Marketing: Promotion of Products & Services to Improve Sales - Essay Sample

Introduction

Marketing refers to all actions that a company takes in the encounter of promoting its products (Philip and Kotler 118). The essence of product promotion by a company pegs with its intention to improve selling or buying of its services or products. The primary reason for marketing by a company is to make its offer a priority to the consumers. Marketing involves activities that aim at promoting a company's offer (Chaffey et al. 121). They are inclusive of the advertisement, selling, and delivering a company's products or services to the consumers. The same applies when a company sells to other businesses. (Ducange et al. 327). In some companies or businesses, the product or service promotion is conducted by their affiliates. Experts are employed in departments of marketing, and advertising in any company solicit attention from the targeted audiences through advertisements. In some business corporations, promotion of products or services involves the endorsements from various celebrities, the use of catchy or attractive product designs and graphics, and the adoption of memorable product slogans or phrases (Hollensen and Syend 117). Some companies can also incorporate the general product or service exposure via every existing media platform possible. Marketing also incorporates the creation of market networks from the intended potential customers, some of whom are clients from the past (Deepak et al. 133). In some situations, companies may use their past clients to attract some more customers through their influence while maintaining them at the same time (Chaffey et al. 116). To achieve it via the past customers, they implement the use of written thank you messages or emails, involving potential clients in common sports like golf, responding to their calls as quickly as possible, or even organizing for common meals with the customers (Ducange et al. 342). The paper, therefore, discusses a report about a marketing research study of a local business enterprise.

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Does the Local Business Have Enough Market for Its Services Within the Locality?

The business does not have a good market for its services. It suffers enormous magnitudes of losses, a fact that trends for the past one year. The business' sales fall rapidly for the entire period. Its management is desperately wondering what might have caused that sudden change. Its market shrinks by more than 5% every day. The administration adopted some effective terms of sales in favor of the customers, but that proved not to be fruitful. The management of the business implemented sales of its services at discounts so that customers can purchase its services in flocks like before. Still, that move is not actualizing the expected daily customer turnout. The business reduced the purchasing price of its services to bring its clients back and retain their initial population, and attract more of the new customers as well as maintain them, but that bears no fruits.

The proprietor of the business was forced to reduce the number of managers by dismissing some of them temporarily. He did that because the company was spending more than its returns. He has some of the other workers temporarily retrenched. He promised to call them back for their resumption of work once the business picks up again, but there are no chances of their recall. The reason being is that the company seems not to be recovering, and is in fact, on its verge of collapsing. It has a negative marketing trend. The trend necessitated the closure of some of the branches of the business within the same locality. Some of the remaining branches are under termination. The company operates on deficits for the last two months because it has accumulated a lot of debts hoping that it is going to recover. It has slim chances of picking up again. However, in case it picks up again, it will need not less than three months to fully recover, re-open its closed branches, and recall the temporarily dismissed managers and employees. Generally, the current status of the business must have been heavily influenced by consumers.

What Is the Management’s Opinion About the Services Offered to the Consumers by the Business?

According to managers of the local service business enterprise, they are astonished by the current status of the business. They do not understand why there is an abrupt big fall in the market for their services. They say that the company still holds on the marketing techniques that it adopted even when they had many customers in the industry market. They incorporated favorable terms of sales and other advantages pegged to it, but the population of the customers that turned out to purchase the services they offer dropped greatly and abruptly, in a very short time instead. The managers, however, admitted they had not assessed the quality of their services for a long time, though they were sure that the quality was good as before and that they trust it, as well as the customers.

The hours of operation remained the same as before. The business premises are operational and open to any customer throughout the day. The reason being is that the local service business operates on a 12-hour basis, and that is the policy of the company since it was launched. It had maintained the same strategies of advertisement. The managers are sure that the techniques they are implementing into promoting the services of the company are effective since they have adopted them for a very long time. The methods are responsible for the previous achievements that the business attained. The extent that even its competitors did not reach. It is the reason why the company launched many branches later since it managed to have many customers from every part of the locality. How the business delivers its services to the consumers is as before. The customers attend the business' premises anytime they need the service, as long as it is within the working hours. The company operates throughout the day but closes at 6 p.m.

