Integrated Marketing Promotions for Products Pakshoo (Safflower) from the Perspective of Customers in Tehran TOPSIS Method

Transcription

1 Integrated Marketing Promotions for Products Pakshoo (Safflower) from the Perspective of Customers in Tehran TOPSIS Method Hormoz Rostami Department of Business Management, Payam Noor University, Kermanshah, Iran Kamran Nazari Department of Business Management, Payam Noor University, Kermanshah, Iran Shahin Farzi Khaledi Department of Business Management, Payam Noor University, Kermanshah, Iran Abstract Companies should be mixed to create a place for their goods promotion (advertising, sales promotion, public relations and sales person) to a cleverly designed and run. The subject of this study combined promotion for customers to view products Pakshoo TOPSIS method is in Tehran. In this regard, the two-stage build awareness about the AIDA model (first stage) the purpose of buying (second stage) is used. The two stages of the AIDA model is based on the hypothesis that: 1. Introduction and promotion of awareness among the most desirable mix of products Pakshoo (Safflower) from Tehran television advertising has on consumers. 2. Promoted in buying the most desirable mix of products Pakshoo (Safflower) from Tehran's perspective customers to promote sales free samples. 3. Introduce and create awareness of products Pakshoo (Safflower) from Tehran customers view current advertisements to promote sales of the current are greater. 4. In order to purchase products Pakshoo (Safflower) from the perspective of promoting the sale of Tehran's current customers will affect more than the current promotions. Hypothesis is the most desirable method of advertising and promoting the sale of the first and second and third and fourth hypothesis examines the current state of corporate advertising programs and sales promotion offers. In this study of 500 people in the areas of consumer products, safflower, North, South, West, East, and samples were taken in downtown Tehran. Results from analysis of data has shown that the most desirable mix of promotion and creating awareness in the introduction of television ads and Safflower products promoted in the most desirable mix of products Safflower provide samples free of charge. And also the company's marketing program has been successful, but poor sales promotion activities. Key Words: Mixed Promotions, Advertising, Sales Promotion, Public Relations, Sales Person 1- Introduction: Modern marketing is something much more than good products, good pricing, and ease of access to consumer goods. Companies need to communicate with their customers and what should be the subject of this communication should not be a chance for (Cutler Armstrong 2000). So companies need to communicate better promotion of mixed use. The ultimate goal of producing goods and services, gaining more profits is through consumer satisfaction and loyalty is obtained. Art in the preparation and execution of integrated marketing management is to promote the right of the identified goods and services to consumers and encourage them to buy. Several factors will determine the need for promotion, including: 1 - Increasing the physical distance between producers and consumers that the problem is communication. 2 - The fierce competition between different sources and companies in the industry that a lot of pressure on the sellers of promotional programs. Some experts believe that marketing and management in today's economy, more consumers seek to satisfy their demand and the needs are. This has led companies to attract more customers, and provide appropriate promotional programs to run. In other words, they believe that the need of customers has remained stagnant, and this needs to be brought up with promotional activities because promotion is important. In some communities, the largest part is devoted to marketing costs to promote (the Rosta Abrahymy Venus 1996). The duty of good products is not limited to companies and consumers to be aware of the benefits of their products and their proper place in the minds of consumers to make their goods. For this purpose they should be mixed promotion (advertising, sales promotion, public relations and personal selling) to skillfully use (Cutler Armstrong 2001). 815

