Course: Marketing And Promotion

As assignment

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Contents
Introduction:...............................................................................................................................................3
1.About company:.......................................................................................................................................4
1.1:The Activities:........................................................................................................................................4
1.2:Vision:....................................................................................................................................................4
1.4: Mission:................................................................................................................................................5
1.5:Value:....................................................................................................................................................5
2:Swot for company:...................................................................................................................................6
3.Promotional:.............................................................................................................................................7
3.1:Promotional Strategies:.........................................................................................................................7
3.2:Promotional Mix Elements:...................................................................................................................8
1-Advertising:..........................................................................................................................................8
2-Personal selling:...................................................................................................................................8
3- Means of sales promotion:..................................................................................................................9
4-Publicity:...............................................................................................................................................9
5-Public relation:.....................................................................................................................................9
3.3:Marketing Mix Elements:....................................................................................................................10
1.Product:..............................................................................................................................................10
1. Price:..............................................................................................................................................12
2. Promotion:.....................................................................................................................................12
3. Place :............................................................................................................................................12
Principles of Integrated Marketing Communications in the Company:.....................................................12
Benefits of integrated marketing communications:..................................................................................12
Effective and creative marketing communication strategy:......................................................................14
Conclusion:................................................................................................................................................15
References:................................................................................................................................................16

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Introduction:
Most marketing and promotional studies in companies aim to identify the consumer and his
needs and desires in trying to provide the goods and services that suit him and the possibility of
excellence and diversity and influence the behavior and interests, through the process of
marketing communication and identify any marketing communication methods are the most
effective and effective in influencing the Behavior and purchasing decisions. The promotion is
the main marketing element that is responsible for communication with consumers, and since its
effectiveness and success depends on the study of many factors, the most important of which is
knowledge and analysis of the characteristics of the target audience, the nature of the objectives
to be achieved and the choice of promotional and marketing means.

Marketing is essential for business and economics: Marketing helps business organizations sell
their products for survival and growth. Financial resources are collected from sales to be used to
develop new products that satisfy the changing desires of customers.

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1.About company:
Agthia company , established in 2004 on October 20, headquartered in Abu Dhabi, is one of the
leading and leading companies in the field of food and beverage production.

Listed on the Abu Dhabi Securities Exchange (ADX), the company has a range of well-known
international brands. The company provides a wide range of food and beverage products, these
high quality products, and its products are a source of confidence for consumers and customers,
are distributed in the UAE, GCC, Turkey and the Middle East region.

1.1:The Activities:
 Manufacturing a variety of food products.
 Investment in the management of industrial activities for the beverage and food industry.
 Marketing of food products and beverages.

Number of Employees: 3500 Employees.

The market value: is AED 1.308 billion.

Headquarters: Abu Dhabi.

Website: http:// agthia.com.

:Vision :1.2
.To be one of the most food and beverage companies of high value in the UAE
:Mission :1.4

Regular supply of the best food and beverage products produced and produced with the highest
standards of innovation, quality and the best standards of responsibility.

1.5:Value:
 Openness.
 Leadership.
 The design.
 Originality.
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 2:Swot for company:
o Depend on the basis of offering a wide range of products and low prices.
o Provide health products of high quality.
o Different brands in food and beverage sectors.
o Listing the company on the Abu Dhabi Securities Market under the name of
"AGTHIA"
o Applying the highest standards of governance.
o Effective company management.
o Significant growth in sales.
o Continuing regional expansion.
Strengths
o Production efficiency.
o Improve product diversity permanently.
o Wide international presence.
o Diversity in the nationalities of the board of directors and the company.
o Focus on the environment, sustainability and social responsibility of the
company.
o Chain distribution of large fleet of vehicles to deliver products quickly to the
distribution centers.
o Increase the market share of the company.
Weaknesses  There is a weakness in advertising campaigns.
 Government support.
 Strong relationships with government channels.
Opportunities
 Global expansion through opportunities for meaningful mergers and
acquisitions in dairy and juice.
 Large competition from food companies in the UAE.
 The existence of financial crises contributes greatly to the decline in sales in the
Threats
company.
 Oil and energy prices fluctuate.

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3.Promotional:

3.1:Promotional Strategies:
The activation of the promotional activity using the promotional strategies used to contribute to
the increase in sales, the company's adaptation and activities and its combination of promotion
with the environment contribute to increase the market share of the company and this leads to
improved marketing performance.

The promotional policy adopted by the company " Agthia " improves its performance.

