PROMOTION DECISIONS
In the context of the marketing mix, promotion represents the various
aspects of marketing communication, that is, the Communication of information about the product with the goal of generating a positive customer response.
Promotion decisions include:
1. Promotional strategy (push, pull, etc)
2. Advertising
3. Personal selling & sales force
4. Sales promotions
5. Public relations & publicity
6. Marketing communications budget
PROMOTION:
In a strategic move, Parle Agro Ltd is revamping its marketing
plans in a bid to promote its flagship brand ‘Frooti’ in the overcrowded
17
category. In fact, the company has taken a different marketing route by
launching a host of new retailing and packaging initiatives to pump up
volumes.
Three years ago, Parle Agro introduced a mysterious character called ‘Digen Verma’ and created a hype around this person through an
aggressive outdoor campaign which was quiet a success. Parle Agro had
introduced two characters called Froo and Ti on every 200 ml pack of
Frooti as part of its retailing initiative. These two characters are being
displayed on the packs of the drink.
And through tongue twisters, puzzles and various interactive games, the characters are entertaining the children as well as increasing their knowledge about famous personalities and current affairs. These two characters are very different in nature.
While Froo is an affable girl who is good at studies, Ti is a naughty boy who keeps running after Froo to get his home-work done. With this move, the company expects to share various activities of its target audience--kids. Recently, Frooti was introduced in a new tetra pack packaging in 65 ml quantity which is priced at Rs 2.50 each and Parle is promoting it as “5 KA 2 OFFER”, which means 2 packs for Rs 5.
In the context of the marketing mix, promotion represents the various
aspects of marketing communication, that is, the Communication of information about the product with the goal of generating a positive customer response.
Promotion decisions include:
1. Promotional strategy (push, pull, etc)
2. Advertising
3. Personal selling & sales force
4. Sales promotions
5. Public relations & publicity
6. Marketing communications budget
PROMOTION:
In a strategic move, Parle Agro Ltd is revamping its marketing
plans in a bid to promote its flagship brand ‘Frooti’ in the overcrowded
17
category. In fact, the company has taken a different marketing route by
launching a host of new retailing and packaging initiatives to pump up
volumes.
Three years ago, Parle Agro introduced a mysterious character called ‘Digen Verma’ and created a hype around this person through an
aggressive outdoor campaign which was quiet a success. Parle Agro had
introduced two characters called Froo and Ti on every 200 ml pack of
Frooti as part of its retailing initiative. These two characters are being
displayed on the packs of the drink.
And through tongue twisters, puzzles and various interactive games, the characters are entertaining the children as well as increasing their knowledge about famous personalities and current affairs. These two characters are very different in nature.
While Froo is an affable girl who is good at studies, Ti is a naughty boy who keeps running after Froo to get his home-work done. With this move, the company expects to share various activities of its target audience--kids. Recently, Frooti was introduced in a new tetra pack packaging in 65 ml quantity which is priced at Rs 2.50 each and Parle is promoting it as “5 KA 2 OFFER”, which means 2 packs for Rs 5.