Developing and Implementing Promotional Strategies by Tripple EM Pakistan

By Muhammad Umair Younus

ABSTRACT

In this report it has defined that how the promotional strategies are adopted to market the product and make it known by the people , we can use print and electronic media, billboards to aware peoples about our product, if we introduce product (like Tripple EM produces food product) first time then we can arrange cooking show in different areas of the city and country. Tripple Em is a food producing company so we can use above mentioned strategies to promote the products

STRATEGIES

"Strategy is the direction and scope of an organization over the long-term: which achieves advantage for the organization through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfill stakeholder expectations".

PROMOTION (MARKETING) Promotion is one of the

four elements of marketing mix (product, price, promotion, distribution). It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision

TYPES OF PROMOTION

Above the line promotion

T.V Radio Newspapers

Below the line promotionSponsorship

PROMOTIONAL MIX

1.Advertising

Any paid presentation and promotion of ideas, goods, or services by an identified sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.

2.Personal Selling

A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face or via telephone

3.Sales Promotion

Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples: Coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions

4.Direct Marketing

It is often listed as a the fifth part of the marketing mix

DEVELOPING MARKETING MIX

Promotion

It represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and Internet adverts through print media and billboard

TRIPPLE-EM PAKISTAN

PROMOTIONAL STRATEGY

Push Strategy Pull Strategy

PULL STRATEGY

A “pull” selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product.

If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers.

PUSH STRATEGY

A “push” promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product.

The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers.

A "push" strategy tries to sell directly to the consumer, bypassing other distribution channels (e.g. selling insurance or holidays directly). With this type of strategy, consumer promotions and advertising are the most likely promotional tools.

ADVERTISEMENT

Tripple-em uses this promotional tool to communicate information about the product Marketing Department manages this tool including others, but does not have its own advertisement department. For creation and execution of advertisement company hires various independent advertisement agencies. Currently firm is hiring interflow communications (PVT) Ltd which is responsible for all the advertisement execution. A recent interaction has been going on with Red Communication

SALES PROMOTION

It includes short-term incentives to stimulate quick and greater purchase of product by consumers or the trade. Marketing Department of Tripple-em pursues following sales promotional activities

Public Relationing

Company also includes this element in its promotional mix at a limited scale by:v Sponsoring the various cultural and sports events such as Independence Day celebrations, sports market.v News about the company’s image in various business journals, health publications i.e. Aurora and Health & Science and various dailies published, to improve company’s image

COMMERCIALIZATION

Company deals in Snack foods and word Tripple-Em denotes the names

Malik Muhammad Aslam (Father)------------(Late) Malik Muhammad Shahid (Son) Malik Muhammad Rashid (Son)

SWOT ANALYSIS

Strength---Produce Locally/Close to the consumer

Weakness--Expensive then othen Brands

Opportunities >Trusted brand for providing good quality products.

Threats>Tough competition from different companies.

MISSION STATEMENT

“Our primary objective is to produce competitive, cost effective quality products, conforming to the customer’s requirements”.

CONCLUSION

By keenly analyzing the Tripple EM, I agree that Tripple EM is carrying out satisfactory Promotional Strategies to promote its products. Although there is always space for improvement but I believe that by good promotional strategies they can compete in the market place. Tripple EM is so far quite successful in giving good Products and retaining its position in the competitive environment.

RECOMMENDATIONS

They should set the price of their product in accordance with their competitor’s price.

Now a days they are not advertising properly, therefore they should focus on more advertisement so that they could create strong brand loyalty among customers.