Download Integrated Marketing Promotions for Products Pakshoo

ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
JANUARY 2012
VOL 3, NO 9
Integrated Marketing Promotions for Products Pakshoo (Safflower) from
the Perspective of Customers in Tehran TOPSIS Method
Hormoz Rostami
Department of Business Management, Payam Noor University, Kermanshah, Iran
Kamran Nazari
Department of Business Management, Payam Noor University, Kermanshah, Iran
Shahin Farzi Khaledi
Department of Business Management, Payam Noor University, Kermanshah, Iran
Abstract
Companies should be mixed to create a place for their goods promotion (advertising, sales promotion, public
relations and sales person) to a cleverly designed and run. The subject of this study combined promotion for
customers to view products Pakshoo TOPSIS method is in Tehran. In this regard, the two-stage build awareness
about the AIDA model (first stage) the purpose of buying (second stage) is used. The two stages of the AIDA
model is based on the hypothesis that:
1.
2.
3.
4.
Introduction and promotion of awareness among the most desirable mix of products Pakshoo
(Safflower) from Tehran television advertising has on consumers.
Promoted in buying the most desirable mix of products Pakshoo (Safflower) from Tehran's
perspective customers to promote sales free samples.
Introduce and create awareness of products Pakshoo (Safflower) from Tehran customers view
current advertisements to promote sales of the current are greater.
In order to purchase products Pakshoo (Safflower) from the perspective of promoting the sale
of Tehran's current customers will affect more than the current promotions.
Hypothesis is the most desirable method of advertising and promoting the sale of the first and second and third
and fourth hypothesis examines the current state of corporate advertising programs and sales promotion
offers. In this study of 500 people in the areas of consumer products, safflower, North, South, West, East, and
samples were taken in downtown Tehran. Results from analysis of data has shown that the most desirable mix of
promotion and creating awareness in the introduction of television ads and Safflower products promoted in the
most desirable mix of products Safflower provide samples free of charge. And also the company's marketing
program has been successful, but poor sales promotion activities.
Key Words: Mixed Promotions, Advertising, Sales Promotion, Public Relations, Sales Person
1- Introduction:
Modern marketing is something much more than good products, good pricing, and ease of access to consumer
goods. Companies need to communicate with their customers and what should be the subject of this
communication should not be a chance for (Cutler Armstrong 2000). So companies need to communicate better
promotion of mixed use. The ultimate goal of producing goods and services, gaining more profits is through
consumer satisfaction and loyalty is obtained. Art in the preparation and execution of integrated marketing
management is to promote the right of the identified goods and services to consumers and encourage them to
buy. Several factors will determine the need for promotion, including: 1 - Increasing the physical distance
between producers and consumers that the problem is communication. 2 - The fierce competition between
different sources and companies in the industry that a lot of pressure on the sellers of promotional
programs. Some experts believe that marketing and management in today's economy, more consumers seek to
satisfy their demand and the needs are. This has led companies to attract more customers, and provide
appropriate promotional programs to run. In other words, they believe that the need of customers has remained
stagnant, and this needs to be brought up with promotional activities because promotion is important. In some
communities, the largest part is devoted to marketing costs to promote (the Rosta Abrahymy Venus 1996). The
duty of good products is not limited to companies and consumers to be aware of the benefits of their products
and their proper place in the minds of consumers to make their goods. For this purpose they should be mixed
promotion (advertising, sales promotion, public relations and personal selling) to skillfully use (Cutler
Armstrong 2001).
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research
815
ijcrb.webs.com
JANUARY 2012
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
VOL 3, NO 9
2- Literature Review
2- 1) Definition of Marketing:
Cutler is the marketing activity in order to satisfy human needs and wants through exchange processes. To
further understand the definition of terms used in the above short description is given below:
Requirements: The individual is expressing a feeling of deprivation.
Asked: meet the needs.
Demand: the ability to meet that wanted.
