Promotion as a Marketing Strategy: A Case Study Analysis

MARKETING
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
Literature review..............................................................................................................................3
Case study analysis-.........................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing mix theory refers to set of activities that firm uses to promote their products as
well as brand in selected market (Huang & Sarigöllü, 2014). The current report is based on
promotion as marketing strategy that helps McDonald’s to introduce their brand in marketplace
effectively. It justifies the importance and benefits of product promotion and also explain the
different kinds of promotional strategies that firm uses to increase productivity and profitability.
The aim of this study is to review one P that is Promotion among 7Ps of marketing mix.
Furthermore, it clarifies the challenges facing by company during developing advertisement plan
for product promotion.
Literature review
The meaning and concept of Promotion-
According to Khan, (2014) promotion of product is one of the best marketing mix
elements, it includes all forms that business tell to their consumers about its services or products
and how company then market and sell to them. It is integration of personal selling, public
relations, sales promotion, advertising and direct marketing. It refers to blend of different
promotional techniques uses by business to maintain, increase and create demand for goods.
Promotion is the procedure of marketing, it centring on persuading consumers to initiate buying
and creating awareness of products. McDonald & Wilson, (2016) stated different tools that
facilitate promotion objective of company are jointly known as promotion mix. It defines to any
type of marketing communication used by organization to persuade and inform target consumers
of relative facts of brand, product and service. Information provided through promotional plan
can be both visual and verbal. The purpose of promotion is to increase goods awareness,
generate sales, create interest and brand loyalty among customers. It is one of the useful
components of market mix, which added seven Ps. It is one of the essential elements in
promotional plan or mix, these are sales promotion and other things. Promotion plan is based on
three purpose of business that is to differentiate specific product, to maximize demand and to
provide information to stakeholders and consumers. It tends to be uses inside of company by its
marketing function, organization uses promotion as marketing technique to introduce their
product Infront of number of customers available within market place. It also refers to entire set
of functions and activities, which communicate service or goods to user easily.
Different types of promotion approaches-