Os 4 P´s do Marketing - Promoção

Summary

In this video, the speaker wraps up the series on the 4 Ps of Marketing, focusing on Promotion. He clarifies that promotion is not just about discounts, but rather about strategically communicating the value of a product to consumers through various channels like media, PR, and point-of-sale displays. The speaker also distinguishes between promotion, liquidation, and stock clearance, explaining how each strategy is applied in different scenarios. The key takeaway is that effective promotion drives consumer interest, builds demand, and helps ensure the success of the product in the market.

Takeaways

• 😀 The four Ps of marketing (Product, Price, Place, Promotion) are the foundation, but modern marketing may expand to up to 12 Ps depending on the business sector.
• 😀 Promotion in marketing goes beyond discounts—it's about advertising, public relations, and generating customer interest in your product.
• 😀 Marketing's role in product development includes pricing and distribution strategies—not just sales or logistics.
• 😀 Promotion involves creating awareness about a product through various channels such as media, influencers, public relations, and point-of-sale displays.
• 😀 Clear and strategic communication is essential in promotion to avoid 'noise' and ensure the message is understood by the target audience.
• 😀 Successful promotion can turn a customer into a brand ambassador who will recommend the product to others.
• 😀 Product life cycle and promotion intensity are key factors that influence how and when a product should be marketed.
• 😀 Liquidation and clearance sales are not the same as promotions—liquidation involves discounting to clear unsold stock, while promotions focus on brand awareness and generating demand.
• 😀 In a liquidation, discounted products are sold to recover capital, whereas in a promotion, the price does not necessarily change; the goal is visibility and customer engagement.
• 😀 A well-executed promotional strategy can lead to long-term sales, including repeat purchases and customer referrals.
• 😀 Without a clear marketing strategy, even the best products may struggle to gain traction and grow in the market.

Q & A

What are the 4 P's of marketing mentioned in the video?

The 4 P's of marketing are Product, Price, Place, and Promotion. These are the fundamental elements in crafting a marketing strategy.

What does the speaker mean when they say that marketing is 'mutable'?

The speaker emphasizes that marketing strategies are constantly evolving, and the number of P's in marketing can vary. In modern business, there can be up to 12 P's, though 4 is still the foundational concept.

How does 'promotion' fit into the marketing mix?

Promotion refers to the activities that help publicize and advertise a product, ensuring it reaches the target audience. It's about making the product known and desirable to consumers, which involves strategies like advertising, media, and public relations.

What is the difference between 'promotion' and 'discounts'?

Promotion is the act of marketing and showcasing a product to generate awareness and interest. It is not the same as offering discounts. Discounts are part of liquidation strategies, whereas promotion is about presenting the product in a way that attracts customers.

Why is pricing considered a marketing responsibility and not just a financial one?

Pricing is part of the marketing strategy because it directly influences how a product is perceived in the market. Marketing teams typically determine pricing based on the product's value, competition, and market demand, not just cost and profit margins.

What are some channels used in promotional activities, according to the video?

Promotional activities can take place through a variety of channels including online platforms (email marketing, social media), traditional media (TV, radio, press releases), and physical methods (in-store displays, point of sale materials).

What does the speaker mean by 'creating value for the customer' in promotion?

Creating value for the customer in promotion means communicating the benefits and qualities of the product in a way that resonates with the consumer, encouraging them to see the product's worth and become interested in purchasing it.

What is the 'life cycle' of a product, and how does it relate to promotion?

The life cycle of a product refers to its stages in the market, from introduction to growth, maturity, and decline. Promotion strategies should align with these stages, using more aggressive tactics when the product is new and possibly offering discounts during later stages to clear out stock.

What is the difference between 'promotion', 'liquidation', and 'clearance sales'?

'Promotion' involves actively advertising and showcasing a product. 'Liquidation' refers to offering discounts to sell slow-moving stock, while 'clearance sales' involve deep price reductions to sell off old stock that’s no longer in demand.

How can promotion lead to long-term success for a business?

Effective promotion can create customer loyalty and even transform customers into brand advocates. When promotion is done strategically, it not only drives immediate sales but can also build a network of loyal customers who continue to support the brand over time.