Based on the above paper, identify 2 (TWO) issues for each promotional tools sta

Question

Based on the above paper, identify 2 (TWO) issues for each promotional tools stated above for Khind Company and explain them

DISCUSSION ON THE PROMOTIONAL TOOSUSED BY THE COMPANY ITS PRODUCTS Trade-related incentive programs: Khind Group incentive program is a formal scheme used t promote or encourage specific actions or behavior from its dealers, retail stores sale agent during a defined period of time. Khind Group use exhibition to showcase and de onstrate Business-to-business trade events: their new products and services. wareness campaigns: Khind Group embark on a vigorous campaign to make sure Consumer a that consumers are aware of their product, both new and old products. Media advertising: billboards, outdoor, Khind Group use various means of media advertising methods such magazines, newspapers, radio, television, and internet n roadshows and exhibition: Khind Group organizes roadshows and exhibitions from Participatio daily to weekly and to monthly bases to promote it various product and inform both potential new and old customers about new product.

Explanation / Answer

1: Trade related incentive programs: One of the issue in this program is criteria of trading should not be only behavior or action but also there should be some financial impact interms of sales . This drives them to work hard for generating more business to the company. Second issue was there was no classification for dealers, retail stores or agents based on their business capability. This will create imbalance between the rating of the beneficiaries as small trade agents may not have the same drive to sales like bigger players.

2: Business to business trade events:There should be some KPI ( Key Performance Indicator) to analyse the benefit through such trade events. No information related to target market ( or selection) is given in the tool.

3:Consumer awareness: Key performance Indicator to measure the effectiveness is not there in the tool. Another issue was no proper direction were made against purpose of campaign and the target segmentation.

4:Media: The company is not using the advanced media such as social website campaigning which can drastically reduce the effort and cost in marketing. Focused areas for advertisement is also not given in the tol ( which product or which service ).

5: Participation roadshows and exhibition: Campaign should be value based and it should have proper direction. Visibility of such campaign and takeasways should be monitored and that was not getting captured in the tool

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