Promotion Techniques - PDF

Portfolio /Report

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
Promotion Mix............................................................................................................................1
TASK 2............................................................................................................................................4
AIDA and the Communication Process:.....................................................................................4
Communication Process: ............................................................................................................6
Above/Below the Line: ..............................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing refers to the business activity in which managers of organisation plan actions
in order to sell and market products and services. Marketing also helps in the direct interaction of
the company with their target customers to know what they want and how the company can
provide them with their wants (Ahmed and Rahman, 2015). These days, there are many changes
which are taking place in external market, so in order to deal with them, it is responsibility of
managers to make changes in their products and services according to the changing trend of the
market. Hence it is essential to make strategies through which information about product and
services conveyed to consumers. This helps in increasing sales and creating brand image in
industry. Marketing is basically dependent on four major components i.e. product, place, price,
promotion. These components combinationally known as marketing mix. With the help of this
technique, it is easy to communicate about product to relevant consumers in specified market
with appropriate promotional technique.
This report is based on ASDA which is British super market chain established in 1949
having head quarter in Leeds, UK. It offers items such as of groceries, fresh and chilled, frozen
food, health and beauty products, home and clothing, home furnishings, etc. In this report, there
is discussion about promotional mix strategies which covers five strategies i.e. advertising, sale
promotion, direct marketing, personal selling and public relations. Secondly it covers AIDA
model and communication process which helps to communicate with consumers (Bruhn,
Schoenmueller and Schäfer, 2012).
TASK 1
All companies make use of some or the other tools in order to promote and increase the
sale of their goods. Likewise ASDA is also making use of various promotional techniques for
increasing the sale of their products.
Promotion Mix
Promotion Mix is a part of Marketing Mix. It can be defined as the set of activities which
are used top communicate about the brand, product or service to the end user (promotion mix,
2019). Promotion Mix can be defined as a specific combination of promotional methods and
techniques used for a product or more for making an increment in their sales. The idea behind
promotion is to make people aware, attract and make others to buy the product of an
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