Identifying and ranking the effective factors of the promotion mix in the sale of home appliance industries (Case study of Snowa Company)

Dissertation for obtaining the degree of "MA"

Field: Business Management

Trend: Marketing Management

The aim of the present research was to identify and rank the effective factors of mixed promotion in the sale of home appliance industries. The research method is descriptive-survey, and the research community consists of experts and senior experts in the field of study. The questionnaire was distributed among 50 experts. Interviews and questionnaires were used to collect research data. The expert questionnaire for prioritizing the main selection criteria and the method of carrying out the project using techniques based on paired comparison is used, i.e. ANP. Finally, the results of the research showed that the sales promotion criterion was placed in the first priority of the main criteria, and the criteria of public relations, advertising and personal selling were placed in the next priorities respectively. In the prioritization of the sub-criteria which were compared in pairs, they were placed in the first priority for the advertising and advertisement criterion under the television criterion, for the criterion of sales promotion under the criterion of participation in exhibitions, in the first priority for the criterion of public relations under the criterion of publishing scientific articles, and for the criterion of personal sales, they were placed in the first priority under the criterion of face-to-face sales. In the next step, the Dimetal technique was used to reflect the interrelationships between the sub-criteria, and based on the results obtained, the sub-criterion of publishing scientific articles had the most impact and effectiveness.

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Introduction

The strategic position of Iran as a free and independent country and the national will to increase production, improve distribution, and successfully present in international markets require that marketing literature be given special attention. To provide what is needed by researchers, experts, managers and economic entrepreneurs in the fields of production and distribution, so that the process of Iran's independence-seeking movement reaches the desired position in the shortest possible time under the most suitable conditions.

It is up to the managers and strategists of the production and service units to equip their research forces and start organizational operations by targeting the far and near markets and predicting the level of sales, market share and certain income for the future periods, and this is important only with It is possible to rely on the scientific methods and approaches of marketing. The economic activity of Iran should recognize the existing opportunities and by using the advantages and capabilities, by adopting and implementing appropriate strategies and developing exports of raw materials and wholesales, to enable the creation of added value as much as possible in domestic and foreign trade. It is discussed in order to provide the necessary bases to justify why the present research is conducted. In the following, the objectives of the research are stated. Then, the scope of the research is determined in terms of time and space, and the method used in the present research is briefly explained. Finally, the practical definition of the research terms is discussed so that the study of the present research can be done in a simple and understandable manner. When a new product is released to the market, marketing comes into action and by using promotional tools, it encourages the consumer to buy the new product. Promotion is one of the marketing mix elements through which the organization communicates with the consumer and encourages him to buy the product through advertising, sales promotion, personal selling and public relations (Kotler, 1991). Marketing objectives are often defined in specific results such as sales volume, market share, profit, or return on investment. Appropriate and specific marketing goals are often quantifiable (eg, a 10% increase in sales of product X in the consumer segment of the market in the next 12 months), realistic and achievable. For example, some organizations are looking to develop the distribution and sales of their products in different market segments, and some companies want to increase the sales volume of their products to their current customers.Since promotion is a part of the marketing mix, the company's marketing communications managers should review the company's marketing plan and find out what the company wants to achieve through its marketing plan. Managers should have the ability to transform and interpret the company's marketing goals into communication goals and special promotional goals. One of the most important tasks in marketing management is to determine the most effective promotion mix. In terms of effectiveness, promotional methods differ from each other. Each of the promotion methods has unique features that are considered the determining factor in choosing each one. (Linsen, 1993) An organization must consciously and carefully combine communication tools in a way to create a balanced combination of promotional elements; A combination that makes it possible to achieve communication and marketing goals. (Hale, colleagues, 2001).

Selection of appropriate communication methods is done according to the position of the audience in the target market. Purchase is the result of a long consumer decision making process. The organizer of a marketing communication should know where his target audience is now and where he wants to move them. On the other hand, since in the common economic theories, the home appliance industry and its related branches play an important role in the quantitative and qualitative development of industrial infrastructure, the said industry has been chosen as a case study. With other products, it has more complications and problems. The present study, using the multi-criteria decision-making method, seeks to answer the question that which of the promotional methods should be used in order to create the correct attitude in the relevant managers regarding the issue of home appliance marketing? In other words, what is the suitable sales promotion mix for home appliances industry?

According to the above, the general purpose of this research is to investigate promotion methods and determine the most effective promotion method. Knowledge of these methods guides managers and planners effectively and efficiently in planning and marketing policies.

1-3- Necessity of research

Today's institutions will not be able to survive without communicating with customers and knowing their opinion and perception of their performance. These institutions must acquire the necessary knowledge about determining and dividing a market and producing products and services that meet the needs of the parts of the market that have been selected as targets. These institutions should know the pricing methods well to make the selling price as attractive as possible. They will also try to make their products available to customers by choosing the right distribution channels. Advertising and promotion of goods, in such a way that customers get the necessary information about these goods and demand these goods, are other areas that these units should be aware of.

(Information about the four pillars) (Flip Kotler, Gary Armstrong, 26:1377). Exports of non-oil goods are very low. Since the household appliances industry has a high potential, it can be hoped that the growth and strengthening of this industry, in addition to helping to raise the level of employment and the prosperity of domestic markets, can ultimately show more efficiency in the global competition and play a greater role in the country's exports as a non-oil product. To achieve this, the role of marketing should be considered. Because because of the basic role of marketing, it cannot be seen as a separate task. All issues are judged from the point of view of the end result of marketing performance, i.e. the customer's point of view. Success is not determined by the manufacturer, but by the customer. Also, in the modern literature, each of the managers' duties such as planning, organizing, and controlling. They are a manifestation of a kind of decision-making, in the meantime, deciding on the mixed elements of promotion as well as determining the relative priority of each forms the foundation of the marketing system, because in addition to satisfying the needs of the target market, the organizational and marketing goals of the institution must also be considered.