Strategy Of Promoting Products Acros On The Romanian Territory

Content

I. Introduction………………………………………………………………………….…1

I.1.Techniques and means of promoting products……………………………………3

I.2.Consumer Behavior……………………………………………………………….5

II. The conceptual approaches regarding strategies of promoting

through market segmentation…………………………………………………….…….….8

2.1 Product policy of Acros Organics………………………………………….……….9

2.2 Distribution policy of Acros Organics………………………………………..……..12

2.3 Promotional policy of Acros Organics………………………………………………15

2.4 Price policy of Acros Organics………….…………………………………………..20

II. The conceptual approaches regarding strategies

of promoting through market segmentation

2.1 Product policy of Acros Organics

2.2 Distribution policy of Acros Organics

2.3 Promotional policy of Acros Organics

2.4 Price policy of Acros Organics

III. The analyze of promotion activities of Acros products

3.1.The purpose of the research

3.2.Objectives

3.3.Assumpion

3.4. Conceptual and operational definition of variables research

3.5. Defining coordinates research

3.6.The sample of the research

3.7. The Sources of information

3.8. The research’s Result

Conclusion

I. Introduction

As technologies evolve, offer products and services for society and individuals are diversifying, new products appear, with performance and features that 15-20 years ago could not have imagined. Appeared, especially in communications, management and submission, data processing systems, products whose renewal rate is very small: from 6 months to 2 years and introduce some competition. In addition, expectations and needs are becoming more explicit issues such as workplace health and safety, environmental protection (including conservation of energy and natural resources) and operational safety of the products.

Competitive market economy is a complex and challenging, sometimes tough, between businesses to promote their products impose their own standards and to gain more customers and sell as much of each as well as the best performance as high as possible. Failure to adapt to market requirements lead to rapid elimination of underperforming organizations, it is actually competitive with the market mechanism determines the overall progress. Who does not want, does not know or can not become the best ends up in bankruptcy, unemployment, poverty or, at best, is at the edge of survival.

Industrial or commercial organizations, private or government provides goods to satisfy the needs and / or customer requirements. Increasing competition, namely narrowing market led – in general terms – the expectations of customers increasingly stringent product quality. To be competitive and to maintain good economic performance, organizations / suppliers should use the most efficient systems to produce products and services at a high quality standard. These systems should result in continuous improvement, increased customer satisfaction and other partners of the organization (employees, owners, subcontractors).

Consumers are those who decide what and how much it can produce, at what prices and in what terms can be sold, being educated, trained and protected, consumers purchase only products with quality / price levels.

Customer requirements are often included in the specifications which may not by themselves guarantee a consistently meet market expectations where production technologies, organizational delivery system, support to service by service activity, warranty, presents deficient.

So, what a company should do for increasing their sales and earn a good reputation to their products? Simple. Making promotions, using public relations, advertising and others techniques for increasing popularity for products.

In my work I m not gone describe the public relation sector, Im more interested bz the creativity from this sector. How the employees choose to get in touch with their customers am what kind of techniques of creativity they develop.

The reason that I chose public relations is for the creativity that any P.R has to evolve in his work. Public relations are a new domain, so the innovation is the main characteristic for it.

So, the main purpose of my work is to see how creativity influence any strategy of public relations.

My work has three chapters. In my first chapter I m gone describe the main techniques of public relations and the way that customers behave in front of those techniques. In the next two chapters I m gone analyze the Across organics products for seeing the strategies that employees developed for increasing the sales and products reputation.

I.1.Techniques and means of promoting products

In the system of economic relations with socio-economic environment of the market, the marketing efforts of modern enterprise can not be limited to the production and distribution of goods and services, it includes an comprehensive communication with the external environment, the market which means a good relation with consumers and intermediaries, specific actions to influence the purchasing behavior and consumption, to support the sales process.

For a company to be effective, it is necessary for it to produce what the market requires, basing their strategy, developing current and long-term decisions based on a full understanding of the requirements and wishes of beneficiaries making up the market. In other words, to consider the requirements of full and effective marketing of goods and, as such, the primary objective that has to be put before the management is that the enterprise has to produce and sell what the consumer wants, in the way he wants and the price that he is willing to pay.

To ensure satisfaction of the changing needs of consumers at the highest level within a firm must conduct an intense promotional activity with the greatest emphasis on market research, supplemented with efficient publicity and advertising activity for orientation and consistent information to consumers. Promotional policy is achieved through a set of activities with objectives and means of action extremely varied and represent only a part of a company's marketing policy.

In the modern economy, the increasing and continuous diversification of goods and services designed to meet the material and spiritual needs of society, the market penetration of a growing number of companies producing, communication issues with consumer internal and external partners become more difficult requiring knowledge and information sharing efforts more substantial and varied. Furthermore, internal and external customer, without a modern and efficient system of communication, information, it is quite difficult to find alone what products and services are offered on the market, where, when and under what conditions can be purchased and especially the extent to which they meet the requirements and needs. Promotion policy and the means by which this aim is reflected more complete dissemination of the most important aspects of the products that the company manufactures, but also monitor and receive how they are received and appreciated by customers. The company is considered as an open system as an information source whose main purpose is to strengthen its image and reputation in the market. To achieve such an objective, the company must ensure the selection and harmonization of information they disseminate such that using improper means or uncorrelated broadcast or confrontation with partner companies or competing information does not give rise to adverse situations for prestige and activity.