Product: born human needs and desires. In other words, the product is something that is able to satisfy a
request. Also, anything that provides a service or product can be considered to meet the need, including: people,
places, organizations, services are methodize.
Market: Local exchange potential or gathering place for some consumers who have common needs and common
medium of exchange or currency will trade in their use (Bolurian Tehrani, 1997)
Numerous other definitions have been proposed for marketing:
Marketing to create the time, location and operation of the goods or the use of the property refers.
Marketing of goods from one place to another to transmit them to stock ownership and the changes it will
intervene by buying and selling.
Marketing mix
Jerome McCarthy marketing mix consists of four major factors: product, price, place and promotion suggested
that these four factors traditionally known as the 4P. The 4P, is any action that could influence demand for their
goods and to do. I like the other compounds in the future, packaging, power, planning, and persuasion to mix
was added. (Carthy & Jerome ,1995)
The importance of nature and promotions:
Companies need a systemic review of all promotional activities as sub-systems within the entire marketing
system is identified. This means coordinating sales forces, advertising programs and other promotional activities
in terms of economic theory .the main objective of promotions is to change the location of the demand curves
and revenue for the company products. Upgrading or promotion is basically a series of activities to inform,
persuade and influence that are relevant to each well. (Rosta, Venus ,Ebrahimi 19996, p. 324). The strategy aims
to promote the combination of the following is obtained (ROWLEY, 1998,P.384)
Increase sales, maintain and improve market share, create or improve brand recognition, create an appropriate
climate for future sales, market awareness, creating a competitive advantage over competitors' products or
market position, improve the efficiency of promotion.
2-2) Promotion Mix:
The fourth factor in the marketing mix (promotion) covers all the communication tools that can deliver a
message to the target audience, these tools can be divided into four groups (Rosta, Venus and Ebrahimi, 2002, p.
328).
advertising, sales promotion, public relations and sales person
Advertising:
Commercial advertising is specifically non-personal relationship and introduce products or services from
different carriers in payment for profit or nonprofit institutions or individuals in a marked manner (Kotler &
Armstrong 1997 P462).
Powerful tool in spreading awareness advertising, corporate identity, product, service or idea and vision
is. Advertising Information means all activities, so that after a cycle of contact and communication traits,
qualities, benefits and others react in case a buyer and eventually increase demand for its goods.
The model has been used to describe the advertising model is M5. When preparing a marketing campaign
should be about 5 important management decisions that are known as the M5 and include: purpose, money,
message, media, advertising assessment (Mohammadian, 2000, p. 68).
Mission
Money
Message
Measurement
Media
Pattern 5m
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research
816
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
JANUARY 2012
VOL 3, NO 9
2-3) Promotional purposes:
The first step in preparing a specific promotional advertising goals. Such decisions are often influenced by
previous decisions about the target market, market position and marketing mix elements are. Policy position in
the market and marketing mix elements that determine the total marketing program for its implementation will
be advertising. For a lot of advertising and communication objectives can be determined. Advertising a
particular communication task is a goal that must be established within a specific time and specific target
audiences. (Cutler Armstrong ,2000)
A special promotional program goals and objectives depend on the commodity that we're going to advertise it in
directly.
Advertising objectives can be divided based on the order of the advertising purpose of advertising is to inform,
persuade and be reminded.
2-4) Advertising Budget:
M, which is discussed in the second ad, or budget money is allocated. Because it is extremely important that
all activities be funded advertising campaign to overshadow the larger scale and can be said that the marketing
communication activities are also effective, in the simplest form can be stated that the amount spent least on the
part of audiences and advertising leads your customers to buy the harvest may be lost and leave them unaware
of the product or promotional purpose. Or on the huge amount spent on advertising over what should be spent
on causes reduced corporate profits and the company has earned some money go to waste. (Mohammadian,
2000, p. 91)
2-5) Advertising Message:
After setting goals and budget information, management should develop a creative strategy, in this regard
must pass through three stages: preparation and planning to evaluate and select the message and the message.
