BBA-II-C Marketing: Promotional Mix Strategies and Tools Report

This report, submitted by Laiba Malik for a BBA-II-C Principles of Marketing course, provides a comprehensive overview of the promotional mix. It defines the promotional mix as the set of tools used to communicate with and understand the target market, achieve organizational goals, and increase sales and profits. The report delves into the four key tools: advertising, public relations, sales promotion, and personal selling, alongside other promotional tools like direct marketing, digital marketing, sponsorships, and trade shows. Each tool is explained with its purpose, methods, and real-world examples, such as Adidas's celebrity endorsements for advertising, Lifebuoy's public relations efforts during the pandemic, Rivaj's discounts for sales promotion, Harpic's personal selling through home visits, Huda Beauty's digital marketing via social media, Food Panda's publicity through giveaways, HBL Bank's sponsorships, Land Rover's direct marketing, and the Pakistan Association of Automotive Parts & Accessories Manufacturers' trade shows. The report highlights the strengths and weaknesses of each tool, offering insights into their application in different marketing scenarios. The report aims to provide a clear understanding of promotional mix strategies and their impact on business outcomes.

NAME
: LAIBA MALIK
SUBJECT
: PRINCIPLE’S OF MARKETING
CLASS
: BBA-II-C
ROLL NO
: 9191089
TOPIC
: PROMOTIONAL MIX
SUBMITTED TO
: Ms RAUZA WAHEED

PROMOTIOANL MIX:
“The promotional mix is a set of tools which are used to communicate with and
know details about target market, to achieve organization goals and objectives and
to increase sales and profits.”
Four most important tools of promotional mix are public relations, advertising,
sales promotion and personal selling. There are many other tools which are used by
marketing departments of companies to reach desired objectives and goals. The
main task for marketers is to find out the companies offerings and set of right
promotional tools for a particular organization and to implement them for
achieving desired promotional results.
List of promotional tools is given below
1. Advertising
2. Personal selling
3. Public relations
4. Publicity
5. Sales promotion
6. Direct marketing
7. Digital marketing
8. Sponsorships
9. Trade shows
Advertising:
Advertising is a promotional tool in which we pay promotional channels or other
parties for promoting our product, services and ideas. It is a promotional method
which targets those people who want to take benefits via utilizing that product for
basic needs and buy it. It is a one way promotional method and expensive. Basic
purpose of this tool is to provide awareness about organization, products and
services and how and from where to acquire them. No direct kind of
communication or promotion is included in this process for promoting our products
and services to segmented and target market. Different organization uses this tool
for creating brand awareness. Marketers advertise products and services via
different platforms such as social networking sides, email, website, company app,

newspaper, TV and radio etc. through this method advertiser try to persuade
customers in such way that they atleast buy that product or services at once.
Example:
Adidas tries to target huge amount of customers via promotional campaigns. They
invite celebrities and famous artists who create a positive and good image of their
brand in front of customers. Customers who adore those artists and celebrities wish
to buy same products and promotion is done.
Public Relations:
Public relations is a promotional tool in which marketers portray a positive image
of brand for creating awareness and building good relations with customers by
promoting a social message. Company focus on promoting their products and
services in different campaigns to obtain support of targeted market. Public in
sense of public relations consists of retailers, wholesalers, clients, suppliers,
society and government. Through this method of promotion marketers bring data
for customers about brand, product and services. It is a way through which we can
understand customer’s point of view about brand. When PR packages are sent to
famous artists they do product reviews and promote the company via referring it to
others it creates a positive image. This promotional method is not under control of
company completely. Only some surveys and web page reviews are included in
this for learning more about customers. Company also focus on promotion through
word of mouth because customer refer products and services to others when they
like it.
Example:
Lifebuoy is example of public relations. As we are going through a pandemic so
lifebuoy made a TVC in which they are providing awareness about safety measure
from corona virus. In this way they portrayed a positive image and provided a
social message.
Sales Promotion:
Sales promotion is a promotional tool in which timely offers are provided to
customers for seeking attention and to make them buy our products.