With other words, if you want to have a successful company you have to appeal to promoting. Like William Pride and O.C.Ferrell said “ the purpose of promoting products is to persuade people to buy them; thus, if promoting works consumers will wanr to buy more and more things” (Pride, Ferrell, 2012).

The instruments most commonly used in the development of promotional policies

are:

Advertise by the media;

Personal selling;

Advertising;

Public relations;

Special promotional techniques like organizing and participating in trade fairs and exhibitions; direct correspondence; information visits and symposia.

Advertising is one of the most powerful tools at the disposal of a business leadership to promote some ideas, goods or services in order to influence a group or multiple groups of consumers to purchase a product or service from several existing. The means by which the advertising is very flexible.(Petley, 2002).

Another tool used by the company in its relations with the market is commercial advertising. Advertising activity is done basically through a wide range of ways that are depending on the content of messages, their destination and the means used in transmission announcements, posters, flyers, booklets, catalogs, brochures, packaging, commercial correspondence, newspapers, sound means , exhibitions, fairs, contests, conferences, seminars, visits to factories, media training, etc..

Public relations is another major tool of communication, recently appeared as a separate activity, especially in developed countries. “These relationships involve the undertaking cultivation of direct contracts made consistently and systematically with different audiences, with influential people in the management of other companies, the media, representatives of the public authorities in order to obtain their support in the effort to preserve interests”. (L’Etang, 2006).

In my work I’m not gone describe the promoting tools; I m interested only by the creativity that any company invests in promoting actions. For making new customers, the employees’s companies have to prove that they have creativity and also they know to handle it. Are a lot of campaigns that had a bad influence on the company’s reputation. The problem is that in their strategies they involved actions that maybe were irrational, too much creativity, or were to rational, and they didn’t transmit any emotion or feeling.

From the analysis of the definition of creativity developed by various specialists we can take the conclusion that the main element of creativity is to generate new ideas. Innovation, however, is characterized both by the emergence of new ideas, and by making changes in the organization based on them. Innovation is not only conditional but creative skills of staff, but also a number of other elements that depend to a considerable extent the management of the organization. So, we’ll notice that the term of teambuilding has a large influence on how creativity evolving in a strategy of promoting products.

I.2.Consumer Behavior

In my work I will also analyze the consumer behavior because I want to see how creativity used in promoting strategies is seen by the target.

"The term 'consumer behavior refers to behavior that consumers manifests in researching for purchase, use, evaluation and leave the products and services that they expect to meet their needs."

Consumer behavior and motivation can be understood through research. The consumer is not a "unthinking pawn" that is handled will offer to buy any trader convincing, yet its behavior can be influenced. Well done advertising of a product can affect both motivation and (as a result) behavior, if the product or service is able to meet consumer needs. A sales success exists only when the application already exists but it is latent and waits activation that marketing programs can do.

"Two people can’t be the same." James F. Engel et al's (1990) calls on all those who do not believe this statement to study people's hands. Each person is different from the other, as well as consumer behavior. People seek different pleasures, spending their money in different ways. For eence on how creativity evolving in a strategy of promoting products.

I.2.Consumer Behavior

In my work I will also analyze the consumer behavior because I want to see how creativity used in promoting strategies is seen by the target.

"The term 'consumer behavior refers to behavior that consumers manifests in researching for purchase, use, evaluation and leave the products and services that they expect to meet their needs."

Consumer behavior and motivation can be understood through research. The consumer is not a "unthinking pawn" that is handled will offer to buy any trader convincing, yet its behavior can be influenced. Well done advertising of a product can affect both motivation and (as a result) behavior, if the product or service is able to meet consumer needs. A sales success exists only when the application already exists but it is latent and waits activation that marketing programs can do.

"Two people can’t be the same." James F. Engel et al's (1990) calls on all those who do not believe this statement to study people's hands. Each person is different from the other, as well as consumer behavior. People seek different pleasures, spending their money in different ways. For example, a couple going to spend a great vacation, going to another mountain. Human needs are the essence of consumer marketing concept therefore subject to promote products through advertising. The role of advertising is to help consumers to steer easier and faster for many products and services brought to market. Interest is that attitude sponsor advertising target audience to develop more favorable products / services.

When a marketing strategy is designing, you can analyze purchasing decisions that consumers take, using the following structure:

Existence of need (even if consumers realizes it or not);

Identify the need – the need comes first;

Recognition of the problem – the need is there for a reason, caused by a problem;

Searching for information – about goods or services that will solve the problem;

Evaluation – is when all the information is accessible and helps performance choice for solving the problem;

Making the decision – some decisions are impulsive, others are discussed and analyzed based on systematic processing of information. Such a process leads to intention to buy;

purchase – consumer reassess their decision in the light of new information that emerged, such as information about performance.

Other factors that contribute to a particular type of consumer behavior are:

needs – which may be functional, such as, for example, the need to replace the waste washing machine with a new function.

Motivation – once consumers perceive a need, they are motivated and simulate to meet that need. Most common reasons are: Saving money; Helping the family; Saving time and effort; The feeling of safety and accuracy; The simple pleasure; To impress others; Belonging to a social group.

Personality – It plays an important role in motivating and training processes. Characteristics of personality include sociability, communicative and aggression. Advertising is often designed to attract consumers with certain characteristic features.

Attitudes – Consumers can have a positive opinion about products offered for sale through direct channels of communication, but may not have a good opinion about the purchase made through this acquisition channels.

