The implementation of promotional mix in reaching Mesiniaga Berhad’s target market / Aiman Zarif Analiz

Analiz, Aiman Zarif (2010) The implementation of promotional mix in reaching Mesiniaga Berhad’s target market / Aiman Zarif Analiz. [Student Project] (Unpublished)

Abstract

Promotions are a vital stage of marketing in conducting a business. It is one of the 4Ps elements. The promotional mix is the elements in promotions which are advertising, direct marketing, sales promotions, public relations and personal selling. Every element has different impacts than the other elements. Businesses normally would not use only one of the elements but would have combinations of several of the elements. This research is made to study and find out the implementation of promotional mix by Mesiniaga Berhad in reaching their target market. Through this study, researcher wants to investigate what is the promotional mix implemented by Mesiniaga Berhad, how do they implement their promotional mix and why do the company implements those promotional mix. The research methodology used to gather the information are the secondary data, interviews, annual reports, and many others. Here the gap analysis is done and the findings of this research is to answer whether the promotional mix used by Mesiniaga Berhad are effectives or ineffective in reaching their target market.

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