The effectiveness of promotion mix in commercializing rubber leaves handicraft / Azilahani Mahamad Rabaai

To be successful, organizations must look into the needs and wants of their customers. This is the reason why many researchers have continuously emphasized on the importance of promotion strategy. This will help to increase the sales of the product. Promotion mix which also known as marketing communication can be the best solution in providing information, build customer relationship as well as persuasively communicate customer value.

Due to this, an organization especially RISDA must really understand what exactly promotion strategy is and how it gives impact to customer purchase intention towards rubber leaves handicraft. There are many medium that RISDA can used in order to promote the uniqueness rubber leaves handicrafts. The most effective medium are advertising, sales promotion, public relation and direct marketing.

When the relationship between effective promotion strategies and promotion mix is positive whereby if the promotion strategies is effective and gained positive perception from the customer, the customer will have favorable intentions as well.

Besides, the feedback from the questionnaire that the researcher distributed also gives an impact to the company. All this feedback can upgrade the performance of the company. All this feedback can upgrade the performance of the company. There are several strategies that been recommended to RISDA which are they need to do promotion activities continuously by using the best medium of promotion mix such as advertising, sales promotion and direct marketing. These medium are the most effective medium in helping boost the product in the market.