MARKETING

MIX

Presented by Tšepiso Letsoalo

Learning Objectives

- State the 4 elements of the marketing mix

- Discuss the role of product decisions in the marketing mix
- The costs and benefits of developing new products
Introduction

The marketing mix is a fundamental concept in marketing particularly within

Business Studies.

It refers to the different elements involved in the marketing of a good or service –

Product, Price, Place, and Promotion – to achieve marketing objectives.

Understanding these elements and how they interact is crucial for developing
successful marketing strategies. Businesses can differentiate themselves from
competitors and achieve long-term success.

These four elements work together to satisfy the needs and wants of a target market
while achieving the company's objectives
The four P's of the marketing
mix
The four P's of the marketing
mix
- Product: This element focuses on the good or service being offered, including its
features, quality design, branding, and packaging.

- Price: This involves determining the appropriate price point for the product,
considering factors like production costs, competitor pricing, and customer value.

- Place: This refers to how the product is distributed and made available to the
target market, including channels, logistics, and location.

- Promotion: This encompasses the various marketing communications used

to create awareness and persuade customers, such as advertising,
sales promotions, public relations, and direct marketing.
Key Consideration for Each
Element
- Product: A successful product should meet customer needs and wants, offer
unique selling points, and be cost-effective to produce.

- Price: Pricing strategies can vary, including market skimming (high initial price),
penetration pricing (low initial price), and competitive pricing.

- Place: Distribution channels can be direct (e.g., online store) or indirect(e.g.,

retailers).

- Promotion: Promotional activities should be tailored to the target market and the
product life cycle.
The role of product in the
marketing mix
- A product is anything that can be offered to a market for attention, for
acquisition, use or consumption that might satisfy a want or a need.

- A product can either be a good or a service that is perceived together with its
tangible and intangible attributes.

- A strong product forms the foundation for effective pricing, distribution, and
promotion strategies.
Here's why the product is so
important
- Core of the marketing effort: The product is the central element of any
marketing effort as it represents the goods or services offered to customers.
Effective marketing hinges on understanding customer needs and preferences,
which involves market research, competitor analysis, and identifying unique
selling points. A successful product should provide value, meet expectations, and
continuously be innovated upon to stay competitive.

- Foundation for other marketing decisions: The product's features, benefits,

and quality influence decisions about pricing, promotional strategies, and
distribution channels. A high-quality product might justify a higher price, while a
product with unique features might be promoted through targeted advertising.
Here's why the product is so
important continuation
- Impact on customer satisfaction: A well-designed and executed product directly
impacts customer satisfaction and loyalty. If customers are happy with the product,
that means they are more likely to become repeat buyers and recommend it to others.

- Foundation for other marketing decisions: The product's features, benefits, and
quality influence decisions about pricing, promotional strategies, and distribution
channels. A high-quality product might justify a higher price, while a product with
unique features might be promoted through targeted advertising.

- Differentiation from competitors: A strong product can be a key differentiator in a

competitive market. By offering unique features, superior quality or innovative
solutions, a product can stand out from the competition and attract customers.
The three levels of a product
The three levels of a product

The total product offering and the decisions facing the marketer can be broken down into three key parts.
- The core product: the overall benefit of buying the product. It is not the physical item itself but the
essential value that the customer seeks. For example:
o Car: The core product is transportation, providing means to travel from one place to another.

- The actual product: the brand and quality you are purchasing. This is what customers physically
receive when they purchase the product. For example:
o Car: The actual product encompasses the vehicle's make, model, colour, engine, specifications

- The augmented product: anything over and above the purchase such as delivery. Includes
additional services and benefits that enhance the overall value of the product. These can include
warranties, customer service for example:
o Car: The augmented product could include a warranty, roadside assistance, and maintenance
services.
UNDERSTANDING THESE THREE LEVELS HELPS
BUSINESSES TAILOR THEIR MARKETING
STRATEGIES TO EFFECTIVELY COMMUNICATE
THE VALUE OF THEIR PRODUCTS, ENSURING
THEY​MEET CUSTOMER NEEDS AND
EXPECTATIONS AT EVERY LEVEL

​
Types of product
What makes a product
successful
Product development

The product development process is a structured approach that takes a product

from initial concept through to market launch, typically involving several key stages.

• One way to stay ahead of the competition is by developing new products and
innovating existing ones

• The process of new product development involves a number of important stages:

Product development

1. Generate Ideas
o New product concepts are discussed and brainstormed using customer suggestions, ideas from
competitors' products, employees' ideas and information collected through market and technical
research

2. Select the best idea

In this stage, the generated ideas are evaluated to determine their feasibility and potential for success.
Ideas that do not meet certain criteria, such as market demand or technical viability, are discarded.

