MKM607 Topic 13 SETTING PROMOTIONAL STRATEGIES (1/2)

1. MKM607 Topic 13SETTING PROMOTIONAL STRATEGIES (1/2) • We had learnt about how to increase strenghths on the brands as well as how to compete effectively. We also understand what is happening in the market. We identified the segments and markets that we want to target. We already installed high equity and value in our brands. We have created superb strategies in all of our products. We priced them carefully to gain maximum profit as well as to reach customers' satisfaction. What is next? The answer is, to inform, to persuade and to remind customers about our offerings. SOme organizations do not do this well. As for them, when everything is ok, the brands will speak themselves. Yes, it may works for some brands but not all the time. No matter hos good is your brand, you still need to promote and communicate it to customers. Now, it is the time to focus on how company could promote it's offerings.

2. MKM607 Topic 13SETTING PROMOTIONAL STRATEGIES (2/2) • In this topic, we will discuss the marketing communication mix, the communication process, steps in developing effective communication, promotional mix strategy and integrated communication. Marketing communication or better known as marketing promotion is one of the most important marketing mix elements. Products don't get sold on their own, although they have features that are desired by consumers, attractively priced and is easily obtainable without promotion. Consumers may not be aware of the product's existence or the advantages of the product as compared to other products that are readily available in the market.