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A STUDY ON BRAND PROMOTION

AND
SUCCESSFUL MARKETING STRATEGIES

A REPORT ON MINI PROJECT

Submitted to
Department of Management Studies, VIIT
In the partial fulfillment of the requirements for
the award of the degree of
MASTER OF BUSINESS ADMINISTRATION

By

K.RAMYA
[Reg. No. 18L31E0089]

Under the guidance of

Dr. CH. HARI GOVINDA RAO

Associate Professor, Department of MBA

DEPARTMENT OF MANAGEMENT STUDIES

VIGNAN’S INSTITUTE OF INFORMATION TECHNOLOGY
[AUTONOMOUS]
Approved By AICTE and Affiliated To JNTUK University,
Kakinada, A.P., INDIA
2018-20

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DECLARATION

I here by declare that the work described in this mini project, titled “A STUDY ON
BRAND PROMOTION AND SUCCESSFUL MARKETING STRATEGIES ” which is
being submitted by me in Partial fulfillment for the award of degree of Master Business
Administration in the Dept. of Business Management, Jawaharlal Nehru Technological
university, is the result of investigations carried out by me under the guidance of Dr. ch. Hari
Govinda Rao Assoc.Prof., Department of Management studies, Vignan’s Institute Of
Information Technology, Duvvada, Visakhapatnam. The work is original and has not been
submitted for any Degree/Diploma of this or in any other university.

Place: Visakhapatnam. Signature:

Date: Name of the candidate: K.RAMYA

Reg.No:18L31E0062

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VIGNAN’S INSTITUTE OF INFORMATON TECHNOLOGY (A)

VIIT (A),Duvvada, Visakhapatnam-46

DEPARTMENT OF MANAGEMENT STUDIES

Date:

CERTIFICATE

This is to certify that the work described in this mini project, titled “A STUDY ON BRAND
PROMOTION AND SUCCESSFUL MARKETING STRATEGIES” which is being
submitted by me in partial fulfillment for the award of degree, Master of Business
Administration in the Dept of Management studies, Jawaharlal Nehru Technological University
Kakinada, is a record of bonafide work carried out by her under our guidance and supervision.
(The results embodied in this dissertation to any other university or Institute for the award of any
degree or diploma.)

(Dr. CH.HARI GOVIND RAO),

Project guide.

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VIGNAN’S INSTITUTE OF INFORMATION TECHNOLOGY

VIIT (A), DUVVADA, A.P., India

June-2019

MARKS ASSESSMENT SHEET

NAME OF THE STUDENT : K.RAMYA

ROLL NUMBER : 18L31E0089

TITLE OF THE MINI PROJECT : “A Study on Brand promotion and Successful

Marketing Strategies”

TITLE MAX MARKS AWARDED MARKS

MINI PROJECT 50

SEMINAR ON MINI 50
PROJECT

HOD –MBA (Dr. Ch. Hari Govinda Rao)

Project guide

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ACKNOWLEDGEMENT

Apart from the efforts of me, the success of this project depends largely on the
encouragement and guidelines of many others. I take this opportunity to express my gratitude to
the concerned that have been instrumental in the successful completion of this project.

I extended my sincere gratitude to my project guideMr.CH .HARI GOVIND RAO for his/her
consistent encouragement, benevolent criticism, inseparable suggestions which were the main
reasons to bring the work to present shape.

I wish to convey my sincere regards to esteemed Head of the Department Dr.T.Archana

Acharya for giving me the permission to carry out the project work.

I am also thankful to our beloved Principal Prof.B.Aurundathi for giving me the

permission to carry out the project work.

I extended my sincere gratitude to my internal department project coordinator assistant

professor K.V.S.Praveena for his consistent encouragement, benevolent criticism, and
inseparable directions.

Finally I would like to express my deep sense of gratitude to my beloved parents and my
family members for their love and blessings to complete the project successfully.