2 2- Literature Review 2-1) Definition of Marketing: Cutler is the marketing activity in order to satisfy human needs and wants through exchange processes. To further understand the definition of terms used in the above short description is given below: Requirements: The individual is expressing a feeling of deprivation. Asked: meet the needs. Demand: the ability to meet that wanted. Product: born human needs and desires. In other words, the product is something that is able to satisfy a request. Also, anything that provides a service or product can be considered to meet the need, including: people, places, organizations, services are methodize. Market: Local exchange potential or gathering place for some consumers who have common needs and common medium of exchange or currency will trade in their use (Bolurian Tehrani, 1997) Numerous other definitions have been proposed for marketing: Marketing to create the time, location and operation of the goods or the use of the property refers. Marketing of goods from one place to another to transmit them to stock ownership and the changes it will intervene by buying and selling. Marketing mix Jerome McCarthy marketing mix consists of four major factors: product, price, place and promotion suggested that these four factors traditionally known as the 4P. The 4P, is any action that could influence demand for their goods and to do. I like the other compounds in the future, packaging, power, planning, and persuasion to mix was added. (Carthy & Jerome,1995) The importance of nature and promotions: Companies need a systemic review of all promotional activities as sub-systems within the entire marketing system is identified. This means coordinating sales forces, advertising programs and other promotional activities in terms of economic theory.the main objective of promotions is to change the location of the demand curves and revenue for the company products. Upgrading or promotion is basically a series of activities to inform, persuade and influence that are relevant to each well. (Rosta, Venus,Ebrahimi 19996, p. 324). The strategy aims to promote the combination of the following is obtained (ROWLEY, 1998,P.384) Increase sales, maintain and improve market share, create or improve brand recognition, create an appropriate climate for future sales, market awareness, creating a competitive advantage over competitors' products or market position, improve the efficiency of promotion. 2-2) Promotion Mix: The fourth factor in the marketing mix (promotion) covers all the communication tools that can deliver a message to the target audience, these tools can be divided into four groups (Rosta, Venus and Ebrahimi, 2002, p. 328). advertising, sales promotion, public relations and sales person Advertising: Commercial advertising is specifically non-personal relationship and introduce products or services from different carriers in payment for profit or nonprofit institutions or individuals in a marked manner (Kotler & Armstrong 1997 P462). Powerful tool in spreading awareness advertising, corporate identity, product, service or idea and vision is. Advertising Information means all activities, so that after a cycle of contact and communication traits, qualities, benefits and others react in case a buyer and eventually increase demand for its goods. The model has been used to describe the advertising model is M5. When preparing a marketing campaign should be about 5 important management decisions that are known as the M5 and include: purpose, money, message, media, advertising assessment (Mohammadian, 2000, p. 68). Mission Money Message Measurement Media Pattern 5m 816

3 2-3) Promotional purposes: The first step in preparing a specific promotional advertising goals. Such decisions are often influenced by previous decisions about the target market, market position and marketing mix elements are. Policy position in the market and marketing mix elements that determine the total marketing program for its implementation will be advertising. For a lot of advertising and communication objectives can be determined. Advertising a particular communication task is a goal that must be established within a specific time and specific target audiences. (Cutler Armstrong,2000) A special promotional program goals and objectives depend on the commodity that we're going to advertise it in directly. Advertising objectives can be divided based on the order of the advertising purpose of advertising is to inform, persuade and be reminded. 2-4) Advertising Budget: M, which is discussed in the second ad, or budget money is allocated. Because it is extremely important that all activities be funded advertising campaign to overshadow the larger scale and can be said that the marketing communication activities are also effective, in the simplest form can be stated that the amount spent least on the part of audiences and advertising leads your customers to buy the harvest may be lost and leave them unaware of the product or promotional purpose. Or on the huge amount spent on advertising over what should be spent on causes reduced corporate profits and the company has earned some money go to waste. (Mohammadian, 2000, p. 91) 2-5) Advertising Message: After setting goals and budget information, management should develop a creative strategy, in this regard must pass through three stages: preparation and planning to evaluate and select the message and the message. To prepare people to find creative ideas to use and awareness of different ways. Many of them from talking with customers, sales agents, experts and competitors begin to work. Some other advantages to identify customers who purchase and use of the product they are searching for this is that customers now have the product and to use it. The advertisers, to provide your a lot of Few of them are used. Evaluation and selection of messages: knowledge provider should evaluate the different messages. This message must have three characteristics: 1 - remind customers of the utility product to explain why the product is better than competing brands - is unbelievable. The message: the message that not only "what is said," but rather "how to say" it depends. Notice must be given to suppliers to attract the target market offer. (Village Venus and Abraham,1996, p. 338) 2-6) Attractions in the Advertising Message Types: To have a sense of gravity or a favorable response to make. Attractions There are three types: rational, emotional and moral. Logical appeal to the interests of the audience is concerned. They show that the expected benefits and advantages of our audience have. Messages that quality, efficiency, utility and demonstrate the use of goods, including messages that appeal to their logic is used. In an attempt to feel the attraction of the positive or negative feelings that can be stimulated to buy. Communication professionals can be a positive emotional concepts like love, honor, pride or pleasure to use, or it can include feelings of fear, guilt, shame that people are forced to do the action (such as brushing teeth. s) or attempt to stop the practice (such as smoking). Moral gravity of the attractions that the message is used to detect this kind of attraction about right and wrong on the audience. The moral of the attractions that you used to compel people to support some social issues, such as a cleaner environment, race relations, women's equality and helping the needy. (Kotler & Armstrong 1997 P431) 2-7) Media: M is the fifth in the advertising media. The most important distinction between different types of media can we make the distinction between broadcast media (radio and television) and print media (newspapers and magazines) is. To create an atmosphere and mood of the audience or to create a positive feeling, TV seems to be more effective. The more detailed the print media to provide accurate information and better. 2-8) Advance Sales: Promote sales of the devices operating in the short term stimulus to the decision to purchase goods or services for the consumer market and industrial market is (Mojtahedi 1993, p. 598). Grab the sale of commercial advertising does not work. Performance, promoting further thought and brain people to their behavior, but the 817