3. Decide of the firm will be able to sell enough units for the product to be a
success
Includes looking into forecast sales, size of market share, cost-benefit analysis, etc, for each product idea,
undertaken by the marketing department
Product development

4. Develop a prototype: Selected ideas are developed into detailed concepts.

This includes creating prototypes and testing them with potential users to gather
feedback and refine the product.
5. Test Marketing: Before a full-scale launch, the product is introduced to a
limited market to test its performance and gather additional feedback. This helps
identify any last-minute adjustments needed.
6. Product Launch: Finally, the product is launched into the market. This stage
includes executing the marketing strategy and monitoring the product's
performance to ensure it meets customer expectations.
Evaluating new product development
COSTS BENEFITS

Sell more products and services to

Market research collection and analysis
existing customers: Making the most of
regarding the new product and is time-
existing relationships is cheaper than finding
consuming
new customers
Investment in Research and Developing new products spreads fixed
Development and design can be costs like premises or salaries across a wider
expensive range of products
The costs of producing trial Diversifying the product it offers means a
products, including the costs of wasted business is less reliant on certain customers or
materials markets
Can create a unique selling point by
Low sales if the target market is wrong creating a new innovative product for the first
or if market or technical research leads time in the market
to the development of an inappropriate This USP can be used to charge a high price
product or service for the market for the product as well as be used in
advertising
Charge higher prices for new products:
Damage to the brand if the new
Pricing strategies such as price skimming
The importance of brand
image
- Developing a strong brand involves creating a unique and identifiable name,
design, symbol or other features that differentiates a product or service from its
competitors.

- It helps businesses differentiate themselves, build customer loyalty, and

ultimately drive sales. A positive brand image can also increase a company's
value and make it more attractive to investors.
The importance of brand
image
- A brand is a name, term, design, symbol or any other feature that distinguishes
one seller's goods or services from those of other sellers.

- Brand name: The name a business gives to one of its products, so that people
can easily recognise it.

- Brand loyalty: Is when customers consistently choose and repurchase from the
same brand over and over again, even when other options are available.

- Brand image: Refers to the perceptions and associations that customers have
about a particular brand. It's how customers feel about a company and its
products or services based on their experiences and interactions
The importance of brand
image
- Differentiation and recognition:
o Branding helps businesses stand out from competitors by creating a unique identity
o A strong brand image makes products or services more recognisable and memorable, leading to
customer awareness.
o This differentiation is vital in crowded markets where consumers have numerous options

- Building trust and Loyalty:

o A positive brand image fosters trust and credibility, encouraging repeat purchases and customer
loyalty.
o Consumers are more likely to choose brands they trust, even if they are more expensive,
demonstrating the power of brand image.
o This loyalty can lead to long-term revenue streams and a stable customer base.
The importance of brand
image
- Attracting investors and talent:
o A strong brand image can make a company more attractive to investors, as it suggests
stability, customer loyalty, and potential for growth.
o It can also attract top talent, as employees often prefer to work for reputable and well
regarded companies.
In essence, a strong brand image is a valuable asset for any business. It helps them build
more trust, loyalty and profitability, while also providing a competitive advantage in the
marketplace.
Branding
The role of packaging

Packaging is the physical container or wrapping for a product. It is also used for
promotion and selling appeal.

The role of packaging in the marketing mix is crucial as it serves multiple functions
that significantly impact a product's market success.

It serves more than just being a container. It protects products, provides information,
and acts as a silent salesperson to attract customers and build brand image. Effective
packaging can differentiate a product, encourage impulsive buying, and even
influence customer perception of quality.
The role of packaging

• Protection:
o Packaging safeguards the product from damage, contamination, and spoilage during
storage, transportation, and handling
o It ensures the product reaches the customer in perfect condition, maintaining its
quality and functionality.

• Information:
o It provides important information about the product, such as ingredients, instructions,
usage guidelines and nutritional information which can persuade potential
customers.
o It can also include bar codes, safety warnings, and details about the product's origin.
The role of packaging

• Promotion:
o Eye-catching packaging can attract customer attention and simulate interest,
influencing consumer decision-making at the point of purchase.
o Packaging design can communicate the brand's identity, values, and personality.