Any person, as its client or customer must be satisfied with the products / services offered by the merchant, because a satisfied customer is one who will then return into the retail.

So, those are the steps that a consumer takes for achieving a product. Like James F.Engel said“ Two people can’t be the same”, but people have the same needs. So, what are the things that influence the consumer behavior if the needs are the same? The answer is in the previous rows, but I have to mention that the way that the product is presented has a large influence. For a good understanding, I ll give am example. If are people that are very sensitive they will love an advertising that transmits this feeling and of course they will buy the product. It’s very important that companies know their target preferences and after that, they have to be creative for obtaining the consumer behavior.

Companies can make researchers for knowing their target preferences, but when it comes in discussion creativity, “it comes about as the result of almost supernatural powers” (Weisberg, 2006).

II. The conceptual approaches regarding strategies of promoting through market segmentation

Any marketing strategy such as sales promotion through sampling, awards, discounts, offering coupons, loyalty prizes, organizing contests or events, special offers, launching a new product or launch of a range of advertising campaigns have a greater impact if they are publicized. Sales promotion is best suited to increase the timeliness of the product to remove it from the crowd.

But making good strategies for your product is not enough for increasing the sales. More important is creativity in increasing the effectiveness of campaigns and reversing the effects of large advertising budgets. But still, the difficulty lies in finding creative solutions balanced. There are enough examples of creative advertising for the sake of creativity. As long as marketing targets aren’t achieved, as long as the product stays on the shelf or no calls to customer service does not matter if everyone knows that advertising they think it is very funny. Depending on how consumers perceive the influence of the socio-cultural factors (such as the culture, mentality, traditions, fashion, lifestyle, political environment), but also the spirit of discernment and their own economic experience, they opt for certain patterns of consumption and adopt a certain attitude toward advertising.

As well done as an advertisement can be, if the public is not receptive to the message and not willing to comply with exhortations to purchase, advertising effectiveness is compromised.

Influencing social consumer is legitimate. Since consumer needs are real and there is an undeniable benefit of the products or services you offer true utility, the consumer benefits due to the fact that it is influenced to consume.

So, for a good understanding of how creativity works in the promoting products sector and how creativity keeps his originality in a team, I’ll analyze the Across Organics company, a company that has an international product policy.

2.1 Product policy of Acros Organics

Across products are chemical reagents that are sold in hospitals, medicine factories, dairies, laboratories for analysis, steel mills etc.

Provide reagents are used for different purposes like Laboratory analyzes medical; Quality control research and industrial production; Experiments and analyzes educational laboratories; Food quality control laboratories Veterinary Directorate; Public Health Agencies; control water laboratories Water Department; Environmental Control Labs Environmental Protection Agency.

I mentioned in the previous chapters that a comprehensive communication with the external environment, the market which means a good relation with consumers and intermediaries, specific actions to influence the purchasing behavior and consumption, to support the sales process make promotion policy – important component of the modern enterprise marketing policy.

Include a distinct political position promotion in the marketing mix is justified sometimes decisive role in promotion measures they have in the process of goods and services as the cost of those actions. It thus promoting communication is considered to be "one of the most expensive components of your marketing strategy." Most businesses currently allocate significant budgets to activities such as product promotion. The most difficult problems faced in this area are determined by the complexity of decisions regarding the size of the budget to be allocated, their distribution on various promotional and periods or their use. In fact every company is engaged in a comprehensive process of promoting its products.

Across Company managed very well those actions. The reason that I chosen to analyze this kind of products is the way that Across team managed to spread their products at a international range.

Each insurance company has its own product policy (policy in the sense of a directive), which can be regarded as a marketing instrument closely connected to the premium policy.

The most important task of this product policy is product design, resulting in the creation of insurance products. The product policy also includes design of services and a labeling policy (product name as a means of setting it apart from competitors' products).

An insurance product, or a product, is oriented towards the requirements of potential insurance customers, and therefore describes the insurance coverage that is offered.

The content of a product is usually governed by statutory regulations and conditions. In this regard, the type and scope of insured risks, insured objects, insured persons, risk exclusions, minimum and maximum benefit limits, regional and time area of validity, and minimum and maximum terms have to be specified.

Policies (product) refer to what kind of solutions and what kind of performance should be presented on the market so as to develop new products, strengthen and expand brand assortments.

Experience and the number of customers who appreciated the Across products made ​​the company to develop their own principles by which they choose the best suppliers in the industry of reagents and chemicals.

So, what is the product policy of our products? What kind of characteristics are presented on the market?

Across products with ultra low metal contaminants have many important applications in today’s high technologies. We offer a line of ultra pure inorganics with trace metal content less than 100 ppm to as low as 1 ppm. In order to meet the increasing market demand, we have recently expanded our offering by 50%.

High purity organics with ultra low metal contaminants have many important applications in today’s high technologies, ranging from optical fibers to solar panels. Acros Organics offer a line of ultra pure organics with trace metal content less than 100 ppm to as low as 1 ppm. In order to meet the increasing market demand, we have recently expanded our ultra purity organics offering by 50%. The use of high purity organics as catalysts, catalyst precursors or reagents in organic synthesis offers the chance to reduce or remove unwanted impurities from a synthetic sequence. This in turn can reduce purification requirements and waste generated from a reaction. Catalysis reactions are ubiquitous in our modern world, from increasing the efficiency of petroleum refining, cleaning car exhaust emissions with catalytic converters, producing cleaner, safer and more effective drugs or making the plastic cups from which we drink. All of these processes depend on catalysts.

