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Evaluate the promotional techniques undertaken by RIM Ltd - Leaving Cert Business - Question C - 2012
Question C
Evaluate the promotional techniques undertaken by RIM Ltd. There are four promotional techniques undertaken by RIM Ltd. They are direct advertising, sales promotion... show full transcript
Worked Solution & Example Answer:Evaluate the promotional techniques undertaken by RIM Ltd - Leaving Cert Business - Question C - 2012
Step 1
Direct/Advertising
Answer
RIM Ltd employs advertising to communicate information about their market and services to a broader audience. This method includes various media such as social platforms, publications, and the Internet.:
- Awareness Creation: Advertising raises awareness about the market, encouraging local consumers to visit.
- Attention, Interest, Desire, Action (AIDA): The ads aim to capture attention and persuade consumers to take action, leading them to visit or learn more about RIM.
- Digital Presence: RIM Ltd has developed an interactive website that includes engaging content such as videos, effectively enhancing their visibility. For example, "RIM Ltd has developed an interactive website which includes a video clip capturing a day in the life of the market".
Step 2
Personal Selling
Answer
RIM Ltd utilizes personal selling through direct interactions with potential customers.
- Sales Representatives: They employ sales representatives who interact with customers to promote products available at the market.
- Communication Skills: Effective personal selling requires representatives to possess strong communication skills and thorough product knowledge.
- Customer Retention: By providing feedback and persuasively engaging with visitors, they can attract new customers while ensuring existing clientele remain loyal. For instance, "Sales representatives from RIM Ltd use mobile display booths within the region to attract visitors to the area."
Step 3
Sales Promotion
Answer
Sales promotions are another strategy RIM Ltd employs to encourage immediate purchasing behavior among consumers.
- Incentives: RIM Ltd runs initiatives such as short-term competitions or special offers to entice consumers to engage with the market.
- Variety of Offers: Frequent promotional events can include discounts, competitions, and giveaways, effectively attracting and retaining consumers. An example of this might be: "RIM Ltd runs monthly competitions to win a prize of a weekend break in Riverport."
Step 4
Public Relations
Answer
Public relations play a critical role in establishing a positive relationship with the community.
- Generating Goodwill: RIM Ltd aims to improve their image within the local community through various outreach programs.
- Community Involvement: This includes sponsorship of local events and partnerships with local organizations. For example, "RIM Ltd intends to build on its good relationship with the local community by providing financial support to the local GAA club, in return for having the RIM Ltd brand name and logo appear on the club's jersey."