• Differentiation:
o The design, colors, and material used in packaging can shape consumer
perception and differentiate a product from competitors.
Packaging
Product life cycle

The product life cycle outlines the various phases a product experiences, starting
from its inception (initial development) to its eventual decrease in sales.

Generally there are five recognised stages within this cycle:

Development, introduction, growth, maturity, and decline.

Product life cycle
Product life cycle

- Development: This is the initial stage, the product is still a concept. Companies
invest heavily in research, design, and testing to ensure there is a market demand
for the product. Costs are high, and there are no sales or profits during this
stage due to research and development. The goal is to secure funding and
prepare for a successful market launch.

- Introduction: The product is launched into the market. This stage

is characterised by high marketing costs to build awareness and attract
early adopters. Sales are typically low as the product is new to the market, and
companies may experience negative profits due to the initial investment in
marketing and distribution.
Product life cycle

- Growth: Sales increase rapidly as the product gains popularity. Advertising becomes more
persuasive, aiming to build brand loyalty. Competitors may enter the market, and prices may be
reduced to remain competitive. Profits start to increase.

- Maturity: Sales growth slows as the product reaches its peak market penetration. Competition
is intense, and companies may need to adjust their marketing strategies to differentiate their
product from competitors. This stage often involves price adjustments and promotional efforts
to maintain market share.

- Decline: Eventually, the product enters decline stage, where sales and profits begin to
decrease. This can be due to market saturation, changes in consumer preferences, or the
introduction of new technologies. Companies must decide whether to discontinue
the product, reduce costs, or innovate to revitalise interest.
How stages of the product life
cycle influence marketing
decisions
The product life cycle significantly influence marketing decisions, particularly in
areas such as promotional and pricing strategies.
How stages of the product life
cycle influence marketing
decisions
• Introduction stage
o Pricing: Companies might use penetration pricing (low prices to gain market share) or
price skimming (high prices to recoup development cots)
o Promotion: Heavy advertising and promotional campaigns are crucial to create
awareness and educate the market about the new product.

• Growth stage
o Pricing: As demand increases and competition emerges, pricing may become more
competitive. Companies might use price adjustments to maintain market share.
o Promotion: Promotion focuses on building brand preference, increasing market share,
and differentiating the product from competitors.
How stages of the product life
cycle influence marketing
decisions
• Maturity stage
o Pricing: Prices may be lowered to attract price-sensitive customers or to compete with other
products in the market.
o Promotion: Promotional efforts focus on retaining market share and reminding customers
about the product, highlighting unique features and targeting new customer segments.
(Niche markets)

• Decline stage
o Pricing: prices may be reduced significantly to clear inventory or to appeal to the remaining
loyal customers.
o Promotion: Promotional efforts are reduced or discontinued, and the product may be phased
out of the market.
Extending the product life
cycle
Extending the life cycle of a product means delaying its decline by keeping it in the
maturity stage for a longer period, thus increasing its profitability and reducing the
need for new product development.

It involves methods employed by businesses to prolong a product's existence

beyond its typical life cycle. These tactics aim to increase sales and uphold
profitability for products nearing the later stages of maturity or decline.

This can be achieved through various strategies like product improvements,

increased marketing, and even changes to the product's design, packaging, or target
market.
Extension strategies

There are two types of extension strategies which are often implemented at the
same time
 Product-related extension strategies

 Promotion-related extension strategies

Product-related extension
strategies
These are strategies that change or modify the product to make it more
appealing to customers
 This could involve improving or adding features, increasing capacity or redesigning its
appearance
o Product improvements: Introducing new features, updating the design, or enhancing
the product's functionality can make it more appealing to existing and new customers.
o New Versions/Editions: Releasing updated versions (e.g. 2.0, 3.0) can give the
product a fresh look and feel, attracting renewed interest.
o Complementary products: Launching accessories or add-ons that enhance the
product's usability or functionality can increase its value and appeal.
Promotion-related extension
strategies
These strategies aim to change the promotional activity related to the product
This could involve:

• Increased promotion: Launch new advertising campaigns, sales promotion, or

special offers can attract new customers and remind existing ones about the

product.
MARKETING MIX – PRICE

- Price is the amount of money producers are willing to sell or consumers are
willing to buy the product for.

- The money charged for a product or service.