Modern techniques require the use of high grade materials to prevent flaws forming in the crystals:

Catalysis

Crystal Growth Technology

Photovoltaic Materials

Optical fibers

Lasers

The Acros Organics portofolio of organosilanes is continuously expanding to meet your chemistry needs. Four of the most important applications of organosilanes are:

• Silyl Protecting and Derivatisation Reagents

• Organosilanes as Reducing Agents

• Silanes in Cross-coupling Chemistry

• Allylsilanes Used to Stabilize a-Carbanions and ß-Carbocations

So, that are the characteristics that the company presents to their target for expanding their brand. At a first sight, we can say that Across products are presented to their target and that’s all. But, in their politicies they have strategies for bringing always something new to their customers. Even if they don’t bring new products on market, they always announce their customers with their new strategies. For example, they make brochures for informing the costumer about their new activities. They made new packages that have various products for their consumers. For example AcroSeal packaging is the industry-leading packaging for air and moisture sensitive reagents, designed to deliver the best performance among the comparable packagings in the marketplace.

The innovative quadrant style screw cap with the specially designed septum provides:

•Convenience: large surface area with easy access to large amount of products.

•Quality: the specially designed multi-layer septum ensures better re-seal.

•Performance: reduces the rate of moisture uptake compared to the competitive packaging.

•Safety: minimizes the potential needle puncture-related incidents.

We can notice that the company is using innovation and creativity for making their policy products and that is an advantage because in this way they always communicate with their target and they never disappear from the market, even if their products are sold.

This is a proof that creativity and innovation has a good influence on the promoting process because the consumer always want to see something new and if the innovation is correlated with quality then incressing sales become an achieved purpose of the company.

2.2 Distribution policy of Acros Organics

Unfortunately distribution companies wanting to trade policies have crystallized three main brand strategy, namely:

Brand – flag assimilate a brand umbrella, as it covers a lot of products. This type of mark is characterized by the use of a severe pack for most of the time in one flush. Although the distribution company is present by its name, it still guarantees a simple visual symbol.

Brand – company is distinguished by its correspondence with company name resellers.

This brand is presented in different forms:

a) Single printed on the product, in which case as an umbrella brand;

b) Alone, on mark-line type products, where products are renowned by a feature that is common;

c) In connection with a different name, in which case it is treated as a brand-warranty.

Brand – own. Brands – own the distributor can be used as: brand-product-line brand, brand-wide or umbrella brand. Marked their clients seek to capture another question marks which are considered to be true "counter-marks."

The main advantage of counter-marks is related to the possibility of multiplying the companies distributors can design and use such a mark for each market segment, which is not possible, for example, by a mark-firm.

In România Across Organics have a brand company. In our country these products are sold by a company named Interlab Austria.This is a new company founded in Romania, on 28.02.2012, but despite being new to the market of suppliers of chemicals, they welcome you with reliability, timeliness, and quality of service, in a word, excellent.

They have collaborations with major companies in Romania and internationally, which we propose for your future business partners as trusted. This company is using the highest quality reagents from famous producers: Acros Organics, Fisher Chemical, Fisher BioReagents and Marybridge.

The new reagents this company offers can be used in: water, food quality control, medical analysis laboratories, laboratory experiments and anlize all schools, universities and research institutions, etc.

Even if it s a new company on the market, their policy describe professionalim. „It is our responsibility to deliver high performance products that meet all quality requirements for our clients. This objective can be achieved by respecting our customers, and the seriousness with which we treat each transaction. We want to be a reliable and competent partner for our business partners in order to build a relationship of mutual trust. The key elements must be openness and trust. As mediator between producers and customers are interested in long term business relationships. For management, it is an obligation to support their sense of responsibility and quality employees. Our staff is faced with the demands of our customers and are constantly called upon to contribute to improving cooperation with customers”

We notice that Across products are in partnership with seriously companies frm different countries for increasing their sales. That is a good strategy. They are making partnerships in different countries with companies that respects their customers. In that way, Across Organics become qualitative product and gain the trust of international customers. This is another creativity techniques that we have to remember.

A distribution policy determines how and where information and products are distributed both within and outside an organization. It is formulated by executives who carefully consider an organization’s needs and goals when deciding how to release materials. On the inside, data and products need to be made available to personnel who need them while managing risks like leaks to the outside. External distribution follows a number of chains to get products, information, and services to end consumers, and these chains must be carefully determined to protect the interests of the organization.

Organization officials may create a formal distribution policy for handling of information and materials within an organization. They decide who has the authority to classify material, and how it can be passed among personnel who work for the company. Some information, for example, may be restricted to upper management because it is proprietary. Other data may be made freely available because it may be useful to everyone within the organization. Distribution policies can control the risk of leaks or unauthorized access and may help companies track down the origins of a problem by limiting the number of people who see certain materials.

Material distributed to the public is also subject to a distribution policy. Organizations may make annual reports and some information available free of charge, especially if they are public agencies or service-oriented. A group promoting medical care in developing nations, for example, may want members of the public to freely access its reports on lack of access to consistent health care in the developing world. Likewise, a government agency might make maps available to the public for use in research and other activities.

