Marketing

1. Promotion strategies can't be set isolation from positioning strategy (20Marks)

How promotional strategy can help in positioning the product.
‫ والمقصود بيها ايه؟‬positioning ‫هنا هنتكلم عن‬
Promotional strategy try to link the needs of customers with brand
‫ بتعمل كده وبستخدم انهي واحده‬promotional strategy ‫هنقول ازاى‬

‫ ونحط أمثلة‬promotional tools ‫هنتكلم عن‬

(Ads- push and pull strategy- sales promotions- message and appeal- using
celebrates).
pull ‫ واكتب تعريف‬promotional ‫ من ال‬tools 4‫ او‬3 ‫ واتكلم عن‬positioning ‫الزم نتكلم يعني ايه‬
‫ وفايدتهم‬positioning ‫ استخدمها في ال‬tools ‫ واقول ازاى ال‬and push
market (price sensitive) ‫ وفي انهي نوع‬positioning ‫ بيفيد في ال‬sales promotion ‫ازاى ال‬
positioning ‫ بيساعدوا في ال ال‬sales, package ‫ازاى ال‬

:‫هنقسم االجابة إلى‬

)7 ‫ ونكتب اهميته (محاضرة رقم‬positioning‫ هنحط تعريف ال‬:‫االول‬
‫ ازاى احط نفسي‬،‫ زى بيع االرز والمكرونه والشيبسي والبيبسي والعصير‬push‫ (ال‬Push and pull :‫الثاني‬
،‫ع االرفف في الماركت‬
‫) _ هاخد اربع طرق على االقل نتكلم‬5‫ و‬2‫ و‬1 ‫ (محاضرة رقم‬promotional tools ‫ هنتكلم عن ال‬:‫الثالث‬
‫عنهم ونربط الكالم بأمثلة‬
.)positioning ‫ (ازاى بيساعدوني اني اعمل‬positioning ‫وفي االخر اربطهم بال‬

2. How traditional popular promotional tools and silent and popular promotional
tool can collaborate to achieve the communication objectives? (20 Markes)

awareness ‫ من اول ال‬communication objective ‫هنا هنتكلم عن ال‬ •

‫ دى بتنفع‬/‫ وانى ابقى معروف‬branding‫) وال‬6‫و‬5 ،4 ‫( محاضره رقم‬traditional tools ‫واتكلم عن‬ •
AWARENESS ‫في ال‬
‫ محاضره‬physical evidence ‫ وال‬packaging ‫ زى مثال ال‬untraditional -silent ‫واتكلم عن ال‬ •
SALES ‫ دي بتنفع في ال‬/ 8 ‫رقم‬
‫ مثال فقط بس نوضحلها اننا فاهمين‬2 ‫هنستخدم‬ •
•
3- How digital content can ad as promotional tools to brand local product? (10
Marks)
)9 ‫ )محاضرة رقم‬influencer ‫الصور – الفيديوهات – البوست – ال‬
1. Promotion strategies can't be set isolation from positioning strategy (20Marks)

First: Positioning
Positioning refers to the way a brand or product is perceived in the minds of
consumers in relation, to competing products or brands. It's about establishing a
distinct image and identity for your product or brand in the marketplace that sets
it apart from competitors.
Key aspects of positioning include: The Importance
• Differentiation: Highlighting unique features, benefits, or qualities that
distinguish your product or brand from others in the market. This could be
based on quality, price, functionality, design, or other factors that make it stand
out.
• Target Audience: Identifying and understanding the specific segment of
consumers you want to appeal to. by knowing their needs, preferences,
behaviors, and values.
• Perception: How consumers perceive your brand or product compared to
others.
• Value Proposition: Communicating the value your product or brand offers to
consumers. It answers the question: "Why should customers choose your
product over others?"
• Consistency: Maintaining a consistent message and identity across all
marketing channels to reinforce the desired positioning in consumers' minds.

Positioning Steps
1- Category Management: involves understanding and managing product
categories within a retail environment to maximize sales and profitability.
2- Identify Points of Differences (PODs): Determine the unique features, benefits,
or attributes that set your product apart from competitors' offerings.
3- Identify Points of Parity-similarity (POPs): Find areas where your product
matches or is similar to competitors' products. It could be aspects like basic
functionality or industry standards.
4- Choice Set Establishment: Based on the identified points of differences and
similarities, establish a choice set that aligns with consumer needs and
preferences.
 5- Ensure your product fulfills the minimum criteria or basic requirements that
consumers expect within the category. This establishes credibility and avoids
being eliminated from consideration.
6- Messaging and Communication: This messaging should reinforce the unique
value proposition while meeting the fundamental expectations of the category.
7- Consistency in Execution: Ensure consistency across all touchpoints—
advertising, packaging, promotions, and customer experiences—to solidify the
desired positioning in consumers' minds.

