Promotion in Marketing Essay

In the contemporary business environment, promotion plays the crucial role for the effective business development. Along with positive brand image, the effective promotion can contribute to the fast and effective business development. In this regard, such companies as Lexus need to conduct their promotion carefully to promote their products and to reach the target customer group. In fact, the company is very concerned with the promotion of its products but Lexus has to reach its target customer group and to provide customers with luxurious cars. In such a context, the company needs to promote its products to reach the target customer group and to focus on the effective promotion tools, which can attract the attention of customers, who represent the upper classes of the society and are accustomed to luxurious vehicles. Therefore, the promotional campaign conducted by Lexus should focus on the effective advertising and development of positive public relations, which contribute to the formation of the positive company-customer relationships, improve its public image and brand image, and stimulate to attract its customers.
On analyzing the promotional strategy used by Lexus, it is important to dwell upon the major components of promotion mix used by the company to promote its products and to reach the target customer group. In this regard, it is worth mentioning the fact that Lexus operates in the luxury car industry and attempts to take the leading position in the industry and to enhance its competitive position in the market. At the same time, today, Lexus faces the problem of the steady decline in the automotive industry, which affects the premium segment of the market as well. Although the impact of the economic recession on the luxurious cars market is lower compared to other vehicles, Lexus is still facing the problem of the decline of sales. At any rate, today, the company focuses on the promotion of its products to increase sale rates and to attract customers to its products.
In such a situation, the advertising is one of the primary concerns of Lexus. In fact, the company focuses on advertising of its products to reach the target customer group. Basically, Lexus attempts to stress advantages of its products compared to that of its rivals. In actuality, Lexus conducts its advertising strategy focusing not only on the luxurious aspect of its products but also the company stresses its concerns with innovations. In such a way, the company advertises its technological innovations as one of the major advantages of its vehicles compared to that of its rivals. In this regard, Lexus attempts to enhance its position in the market and advertise its products successfully.
At the same time, the company uses different means of advertising. In actuality, Lexus is concerned with the use of visual media. In this regard, television is still one of the most powerful tools used by the company to reach its target customer group. At the same time, today, Lexus attempts to use new media, such as internet to reach its target customer group. In fact, internet opens larger opportunities for advertising Lexus’ products because it provides the company with ample opportunities to narrow its target customer group and advertise its products for its target customers specifically, whereas television often focuses on the broad audience. In this regard, television provides Lexus with the broad audience but the company still fails to reach the target customer group specifically. In such a situation, internet is a good alternative to enhance the position of the company in the market. In addition, internet is effective tool, which can back up advertising on television.
Along with advertising, the company uses the public relations to enhance its position in the market and to attract customers to its products. In such a situation, the public relations contribute to the improvement of the public image of the company and to create a positive brand image. At this point, it is worth mentioning the fact that Lexus is very concerned with the improvement of its brand image, especially today, when the public is growing more and more concerned with environmental problems. In such a situation, Lexus focuses on the improvement of the position of the company through the creation of hybrid vehicles. Thus, the company enhances the position of the company in the market and improves consistently the position of Lexus in the market. Hybrid vehicles become one of the effective tools to improve the public relations of the company in the market.
On analyzing promotional strategies used by Lexus are effective but it is necessary to apply them properly. In actuality, the promotional strategies are appropriate for the target market. In the current situation, Lexus should focus on the promotion of its products through the use of contemporary media. At the same time, the promotion should be enhanced by the formation of positive public relations of the company. In fact, the company should develop positive company-customer relationships. In such a way, the company can enhance its position in the market through the improvement of the public image of its brand. At this point, it is worth mentioning the fact that the company focuses on the promotion of its products through the improvement of its public relations.
In such a situation, the company should develop effective promotional strategy. In this regard, online marketing could accelerate the business development of Lexus and accelerate sales of its products worldwide. In such a way, the development of effective promotional strategies is essential for the adequate promotional strategy. At this point, it is worth mentioning the fact that Lexus can use the full potential of online marketing. In fact, online marketing opens wider opportunities for the development of effective marketing strategies. To put it more precisely, Lexus can develop online marketing to enhance its position in the market. To put it more precisely, Lexus can enhance its position because online marketing provides Lexus with wider opportunities for the effective communication with its customers. For instance, customers are attracted by online services offered by Lexus. In fact, Lexus can develop its online marketing to maintain the communication with its customers. In such a way, customers are attracted by the possibility to access the company’s customer support service any time they need the support from the part of the company. In such a way, the company can improve its position in the market.
Thus, the analysis of the current promotional strategies of the company reveals the fact that the company can improve its position in the market through the improvement of the effective promotion using online marketing. At the same time, the company can attract customers using conventional means of advertising, such as television and internet along with print media. In such a way, the company can improve its company-customer relationships and to enhance its position in the market. In such a situation, the promotional strategy of Lexus is crucial for the effective marketing strategy and for the improvement of the position of the company. In such a way, Lexus can improve its position in the market through effective promotional strategies. Therefore, the company can accelerate its business development. Promotional strategies enhance its position in the market and attract customers. In such a way, the company attracts customers through the improvement of the public relations.