To prepare people to find creative ideas to use and awareness of different ways. Many of them from talking with
customers, sales agents, experts and competitors begin to work. Some other advantages to identify customers
who purchase and use of the product they are searching for this is that customers now have the product and to
use it. The advertisers, to provide your a lot of Few of them are used.
Evaluation and selection of messages: knowledge provider should evaluate the different messages. This message
must have three characteristics: 1 - remind customers of the utility product to 0.2 - 0.3 explain why the product
is better than competing brands - is unbelievable.
The message: the message that not only "what is said," but rather "how to say" it depends. Notice must be given
to suppliers to attract the target market offer. (Village Venus and Abraham ,1996, p. 338)
2-6) Attractions in the Advertising Message Types:
To have a sense of gravity or a favorable response to make. Attractions There are three types: rational,
emotional and moral. Logical appeal to the interests of the audience is concerned. They show that the expected
benefits and advantages of our audience have. Messages that quality, efficiency, utility and demonstrate the use
of goods, including messages that appeal to their logic is used. In an attempt to feel the attraction of the positive
or negative feelings that can be stimulated to buy. Communication professionals can be a positive emotional
concepts like love, honor, pride or pleasure to use, or it can include feelings of fear, guilt, shame that people are
forced to do the action (such as brushing teeth. s) or attempt to stop the practice (such as smoking). Moral
gravity of the attractions that the message is used to detect this kind of attraction about right and wrong on the
audience. The moral of the attractions that you used to compel people to support some social issues, such as a
cleaner environment, race relations, women's equality and helping the needy. (Kotler & Armstrong 1997 P431)
2-7) Media:
M is the fifth in the advertising media. The most important distinction between different types of media can
we make the distinction between broadcast media (radio and television) and print media (newspapers and
magazines) is. To create an atmosphere and mood of the audience or to create a positive feeling, TV seems to be
more effective. The more detailed the print media to provide accurate information and better.
2-8) Advance Sales:
Promote sales of the devices operating in the short term stimulus to the decision to purchase goods or services
for the consumer market and industrial market is (Mojtahedi 1993, p. 598). Grab the sale of commercial
advertising does not work. Performance, promoting further thought and brain people to their behavior, but the
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research
817
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
JANUARY 2012
VOL 3, NO 9
customers of the products offered to buy two units of commodity prices, an award-winning or receiving a gift
about as action turns. (Rezaei Nejad 2000, p. 195). In non-personal promotions to offer customers the products
we buy, but in advertisements promoting the sale of our goods to be purchased now (Cutler Armstrong 2000, p.
598).
2-9) Public Relations:
Public relations is one of the tools that elevate its role to create and promote a positive image about the
company and its products are. Public Relations Institute of America has defined it as follows: deliberate efforts,
planning and support to establish and maintain mutual understanding between organizations and the general
public (PALMER 1994). When working in advertising and promoting sales of products is low, it was resorting
to public relations marketing. Public relations tools, including news, speeches, special events such as press
conferences and press trips, all written and visual materials such as videos and cassettes audio and video.
2-10) Sales Person:
Sales promotion tools is another person who has actually spoken about, to negotiate in person with one or
more potential buyers to sell. (Cutler Armstrong ,2000, p. 579)
2-11) AIDA Model
Includes four steps are as follows:
1.
2.
3.
4.
Create awareness and interest in the people we're attracting the attention of people to
advertising there are many ways such as for large, controversial or shocking content, etc.
(Mohammadian, 2000, p. 121)
Create interest in the people: music and language teaching experience and attitude should be
the proportion of target customers. (Mohammadian, 2000, p. 121)
Stimulate people's desire: the advertiser to communicate with customers, he should be able to
do it right target customers know how they think, then messages must be able to convince
customers. (Mohammadian, 2000, p. 122)
Pushing people to buy the communication is done in the field of research that has now been
determined that potential customers should be aware that in addition to the place and its role in
everyday life they are but sales representatives, goods and present in person and explain the
goods and performance pay and the potential customer can see them up close.
