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Street Hawkers: Marketing Strategies

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Street hawkers are basically traditional salespeople and who is applying marketing strategies specially sales strategies to increase their sales. Their marketing strategies actually differ product type to products type, but in some case, it also differs place to place, region to region. Related marketing theories with street hawker business are given below-

Traditional Salespeople: Traditional Salespeople are those salespeople, who sales products only for earning money, guided customers by personal self-interest and also see recognition for efforts.(Futrell 10E, Fundamentals of Selling). Street hawker is a perfect example of traditional salespeople.

Sales Presentation Strategy: Sales Presentation Strategy has four types, but street hawker …show more content…

Marketing Communications Mix Tools (or Promotion Mix Tools): The specific blend of promotional tools that the company uses to persuasively communicate customer value and build customer relationship.(Kotler & Armstrong, 13E, Principle of Marketing). In a sense, marketing communications is the “voice” of the company or organization. Consists of eight major marketing communications mix tools, street hawkers are widely applying four of them. These four marketing communications are-

• Advertising: Any paid form of non-personal presentation and promotion of ideas, goods or service by an independent sponsor. It can build an image of the products in the customer's mind. Advertising has mainly three forms, but street hawkers mostly used two forms of them. These are-
 Pervasiveness: Advertising permits the seller to repeat a message many times. It also allows the buyer to receive and compare the message of various …show more content…

Creative strategy classifies as two types of category, one is Informational appeals and another is Transformational appeals. Despite of these street hawkers used informational appeals.
 Informational appeals: An informational appeal elaborates on product or service attributes or benefits.(Kotler, Keller, Khoshy & Jha, 13E, Marketing Management).

Personal Communication Channels: Communication has basically two types of channels. Despite of these two personal and non-personal channels, street hawkers used only personal communication channels. According to the (Kotler, Keller, Khoshy & Jha, 13E, Marketing Management), Personal communication channels let two or more persons communicate face-to-face, person-to-audience, over the telephone or through e-mail.

Promotion Mix Strategy: Two basic promotion mix strategies are-
• Push Strategy: A promotional strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to channel members who in turn promote is to final consumers. A push strategy involves “pushing” the product through marketing channels to final

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