Integrated Marketing Strategy: H&M Below the Line Promotion Techniques

This assignment delves into below-the-line (BTL) promotion techniques, which involve non-media communication and advertising strategies. The primary BTL techniques discussed include price promotion (cost discounting and multi-product offers), competitions to enhance brand recognition, and providing cash rewards for high-value purchases. Additional BTL methods explored are door-to-door promotion, the development of customer-centric schemes (e.g., offering extra benefits or gifts upon purchasing a certain number of products), and sponsorships of activities related to general customers. The study emphasizes the usage of these techniques in an integrated promotional strategy, focusing on methods that do not rely on information, communication, and technology channels.

TASK 3

3.1 Primary techniques of below the line promotion and usage
in integrated promotional strategy
Below line promotion refers to the promotion without the use of media. This
can be a type of non-media communication, even advertisement with the use of
channels. In the context, the primary techniques which are used by us of below
line promotion are as above:
Price promotion: It mainly refers to the cost discounting. This is a promotion
technique without using the channel of communication. This can be done in
two ways such as providing discount towards the usual marketing price of the
product, offering several product at the cost of one product.

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 Competitions: To improve the brand recognition between the
customer the H&M will organise competitions and awards will
be provided to the customers.
 Providing cash rewards : The company will provide some cash
rewards on purchasing high price products and the rewards
coupons.

3.2 Other techniques of below line promotion
After an analysing these primary we have found some more
techniques of promotion in which we will not use the
information communication and technology:
Door to door promotion : It is a promotion techniques in
which there is no requirement of media or communication
will be used. We will do promotion by visiting the to the
general public.

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 Development of schemes : In this technique will
develop certain schemes based on the purchasing of
the customers. Example if he will buy three products
he will get something extra or a gift.
 Sponsorship : It is also a technique of below-the-line
promotion in which the H&M will sponsor some
activities related to general customers.

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