Promotional Strategy Suggestions for Exercise Equipment and Breakfast Cereal

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Promotional Strategy Suggestions for Exercise Equipment and Breakfast Cereal For any product to be sold successfully, especially to the mass market, the firm selling the product will need to be marketed with a promotion. Promotion is one of the four elements of the marketing mix, referring to the way in which a product is promoted this is more than just advertising, it includes public relations, endorsement and any activity which will help to increase awareness of the product and support the development of sales (Hooley et al, 2007). Promotional strategies are required in order to create awareness in the potential target market regarding the product, and to help stimulate sales by influencing the decision making process (Kotler and Keller, 2011). In order to demonstrate the application of promotion strategies to different products can be examined, with promotional strategies those products suggested. The two products are exercise equipment and breakfast cereals. Exercise Equipment Designing a commercial strategy to exercise equipment requires the marketer to identify the message that will suitably communicate not only the purpose and function of the product being sold, but why and how it will satisfy needs of the consumer. Kotler and Keller (2011) argue that people do not buy products; they buy the benefits that are provided by the product. For example, when purchasing a bed the buyer is purchasing the ability to get a good night's sleep, when a consumer purchases a

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