4 customers of the products offered to buy two units of commodity prices, an award-winning or receiving a gift about as action turns. (Rezaei Nejad 2000, p. 195). In non-personal promotions to offer customers the products we buy, but in advertisements promoting the sale of our goods to be purchased now (Cutler Armstrong 2000, p. 598). 2-9) Public Relations: Public relations is one of the tools that elevate its role to create and promote a positive image about the company and its products are. Public Relations Institute of America has defined it as follows: deliberate efforts, planning and support to establish and maintain mutual understanding between organizations and the general public (PALMER 1994). When working in advertising and promoting sales of products is low, it was resorting to public relations marketing. Public relations tools, including news, speeches, special events such as press conferences and press trips, all written and visual materials such as videos and cassettes audio and video. 2-10) Sales Person: Sales promotion tools is another person who has actually spoken about, to negotiate in person with one or more potential buyers to sell. (Cutler Armstrong,2000, p. 579) 2-11) AIDA Model Includes four steps are as follows: 1. Create awareness and interest in the people we're attracting the attention of people to advertising there are many ways such as for large, controversial or shocking content, etc. (Mohammadian, 2000, p. 121) 2. Create interest in the people: music and language teaching experience and attitude should be the proportion of target customers. (Mohammadian, 2000, p. 121) 3. Stimulate people's desire: the advertiser to communicate with customers, he should be able to do it right target customers know how they think, then messages must be able to convince customers. (Mohammadian, 2000, p. 122) 4. Pushing people to buy the communication is done in the field of research that has now been determined that potential customers should be aware that in addition to the place and its role in everyday life they are but sales representatives, goods and present in person and explain the goods and performance pay and the potential customer can see them up close. (Mohammadian, 2000, p. 123) 3- Method: The researchers sought to examine the integrated marketing promotions for customers to view products Pakshoo in Tehran. The objective of this research, and application of the method used, a survey research - is analytical. Statistical population of all consumer products Pakshoo 22-fold in Tehran. And to determine sample size were based on texts from the following equation was used n: = 465 Generally, the present research consists of two parts, identifying the promotion mix products Pakshoo (safflower) and then prioritize the customer's point of view of Tehran. To achieve this goal by using a library of studies and discussions with the Deputy Director of Research and Development Pakshoo market, promote mixed concrete products companies, and thus the questionnaire was designed. The questionnaire was designed based on the TOPSIS method is a decision matrix. TOPSIS approach to solve problems unique to enjoy. Given a graph with M points in a space of N-dimensional to a question of deciding AIDA to M alternatives and N criteria to determine the ideal solution and positive solution ideal negative and then measure the relative proximity of two options to the best of This method has the advantage. The decision matrix of mixed components of the study options are promoted and those indicators are advantages to these factors. The framework of this questionnaire is an acceptable form. In addition to risk factors in the survey was based on studies of consumer products Pakshoo left and the library director and assistant professors and experts in research and development 818