Products for sale move through a distribution chain which is also subject to a policy, spelled out in a contract between the company and the distributor. Companies want to make sure their products are delivered to the right locations and may have concerns about whether a distributor works with competitors, undercuts prices, or potentially undermines business in other ways. The nature of a distribution policy can determine how distributors handle products.

Publicly traded companies also maintain a dividend distribution policy. This dictates how and when dividends are distributed to shareholders. Information on the policy is made available so people know when to expect dividends, and can follow the company’s activities to determine if they are consistent with the policy. Companies that fail to uphold their promises to shareholders may be legally liable, or could be considered bad investments.

2.3 Promotional policy of Acros Organics

Promotional activity known in the current period a great variety in terms of content, role, the embodiment etc. Hence the difficulty of their rigorous classification which led to the use of different schemes for grouping and separation. With a higher frequency are retained as essential criteria for determining the nature and role of the enterprise communication system, according to these criteria, promotional activity can be structured as follows:

a) advertising;

b) To promote sales;

c) Public Relations;

d) The use of trademarks;

e) promotional events;

f) forces sale.

In turn, each of these components benefit from the methods, techniques and specific means of action.

Together form a policy of promoting content unit, these particular components differ in how they participate in the strategic objectives of the company. Such advertising is a psychological variable quality, long-acting, which in general is difficult to measure quantitatively in terms of economic effects they generate. In contrast, sales promotion is a quantitative variable and short-term action, in whole techniques included in this group of economic benefits to the consumer, immediate material that can be easily measured quantitatively, and gives the company the opportunity of review rigorous activities. Public relations groups share a number of techniques and effects on long-term psychological and also difficult to measure in economic terms. Promotional events both qualitative and quantitative variable involves the use, period of time, a whole range of techniques and promotional activities with immediate economic effects as well as long term. Sales forces meet a range of techniques generally heterogeneous regarding quantitative targets expressed in turnover and so easy to determine, as related imaging company.

Whatever the nature of homogeneity or heterogeneity promotion techniques posed by their action in time, the economic effects entailed etc., The modern enterprise must always bear in mind their complementarity, an active marketing policy effectively involve their use in isolation but embedded in a policy of promoting cohesive and operational, able to contribute to the achievement of its strategic objectives.

All areas and aspects involved with promoting a company or product. Promotional policy is sometimes equated with advertising, however advertising is only one part of a promotional policy. Other important aspects of a promotional policy may include public relations, consumer promotions, and any other area which increases awareness and spreads the word about the item.

Acros organics are making all kind of promotions in that way influencing the customer to buy new products.

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Consumer perceives the information transmitted by different promotional methods and techniques through the purchasing decisions they have to take. Thus, considering buying decision stages, first the consumer will be exposed information (capturing attention), then get in touch directly with the information, unlocking significance and, finally, the information will be integrated, resulting in a certain specific attitudes and buying behavior.

Following research identified five categories of outcomes (effects) that promotional communication must have on the consumer. They may be presented as a sequential process of actions, before the consumer to take a brand. From a marketing perspective, these effects can be considered as goals of promotional communication. These actions of the consumer are(Rossiter, Percy, 1997):

recognition (stimulate) the need for a particular product;

awareness of a brand;

form a favorable attitude toward the brand;

expressing the intention to buy the brand;

carrying out various actions before the adoption of the mark (moving from

store brand identification, information

Recognizing the need for a category of products before the adoption of a brands, consumers must recognize that there is a need for a category of products. To stimulate the need, marketers was planned to highlight benefits purchase and use of that product category.

To this end, may appeal primarily to advertising, but also in personal selling and advertising Free in a some extent. These strategies need to convince consumers that a certain category of products has a number of advantages. Stimulation need requires goal means creating positive associations the final product category.

Awareness of a brand is the overall goal of any promotional strategies. If the consumer to know and remember a particular brand, whenever there is a need for a product category that belongs to the mark, it will enable information and include mark in the set considered.

Emphasize consumer trade mark can be achieved through advertising, point of sale advertising, merchandising. The minimum level of knowledge of the mark, for adoption by the consumer vary depending on the conditions under which the decision buying. If the election is held in store brand (for multiple products) consumer only needs to recognize the brand, especially after packing, and then appeal to the relevant information in its possession about the mark. As a result, the action is insisted on presenting advertising package so later consumer can easily recognize the brand in the store. Where in a buying decision is taken other medium, it is necessary to resort to information stored at other shopping experience.

Attitude towards the brand – Promotional strategies can influence attitudes to consumer brands. In the case of new or unknown brands, order strategy is to form brand attitudes, while for brands already known, the aim is to keep the current favorable attitude. For brands to consumer attitudes manifested neutral or slightly unfavorable, it aims improvement. In each case, the promotional strategy should highlight main attributes of the brand and advantages of its adoption. Consumer opinion about the importance of brand attributes and consequences of adopting it varies from one situation to another.

Expression of intent to purchase development promotional strategy of success requires knowledge of the intentions of buying. Only customers who have put purchase intention for a product category in general will express and the purchase of a brand when exposed to a ad. If personal selling and sales promotion, it aims immediate expression of intent to purchase, when exposed to information

Conduct various actions before adopting the mark – before final choice of a brand, the consumer is involved in various other activities, including visiting the stores. In this situation, the role of advertising and sale personal (direct advertising) is very important.

