Promotional Strategy

The Company’s Promotional Strategy

Promotion is the activity that companies use to communicate with customers about their product or service and to convince them to use it. Promotion involves careful planning because sometimes we are not the only who is producing a particular good, which is unique in the market. There are four main promotional tools: advertising, personal selling, sales promotion, and publicity. Promotion is an ongoing process that requires much planning. The first thing you need to promote a product is a developing theme. It is the main idea or message that company wants to communicate with the customers. Different sources are used by companies to promote their products in the economy. Businesses use advertising to accomplish varied goals and companies place those ads in diverse media. Besides advertising products in traditional ways such as newspapers and magazines, businesses advertise in media that reach worldwide markets.

I worked in Tracer Shoe Company in India. Tracer Shoe Company introduces their product through advertising to take the attention of the public because we all know that advertising is a means to make aware the market. There are many shoe companies so it is obvious that company has to make its product better than others. My company believes that advertising does not mean to increase the sales but it is structured to promote a good image of the company in the market. Unique promotional strategies make companies different and better from those of competitors, and so, attract more new customers.

Product differentiation is another factor of the promotional strategy. The company use advertising to show how their product is different from other firm’s products. It shows the effectiveness and other important features of the product. The main motive of the advertising is to show how their product is more beneficial as compared to the competitor’s product. Advertising is necessary to introduce the product because there are so...