Promotional strategies used in the company:

1.Push Strategy:

The company adopts the payment strategy because it pays the goods or service through the
distribution channels to reach the end consumer.

2.Pull Strategy:

According to this strategy, the producer creates direct demand from the consumer through
promotional activities. Therefore, the retailer is pressed and encouraged to provide the goods and
services by direct demand from the consumer, who in turn passes the order to the distribution
files (wholesaler or retailer) and then to the product.

The company integrates the two strategies together.

Push Strategy through distribution channels.

  Pull Strategy through promotional channels.
Risks facing the company's promotion strategies:
1. Nature of product and market of this product.

2. Promotional activities for competitors The promotional activities of competitors should be

reviewed and evaluated rather than a simple decision to follow the lead competition or follow a
special policy.

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3. The life cycle of the commodity, the declaration is very necessary and also very expensive if
the product is in the stage of origin or growth in order to maximize market share of the product
in a growing market.

4. The nature of the purchase process affects the relative importance of intermediaries and how
the consumer purchases the commodity, and the determination of when and where to purchase
depends on a large degree of the model under which the purchase is made.

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3.2:Promotional Mix Elements:
The promotion includes all activities that facilitate the process of good communication with the
target consumer and increase the targeted sales and the consumer to feel the importance of the
service or the product and the satisfaction of their desires and needs without any other. Services
or competing goods (Kotler, & Keller 2006).

The promotion aims to encourage and encourage consumers to buy, maintain existing customers,
increase customer purchasing behavior, increase demand for products (Hughes & Fill2006-2007)

1-Advertising:
The company uses all means of advertising adopted by companies when adopting the declaration
to contact many customers, including:

1- Advertising through visual means such as television and cinema.

2 - Advertising through the means read such as newspapers and magazines advertising.

3. Road advertising.

4 - Advertising in audio means such as radio.

5. E-mail.

6. Social networks.

7. Websites.

8. SMS.

2-Personal selling:
is verbal communication and face-to-face interaction with one or more potential buyers with the
aim of providing product or service, answering questions, or requesting requests or others
(McCarthy and Perreault , 2004).

The company has trained a group of employees on personal selling skills and the ability to
provide information about the company's products. The company's personal sales team has

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problem solving capabilities and has the skills of oral presentation, persuasion and presentation
that convince customers of the company's products.

3- sales promotion:
The Company shall carry out the activities by means of marketing or non-marketing means used
at a particular time to stimulate or increase the demand or to prove the availability of the product.
This component was measured by:

Individual and collective sales offers: types of prizes, competitions and their value, free gifts and
subscriptions, offers of economic packages and the like, free samples and advertising materials.

The company seeks to stimulate sales through:

 Price reductions.
 Distribution of gifts with products.
 Larger packages sold at the price of smaller packages.

All of these activities drive the consumer to buy more, or encourage sales men or brokers to
make more sales.

4-Publicity:
The company focused on Publicity through news that broadcast and publish the company and its
products and activities positively by the mass media without paid wages.

5-Public relation:
The company is interested in building good relations between the company and its public and
seeks to achieve mutual satisfaction and mutual understanding internally or externally through
the implementation of policies and programs based on the implementation of the principle of
social responsibility and the use of media to build a good image of the company.

The company has focused its relationship with the community through:

1. Social Responsibility: In 2017, the company spent AED 50 million on social responsibility
initiatives and focused on (health and wellness, food safety and security, staff, resettlement and
the environment), developing the skills of the workforce of 1500 young Emirati in Abu Dhabi,

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supporting the community through supporting Rashid Center for People with Disabilities
Special, Autism Campaign, Mental Health and Behavioral Conference.

2- Supporting sports and cultural festivals in the UAE society and sponsoring sports clubs.

3. Support loyalty to customers.

4. Attention to environmental issues.

5. Accept public complaints.

6. Attention to public health issues.

We note that Factors that influence the choice of promotional mix:

1. The size of the promotion budget.
2. The stage in which the product is in its life cycle.
3. Nature of competition.
4. Type of consumer.
5. Nature of products.

Promotions used by the company in promotional campaigns:

The quality of the promotional campaign chosen by the company what the advertising industry
calls the promotional means is the method used to encapsulate the incentives, and includes the
types of promotional means in the company:

- Reduction of selling prices of products.

- Coupons.

