Custom essays on Improving the promotion of products of the enterprise

Promotion is any form of communications used by the enterprise for information, persuasion and reminders about their products and services. (Blythe 2001)
Sales Promotion – short-term incentive measures to encourage the purchase or sale of goods or services, as well as various non-recurring marketing efforts, which are not part of standard procedures for promotion (for example advertising).
The overall objective of promotion is stimulation of demand, so that increasing or maintaining the same level of demand. However, this overall objective can be broken down into two broad purposes: to sell goods, services and to improve the company’s image. Both goals are called to stimulate demand, so that directed to sell the products. However, in the first case, the company stimulates demand for a particular product or service, while in the second case it improves the “image” of the company and its trademark, in the hope that buyers will associate this positive image not with one product of this company, but with all goods. Consequently, in the second case, the goal is not selling a particular product but to stimulate demand for all goods of the company.
Starting from a narrow consumer demand for “Wine Valley” and as a result of illegal market penetration of cheaper products, the company needs to inform the greater number of potential buyers the products, by expanding its brand advertisement through available today new advertising channels.
Nowadays there are new highly effective advertising channel – the Internet and its main service www (world wide web), which any company in today’s conditions should used. The Internet is a first implementation of hypermedia computer-mediated environment, which has a unique opportunity to advertise and serve as the two basic elements:
– Internet is a new means of communication, and is a way of representing hypermedia information, that significantly differs from traditional media interactive by nature, high flexibility and scalability;
– Internet is a global virtual electronic market that does not have any territorial or time limitations, allowing to make interactive advertisement of products without distribution firms.
Such advertising is aimed at:
1. Creating a favorable image of the company or product that is very important for the firm “Wine Valley”, because of the restrictions on advertising of wine production.
2. Ensuring availability of information about the company or products for hundreds of millions of people, including geographically remote regions.
3. Selling products via the Internet is only a virtual representation that do not need not open new shos – that allows to reduce the cost of sales.
In this case, the company uses the following advertising: corporate Web-server – to create web-pages, banners, email, etc.
Enterprise “Wine Valley” has its own Web-server on the Internet, which contains a brief description of the company, prices, delivery terms, etc.
For the firm “Wine Valley” decided that the most preferable would be to use banner advertising. The main aim of this advertising campaign is: to establishment and improve a good image of the company, and in that way to increase the number of customers.

Conclusion:
In this paper, we have identified the use of new distribution channels for goods of company “Wine Valley”, as a new distribution strategy and promotion of goods. The study has helped to articulate the main directions of the new distribution channel for the company, and promotion actions. According to the information of the company:
– the use of direct marketing (branded retail stores) by the company “Wine Valley” enables to increase sales and enhance the timely concentration of cash that is necessary for enterprises.
– The company is under certain legal restrictions on advertising of wine production, that is why it uses only permitted methods of promotion of goods to the market;
– the company uses the Internet, and such method of promotion as banner advertising in order to inform new customers about the products, that is to increase the sales and generate more revenue.

References

Blythe, J. (2001) Essentials of Marketing. (2nd edition). Prentice Hall
Cohen, W. A. (1991). The Practice of Marketing Management. New York: Macmillan.