(K.RAMYA)

REG.NO:18L31E0089

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INDEX

CHAPTER NO CONTENT PAGE NO

1 INTRODUCTION 1-7

1.1 Brand Promotion 7

1.2 Brand Promotional Strategies 8-12

2 Requirement of Brand promotion 12-13

2.1 Examples of Brand Promotional Events 13-16

3 Marketing Strategies 16-17

3.1 Understanding Marketing Strategies 17-18

3.2 Creation of Marketing Strategy 18

3.3 Best Marketing Strategies to use 19-21

4 Significance & Scope 21

5 Hypothesis 22

6 Objectives of the Study 22

7 Limitation 23

8 Summary 23

9 Findings 24

10 Bibliography 25

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ANALYSIS OF BRAND PROMOTION

AND
SUCCESSFUL MARKETING STRATEGIES

ABSRACT:
Every company must market itself, but what truly sets a product apart from its
competitors is branding. Unlike marketing, which encourages someone to buy a product
or use a service, branding seeks to build loyalty and a long-term customer base. When
done correctly, a brand can become the go-to for a particular product or service.
Building a strong brand identity doesn’t happen overnight. Instead, you’ll have to invest
time and money into brand promotion, which is a long-term marketing strategy that
keeps your company top of mind for those seeking the products or services you offer.
Brand promotion can be achieved through the following:

 Social media
 Partnerships
 Promotional products
 Contests.

KEY WORDS:
 Brand recognition
 Building loyalty
 Long term customer base
 Customer satisfaction

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1. INTRODUCTION:
1.1 Brand promotion:
Whether you are a small or a large business, just starting out or
already established, you’ll need to promote your brand to grow and retain a customer base.
Branding helps to distinguish you from competitors, highlights what makes your business the
best option and lets people know what to expect from your company. Brand promotion also

aligns you with your target audience and keeps them engaged with your company.

1.2. Brand Promotional Strategies:

A great brand promotion strategy is vital to grow once

business. Some companies use more than one method, while others may use different
methods for different marketing purposes. Regardless of your company's product or
service, a strong set of promotional strategies can help position your company in a
favorable light, while opening the doors for future communication.

1.2.1. Contests as a Promotional Strategy:

Contests are a frequently used promotional strategy. Many contests don't
even require a purchase. The idea is to promote your brand and put your logo and name in 8front
of the public rather than make money through a hard-sell campaign. People like to win prizes.
Sponsoring contests can bring attention to your product without company additional efforts.

1.2.2. Social Media Promotion:

Social media websites such as Face book and Google+ offer
companies a way to promote products and services in a more relaxed environment.
This is direct marketing at its best. Social networks connect with a world of potential
customers that can view your company from a different perspective.

Rather than seeing your company as "trying to sell" something, the social network
shows a company that is in touch with people on a more personal level. This can help

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lessen the divide between the company and the buyer, which in turn presents a more
appealing and familiar image of the company.

1.2.3. Mail Order Marketing:

Customers who come into your business are not to be
overlooked as they have already decided to purchase your product. What can be helpful
is getting personal information from these customers. Offer a free product or service in
exchange for the information. These are customers who are already familiar with your
company and represent the target audience you want to market your new products to.

1.2.4. Product Giveaways and Samples:

Product giveaways and allowing potential customers to sample a product
are methods used often by companies to introduce new food and household products. Many of
these companies sponsor in-store promotions, giving away product samples to entice the buying
public into trying new products.

1.2.5. Point-of-Sale Promotion and End-Cap Marketing:

Point-of-sale and end-cap marketing are ways of selling product and promoting
items in stores. The idea behind this promotional strategy is convenience and impulse. The end
cap, which sits at the end of aisles in grocery stores, features products a store wants to promote
or move quickly. This product is positioned so it is easily accessible to the customer.

Point-of-sale is a way to promote new products or products a store needs to move. These items
are placed near the checkout in the store and are often purchased by consumers on impulse

1.2.6. Customer Referral Incentive Program:

The customer referral incentive program is a way to encourage current
customers to refer new customers to your store. Free products, big discounts and cash rewards
are some of the incentives you can use. This is a promotional strategy that leverages your
customer base as a sales force.