The success of the strategy code is influenced by a number of factors, which notes the abundance of promotional messages competition. irrespective of strategic option adopted, the main purpose is to increase the probability that the segment target consumers perceive and understand the promotional message. in the last decades, due to continued growth in the number of promotional messages, especially through TV advertising, their effectiveness is declining.

Although Acros organics presented a visible concern in promoting their products, it was imposed by the immediate needs of the company. If marketing activities such as advertising, public relations have been assimilated sales department, the research, development and deployment tracking strategy and programs are lacking. Consequently, we can say that marketing is treated as a minor activity, which gives reduced efficacy.

An effective promotional policy determines improving company image, increased turnover, profit, or economic activity with high efficiency.

In these circumstances it is necessary to develop a coherent promotional policies. This requires the creation of a marketing firm well placed in the organizational structure, with its strict separation of powers and the system of relationships with other departments.

Marketers are new indulge in the world of business. They should not be confused with salespeople, although many of them come from the sales. Promoting an agent does not automatically make it a marketing specialist. In fact, there is a pretty big difference between the guidelines that define these two professions.

2.4 Price policy of Acros Organics

Managers when setting the budget for the promotional mix face two problems: how to allocate the total promotion and how to divide the sum of alternative types of promotion.

Overall, budget should be higher where:

Consumers have difficulty distinguishing alternatives based on their physical appearance, which is especially true in the service.

Products are not well differentiated.

It launches a new product and target market has no previous experience in purchasing a similar product.

There are a large number of people who influence the purchasing decision.

Existence a strong need to educate consumers. (New forms of catering services face this problem.)

The manner in which the budget is distributed between various promotional tools depends on numerous factors. The most important are:

communication problems faced by the firm.

Involvement.

investments.

The location of the market.

Type market.

stage of the product life cycle.

The budget is determined by the client. When you select media and support, media planner must be careful to production costs and technical costs, which vary according to sector. Customer may do so: spending as much as the company thinks it's enough to advertise, evaluate advertising budget year and adjust it if necessary, are compared to the costs of competition and according to this, it spends less, as or more, depending on the ratio of the rate of advertising and market share. Another aspect by which a client is allocated a budget advertising and turnover of the company, that the higher, the percentage of it will be higher.

However, large advertising budget allocation does not necessarily make a good advertisement. More important is creativity in increasing the effectiveness of campaigns and reversing the effects of large advertising budgets. But still, the difficulty lies in finding creative solutions balanced. "There are enough examples of creative advertising for the sake of creativity. As long as marketing targets are met as long as the product stays on the shelf or no calls to customer service does not matter because everyone knows that advertising or they think it very funny. "

The objectives of the Price Policy while fixing the prices of the product are:

Profit maximization in the short term-The primary objective of the firm is to maximize its profits. Pricing policy as an instrument to achieve this objective should be formulated in such a way as to maximize the sales revenue and profit. Maximum profit refers to the highest possible of profit. In the short run, a firm not only should be able to recover its total costs, but also should get excess revenue over costs. This will build the morale of the firm and instill the spirit of confidence in its operations. It may follow skimming price policy, charging a very high price when the product is launched to cater to the needs of only a few sections of people. It may exploit wide opportunities in the beginning. But it may prove fatal in the long run. It may lose its customers and business in the market. Alternatively, it may adopt penetration pricing policy i.e., charging a relatively lower price in the latter stages in the long run so as to attract more customers and capture the market.

Profit optimization in the long run-The traditional profit maximization hypothesis may not prove beneficial in the long run. With the sole motive of profit making a firm may resort to several kinds of unethical practices like charging exorbitant prices, follow Monopoly Trade Practices (MTP), Restrictive Trade Practices (RTP) and Unfair Trade Practices (UTP) etc. This may lead to opposition from the people. In order to over come these evils, a firm instead of profit maximization, aims at profit optimization.Optimum profit refers to the most ideal or desirable level of profit. Hence, earning the most reasonable or optimum profit has become a part and parcel of a sound pricing policy of a firm in recent years.

Price Stabilization is another objective. The prices as far as possible should not fluctuate too often. Price instability creates uncertain atmosphere in business circles. Sales plan becomes difficult under such circumstances. Hence, price stability is one of the pre requisite conditions for steady and persistent growth of a firm. A stable price policy only can win the confidence of customers and may add to the good will of the concern. It builds up the reputation and image of the firm.

Facing competitive situation-One of the objectives of the pricing policy is to face the competitive situations in the market. In many cases, this policy has been merely influenced by the market share psychology. Wherever companies are aware of specific competitive products, they try to match the prices of their products with those of their rivals to expand the volume of their business. Most of the firms are not merely interested in meeting competition but are keen to prevent it. Hence, a firm is always busy with its counter business strategy.

Maintenance of market share refers to the share of a firm's sales of a particular product in the total sales of all firms in the market. The economic strength and success of a firm is measured in terms of its market share. In a competitive world, each firm makes a successful attempt to expand its market share. If it is impossible, it has to maintain its existing market share. Any decline in market share is a symptom of the poor performance of a firm. Hence, the pricing policy has to assist a firm to maintain its market share at any cost.

Capturing the Market-Another objective in recent years is to capture the market, dominate the market, command and control the market in the long run. In order to achieve this goal, sometimes the firm fixes a lower price for its product and at other times even it may sell at a loss in the short term. It may prove beneficial in the long run. Such a pricing is generally followed in price sensitive markets. Entry into new markets. Apart from growth, market share expansion, diversification in its activities a firm makes a special attempt to enter into new markets. Entry into new markets speaks about the successful story of the firm. Consequently, it has to bear the pioneering and subsequent risks and uncertainties. The price set by a firm has to be so attractive that the buyers in other markets have to switch on to the products of the candidate firm.

