Challenges faced by Faiza Marketing Sdn. Bhd. (FMSB) in creating customer awareness through promotion activities / Hariana Jamingan

This research is implemented to explore the role of promotional mix in increasing product’s sales by creating customer awareness. Promotion is used to communicate with customers with respect to product offerings. Public relations and advertising are the tools of promotional mix have been discovered in this research. Both tools have been studied to find the effectiveness regarding the implementation besides factors made FMSB not capable to further other promotional tools available besides TV and radio advertising and exhibition. Thus, a few recommendations will be suggested in order to improve the effectiveness of promotion activities have done and also other tools of promotional mix which though effective to be applied in gaining customer awareness. After studying the issues, it was found that FMSB are lack of ideas in publicizing spice products besides does not have enough budgets to be invested to other promotion activities. For the purpose to minimize costs involved in promotion activities, FMSB prefer to use TV and radio advertising to advertise spice products without planning it properly in terms media selection, and timing. Moreover, public relations tools implemented through business exhibition participate was discovered quite effective in gaining customer awareness since sales person employed is lack of confidence and communication skills in conveying product messages to the prospects.