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The Role of Promotion in Marketing

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Module 4 SLP - Marketing Mix: The Role of Promotion in Marketing

Discuss how promotional strategy is influenced by the choice of target market and segment of the Droid Phone.

(1) Describe the kind of promotion you would expect to see and (most important) WHY you would expect to see this promotion of the Droid Phone.

(2) Do you believe these promotional strategies are appropriate to the target market and position of the company? Why or why not?

(3) Critique the role of online marketing for this brand.

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(1) Describe the kind of promotion you would expect to see and (most important) WHY you would expect to see this promotion of the Droid Phone.
The target market of Droid Phone is the business segment. The kind of promotion that I would expect to see in case of Droid Phone is publicity about the business related features of Droid Phone. In addition, I would expect to see advertisements how Droid Phone should be with every employee to make them more efficient and improve their communication. I would expect personal salespersons to visit large businesses and business houses and expect them to give demonstrations of how Droid Phone is the ideal phone for the business. Most importantly, I would expect Droid Phone to give discounts to businesses for bulk purchase of Droid Phone, free ...

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The Role of Promotion in Marketing: Compare strategies for Rolex and Timex

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Questions/Tasks

Assume that you are the newly hired promotion manager for Rolex and Timex.

Compare the promotion strategies for the two products and brands. How does each company tailor its promotion to reach its own target market?

(1) Where do these brands advertise? On the Internet? On television? If so, what programs? What magazines?

(2) Review the 4 parts of the promotion mix: advertising, direct sales, sales promotion and publicity. Which components would be most appropriate for each product and why? For example, some brands would not use sales promotion.

(3) How could each company use social media marketing? Or would you advise the company not to get involved in social media?

As always, you will be graded based on
(a) logic and reasoning,
(b) reference to the background material (but avoid quotes and definitions), and
(c) your ability to be analytical and critical rather than merely summarizing what you read.

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