- Everything that a customer has to give up in order to acquire a product or

service
The role of price in the
marketing mix
Price is the sole element that generates revenue and directly impacts
a business’s profitability.
It influences customer perception, affects demand, serves as a
differentiator from competitors, and must be aligned with marketing
objectives like profit maximization or market share expansion.
A well-chosen pricing strategy, considering costs, competition, and
market demand, helps a business attract its target market, build brand
value, and achieve its long-term business goals.
The role of price in the
marketing mix
• Revenue Generation: Price is the only variable in the
marketing mix that produces revenue, making it vital for a
business to set the right price to achieve its financial goals
• Market Positioning & Perception: Price creates a distinct
first impression and communicates the product’s quality and
value to customers. A high price can signal premium quality,
while a low price might appeal to a budget conscious segment.
The role of price in the
marketing mix
• Demand & Sales: The price directly affects demand; a
lower price can increase sales volume, while a higher price
might reduce it but increase profit per sale.
• Competitive Differentiation: Pricing strategy allows
businesses to differentiate their products from competitors
and gain a competitive advantage.
The role of price in the
marketing mix
• Attracting the Target Market: Setting the optimal price for a
product or service helps attract and satisfy the specific target
market, whether that’s a high-end luxury market or a price-
sensitive one.
• Achieving Marketing Objectives: A well-thought-out pricing
strategy is essential for reaching various marketing objectives,
such as maximizing profit, achieving survival or increasing
market share.
Factors to consider when
setting a price
• Costs: Understanding your costs is crucial. This includes all
expenses related to production, such as raw materials, labor, and
overheads. Ensure that your price covers these costs while
allowing for a profit margin.
• Competitor Pricing: Analyze your competitors’ pricing strategies.
Look at what similar products or services are priced at and how
they are positioned in the market. This will help you determine a
competitive price range and identify your unique value proposition.
Factors to consider when
setting a price
• Customer Demand: Assess how much your target is willing to pay for
your product or service. Consider whether your offering is seen as a
necessity or a luxury, as this will influence pricing strategies.
Understanding customer preferences and purchasing behavior is essential.
• Market Conditions: The state of the economy can impact pricing
decisions. For instance, during economic downturns, consumers may be
more price-sensitive, prompting businesses to adjust their prices
accordingly. Conversely, high demand and low supply can allow for higher
pricing.
Pricing Methods

Business pricing methods are the various strategies companies

use to set product or service prices based on costs, market
demand, competition, and customer perception.
Pricing Methods
Pricing Methods

1. Cost-Plus Pricing: This method involves calculating the

total cost of producing a product and then adding a markup
percentage to determine the selling price.
Advantage: Ensures all costs are covered and provides a
consistent profit margin.
Disadvantage: May lead to uncompetitive pricing if costs are
high compared to competitors.
Pricing Methods

2. Competitive Pricing: Prices are based on what competitors

are charging for similar products. This strategy is common in
markets with similar products.
Advantage: Helps businesses remain competitive and attract
price-sensitive customers.
Disadvantage: Can lead to price wars, reducing overall
profitability.
Demand

- Demand is the amount of a good or service that a customer is

willing and able to purchase at a given price in a given time period.
- Key concepts include the law of demand (price up, quantity down),
the demand curve (graphical representation), effective demand
(willingness and ability to pay), and price elasticity of demand
(responsiveness of demand to price changes).
- Factors like income, tastes, and population size can shift the entire
demand curve.
Key Concepts in Demand

- Willingness and Ability: For demand to be effective, a consumer must both want a
product and have the money to purchase it.
- Law of Demand: There is an inverse relationship between price and quantity
demanded. As the price of a product increases, the quantity demanded decreases, and
vice versa.
- Demand Curve: A graph that illustrates the relationship between price (vertical axis)
and quantity demanded (on the horizontal axis). The curve slopes downwards, showing
the inverse relationship.
- Movement Along the Curve: This refers to changes in quantity demanded due to a
change in price. An increase In price causes a contraction of demand (quantity falls),
while a decrease in price leads to an extension of demand. (quantity rises).
Demand Curve

A basic economic hypothesis is that the lower the price of a

product, the larger the quantity that will be demanded.
This in fact reflects a downward sloping curve.
Demand Curve
Demand Curve

A, B and C are points on the demand curve.

