Concept of Positioning needs proper market promotion. This program consists of marketing policy, marketing strategies, as well as advertising and PR-programs.
Marketing policy is the basis for Promotion program. It defines the ideological course of the company and main principles of promotion.
Marketing policy determines the direction of motion, sets basic rules and specifies the coordinate system. It describes unique key laws by which the company operates on the market. Marketing policy allows to save the chosen course despite emerging changes on the market or in the company. Pre-thought-out policy allows to maintain clarity of mind and focus on the essentials.
It does not wasted on trifles, cuts off the excess and sets the main course of the company: what is good for the TV shop, is not suitable for high-end boutique.
There are an infinite amount of possibilities how you can reach your customer and conquer the market. The problem is that you don’t have time and money to try all of them. It is impossible to try all ways, and this is not necessary. To get on the train, you do not need to go to the airport.
Marketing policy specifies two main points: start point and point of destination. Marketing strategy is calculating the route and choose the transport to get there. Marketing strategy is a plan of action to implement what should be done.
In contrast to the basic ideology, which remains unchanged for the company, promotion strategies may vary based on market changes, levels of investment, efficiency and consumer reaction. Therefore, feedback become the most valuable marketing tool. Usage of different marketing approaches is adjusted depending on the specific reaction of consumers.
Strategy is a direction indicator. Success can be achieved only with persistent and consistent work in a selected and approved area.
Tactic is the specific marketing, advertising and PR activities which allow:
- create a positive image of a product/service/company,
- attract potential customers
- support loyal customers
- increase in sales
- create greater share of profits
Advertising – is a way to sell more products to more people as often as possible, and at higher prices.
Consumers have a certain perception of the company/product formed regardless of whether it is formed deliberately. This perception directly influences their decision to buy or not to buy a product, where to buy it and from whom. That is why it is better to purposefully form right perception.
Advertising and PR programs includes internal and external policies.
Image of the company it is not only what is it covered in the press. This is much more than TV commercials or newspaper ads. Everything done in your company – colors of your trucks and cars, how long answer the phone, what your employees tell there friends – all these affect on company image.
Image of the company is the customer service, style of work with employees and even the style of answering the phone. Every employee needs to know and LOVE their products and consumers. They should understand the company’s policy and follow general strategy, become real FANS of the company.
Company image is formed through the media, direct an indirect advertising and PR events.
All company’s actions in the outer circle – from a magazine article until direct mail flyer – should strictly follow main principles of marketing strategy.