(Mohammadian, 2000, p. 123)
3- Method:
The researchers sought to examine the integrated marketing promotions for customers to view products
Pakshoo in Tehran. The objective of this research, and application of the method used, a survey research - is
analytical.
Statistical population of all consumer products Pakshoo 22-fold in Tehran. And to determine sample size were
based on texts from the following equation was used
n:
=
465
Generally, the present research consists of two parts, identifying the promotion mix products Pakshoo
(safflower) and then prioritize the customer's point of view of Tehran. To achieve this goal by using a library of
studies and discussions with the Deputy Director of Research and Development Pakshoo market, promote mixed
concrete products companies, and thus the questionnaire was designed. The questionnaire was designed based
on the TOPSIS method is a decision matrix. TOPSIS approach to solve problems unique to enjoy. Given a graph
with M points in a space of N-dimensional to a question of deciding AIDA to M alternatives and N criteria to
determine the ideal solution and positive solution ideal negative and then measure the relative proximity of two
options to the best of This method has the advantage. The decision matrix of mixed components of the study
options are promoted and those indicators are advantages to these factors. The framework of this questionnaire
is an acceptable form. In addition to risk factors in the survey was based on studies of consumer products
Pakshoo left and the library director and assistant professors and experts in research and development
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research
818
ijcrb.webs.com
JANUARY 2012
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
VOL 3, NO 9
companies market Pakshoo are gathered. Finally, we can ensure the validity of the questionnaire method, and
the factors that have been put to the polls to ensure its reliability.
4- Findings:
Most desirable mix of promotion and creating awareness about the products Pakshoo (safflower) is effective
in terms of customers in Tehran is a table. Theoretical methods based on TOPSIS is the best option is an option
that has the highest CI value, or close to the maximum term is positive relative to the ideal solution. According
to the results we can say that because a number of television advertising with maximum CI is the customers
view of Tehran television advertising is most effective.
Row
1
2
3
4
5
6
7
Table 1 priority of the advertising methods based on TOPSIS method in Tehran
Prioritize the introduction of effective methods of advertising and creating awareness of
products Pakshoo
TV ads
Word of mouth advertising
Radio ads
Advertising in metro
Advertising in the magazine
Billboard advertising
Advertising panels on bus
CI value
./674,349
./625,355
./566,048
./516,271
./511,495
./511,384
./510,356
And most desirable part of the promotion mix in buying products Pakshoo (safflower) is effective in terms of
number of customers in Tehran has two reviews. Theoretical methods based on TOPSIS best option to provide
free samples of products to customers, which has the highest CI. Free samples of view so customers have the
greatest impact in Tehran at the time of purchase.
Table 2: Prioritize the sales promotion methods based on TOPSIS method in Tehran
Row Prioritize effective methods of promoting sales to buy products Pakshoo
CI value
1
Offering free samples
./754,874
2
Products Awards package
./677,719
3
To draw Prizes and Gifts
./422,835
4
Safflower CD games
./230,846
And to build awareness of the products presented in Table 3 Pakshoo (Safflower) current advertising to promote
sales methods are more effective .To test the hypothesis that the questions have been given together with the
hypothesis based on the average answer if the average is less than or equal 3, and if the opposition is greater
than 3, and then placed in agree T-test was used as follows.
Replies
465
Average
3/11
Table 3 T-test results
Standard deviation
The statistic T
91%
2/56
Degrees of freedom
464
Significant
1%
Given the significant level of 5% error level is so much that can be said about the difference between the
average value of these variables (ie, number 3) is the 95% confidence level in the introduction and awareness of
products Pakshoo (Safflower) current advertising to promote sales of the current methods are more effective.
And according to Table 4 in order to purchase products Pakshoo (Safflower) current methods of promoting sales
of not more than the current promotions. To test the hypothesis that the questions have been given together with
the hypothesis based on the average answer if the average is less than or equal 3 in opposition, and if it is greater
than 3 were placed in groups and then test T agree were as follows.
