Promotional Objectives: Importance Determination of Promotional Objectives
Promotional Objectives are goals of marketing communications such as advertising. Market promotion is an integral part of marketing strategy. It is a powerful weapon used excessively by today’s’ marketers to achieve marketing goals in a competitive environment. Market promotion is essentially a way to communicate with the target market. Since the modern market is characterized by over-informed consumers, over-flooded products, cut-throat competition, and rapid changes, the market promotion has a crucial role to play.
Main objectives of market promotion can be described with reference to below stated points:
- To Stimulate Demand
It is the primary objective of market promotion. Through the use of appropriate means of market promotion, such as advertising, sales promotion, personal selling, and so forth, the company can stimulate demand for the product. Market promotion efforts convert potential buyers into actual buyers. Company, by highlighting product benefits, tries to match the product with needs, wants, and expectations of buyers. As per need, various means of market promotion are used to establish the information link with the target customers.
- To Inform Consumers
Promotion is aimed at informing consumers about features, qualities, performance, price, and availability of firm’s products. Market promotion is also a valuable means to inform consumers the changes made in the existing products and introduction of new products. In the same way, market promotion, by various tools of market communication, is used for communicating the special offers, price concession, utility of products, and incentives offered by the company.
- To Persuade Consumers
Market promotion is an effective way to persuade consumers the superiority of product over competitors. A firm can communicate competitive advantages the product offers to distinguish it from competitors’ products. Obviously, market promotion can assist the firm to convince buyers that the firm’s product is the best solution to their unmet needs and wants. Advertising is one of the most effective tools to distinguish the product from competitors’ products.
- To Promote a New Product
In a large and decentralized market, market promotion is an inevitable medium to promote a new product. By suitable promotional strategies, a company can successfully introduce a new product in the market as against existing products. Company can inform about availability, distinct features, and price of newly launched product. In every stage of consumer adoption of a new product, market promotion has critical role to play.
- To Face Competition
Market promotion enables the firm to face competition effectively. In today’s market situation, it is difficult to stand without the suitable promotional efforts. In short, it can be said that marketer can fight with competitors effectively, can prevent their entry, or can throw the competitor away from the market by formulating and implementing effective market promotion strategies.
- To Create or Improve Image
Advertising, personal selling, and publicity and public relations – all promotional tools – are capable to create or improve image and reputation of the firm. Many companies have become popular in the market due to effective market promotion. Company can reach the customers at every corner of the world through market promotion.
Brand image is purely an outcome of promotional efforts. For example, Hindustan Unilever, Colgate Palmolive, Sony, Philips, Hero Honda, Ambuja Cement, and many national and multinational companies have made their permanent place in the market due to successfully launching of market promotion programmes.
Thus, market promotion can help company realize various objectives. Company can increase sales, improve its image, and maintain close and live contact with the market by suitable promotional efforts. A company’s survival, growth, and development are based on how effectively it communicates with the market.
Types of Promotion Objectives
The possible objectives for marketing promotions may include the following:
(i) Build Awareness
New products and new organizations are often unknown to a market, which means initial promotional efforts must focus on establishing an identity. In this situation, the marketer must focus promotion to: 1) ensure the message reaches customers, and 2) tell the market who they are and what they have to offer.
(ii) Create Interest
Moving a customer from awareness of a product to making a purchase can present a significant challenge. As we saw with our discussions of buying decisions made by consumers and businesses, customers must first recognize they have a need before they actively start to consider a purchase. The focus on creating messages that convince customers that a need exists has been the hallmark of marketing for a long time with promotional appeals targeted at basic human characteristics such as emotions, fears, sex, and humor.
(iii) Provide Information
Some promotion is designed to assist customers in the search stage of the purchasing process. In some cases, such as when a product is so novel it creates a new category of product and has few competitors, the information is simply intended to explain what the product is and may not mention any competitors. In other situations, where the product competes in an existing market, informational promotion may be used to help with a product positioning strategy. As we discuss in the Targeting Markets Tutorial, marketers may use promotional means, including direct comparisons with competitor’s products, in an effort to get customers to mentally distinguish the marketer’s product from those of competitors.
(iv) Stimulate Demand
The right promotion can drive customers to make a purchase. In the case of products that a customer has not previously purchased or has not purchased in a long time, the promotional efforts may be directed at getting the customer to try the product. This is often seen with mobile apps, where software companies offer free limited versions of their products. For products with an established customer-base, promotion can encourage customers to increase their purchasing by providing a reason to purchase products sooner or purchase in greater quantities than they normally do. For example, a pre-holiday newspaper advertisement may remind customers to stock up for the holiday by purchasing more than they typically purchase during non-holiday periods.
(v) Reinforce the Brand
Once a purchase is made, a marketer can use promotion to help build a strong relationship that can lead to the purchaser becoming a loyal customer. For instance, many retail stores now ask for a customer’s email address so that follow-up emails containing additional product information or even an incentive to purchase other products from the retailer can be sent in order to strengthen the customer-marketer relationship.