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1.2.7. Causes and Charity:

Promoting your products while supporting a cause can be an effective
promotional strategy. Giving customers a sense of being a part of something larger simply by
using products they might use anyway creates a win/win situation. You get the customers and the
socially conscious image; customers get a product they can use and the sense of helping a cause.
One way to do this is to give a percentage of product profit to the cause your company has
committed to helping.

1.2.8. Branded Promotional Gifts:

Giving away functional branded gifts can be a more effective promotional move
than handing out simple business cards. Put your business card on a magnet, ink pen or key
chain. These are gifts you can give your customers that they may use, which keep your business
in plain sight rather than in the trash or in a drawer with other business cards the customer may
not look at.

1.2.9. Customer Appreciation Events:

An in-store customer appreciation event with free refreshments and door prizes will draw
customers into the store. Emphasis on the appreciation part of the event, with no purchase of
anything necessary, is an effective way to draw not only current customers but also potential
customers through the door. Pizza, hot dogs and soda are inexpensive food items that can be used
to make the event more attractive.

Setting up convenient product displays before the launch of the event will ensure the products
you want to promote are highly visible when the customers arrive.

1.3.0. After-Sale Customer Surveys:

Contacting customers by telephone or through the mail after a sale is a
promotional strategy that puts customer satisfaction first while leaving the door open for a
promotional opportunity. Skilled salespeople make survey calls to customers to gather

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information that can later be used for marketing by asking questions relating to how customers
feel about the products and services purchased.

2. REASONS WHY THERE IS REQUIREMENT FOR BRAND

PROMOTION :

 Branding communicates what type of company you are.

 Branding creates familiarity.
 Branding presents a consistent message
 Branding generates referrals
 Branding creates connection

2.1. 5 Examples of Promotional Event Ideas to Build Your Brand:

Experiential activity is a powerful way to build a brand story and ‘lifestyle’

around your products and services, and therefore often plays a leading role in the marketing
strategy of bigger brands.
But whether you’re a tech giant like Amazon or a small startup, holding live events is a
compelling way to raise your company’s profile and engage customers on a deeper level.

We’re bringing you five of our favorite creative and outrageous promotional events held over the
past year from the likes of Paddy Power, Amazon, and Bombay Sapphire to get your creative
juices flowing.

Of course, these brands have particularly large budgets allowing them to stretch the boundaries
of imagination more than most! But you can still take inspiration in the ingenious creativity on
show and take your experiential marketing game to the next level.

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2.1. A ) Paddy Power’s Passport Office:

Never one to shy away from outrageous marketing ploys,

gambling giant Paddy Power created a pop-up passport office ahead of the Ireland v England Six
Nations game to make light of the influx of UK citizens applying for EU-accessible documents.
The marketing stunt was extended by four billboards featuring Brexit jokes erected across
Dublin to spark some crack between fans. Of course, England had the last laugh when it came to
the game.

B) Burger King’s Whopper Detour:

Last year, Burger King took their promotional marketing to a new
level by sending customers into enemy territory. Never one to miss an opportunity to troll their
rivals, they offered customers a limited-time one-cent Whopper deal through the Burger King
app. The catch: customers had to place the order on the app while inside or nearby a
McDonald’s, before being directed to the nearest Burger King to redeem the offer. Genius!

C) Amazon’s Jurassic Delivery:

As part of a triple branded stunt promoting the “Jurassic World: Fallen
Kingdom” movie, Amazon and Jeep Wrangler drove a mysterious shipment around LA – the
largest box in the company’s history to date – addressed to Owen Grady and Claire Dearing (the
movie’s protagonists). The box featured the signature Jurassic World logo, air holes, and an
interactive shipping label that invites you to discover what’s in the box. The interactive elements
allowed passed by accessing a landing page with discounted Jurassic Park movies and a video

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revealing the secret contents of the box with Amazon app. It also featured the ultimate 2018 call-
to-action: “Alexa, ask Jurassic World what’s in the box?”

D) Google’s mini doughnut shops:

To promote the launch of Google Home Mini – a speaker the size of
a doughnut – the tech giant partnered with bakeries across the US to open a series of
doughnut pop-up shops. Visitors were invited to ask the device a question which
triggered a mystery box to slide down a shoot containing either a Google Home Mini or
a doughnut. Don’t worry – those who received a Mini got a doughnut too!