What Are the Customers’ Opinions Regarding the Preferences and Desires About the Services Offered to Them by the Business?

According to the consumers, they understand why the local service business enterprise is not making any improvement in expanding and maintaining the size of its market. The consumers say that the business has lost many customers because it is not flexible in terms of how it provides its services. It remains rigid and sticks to its old techniques of delivering its services. The customers have shifted into getting the same services from the business' competitors since they offer the same services better and conveniently. The favorable terms of sales that the company has incorporated in the provision of its services are insignificant to the consumers, as it neglected some various crucial aspects that should be part of its services. Some of these aspects are inclusive of service quality. The local service business offers services of very low quality that do not impress consumers. The quality of its services had dropped enormously. It is not good as before when the business was launched in the locality.

The hours of operation of the business are 12 instead of 24 hours. The company can, therefore, not provide its services to the customers beyond its hours of operation. The customers created strong business-customer relations and ties with other businesses that offer the same service. The reason is that the other company provides their services anytime round the clock. They operate on a 24-hour basis. The local service business depends on the old strategies of advertising its services since its managers think that they won many customers already and that the company does not require any sophisticated technique of advertising its services. It still uses newspaper advertisements, and not many consumers have time to read them. Its competitors hire celebrities to promote their services, as well as utilizing the online platforms for the same. They, therefore, win many customers to their favor. The local service business provides its services to the consumers who only visit its premises, unlike its competitors, who offer the door-to-door delivery of their services.

What Is the Comparison Between the Opinions of Managers and That of Consumers Regarding the Services Provided by the Business?

The comparison of the opinions from the managers' side with those from the consumers' complement each other. The reason being is that the views provided by the managers concerning the services provided by the local service business act like questions, which are then answered by the opinions of the consumers. The management does not understand why the company is on the verge of collapse due to a lack of adequate market. The consumers on the other hand are aware of the causes of lack of market abruptly and rapidly by the business. According to the consumers, the company is not flexible in adopting new marketing strategies like its competitors. Its management feels comfortable and satisfied with the status quo of the business' market. They do not want to research and come up with effective marketing techniques that are up to date.

The management is convinced that the quality of the services that they provide to the consumers is still good as it was when the business was launching. They are not making any attempt to assessing the quality of the services they provide since they believe that there is no change in it. The consumers, on the other hand, are lamenting about the poor quality of service that the business is offering them. Its competitors are offering the same services but in good quality that satisfies the need of customers. The company provides its services just during the day because it is operational on a 12-hour basis.

On the other hand, the consumers can get the same services round the clock since other businesses that offer the same service are operational on a 24-hour basis. The customers can, therefore, access the services anytime, anywhere. Their emergencies regarding lack of service are thus covered by the business' competitors. The local service business is not flexible in terms of how it promotes the services in the competitive industry. It advertises its offers primitively via the newspapers. Many consumers do not have the time to read the newspapers; they are thus not aware of the business, services. On the other hand, consumers are aware of how the same services are provided by different companies because they adopt the use of social media platforms, as well as endorsements by celebrities. Consumers can access the services of the business, only when they visit its premises, contrary to other companies that provide door-to-door delivery of the same services according to the consumers.

Conclusion

Generally, any business corporation has to be flexible in terms of how it promotes its products or services. Businesses must conduct thorough research and surveys regarding their potential markets (Hollensen and Syend 019). They must constantly understand the desires, preferences, and needs of their clients regarding the products that they sell to them or the services they offer them (Philip and Kotler 117). They must also adopt marketing strategies that will see them retain their clients for a long time and even use them to expand their market in the industries that are often competitive (Chaffey et al. 119). A business must provide goods or services of high quality at all times to gain and retain strong links with its customers. It must also implement fruitful methods of product or service promotion that are up to date constantly to keep up with the customers' needs. Businesses should also ensure that they are flexible enough to cater for the emergency needs of the customer regarding their hours of operation.

Works Cited

Chaffey, Dave, and Fiona Ellis-Chadwick. Digital mar...