Download generic product promotions

GENERIC PRODUCT PROMOTIONS
INTRODUCTION
Potatoes South Africa’s Generic Product Promotion sub-division was established to promote
South African potatoes by raising customer awareness of our product, generating sales, and
creating brand loyalty in the short and long term. The base of all generic product promotions
interventions can be found in one of the four basic elements of the marketing mix (4Ps) of:
price, product, promotion, and place. PSA deploys a classical approach to product promotion
inspired by the promotion mix of elements of: Public Relations, Sales Promotions, Direct
Marketing, Personal Marketing, and Advertising.
PROMOTION MIX ELEMENTS
DIGGING INTO PRODUCT PROMOTION MIX ELEMENTS
Rationale for Media & Public Relations
Mass media advertising is not only a powerful medium for product promotions, but, possibly
the only medium that has the benefit of effectively imparting an organisation’s messages
quicker and to a large number of targeted audiences. The only challenge with such advertising
is that it is expensive! PR is a form of advertising which is not paid for but able to produce
the same results as paid-for advertising when carried out well. It is more credible and
impartial than paid for advertising. It is seen by Potatoes South Africa as a tool that allows it
to remain true to its public awareness mission: Inspire – Inform – Educate! Over the last
decade Potatoes South Africa has through its Media & PR efforts been able to garner free
media exposure well over R30 million, testimony that when PR interventions are well timed
and well executed, much can be achieved in terms of media exposure.
Rationale for Sales Promotions
Potatoes South Africa pursues a two pronged approach when carrying out sales driven
campaigns - sales promotions earmarked for consumers purchasing from retailers as well as
sales promotions earmarked for consumers purchasing from the informal sector. The
fundamental goal for these promotions is to stimulate consumer demand and drive sales in
the short term for the benefit of the attainment of long term objectives.
Rationale for Direct Marketing
With online and digital marketing taking business operations by storm in the 21 st century, it
only makes sense that Potatoes South Africa take advantage of direct forms of advertising
and communicating with end consumers through our various social media platforms and
consumer website. These platforms have been able to build a social currency for the
organization which has seen an impressive following of over 60 000 across the various
platforms. The platforms allowed Potatoes South Africa to remain true to its public awareness
campaign of informing – educating and inspiring South Africans about the many ways in which
potatoes can be prepared, consumed and included in a balanced and nutrient dense diet.
Potatoes South Africa’s direct marketing efforts allowed the organization to also learn how to
be proactive instead of reactive in the face of competition and ever changing external
environmental issues such as food security, global warming and rising food prices.
Rationale for Personal Selling
Potatoes South Africa uses events and exhibitions to build personal relationships with end
consumers. Though the actual face-to-face encounters with consumers aim not to sell the
product directly to the consumer, they serve to inform end consumers about the value they
can obtain from the product in terms of convenience, nutrition and preparation versatility.
Events and exhibitions allow for the organization to carry out experiential marketing tactics
through live cooking demonstrations and chats with health professionals/registered
dieticians. Consumers therefore are in a position to have all their senses fully and pleasantly
aroused in the form of sight, smell, touch, taste, and smell.
Rational for Advertising
The power and influence of advertising cannot be ignored nor undermined. The
organisation’s limited financial resources imply that advertising efforts can only be confined
to below the line and through the line advertising, with a dash of above the line as and when
resources permit. Potatoes South Africa uses adverts to influence consumer attitudes and
perceptions positively towards the product.
TO CONCLUDE…
GENERIC PRODUCT PROMOTION KEY OBJECTIVES
To inspire increased per capita consumption of potatoes through:
 Product education (nutrition, versatility, varieties & cooking characteristics)
 Product demonstrations
 Short term sales promotions