Promotion strategy is our discussion now. Promotion is the process of communicating the marketing mix variables. Promotion is essential thing which is implemented by companies in marketing their products. Cravens in 1991 defines that the promotion is : "the planning, implementing, and controlling of the communication with its customers and other target audience". Based on this definition, subsequently the marketing activities starting from planning, execution, after which control the communication to reach out to customers or prospective customers.

The substance of the promotional activities is a form of marketing communication activities that seek to disseminate information, influence, and reminding the market, so the market willing to accept, purchase, and loyal to your product.


I have mentioned above that one of the activities of marketing is a promotion. This activity is performed to direct marketing programs to communicate persuasively to customers and prospective customers. This is to encourage the creation of the transaction. The intended transaction is an exchange between the company and the buyer..


Instruments promotion activities according to Cravens are promotion mix which consist of: advertising, personal selling, sales promotion, public relations and direct marketing. All these activities must be carried out with the right promotion strategy in order to achieve satisfactory results.

The purpose of promotional activities above are as follows:


- Creating awareness of the product.

In addition to creating product awareness, promotional activity is conducted to increase responsiveness of the product. The promotion performer should also create and enhance brand awareness.


- Increase brand preference.

In the same products, there are a number of different brands. Promotional activities are conducted in order to customers or prospective customers prefer your brand when they want to buy a product.


- Increase sales and market share.

This is one of the main objectives of promotional activities. You can measure the performance of your promotional activity by looking at sales data and market share.


- Encourage repeat purchase the same products and brands.

A successful brand is if consumers choose to select your brand among the many brands on the same product. This signifies that your brand have embedded in the minds of consumers.


- Introducing new products.

The new launched products are very necessary to be promoted. How will potential customers know your product, if your new product is not endorsed?


- Attract new customers.

One of the KPI (Key Performance Indicator) of promotional activities is how much you attract new customers. You can make improvements promotional strategies when your KPIs do not achieve good results.


All of the above are things that need to be considered in the promotion strategy.