Promotion Strategies of Restaurants
Chapter 2
REVIEW OF LITERATURE
Though there are sufficient amount of literatures highlighting the promotion strategies, but a few of them has emphasized on the discussion of the promotional aspects of hospitality industry. At the same time, the literature attempted to deal with promotion strategies of hospitality industry is not available enough and is very limited.
Promotion
Promotion is one of the four Ps in the marketing strategy, together with Product, Place and Price. Promotion is an important part of hospitality industry, especially when penetrating new markets and making more customers. (Kotler, Armstrong and Wong as cited in Meljoum, 2002). According to Kotler, et al (2006), promotion is defined as activities that communicate the product or service and its merits to target customers and persuade them to buy. Further, promotion refers to decisions on how the business will communicate its offering to its customers. In the strategic marketing plan, this is the creation of the promotional campaign. (www.tourism. bilkent.edu.tr) Promotion is one of the most important elements of modern marketing which includes the action plan that basically intend to inform and persuade the potential customers or trade intermediaries to make a specific purchase or act in a certain manner. Modern marketing calls for more than developing a good product, pricing it attractively, and making it available to target customers (Kotler, et al, 2006). The authors mentioned that companies must also communicate continuously with their present and potential customers that lead every company inevitably cast into the role of communicator and promoter. Promotion consists of those activities that communicate the merits of the product or service and persuade target customers to buy it (Kotler, et al, 2006). Promotion strategies can be categorized into five classes: personal selling, advertising, sales promotion, public relations (Kotler, et al, 2006),
REVIEW OF LITERATURE
Though there are sufficient amount of literatures highlighting the promotion strategies, but a few of them has emphasized on the discussion of the promotional aspects of hospitality industry. At the same time, the literature attempted to deal with promotion strategies of hospitality industry is not available enough and is very limited.
Promotion
Promotion is one of the four Ps in the marketing strategy, together with Product, Place and Price. Promotion is an important part of hospitality industry, especially when penetrating new markets and making more customers. (Kotler, Armstrong and Wong as cited in Meljoum, 2002). According to Kotler, et al (2006), promotion is defined as activities that communicate the product or service and its merits to target customers and persuade them to buy. Further, promotion refers to decisions on how the business will communicate its offering to its customers. In the strategic marketing plan, this is the creation of the promotional campaign. (www.tourism. bilkent.edu.tr) Promotion is one of the most important elements of modern marketing which includes the action plan that basically intend to inform and persuade the potential customers or trade intermediaries to make a specific purchase or act in a certain manner. Modern marketing calls for more than developing a good product, pricing it attractively, and making it available to target customers (Kotler, et al, 2006). The authors mentioned that companies must also communicate continuously with their present and potential customers that lead every company inevitably cast into the role of communicator and promoter. Promotion consists of those activities that communicate the merits of the product or service and persuade target customers to buy it (Kotler, et al, 2006). Promotion strategies can be categorized into five classes: personal selling, advertising, sales promotion, public relations (Kotler, et al, 2006),