Promotion / Marketing Communication

Promotion / Marketing Communication

Promotion is the mean by which companies attempt to inform, persuade and remind customers about the products that they are selling. Promotions represent the voice of the company and its brands and are a means by which it can establish a dialogue and build relationships with consumers. They also perform functions such as tell or show consumers how a product is to be used, by what kind of person, where and when. Consumers learn who makes the product and what the company and brand stand for. Promotion helps the company link their brands to other people, places, events and feelings. They can contribute to building a brand image as well as drive sales and affect the shareholder value.
Promotion in today’s time is extremely important. Technology has made it even more important. Internet, ad skipping, cell phones have made sure that marketers think differently while promoting their products.
Honda has aggressively promoted Stunner due to stiff competition and also targeted the youth. Promotion of Stunner with the help of celebrities like Neha Dhupiya and Shiney Ahuja has helped the brand greatly.
Marketing Communication Mix consists of :

·         Advertising → Honda has always been extensively advertised and the services it provides.

·         Sales promotion → Short term incentives like festival bonanzas or heavy discounts. Free test rides.

·         Events and experiences → Honda organized celebrity show at Utv. 

·         PR → Honda once had a PR crisis when Jive flopped due to manufacturing defects.

·         Direct Marketing → Use of mail, telephone, SMS to communicate directly with the customers. I get calls from TVS service centres when my bike’s servicing is due. Also after the service, they ask for the feedback.

·         Personal Selling → Face-to-face interaction with customers when purchasing. During my market research, I always met with the same personnel when visiting the TVS showroom at dev nagar.