5 companies market Pakshoo are gathered. Finally, we can ensure the validity of the questionnaire method, and the factors that have been put to the polls to ensure its reliability. 4- Findings: Most desirable mix of promotion and creating awareness about the products Pakshoo (safflower) is effective in terms of customers in Tehran is a table. Theoretical methods based on TOPSIS is the best option is an option that has the highest CI value, or close to the maximum term is positive relative to the ideal solution. According to the results we can say that because a number of television advertising with maximum CI is the customers view of Tehran television advertising is most effective. Table 1 priority of the advertising methods based on TOPSIS method in Tehran Row Prioritize the introduction of effective methods of advertising and creating awareness of CI value products Pakshoo 1 TV ads./674,349 2 Word of mouth advertising./625,355 3 Radio ads./566,048 4 Advertising in metro./516,271 5 Advertising in the magazine./511,495 6 Billboard advertising./511,384 7 Advertising panels on bus./510,356 And most desirable part of the promotion mix in buying products Pakshoo (safflower) is effective in terms of number of customers in Tehran has two reviews. Theoretical methods based on TOPSIS best option to provide free samples of products to customers, which has the highest CI. Free samples of view so customers have the greatest impact in Tehran at the time of purchase. Table 2: Prioritize the sales promotion methods based on TOPSIS method in Tehran Row Prioritize effective methods of promoting sales to buy products Pakshoo CI value 1 Offering free samples./754,874 2 Products Awards package./677,719 3 To draw Prizes and Gifts./422,835 4 Safflower CD games./230,846 And to build awareness of the products presented in Table 3 Pakshoo (Safflower) current advertising to promote sales methods are more effective.to test the hypothesis that the questions have been given together with the hypothesis based on the average answer if the average is less than or equal 3, and if the opposition is greater than 3, and then placed in agree T-test was used as follows. Table 3 T-test results Replies Average Standard deviation The statistic T Degrees of freedom Significant 465 3/11 91% 2/ % Given the significant level of 5% error level is so much that can be said about the difference between the average value of these variables (ie, number 3) is the 95% confidence level in the introduction and awareness of products Pakshoo (Safflower) current advertising to promote sales of the current methods are more effective. And according to Table 4 in order to purchase products Pakshoo (Safflower) current methods of promoting sales of not more than the current promotions. To test the hypothesis that the questions have been given together with the hypothesis based on the average answer if the average is less than or equal 3 in opposition, and if it is greater than 3 were placed in groups and then test T agree were as follows. Table 4 T-test results Replies Average Standard deviation The statistic T Degrees of freedom Significant 465 2/65 98% -7/

6 If in the above table can be significant given that the sample is smaller than 5% error level, so we can say that the difference between the average value (3) there. In other words, a level significantly less than 5% have been achieved, and the amount of the check mark indicates the T statistic is negative, so the 95% confidence level, in order to promote sales of products Pakshoo current methods of advertising current is more effective. 5- Conclusions and recommendations: The study combines the most desirable part of the introduction and promotion of awareness of television advertising than any other advertising methods in Tehran Safflower products with the highest utility and boards the bus advertising have the lowest utility. In reviewing the most desirable mix of promotions on purchase safflower products offered free samples of products to customers than other methods of promoting sales of the largest utility in Tehran and safflower CD games are the least desirable. The effect of higher current advertising methods to build awareness about ways to promote sales of products present in safflower advertising companies to introduce products Pakshoo safflower and succeeded in creating awareness through advertising and consumers are familiar with these products. But on further review of the effectiveness of current methods to promote sales in the current advertising methods to purchase products safflower results indicate poor performance of the company in implementing procedures Pakshoo advance sale. So in order to increase sales and more variety of methods used to promote sales. Using various methods of sales promotion and advertising that may include: 1. The results provide free samples of products to customers can be very effective. 2. Packaging that can be put into the awards as an incentive to buy the products. 3. For example, in exchange for coupons offering customers buying a certain number of coupons for free products to be 4. To create a symbol for Safflower Safflower products with this symbol to recall. 5. Advertising in shopping centers to attract people's attention. 6. In advertising it is not only to commercial properties, for example, in shampoos are also recounted. 7. Using a variety of attractions in the advertising message to the attention of the people. 8. Using public relations tools such good news about the companies and products annual reports, brochures and newsletters, as well as the creation of knowledge about products, film and writing articles in newspapers about the products and ultimately participate in the activities of public to know about the win interest in people. 820

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