Deeper penetration of the market-The pricing policy has to be designed in such a manner that a firm can make inroads into the market with minimum difficulties. Deeper penetration is the first step in the direction of capturing and dominating the market in the latter stages.

Achieving a target return -A predetermined target return on capital investment and sales turnover is another long run pricing objective of a firm. The targets are set according to the position of individual firm. Hence, prices of the products are so calculated as to earn the target return on cost of production, sales and capital investment. Different target returns may be fixed for different products or brands or markets but such returns should be related to a single overall rate of return target.

Target profit on the entire product line irrespective of profit level of individual products. The price set by a firm should increase the sale of all the products rather than yield a profit on one product only. A rational pricing policy should always keep in view the entire product line and maximum total sales revenue from the sale of all products. A product line may be defined as a group of products which have similar physical features and perform generally similar functions. In a product line, a few products are regarded as less profit earning products and others are considered as more profit earning. Hence, a proper balance in pricing is required.

Long run welfare of the firm- A firm has multiple objectives. They are laid down on the basis of past experience and future expectations. Simultaneous achievement of all objectives are necessary for the over all growth of a firm. Objective of the pricing policy has to be designed in such a way as to fulfill the long run interests of the firm keeping internal conditions and external environment in mind.

Ability to pay-Pricing decisions are sometimes taken on the basis of the ability to pay of the customers, i.e., higher price can be charged to those who can afford to pay. Such a policy is generally followed by those people who supply different types of services to their customers.

Ethical Pricing-Basically, pricing policy should be based on certain ethical principles. Business without ethics is a sin. While setting the prices, some moral standards are to be followed. Although profit is one of the most important objectives, a firm cannot earn it in a moral vacuum. Instead of squeezing customer, a firm has to charge moderate prices for its products. The pricing policy has to secure reasonable amount of profits to a firm to preserve the interests of the community and promote its welfare.

A pricing strategy in which the same price is offered to every customer who purchases the product under the same conditions. A one price policy may also mean that prices are set and cannot be negotiated by customers. A one price policy is the opposite of a differential pricing approach, in which prices may vary based on location, promotional offers, method of payment, or other factors

In the market competition exist a lot of kinds of prices. Acros organics stooped al bundle pricing. Bundle pricing is a marketing ploy in which several products are offered for sale in one combined unit that is often marked at a reduced price compared to the sum of their separate purchase prices. Product bundle pricing is often actively used by the marketing departments of companies that produce computer software products, fast food meals and cable television connections that involve putting multiple products together to make a more attractive or economical whole.

The communication policy and the means to materialize Across organics seeks the widest possible dissemination of information about the activities and products and receive how they are received and appreciated by the recipient. From this point of view Acros organics it constitutes an open system to its external environment and at the same time a source of messages whose main objective aims to strengthen the image and prestige of its products on the market that works. To achieve such a target company must ensure that the selection and harmonization of information selected, because the use of improper means situations may give rise to negative effects for the reputation and work. The success of such an approach is subject to the fulfillment of requirements by each source of communication used, namely: to be strong enough to cause a relationship to the public authority concerned, to be attractive to be identified from the set of communication, to be credible in the sense that to be accepted messages in circulation to match the recipient's value system.

III. The analyze of promotion activities of Acros products

Market means any investment in any part of space and time that can be found potential business partners, sellers and buyers of products or services to meet and exchange goods. Meaning given to the concept of market marketing theory can be regarded as economic and geographic space where they meet and face in a given range, bearers of supply and demand for a certain commodity, and the factors that determine their behavior. Market characterized in a synthetic importance, the structure and trends of the buyer and seller of a product or service.

It appears as a network of human relationships and business that inevitably arise between all classes of agents in society. Product or service that we are concerned at a time can be called, generically, product reference and here I refer to the reference product market, which is on the whole population of consumers and users of the same gender, regardless origin or their mark.
Reference products in our case are the product Acros organic .
It is very important to know the client. But knowing who the customer is a different thing to know the consumer’s behavior. So that’s the reason why specialist create market studies. For seeing the consumer’s behavior the companies have to analyze the target, and the market studiy is the perfect way to do this

That s the main reason way I chosen to this kind of strategy for knowing the Acros organics’s customers.

3.1.The purpose of the research

A market research analyze the products and services on the market, and consumer behavior and opinions. Si in my research I wanted to find put how Acros organics are seen by the consumers and what are the main characteristics of this product that made the consumer to use this product. I also in my research I want to find out what are the methods that made this products known and what is the source that the consumers use for finding the news about this product.

3.2.Objectives

The main objectives for this market research are:

Knowledge of customer needs to increase their satisfaction

Knowledge of market constraints and opportunities

Analyzing sales forecasts and setting

Assessing awareness and company image;

Improving visibility and positioning online.

Factors that influence a consumer's purchasing decision;

Frequency of buying this type of product;

I also in my research I want to study the the impact of image of Acros organics among customers; how customers were attracted by this products and I also want to find out the subjective opinions about a few characteristics of Acros products like:

safety provided;

experience and tradition;

professionalism;

advertising.

