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The promotional mix of a company includes practices related to advertisements, maintaining proper public relationships, promoting the sales as well as undertaking activities like personal selling (Kumar and Patra 2017). The company,Charlesworth Nuts, specializes in providing the clients with various gifting options that include fresh fruits, nuts and chocolates that are made with the help of several variety of nuts and berries. The company functions in alliance with Australia’s Best & Freshest Nuts, Fruits & Chocolates in order to provide the best experiences to the clientele of the company in terms of gifting (Charlesworthnuts.com.au 2020).The following section discusses the promotional mix as is implemented by the given organization in discussion, Charlesworth Nuts.
Advertising refers to every form of non-personal promotion or presentation of the services and goods by an identified sponsor that involves payment. Advertisements help in reaching out to the clients of an organization by implementing a pull strategy. Advertisements help the clients to purchase the product or the service even if it is for once. Companies observe their advertisements across various channels like normal billboards, advertisements over the traditional channels like television media, radios. In the present conditions, advertising also takes place over the social media channels as well as e-commerce interfaces (Abdullah 2016). In case of the given company, Charlesworth Nuts, advertisements are observed to be presented over both the traditional and the modernized advertisement channels thereby maintaining an attraction of a huge and potential client base.
Various companies have been operational in international as well as domestic markets and attempt to build up a favorable image of themselves within the given markets. Through the creation and maintenance of proper relationships with the target client base it help to maintain strong image in the market. The companies are generally observed to maintain various campaigns for public relations in order to gain the support of various stakeholders who have been associated with the company either in a direct manner or in an indirect fashion. Public Relations help the company to inform the stakeholders regarding the advancements of the company in relation to revenue generation (Poljić, Tešić and Košutić 2018).The company in discussion, Charlesworth Nuts, is observed to maintain proper public relations with the stakeholders of the company through social media activities and other CSR activities that help in maintaining a smooth communication with the internal as well as external stakeholders of the company.
Sales promotion refers to the various incentives extended towards the clients on a short-term basis in order to increase the sales of the company for a certain period of time. These schemes are generally observed to be extended by the companies in case of festivals or by the end of the seasons. Sales promotion techniques referred to the extension of freebies, discounts, sales coupons, and some payback offers that would attract the potential clients as well as retain the existing clients of the company (Aghara et al. 2018). In the case of Charlesworth Nuts, it is observed that the company extends discounts as well as freebies as a part of the promotional measures for increasing the sales during the festivals thereby attracting a greater revenue.
Personal selling refers to one of the most traditional forms of promotion that were adopted by companies in order to reach out to the various target clients of the concerned staff. In this method, the sales representative interacts directly with the client by paying them a visit. This method involves face-to-face interaction between the client and the salesperson who has been representing the company. The major objective of this method is to influence the concerned client in order to sell the concerned service or the product to the concerned client.This process involve the direct interaction between the internal and the external stakeholders of the company and is helpful in increasing the sales of the company due to the personalized approach undertaken by the salesperson as a representative of the company (Lee, Sridhar and Palmatier 2017). In the case of Charlesworth Nuts, personal selling is limited to kiosks that are present at the various malls and a few other locations like the factory outlets.
Abdullah, J.A. 2016. The Impact of Promotional Mix Elements on Consumers Purchasing Decisions. Journal for Studies in Management and Planning, 2(1).
Aghara, V.N., Nwaizugbo, I.C., Oparah, P.C. and Ifeanyichukwu, C.D. 2018. Sales promotion as a leverage strategy for improving sales and profitability in alcohol beverage industry. International research journal of management, IT and social sciences, 5(4), pp.18-25.
Charlesworthnuts.com.au. 2020. Charlesworth Nuts | Since 1934. [online] Charlesworth Nuts. Available at: <https://www.charlesworthnuts.com.au/> [Accessed 8 May 2020].
Kumar, S. and Patra, S. 2017. Does promotion mix really help to enhance brand equity: A literature review. Asian Journal of Management, 8(4), pp.1387-1392.
Lee, J.Y., Sridhar, S. and Palmatier, R.W. 2017. The effect of firms' structural designs on advertising and personal selling returns. International Journal of Research in Marketing, 34(1), pp.173-193.
Poljić, M., Tešić, D. and Košutić, N. 2018. Participation of digital promotion in the promotional mix of small enterprises. Strategic Management, 23(4), pp.32-39.
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