'It is Not the Advertising' Alternative Strategies More Effective in Selling a Product

Abstract

Promotion is required by every organization to make its target market aware about its products. With the help of good promotion strategy an organization can earn higher profits. Usually we find brand promotion helps in earning high revenue but this research paper reveals that even stopping investment towards brand promotion can lead to higher profits. Westside is a leading retailer which offers quality products with reasonable price. With the change in the top management new policies were set to achieve higher revenues, promotional strategies were stopped to check whether it actually mattered to promote the brand. The result was alarming they realized that by stopping promotion they could increase their profit. Being personalized with customers and focusing mainly in maintaining loyal customers by providing high level products at reasonable prices, satisfying their needs is more important rather than investing huge amount in advertisement. Questionnaire is used for data collection to find out the consumer preference and effect of different methods of promotion on consumers. This study emphasis the importance of alternative strategies in increasing sales.