1.Push Strategy: This strategy involves "pushing" a product or service through the
marketing channel by targeting retailers, wholesalers, or distributors. The aim is to
get the product stocked on shelves and make it available to consumers. Key elements
of a push strategy include:
• Trade Promotions: Offering incentives to retailers or wholesalers to encourage
them to stock and promote your product. This could involve discounts, special
deals, or cooperative advertising.
• Sales Force Promotion: Using sales teams to actively promote the product to
retailers and wholesalers, highlighting its features, benefits, and competitive
advantages.
• Channel Partner Support: Providing marketing materials, training, and support
to channel partners to enhance their ability to sell the product effectively.
The goal of a push strategy is to create demand from the supply side of the market,
pushing products through distribution channels and ultimately reaching
consumers.
Example: coca-cola and Pepsi in trade promotion, sampling of Eve cosmetic
products through sales force
2. Pull Strategy: This strategy aims to create consumer demand, essentially "pulling"
customers towards the product. It focuses on generating interest and demand from
end consumers, encouraging them to request the product from retailers or
intermediaries. Key elements of a pull strategy include:
• Advertising and Promotion Directed at Consumers: Utilizing advertising, social
media campaigns, content marketing, and other promotional activities to raise
awareness and generate consumer interest.
• Brand Building: Creating a strong brand identity, fostering positive associations,
and building loyalty to attract consumers to seek out the product.
 • Consumer-oriented Promotions: Offering discounts, coupons, or other
incentives directly to consumers to encourage purchases.
Example: real-estate companies make
The goal of a pull strategy is to create a strong brand image and demand among
consumers, leading them to actively seek out the product, which, in turn, leads
retailers and intermediaries to stock it.
Example: sperospaties due to boycott products, this creates huge demand on the
local products.
Second: Promotional Tools
• Advertising: Utilizing paid communication through various media channels such
as television, radio, print (newspapers/magazines), online banners, social media
ads, and outdoor billboards to reach a wide audience.
For example, concrete company success to reposition themselves through
effective advertising using celebrates, advertising on television and billboards,

• Sales Promotion: is a significant power. Short-term incentives designed to

encourage the purchase or sale of a product or service, including discounts,
coupons, rebates, contests, giveaways, and loyalty programs.
For example, Watchit platform to increase their market share, they using
cooperation with Vodafone and orange telecommunication companies to reach to
bis audience with offering them free subscription

• Public Relations: Managing communication between a company and its audience

through press releases, sponsorships, events, community involvement, and crisis
management to build a positive image and create brand awareness.
It's important to B2B & B2C, MPR can work proactive and reactive and it's very
important in manage rumors and crisis
For example: Samsung company participating in ICT exhibition every year to promote
that they encourage transfer to sustainability through using materials friendly to
environment "green world", adidas always keen being sponsorship in football to build
positive image on their brand.

• Personal Selling: Direct interaction between a salesperson and a potential buyer to

present the product, answer questions, and build relationships. This can happen in-
person, via phone calls, or through video calls.
Example: Eve cosmetic company using this tool especially in malls to promote their
products and position their product as local and high quality.
2. How traditional popular promotional tools and silent and popular promotional
tool can collaborate to achieve the communication objectives? (20 Markes)
Communication objectives
• Building Brand Awareness: Introducing a new brand or increasing awareness of an
existing brand among the target audience.
• Reaching to a certain percentage of the target market or increasing brand recall.
• Promoting Product Knowledge: Educating consumers about the features, benefits,
and uses of a product or service to increase understanding and consideration.
• Changing Perceptions or Attitudes: Shifting consumer perceptions or attitudes
towards a brand or product.
• Encouraging Trial or Purchase: Prompting consumers to try a product or service for
the first time.
• Managing Reputation or Crisis Communication.