Each point on the curve reflects a direct correlation between quantities demanded
(Q) and price (P).
So, at point A, the quantity demanded will be Q1 and the price will be P1, and so
on.
The demand relationship curve illustrates the negative relationship between price
and quantity demanded.
The higher the price of a good, the lower the quantity demand (A), and the lower
the price, the more the good will be in demand (C).
Factors that Cause the Demand
Curve to Shift (Conditions of
Demand)
These are the factors other than price that change the overall demand for
a product, causing the entire demand curve to shift to the left or right.
- Consumer Income: A rise in income generally leads to an increase in
demand for most goods, shifting the curve to the right.
- Tastes and Fashion: If a product becomes more fashionable or
desirable, demand will increase.
- Population Change: An increase in the population size will increase
the total demand for goods and services.
Factors that Cause the Demand
Curve to Shift (Conditions of
Demand)
- Availability of Substitutes: If the price of a rival
(substitute) good falls, the demand for the original
product may fall.
- Availability of Complements: A good that is used
together with another (a complementary good) can affect
demand. For example, lower prices for cars could
increase the demand for tires.
Marketing Mix - Place

In the marketing mix, “place” refers to the activities and channels that make a
product or service available to the target customer, covering both physical
locations and digital platforms, along with the associated logistics and
distribution strategies.
Its role is to ensure customer convenience, reach the target audience, optimize
costs, and provide a seamless customer experience by making the product
accessible when and where it’s needed.
Effective placement strategies involve choosing the right channels, such as
direct sales, retail, or e-commerce, and managing logistics and storage to align
with customer expectations and the overall marketing strategy.
Components of a place
strategy
- Distribution channels: These are the paths a product takes to
reach the final customer.
- Direct channels: The manufacturer sells directly to the consumer, such as
through a company’s own website or a physical store.
- Indirect channels: The company uses intermediaries, like wholesalers and
retailers, to distribute its products.

- Accessibility and Availability: The primary goal is to make

the product readily available to the target customer at the right
time and place, ensuring a convenient shopping experience.
Components of a place
strategy
- Logistics and Storage: This involves managing the
transportation, warehousing, and inventory of products to
minimize costs and ensure timely delivery to customers.
- E-commerce and Online Platforms: With the rise of e-
commerce, “Place” also includes being present and
accessible on digital platforms where consumers spend
their time.
Why Place is Important

- Customer Convenience: A good “Place” strategy ensures

customers can find and purchase products easily, improving their
overall experience.
- Market Reach: Effective distribution expands the availability of
products, allowing brands to reach a wider geographic area and more
potential customers.
- Cost Efficiency: Proper planning can reduce operational
inefficiencies and unnecessary transportation and warehousing costs.
Why Place is Important

- Competitive Advantage: Ensuring your product is available where competitors

are not can create a competitive edge.
- Brand Perception: A well managed “Place” strategy builds trust and credibility,
as customers expect products to be consistently available.
- Complementing promotion: Place and promotion are coordinated to
effectively reach the target audience. Promotional efforts, such as
advertisements, are more impactful when the product is readily available for
purchase in the right locations. For example, a sports shoe company might place
its products in athletic stores and advertise in sports publications to reach its
target demographic.
Distribution Channels

Distribution channels refer to the path a product takes from

the manufacturer to the final consumer.
Businesses must select an appropriate channel to ensure their
product is available to the right customers at the right time
and place.
Distribution channels
Types of distribution channels

Direct channel (Zero-level): In this channel, the

manufacturer sells directly to the consumer without any
intermediaries.
- Path: Producer – Consumer
- Advantages
- Higher profit margins because there are no intermediaries to share
profit with.
- Maximum control over the marketing mix and customer experience.
Types of distribution channels

- Disadvantages
- Can be expensive and time-consuming for the producer, who must
handle all logistics, delivery, and customer service.
- Difficult to achieve a wide market reach without a large number of
stores or a well known brand.
Types of distribution channels

Indirect channels: Indirect channels use one or more

intermediaries to move products from the producer to the
consumer.
- One-level channel
• Path: Producer – Retailer – Consumer
• Description: The manufacturer sells large quantities to
retailers, who then sell in smaller quantities to the public.
Types of distribution channels

- Advantages
- Retailers display and sell the product, reducing the manufacturer’s storage
costs.
- Customers can get advice from retail staff and see the product before
buying, which is good for complex items.