- Samples

- Cash back

- Awards

- Games, competitions

- Events

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3.3:Marketing Mix Elements:
The marketing mix in the definition is a set of marketing tools that the organization needs to
achieve marketing objectives in the target market (Prasad, 2002)

Marketing strategy is the careful allocation of marketing mix resources in organizations

according to market needs.

The preparation of marketing programs should achieve the status of the organization and respond
to the requirements and satisfaction of customers in the market .

Modern marketing calls for the development of the product or service and pricing that attracts
the consumer and marketed in an acceptable manner, companies must strengthen current and
future stakeholders and the public (Kotler & Keller, 2009).

1.Product:
The company focuses on the subject of the product. The company works on several products and
brands, and all the products of the company are of high quality. The company provides a variety
of food and high quality beverages to consumers in the United Arab Emirates and the rest of the
Gulf countries, Others in the Middle East.

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 1. Price:
The company focuses on the pricing process because it has a great impact on the strategic
objectives of the company. The company relies on making the right decisions that deal with
profitable, reasonable and reasonable prices for the consumer. The company focuses on the price
because of the high and high competitiveness of the products offered by the company. The price
is also an indicator of quality from the customer's point of view.

In many cases the price affects the customer's mind as the customer feels that the high price
means better quality .

2. Promotion:
Promotion is one of the essential elements of the company's marketing mix. Through the
promotion, the company influences the customer, persuades and persuades the company's
products and encourages it to consume repeatedly. This encourages the maintenance of long-
. term relationships with the company

3. Place :
The company seeks to focus on the places where the products are sold and the selection of
the appropriate channels through which the product is distributed and delivered to the end
consumer, especially in the Gulf countries.

Principles of Integrated Marketing Communications in the Company:

 Brand is the basis in determining consumer purchasing behavior.
 The compatibility of integrated marketing communications with the comprehensiveness
of the organization's strategy (selecting the appropriate means of communication with
consumers).
 Logical and organizational integration between marketing communication mix elements
and marketing mix elements.
 Based on an up-to-date database of the parties and parties that are being dealt with.

Benefits of integrated marketing communications:

 Helps to achieve the competitive advantage of the organization

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 Help the consumer reduce the effort, time and cost by providing information
 Coordination of promotional efforts within the organization and for different marketing
departments and units
 reduce the impact of jamming competitors
 Less expensive.
 Positive impact on the rest of the marketing mix elements.

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Effective and creative marketing communication strategy:
1) Innovation and creativity in advertising design To be effective, print advertising should:

Attracting attention, arousing interest, generating desire, identifying goods, achieving sales.

2) Using social networks and web intelligence tools

The social networking feature of the Internet is that it puts you in front of an audience that
discusses topics related to the company's products.

3) Designing the development of the company's marketing message in the media that
customers read and watch. They include Internet sites, online discussion forums, magazines,
newspapers, radio, TV shows, and all other media that the target customer pursues to get the
latest news and information about the company's products.
4) Create a creative product with a weight that gives better results in marketing and sales,
because if it is not creativity in the product is the foundation, it will not be forgotten by the
creativity in marketing something.
5) The role of the public relations agency in the company is to create popularity for the
company, by putting press releases and influential articles in the media that the target market is
aware of.
6) Use the services of a talented public relations company, as well as hire a professional e-
marketer who knows the Internet well and has the skill to put your articles, news, and press
releases posted on the Internet.
7) To enhance the company's use of marketing creativity and to work on the treatment of all
weaknesses.

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Conclusion:
At the end of the research, some important recommendations must be made:

 Sales promotion means of the most important elements of the promotional mix play a
large role in influencing consumer decision.
 It is very important to develop and implement effective promotional programs tailored to
the characteristics and specifications of the target group.
 Using the promotional mix has a big role in influencing consumer decision.
 Marketing and promotion play a key role in achieving the competitive advantage of the
company and obtaining a large market share.

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References:
1) Kotler, P. , Keller, K.( 2006). "Marketing Management": Prentice –Hall , NY , 12th
Edition.
2) McCarthy J. and W. D. Perreault, Jr ,(2004), " Basic Marketing", 5th edition: Irwin , 37-
38.

3) Hughes, G., fill , C., (2006-2007)," marketing communications", Elsevier Ltd, USA,
p.46.
4) Prasad , A. , (2002). "A Dictionary of strategic management", (1st ed .) , New Delhi:
Excel Books.
5) Kotter , Philip ; Keller, Kevin, "Marketing management", pearson one prentice Hall ,
New Jersey , 13th edition , 2009.
6) http://agthia.com/ar-ae/About-Agthia-ar-AE

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