1-13. von Tigerstrom, B., 2017. Regulating the advertising and promotion of stem cell therapies. Regenerative Medicine,12(7), pp.815-826. Zgheib, P.W., 2017. Advertising deceit: Manipulation of information, false advertising, and promotion.InAdvertisingandbranding:Concepts,methodologies,tools,and applications(pp. 1482-1494). IGI Global. Online: Fraser Sherman. 2019.Why Is Promotion Important for a Business?.[Online] Available Through:< https://bizfluent.com/about-7221403-promotion-important-business-.html>. Promotion.2020.[Online]AvailableThrough:<https://www.toppr.com/guides/business- studies/marketing/promotion/ >. Catherine Lovering. 2019.8 Different Ways to Advertise Products and Services.[Online] AvailableThrough:<https://smallbusiness.chron.com/8-different-ways-advertise- products-services-19274.html >. 6