Promotionmix

omotion mixPromotion Mix

Maxim in Cheung Sha Wan MTR station uses a lot of promotion tools to promote its product. Advertising is a paid form of non personal promotion of goods. In Cheung Sha Wan Maxim, 4 types of advertising methods have implemented.

The first one is magazines, Maxim put advertisement inside different kinds of magazines to inform and build awareness to the reader. As both younger and maturer line’s magazines have been advertising, it can remind the brand name through all the ages.

The second one is newspaper, not only persuading the audience attention, but it can also implement sales promotion into it. Coupons often found within the advertisement, like 5% off discount. It can not only promote the new product but also gain the short term incentives to encourage sales of old products. As Hong Kong MTR station now have free newspaper, customer may also been encouraged to buy the bread immediately after reading the newspaper.

The third one is TV advertisement. It builds good relationship with the public to use famous idol like Aarif Rahman to gain favorable publicity and good corporate image of his fresh look, which successfully position it brand image from mature to younger line and attract young customer for its growing population.

The fourth one is Road Show on the bus. Except doing its advertising role, it also remind customer for its brand name, build awareness for customers to choose Maxim in their mind-set choosing.

As bread is a tangible product, sales amount is taking important role in Maxim. Maxim uses a lot of sales promotions to increase sales. In marketing concepts, Maxim had done push & pull strategy to attract customers.

In push strategy, company directs its marketing activities to channel members to induce sales. In Maxim, they often cooperated with the credit card companies to promote sales. For instance, use HSBC credit card to buy the rice dumplings will enjoy the 30% discount and extra discount of 5%...