- Disadvantages
- The retailer takes a portion of the profit margin.
- The manufacturer has less control over the final presentation of the product.
Types of distribution channels

- Two-level channel
• Path: Producer – Wholesaler – Retailer – Consumer
• Description: This is a traditional channel where wholesalers buy
in bulk from producers, “break bulk” into smaller quantities and
sell them to retailers
• Example: A soft drink company sells its products in bulk to a
wholesaler, who sells smaller quantities to convenience stores
that then sell individual bottles to customers.
Types of distribution channels

- Advantage for retailers: Can buy a variety of goods in small

quantities, reducing their storage costs.
- Advantages for producers: Sells larger quantities with fewer
transactions, reducing administrative and delivery costs.
- Disadvantages
- The final selling price is often higher due to multiple mark-ups.
- The producer loses significant control over pricing and marketing.
Types of distribution channels

- Three-level channel (using an agent)

• Path: Producer – Agent – Wholesaler – Wholesaler – Retailer –
Consumer
• Description: An agent is used to find wholesalers, particularly in
foreign or new markets. The agent does not buy the goods but
earns a commission on sales.
• Example: A German clothing company uses an agent to find
suitable wholesalers in another country to sell its products.
Types of distribution channels

• Advantages
• The agent has specialised local knowledge of the market and its
contacts.
• Reduces the manufacturer’s costs and time for international
expansion.

• Disadvantages
• Adds another layer of cost, further increasing the final price.
• The manufacturer has very little control over the distribution process.
Factors affecting the choice of
a distribution channel
A business must consider several factors when choosing the
most suitable channel for its products:
• Nature of the product
• Perishable goods (e.g., fresh food) require shorter channels to
reach the consumer quickly.
• Technical or complex products (e.g., computers) benefit
from a retailer or direct sale where expert advice can be given.
Factors affecting the choice of
a distribution channel
• Location of customers: If customers are widespread, indirect
channels like e-commerce or retail chains are efficient. If they are
concentrated, a direct channel might work.
• Frequency of purchase: Products bought daily or weekly need a
retail network for easy access, such as a supermarket.
• Marketing strategy and image: If a business is wants to control
its brand image and customer experience, a direct channel is better.
If market penetration is the goal, indirect channels offer wider reach.
Factors affecting the choice of
a distribution channel
• Cost: The cost of setting up a channel (e.g., building a website,
having a sales team) versus the cost of sharing a profit margin with
intermediaries must be considered.
• Competitors’ channels: Many businesses use the same distribution
channels as their competitors to compete directly for customers.
• Business size and resources: Smaller businesses may rely on the
indirect channels because they lack the financial resources and scale
for a direct distribution network.
Marketing Mix - Promotion

Promotion is the component of the marketing mix that

involves all the activities a business undertakes to
communicate with its target audience.
It is the process of raising awareness about a product or
service, generating interest, and ultimately persuading
customers to make a purchase.
Key elements of the
promotional mix
The promotional mix is a blend of strategies and tools
marketers use to deliver a consistent and compelling message.
The core elements include:
• Advertising: A paid, non-personal communication by an
identified sponsor to an audience using mass media, such as
TV, radio, print, and online ads. Its primary goal is to reach a
large audience and create brand awareness.
Key elements of the
promotional mix
• Sales Promotion: Short-term incentives to encourage
immediate purchase or sales. Tactics include:
• Discounts and coupons
• “BUY One, Get One” (BOGO) deals
• Fresh samples and giveaways
• Flash sales and limited-time offers
• Customer loyalty programs
Key elements of the
promotional mix
• Public Relations (PR): Managing a company’s public
image and reputation through activities that generate
favourable publicity. This is often considered a highly
credible source of information by consumers. Activities
include:
• Press releases
• Event sponsorships
• Corporate social responsibility initiatives
Key elements of the
promotional mix
• Direct Marketing: Communicating directly with individual
consumers to generate a response. This can be done
through:
• Email marketing
• Direct mail
• Telemarketing
• Personalised offers
Key elements of the
promotional mix
• Digital Marketing: An increasingly important part of promotion
that uses digital channels to reach audiences. This broad category
includes:
• Content Marketing: Creating and distributing valuable content (blogs,
videos, etc.) to attract and engage a target audience.
• Social Media Marketing: Using platforms like Instagram, Facebook, and
TikTok to build brand awareness and engage with customers.
• Influencer Marketing: Partnering with individuals who have a dedicated
following to promote a product.
Objectives of Promotion
Objectives of Promotion

The purpose of promotional activities is to achieve specific

marketing goal:
• Increase Awareness: Inform new customers about a product or
brand.
• Remind Consumers: Keep an existing product in consumers’
minds.
• Attract New Customers: Encourage new buyers to try a brand.
Objectives of Promotion

• Boost Sales: Promotional activities like discounts, special offers,

and limited-time promotions are effective in driving customer
purchases and can lead to increased revenue for the business.
• Build Brand Loyalty: Engaging customers through loyalty
programs and consistent communication helps establish a long-term
relationship. This loyalty can turn customers into repeat buyers
brand advocates.
• Create Desire: Position the product as a must-have.