Marketing Management
Promotion refers to the process of communicating information regarding product/price, between seller and potential customer, determining attitudes and behavior towards the promoted product (Dewan & Sudarshan, 1996, p. 1). Being a communication process, the information transmitted must be clear for the receiver. In other words, the customers and potential customers must receive clear information, to understand them properly in order to develop an attitude or behavior towards a specific product.
The current consumption journal includes a list of products bought from various stores in different days and from this list the purchases that I select are the groceries from Woolworths bought on 3/8/2013 (milk, drink and grapes), the groceries from K-Food purchased on 4/8/2013 (chips) and the fast food from Nendos bought on 5/8/2013 (chicken, fries and drink). I consider that milk and drinks are regular items included in the purchase selection of consumers, therefore the promotion for these products could be limited, because people would buy those products anyway and lowering the price for these products would imply maintaining that lowered price (“Sales Promotion”, n.d., p. 3). A greater consideration regarding the promotion should be given to the chips and the fast food products. There are a great variety of chips, one more exciting and more interesting that the other and dedicating a special merchandising approach, accompanied by a sales promotion campaign could determine attitudes and behaviors and influence consumers to purchase them. The fast food products (chicken, fries and drink) require promotional messages for a targeted audience, as this type of food might not be a general selection for consumers (Botha, Bothma & Brink, 2005, p. 140). Therefore, compared, the milk, drink and grapes entry needs limited promotion, the fast food products require targeted promotion and the chips require a focused, emphasized promotion.
References
Botha, J, Bothma, C & Brink, A, 2005. Introduction to marketing. Cape Town, Juta and Co Ltd.
Dewan & Sudarshan, 1996, Promotion management. New Delhi, Discovery Publishing House.
Sales promotion, n.d. Accessed in 24 August 2013 from <http://www.fpxhn.net/tttsubpages/3week_content/sales_promotion.pdf>.