Sales promotion consists of small goals related to promotional activities. Here
marketers convince customers to buy products and try if they find it worth trying
they can buy it again. They spread information about new and old products,
services. These sales are offered to customers at different festivals like Eid,
Ramadan, Christmas and at the end of different seasons etc. With the help of such
sales we can increase our audience and improve our promotions. They offer
different ways for deals like they provide challenges, sweepstakes, giveaways,
rebates, Coupons, Payback offers, Freebies, etc to attract large amount of
customers. Drawback of this promotional method is that it cause hustle and
irritation. Still marketers prefer this method.
Example:
When different brands open new stores they give some sort of discount. Let’s take
example of Rivaj, on the inauguration day they gave discount on purchases to
attract customers and they offer seasonal and time to time sales.
Personal Selling:
Personal Selling is type of promotional tools where the salesman visit customers to
make them aware of their new products and services. It’s all about persuading
skills where ales man convince our customers to buy products from us. Only two
parties are involves in this process; customer and salesman. It’s a two way
communication where sales man is convincer and customer is questioner. It is a
very successful way of promoting products and services by visiting customers door
to door. It increases company’s target area and create large amount of satisfied
customers with intention of buying again because of good results. It is most costly
promotional tool but most beneficial as well. Large amount of big organizations
use this technique.
Example:
Harpic is a product with wide product line. They have different products for
domestic use. Their salesman visit home to home for creating awareness about
good service of product and to promote it.

Digital Marketing:
Digital marketing is a tool of promotional mix in which we do all of our socializing
through social networking sites, apps, mails without distributional channels. It
costs less than other promotional tools and a it is a very effective method for
targeting suitable market or consumers. Social sites include Face book, Twitter,
LinkedIn, Google Also, Instagram, and PPC. Online and email promoting are
common are one of the easiest ways of promotion. When PR packages are sent to
famous artists they do product reviews on their social accounts and promote the
company via referring it to others it creates a positive image.
Social media allows us to interact with our customers 24/7 with help of gadgets
and make them aware of our services. Advancement of technology has made
promotion more easy via internet and gadgets without creating any fuss. By using
this platform we make promotion ad awareness easy for customers and
organizations. It also include base area targeting by which we can send sms to
customers.
Example:
Huda beauty is a famous beauty brand which operate via social sites as well to
create easy awareness and to increase target market. They have utilized online
marketing and created good relationships with customers.
Publicity:
Publicity is a promotional tool in which we publicize a product, service or idea to
make it popular and gain profit. It is all about providing information to all of our
customer’s via media. We can create awareness via functions and seminars. It can
have both positive and negative effect on customer’s point of view. It is internally
linked with some other tools like personal relations. It includes Lawmakers,
Commerce Identities, Craftsmen, and Performing artists etc. It is a very effective
method of creating awareness. Its cost is very less and it helps organizations in
strengthen their brand name. It’s a good method for both organization and brand
because one is providing information and other is receiving.

Example:
Food Panda giveaway gift sometimes or give cash to charity for positive image.
They offer deals for gaining customers. They support customers and different
occasions within the community.
Sponsorships:
A sponsorship is a promotional tool for businesses to provide financial support to
different occasions and organizations for purpose of promotion. Two types of
people are included in this process; sponsor and a sponsee. Sponsor is the person
who provide funding and sponsee is the person who receive and utilize funding.
When organizations support different occasions they provide them their logo
printed shits for branding and awareness. By providing monetary support to NGOs,
organizations promote their positive image. Companies receive bunch of benefits
by sponsoring others. People confuse sponsorship with advertisement which are
two different things. Advertisement is a quantitative medium on the other hand
sponsorship is a subjective medium. When we sponsor some brand or occasion we
are actually targeting their target market which is a very beneficial method of
promoting our organization. With the help of this tool we can make good
relationships with different organizations and clients. Almost all big organizations
sponsors small brand and occasions for their own benefit and creating awareness
of their organization.
Example:
HBL Bank sponsor PSL in Pakistan.
Direct Marketing:
Direct marketing is a promotional tool in which different businesses offer their
products directly to their customers such as providing information by sales man
who personally visit them, sending PR packages to artists and sending employees
to different retail stores where they inform customers about benefits of products
and services. When PR packages are sent to famous artists they do product reviews
and promote the company via referring it to others. It is a promotional method

which targets those people who want to take benefits via utilizing that product for
basic needs. It causes less cost as compared to other promotional methods and it is
a very easy and positive way to promote products and services. Companies use this
type of promotional tool for saving extra expenses and for knowing customers
view about the organizations offerings.
Example:
Many different brands like Land Rover provide information to their clients by
visiting them and sharing information their new products to promote their products
and inviting them to showrooms. Makeup brands send PR packages to customers.
Tradeshows:
Trade show marketing is a promotional tool which includes presentation where
companies related to same product industry introduce and give information about
their new items and services. In Trade shows only press media, owners of related
industry and some close and famous people are allowed. Many industry holders
and consumers share ideas which help them in their promotion. In today’s
tradeshows different actors, artists, famous celebrities and well known people are
invited to catch consumer’s attention and to promote their products. With the help
of tradeshows different sectors tell their worth that how important they are for
society.
Example:
The Pakistan Association of Automotive Parts & Accessories Manufacturers is
Pakistan’s largest company which arranges tradeshows to create awareness of new
car brands and products.