2- Marketing Strategy: It can be defined as Firm’s plan to unify its all the targets and goals of Marketing into one single strategic plan. An amazing marketing strategy can be achieved by analyzing the market and paying attention on its product, and the needs of its users to attain the sustainability and the higher profits. It can be further identified with set of segments on which Marketing depends upon, via focusing on targeted markets by posturing the product or its services under positioning method. Segmenting, Targeting & Positioning It assists the organization to indentify customer needs, opportunities in the market, and plan accordingly to target specific areas for better business. It can be classified in behavioral, demographical, psychographical, and geographical aspects of segmentation.
Advertisement acts as a stimulus for consumers and they react by buying or not buying the product. Advertising is supposed to create a positive and strong relationship between consumers and advertisers. Consumers are informed about the features, quality, availability and affordability of products and when such products are similar it is obvious that the advertisement include an appeal which based on emotional intangibles through effective brand message. Advertisement is now crucial part of producing a brand position in market as well as in consumers mind. The main purpose of this research is to identify the effects on consumers perception related to brands that are advertised through different advertising appeals.
First, consumer thinks of brand every time while thinking about product category. Raising brand awareness enhances the chances that the brand will be in consideration while looking for product category. Second, brand awareness also effect consumer decision for brands which is in their consideration. Thirdly, by influencing strength of brand association brand awareness effects consumer decision in brand image. As for brand image is concern it is consumers perception and association held in their mind about brand.
4. Discuss Nike’s typical advertising strategy in terms of the types of means–end connections it creates in consumers. Bring in an example of a current Nike ad to analyze and draw out the meaning connections you believe this ad is likely to create in a consumer. Making a "connection with the consumer", as a wellspring of customer loyalty and for creating ideal brand attitudes, has been considered by marketing and advertising professionals. Nike 's advertising is centered on making an association between the brand and the buyer.
The company's primary goal in the marketing mix is to make it widely known that it carries these product categories and make it easy for customer to locate and purchase them. In Customer-Based Marketing Strategies, it is begin by identifying the company's target customers. Market research finds the customers most likely to purchase the company's existing or planned products, then builds a profile describing how to reach and engage those customers. The company marketing mix , including the features of the product itself, are tailored toward the customer segments chosen. These segments may be broad or as narrow as one individual customers.
Promotion Generally, promotion is communicating with the public in an attempt to create awareness and persuade them toward buying products and/or services. The word promotion is also used specifically to refer to a particular activity that is intended to promote the business, product or service. Promotion means a method is used for getting people to create awareness among people about products or services being offered by the company. Advertising, public relations, point-of-sale displays, and word-of-mouth promotion are all traditional ways for promotion. Promotion is the method for providing the link of information between the seller and prospects of the products or services..
Cognition is the perception of a person towards the information communicated through advertisements. These cognitions are observed by the individual through his senses, perception, attention, memory, reasoning, language, etc. best way of attracting the customers is to understand the psychological cognitive aspects of the consumers (Sandra Jakštienė, 2008). Impact of Advertisement Role of advertisement is to carry message to the far distances. It is also use to target the scatter mass audience.
OBJECTIVES OF STUDY The following are the objectives of this study:- To examine the impact of promotional strategies on customer buying behavior To determine which of the methods of promotion are using by the Bharathi Airtel To find out the factors that encourages the customers in the promotion activities To find out and adopt the new techniques of promotion SOURCES OF
The role of Strategic marketing is crucial throughout the implementation of a company corporate objectives as it involves placing its products or services into an ideal target market. It does this by using an appropriate distribution channel and a plan segmenting its ideal target market and audience. This is the stage where the company uses its promotional plan to help inform, persuade and remind customers of the existence of its products or services. That’s where positioning comes into play. The value of a product or a service lessens overtime one of the key ingredients is to keep the customers interested in the products, this is where the uses of positioning statements comes into play to solidify competitive positioning and remind the customers of the product value, but also the company initial vision and mission.
For example, a marketing company may send advertising messages for their products, through an advertising medium to their current and prospective consumers to persuade them to purchase their products (Shimp & Delozier, 1986; Schiffman & Kanuk, 1983). Impersonal communication usually has a delayed feedback. Company marketers are usually unable to know how successful the advertisements for their products are. They must create a means of determining whether the communicated message has been received by its target consumers, comprehended in the way it is meant to be and is fully able to fulfil its