Promotion

Promotions involve “…tools used to communicate with consumers. For example, advertising includes broadcast, print, Internet, outdoor, and other forms. Sales promotion includes discounts, coupons, displays, and demonstrations. Personal selling includes sales presentations, trade shows, and incentive programs. Public relations includes press releases, sponsorships, special events, and Web pages. And direct marketing includes catalogs, telephone marketing, kiosks, the Internet, mobile, and more.” (Marketing: an Introduction, Ch. 12, Pg. 377) It would not be inconceivable to work with bars or alcohol manufacturers to provide promotions such as sales, package deals, special offers when purchasing certain drinks, etc. “Consumer purchases are influenced strongly by cultural, social, personal, and psychological characteristics... For the most part, marketers cannot control such factors, but they must take them into account.” (Marketing: an Introduction, Ch. 5, Pg. 137) During certain national holidays, drinking alcohol becomes a sort of widespread ritual, and all parties can benefit from proposing special deals for St. Patrick's Day or the Fourth of July, for example. Taking advantage of such cultural phenomena would be wise. In addition, “today, more companies are adopting the concept of integrated marketing communications (IMC). Under this concept… the company carefully integrates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its brands.” (Marketing: an Introduction, Ch. 12, Pg. 380) All relationships with suppliers, distributors, re-sellers, and the like, it there should be a constant message relayed by the quality and diligence of the company's internal and external workings that instill a sense of reliability that makes Phileas Fogg a desirable company with which to work.