E) Bombay Sapphire ‘stirring’ creativity:

Leading with the line “One part gin, three parts you”, Bombay Sapphire’s
“Stir Creativity” campaign saw a series of interactive gin bars popping up across Europe and
beyond, encouraging attendees to become mycologists and unleash their cocktail creativity. The
campaign launched in London with CANVAS where 15 renowned artists came together to
transform the space from a blank canvas to a living work of art over four days. Guests were
invited to watch the live art while getting creative with their own cocktails using a selection of
garnishes, glitter, and edible paint. The experiential pop-up was the perfect way to highlight the
versatility of the spirit and the creativity at the heart of every cocktail.

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F) Google’s mini doughnut shops:

To promote the launch of Google Home Mini – a speaker the size of a

doughnut – the tech giant partnered with bakeries across the US to open a series of doughnut
pop-up shops. Visitors were invited to ask the device a question which triggered a mystery box
to slide down a shoot containing either a Google Home Mini or a doughnut. Don’t worry – those
who received a Mini got a doughnut too!

All brands, no matter what size, can use experiential promotional events to drive awareness,
deepen product understanding, and build stronger customer relationships. You need to start
thinking outside the box (or in it, in the case of Amazon and Google!) for maximum impact.

3. Marketing Strategies:
Marketing strategy is a collection of techniques that enable a particular
organization to direct its resources towards the best opportunities in terms of increasing sales and
achieving sustainable advantage over the competition. A company’s marketing strategy consists
of long term activities that contribute towards developing strong brand awareness.

A marketing strategy is a business's overall game plan for reaching people and
turning them into customers of the product or service that the business provides. The marketing

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strategy of a company contains the company’s value proposition, key marketing messages,
information on the target customer and other high-level elements.

The marketing strategy informs the marketing plan, which is a document that
lays out the types and timing of marketing activities. A company’s marketing strategy should
have a longer lifespan than any individual marketing plan as the strategy is where the value
proposition and the key elements of a company’s brand reside. These things ideally do not shift
very much over time.

3.1. Understanding Marketing Strategy:

Marketing strategies are often confused with marketing plans. Because

they do feed off one another, it is not unusual to find the marketing strategy and the
marketing plan baked together into a single document. Although the transition
between the two is blurry, a marketing strategy covers the big picture of what the
business offers: the value proposition and related brand messaging. The marketing
plan is how the business will get across the key message: the platforms, the
creative, the timing and so on. The marketing strategy may also be absorbed
upwards into the corporate value statements and other strategy documents.

Academics continue to debate the precise meaning of marketing strategy.

Consequently, different definitions abound. On close examination, however, these
varied definitions at least partially appear to emphasize the notion that marketing
strategy refers to a broad statement of what is to be achieved under the umbrella of
"marketing."

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3.2. The Creation of Marketing Strategy:

Contrary to popular practice, marketing strategy is not pulled out of thin air. At

least it shouldn't be. A marketing strategy should grow out of a company’s value proposition.

The value proposition summarizes the competitive advantage a company has in its market. The

value proposition usually provides the key message for all marketing.

Walmart, for example, is a discount retailer with “everyday low prices,” and

its business operations and marketing revolve around that. A company should never create a

marketing strategy from scratch. The correct recipe is to start with the value proposition and

distill the key marketing message(s) from that.

Once the value proposition is succinctly stated, the hard work is done. Any

marketing asset, from a print ad design to a social media campaign, can be judged by how well it

communicates the value proposition. To further the efficiency of marketing efforts, market

research can be added to the marketing strategy for the purpose of identifying untapped

audiences or refining the target consumer. Finally, an overall goal for the marketing strategy can

be set, with all the subsequent marketing plans inheriting the responsibility for delivering on it.

These can be concrete, bottom-line goals such as increasing sales or something less direct like

climbing the ranking of trusted providers within the industry.

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3.3 What are the best marketing strategies to use?

Here are the best marketing strategies to use to grow your business--

A) Use social media:

You can't ignore social media. That's where all the so-called magic is happening. Some
businesses have been built solely on the backs of social media. It can be intimidating at first.
Sure. But as you build momentum, you'll find posting on social media to get easier and easier
over time.