Traditional tools
Advertising, Direct Marketing, Digital Marketing, Sales, PR, personal selling

• Direct Marketing: Directly reaching out to individual consumers through email

marketing, direct mail, telemarketing, or SMS marketing to deliver personalized
messages and offers. Ex: (GYM offers through telemarketing) – amazon making
e-mail campaign, BMW sending brochures to potential car buyers

• Digital Marketing: Using online platforms and tools like social media marketing,
content marketing, search engine optimization (SEO), pay-per-click (PPC)
advertising, influencer partnerships, and affiliate marketing to reach and engage
with the target audience. Nike company

• Billboards: Nike's high-impact billboards in urban areas.

Untraditional communication tool

1- Merchandising "layout of store"
Merchandising techniques such as: display and store design vital
"communication tools" can guide a buyer towards making a purchase.
Merchandising tools:
Stickers, posters, window display, shelf positioning, digital imaging and shelf
space, web based merchandising analysis tools such as concrete website.
2- Package and branding
Package: Creating and managing an identity that symbolizes relevant and
appealing meaning to the prospective buyer. Such as mandoline chocolate once
I see the package I know the product.
The three basics functions of packaging
1- Protect (contain) : Apple's packaging ensures the safety and integrity of
its products during transit and handling.
2- Offer convenience
3- Communicate (what's the competitive edge of the brand?): Apple's
packaging communicates simplicity, and premium quality.

The six variables pf package

Shape, color, size, graphics, materials, smell
Example: Apple

Branding: reflect the reality of the core product and it's feature function and
benefits, music, visualization.
Brand Logo: has a significant influence on consumer evaluations of the brand.
Example: CoCa Cola
Branding Elements: Coca-Cola's branding centers on happiness, and
refreshment. The messaging often focuses on sharing joyful moments and
fostering connections.

Music: Coca-Cola is renowned for its iconic jingles and music in advertisements,
particularly during festive seasons. emphasizing the brand's association with
positive experiences and shared moments.

Visualization: The Coca-Cola logo, with its distinctive script font and red color,
symbolizes energy, passion, and enjoyment.
3- Physical evidence: is a silent communication tools
The environment in which the service is delivered and where the firm and
customer interact.
Role of Phyiscal evidence: communication, Branding, reflecting image
Service scope: is amodel developed by Booms and Bitner
1- Retail and Store Environments:
• Store layout, design, and ambiance
• Signage, displays, and visual merchandising
• Physical condition of the store, cleanliness, and organization
• Packaging of products and their presentation on shelves
Apple Stores: Apple's retail spaces are designed with clean lines, and focus on
product display. The layout encourages interaction with devices.

2- Hospitality and Tourism:

• Hotel lobby design, decor, and ambiance
• Room layout, furnishings, and amenities
• Cleanliness, maintenance, and comfort of facilities
• Quality and presentation of food and beverages in restaurants
The Ritz-Carlton's staff attire reflects elegance and professionalism. The
uniforms contribute to the luxurious ambiance and convey the brand's
commitment to exceptional service and attention to detail.

3- Financial Services:
• Office or branch design and layout
• Quality and condition of furniture and equipment
• Security measures and privacy considerations

4- Online Services:
• Website design, user interface, and navigation
• Packaging and delivery of physical products purchased online
• Customer service interactions, including email confirmations and
follow-ups

5- Events and Entertainment:

• Venue design, decor, and setup
• Quality of audiovisual equipment and technology
• Cleanliness, comfort, and safety measures in place
Such as: IKEA store they depend on fixed path design
3. How digital content can add as promotional tools to brand local product?
Digital content: any service or product online such as Booking.com, Shahid.net,
watchIt they deliver content
Affecting digital content on:
• Brand
• Awareness
• Sales and brand equity
• Switching to another product and try it

Digital content Manager

Focuses on increasing potential customers appreciation of the brand by
adding value to their lives for example: podcast, blogs, newsletter

So content can promoting brand through: Cognitive Engagement and

Emotional engagement, Then it'll reflect on brand equity

Content goals: Awareness, Engagement, conversion lead generation and

sales

Digital channels: Google website, Social media platform, google youtube,

social media communities

Forms: Videos(reels, stories, using Artificial Intelligence)

• Written posts
• photos
• Source: brand page on social media
• Brand website

• E-commerce and Website Optimization:

Optimize your website for local SEO, ensuring that your product
appears in searches related to the region or local specialties.

• UGC ( user generating content): Encourage customers to share their

experiences with the product through reviews, testimonials, or user-
generated content. Share these on social media or your website to
build trust and credibility.
• Social media influencer (how they affect brand image?)
Their experience ,storytelling about the brand
Number of followers
Their brand personality fit
The number of posts
Interactivity on his/her page