Replies
465
Average
2/65
Table 4 T-test results
Standard deviation
The statistic T
98%
-7/72
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research
Degrees of freedom
464
Significant
0
819
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
JANUARY 2012
VOL 3, NO 9
If in the above table can be significant given that the sample is smaller than 5% error level, so we can say that
the difference between the average value (3) there. In other words, a level significantly less than 5% have been
achieved, and the amount of the check mark indicates the T statistic is negative, so the 95% confidence level, in
order to promote sales of products Pakshoo current methods of advertising current is more effective.
5- Conclusions and recommendations:
The study combines the most desirable part of the introduction and promotion of awareness of television
advertising than any other advertising methods in Tehran Safflower products with the highest utility and boards
the bus advertising have the lowest utility.
In reviewing the most desirable mix of promotions on purchase safflower products offered free samples of
products to customers than other methods of promoting sales of the largest utility in Tehran and safflower CD
games are the least desirable.
The effect of higher current advertising methods to build awareness about ways to promote sales of products
present in safflower advertising companies to introduce products Pakshoo safflower and succeeded in creating
awareness through advertising and consumers are familiar with these products. But on further review of the
effectiveness of current methods to promote sales in the current advertising methods to purchase products
safflower results indicate poor performance of the company in implementing procedures Pakshoo advance
sale. So in order to increase sales and more variety of methods used to promote sales.
Using various methods of sales promotion and advertising that may include:
1. The results provide free samples of products to customers can be very effective.
2. Packaging that can be put into the awards as an incentive to buy the products.
3. For example, in exchange for coupons offering customers buying a certain number of coupons for free
products to be
4. To create a symbol for Safflower Safflower products with this symbol to recall.
5. Advertising in shopping centers to attract people's attention.
6. In advertising it is not only to commercial properties, for example, in shampoos are also recounted.
7. Using a variety of attractions in the advertising message to the attention of the people.
8. Using public relations tools such good news about the companies and products annual reports, brochures
and newsletters, as well as the creation of knowledge about products, film and writing articles in newspapers
about the products and ultimately participate in the activities of public to know about the win interest in people.
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research
820
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
JANUARY 2012
VOL 3, NO 9
References
Azar, Adel, Rajab Zadeh, Ali. (2002) decision to use (approach to MADM). Tehran: look at the science
publishing.
Azar, Adel, Momeni, M... (2004) for its application in management (Volume II), Tehran: SAMT.
Bolurian Tehrani, Mohammad. (1997) position on the spectrum of marketing activities, business studies 118.
Bolurian Tehrani, Mohammad. (1997) Marketing Management market. Tehran: Institute for Business Research.
Ali Ghaffari Lahiji, Azadeh. Iranian propaganda in focus. Electronic Journal of Information Science,
documents ,Iran 1.
Village, A., Venus, abrahymy, davar, Abdul Alhmyd. (1996) Marketing Management. Tehran: SAMT.
Cutler, Philip, (2000). Cutler in marketing management. (Abdul-Reza Rezaei Nejad, Translator) upon
publication of Tehran.
Cutler, Philip, Armstrong, Gary. (2000) Principles of Marketing. (February lustrous, Translator), Isfahan:
Atropat publication.
Mojtahedi, Parviz. (1993). Marketing. Marketing International. Tehran Publication shirin.
Mohammadian, Mahmoud. (2000) Advertising Management. Tehran: Publication Hrvfyh.
Rezaei Nejad, A... (1998) Market Management (Marketing). Tehran: Publications of jafary.
Palmer, A. (1994) Principal Of Service Marketing. London: Mc Graw_Hill.
Kotler, Ph. And Armstron, G. (1997). Marketing: An Introduction. Newjersy: Prentice_Hall.
Mc Carthy, Ej And Perrault, W. (1995). Basic Marketing. Irwin Inc.
Rowely, J. (1998). Promotion And Marketing Communication In The Information Market Place: Library
Review, Mcb University Press, 47, Pp383-387.
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research
821