Of course, you could also hire a social media manager if you have money to burn. But if you
don't, just be yourself. Be authentic. Post your thoughts. Post your products. Post anything that
you find relevant and useful that would help your audience either learn more about you and your
business, or about the industry that you're in.

Use direct messages on platforms like Instagram and even Snap chat or Twitter to reach out to
other successful businesses or even to communicate with potential customers who might be
looking for your products and services.

B) Create video tutorials:

One of the most effective ways to get the word out on your business is to create
video tutorials. Teach people something useful. Walk them through it. Hold their hands. Step-by-
step tutorials are all the rage. The better you are at this, and the more value you provide, the
quicker you can boost your visibility, and ultimately, your sales.

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C) Use Face book ads with re-targeting:

One of the most powerful methods you can use to market just about anything these days are
Face book ads. With Face book, you can reach a very specific audience and you can do it very
easily. You can target by interest, age, relationships status, geographic location, and so much
more.

But the trick here to getting great results isn't just about click-traffic. You have to focus on
conversions and re-targeting through pixels. If you don't know how to install the Face book Pixel
on your site, then you absolutely must learn how to do this right now.

3.3.1. Some other good marketing strategies are:

 Target audience
 Awareness
 Unique advantages
 Communication with your clients
 Activities

4. Significance and Scope:

 It expand sales
 It brings stability.
 It increases brand awareness.
 Hiring strategies is critical for reducing turnover and finding quality to produce
productive employees.
 Marketing strategy is used to build and define your brand through strategic messaging.
 Brand promotion provides a stable asset
 Brand promotion provides economic value

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5. HYPOTHESIS:

Brand promotion is necessary to differentiate our product by convincing the

customers about the unique features of our bran d. It is required to build brand equity. It also
helps help stabilize the sales affected by natural, social, Political changes.

6. OBJECTIVE OF THE STUDY:

 To clearly deliver a message.

 To confirm the brand’s credibility in the market place.
 To emotionally connect target prospects with a product or service.
 To motivate the buyer to make a purchase
 To create user loyalty.

7. LIMITATIONS:

 Too much of brand promotion can create negative impression in the view of customers.
 The prices reduced for brand promotion can be difficult to rise back when public enticed
with low price, reducing your profit margin sustainability.
 When an organization inculcates new strategy it should monitor carefully to avoid
complacency of its business.
 When an organization uses different strategies, it should always remain up-to-date with
new technologies to retain current customer base and works towards reaching new
customers.

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8. SUMMARY:

What a consumer sees is an exciting, professional and relevant promotion. This

encourages them to choose the promoted brand. Example is Amazon services, behind these
results is an enormous amount of planning and communication, of which must be both effective
in itself and in supporting other parts of the event.

All business strategy is marketing strategy. Your ability to think clearly and
well about the very best marketing strategies, and to continually change and upgrade your
activities, is the key to the future of your business.

9. FINDINGS:

There requires a creative and innovative way of achieving customer loyalty and
therefore establishing brand promotion in totally a different standards. MARKETING IS the
most exciting of all business sports. It is the heartbeat of every successful business. It is
continually changing in response to the explosion of information, the expansion of technology,
and the aggressiveness of competition, at all levels and everywhere. Using different strategies in
building brand promotion helps achieve the desired brand image.

One of the most important things in managing a brand is to be able to position it

positively relative to competitors in the minds of consumers in target markets. The brand needs
to communicate the key values of the products and the business.

The Hi-Tec's four key brand elements are proud, honest, fun and hungry. These
elements have been developed to be closely associated with its products. Hi-Tec aims to
emphasize these factors within its unique selling proposition.

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10. Bibliography:

http://businesscasestudies.co.uk/hi-tec-sports/using-promotion-to-position-a-
brand/conclusion.html

https://www.scribd.com/doc/34630942/Pepsi-Project-2010-Brand-Promotion

https://reputationresults.com/5-successful-brand-promotion-strategies-can-learn/

https://www.investopedia.com/terms/m/marketing-strategy.asp

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