3.3.Assumpion

Formulating a scientific hypothesis, sub-stage that represents the background of the problem. The hypothesis is a statement (not a question) about a possible relationship between the studied factors and criteria of judgment. Hypothesis can be: case "null" – no this relationship and "alternative" – is the relationship. Hypothesis will then be proven or rejected. In the conclusion chapter we’ll notice if my assumptions are proven or rejected.

In my market research I started from the assumption that Acros Organics are popular products and they don’t need to inform the public about their existence on the market. So, they all they have to do is to remember to the customers that they are there.

So, my first assumption is that this product is very known, popular. The second one is that the employees that manage the promotion of this products use creativity in their strategies, using all kinds of creativity techniques for increasing their sale. Another assumption is that this product is very new on that Romanian market. So, I started my study saying that:

Most subjects have a knowledge ​of Acros organics products.

Mostclients have a favorable image of Acros products .

The reliability, experience and tradition of the Acros products are valued very favorable.

3.4. Conceptual and operational definition of variables research

3.5. Defining coordinates research

The community component which will get information about the sample authentic be defined in conecttion with the research objectives . An authentic sample basis must meet several conditions:
a) is appropriate to purpose, to cover to cover the entire population that will be subject of the research. Population represents all simple or complex units that form the subject of a survey;
b) the survey must be free of any rehearsal;
c) the survey is desirable to be as accurate as possible;
d) The sampling must be as current as possible;
e) it is convenient that the survey will be available in one center ( customers can get the list of service coordination, contacting other services no longer required).

Survey unit is the unit from where collect informations are collected. A research of Acros products cam be made only in a place that Acros products are used. For example, the Acros products are used in hospitals, so I used hospital employees for my study. I also used employees from manufactures, manufactures that use the Acros products.

The sample is a well established criteria extracted from the collectivity of which are retrieved information to determine the general characteristics of the community.
For training sample using several methods. I chosen the questionnaire for collecting the information I needed.
The questionnaire is a logical sequence of questions, most answers in multiple choice, with which the data are collected in a selective marketing research.

3.6.The sample of the research

In my research I used 30 subjects. The age or the sex it wasn’t a criteria for my sample. The only condition was that my subjects had to work in a hospital or manufacture, using the Acros organics.

So the only condition for my sample that my subjects have to use Acros organics in their work.

We can not test the entire population. Sampling can prove anything. Sampling is answering the question how? and how much?. By understanding all the members of a community population specific and which is characteristic of some natural law, some learned, feature).
The sample is a subset of an extract, a number of people drawn from the population. The population is considered infinite, the practice can not study an infinite number of cases.

3.7. The Sources of information

Making the work, I had to respond at the question “from where I m gone take my source informations?” The answer is simple: there are no limits to collect information. From the janitor to the president, anyone can be a good source for a successful article. In many cases, information received from the maid can be more valuable than those received from the director of the institution .
It is important that the information is true. Supreme rule that we have to respect is that of crossing sources. This means that information must be verified from multiple sources, preferably at least three .
Special attention should have when someone launches accusations against another. Journalist's obligation is to seek an opinion and the accused. If the accused refuses to comment on the allegations, that does not mean we can not write the article. You must specify in our text we tried to contact the accused and why there is not his view.

In my case it was simple. I had to collect information from the Acros products costumers.

3.8. The research’s Result

Like a main conclusion, the Acros organics consumers are very satisfy in using this product. So, at the first question “How do you evaluate the performance of Acros products”, 65% of the subjects said that they are very satisfy for his performance and 35% said that they are just satisfy. At a first sight we can notice that this is a very good result and the Acros’ s customers are very pleased of this product. Also, no subjects said that Acros products aren’t qualitative.

What I want to mention at this point is that all the subjects said that they are very satisfied by the innovation and the creativity of this products. 100% said that they are very satisfied by the creativity of those products. That’s a proof that the team Acros knows his clients and always chooses the right strategies for promoting their products. The concept of teambuilding appears in this situation. Like I said in the previous chapters, the concept of creativity can create a lot of controversies in a team, because all the members have to approve the ideas, so a creative idea may loose his sense just because the others members don’t approve it. But we notice that in the Acros team are keeping the creative ideas and transmits those ideas to their public.

At the question “From where you find out information about Acros products?” 47% from the subjects answered that they take their information from the site, 34% from brochures and 11% they take their information from magazines. We can notice that the Acros site is very visited by his customers. At this site, the Acros team announces every news, everything that s new about their products. In here they inform their customers about their prices, their promotions and also, in this site, the customers can buy the Acros products.

At the question “how do you evaluate the performance of Acros products?” the customer said that are very satisfied by the delivery service, so the frequency of deliveries increases with every client satisfied. In this case it was just an percent of 21 % of subjects that said that trey are unsatisfied by the delivery services. Even if it’s a small number the company has to be carefully with every customer and prove professionalism in every situation. So, here’s a point where Acros products have to work hardly.

The question “What do you believe about the report value price” all the subjects responded that they are very satisfied about the promotional offers. Acros team offers to their customers all find of promotional offers with the purpose to gain their interested and increases their sales. So, we notice that this strategy has a good effect on consumer’s behavior. About the commercial flexibility and the negotiated prices most of the subjects haven’t responded. The reason is that Acros products don’t put accent on those characteristics, so the customers don’t have the opportunity to negotiate the prices or to discuss with the seller about a commercial flexibility.

At the next question “Acros products correlates with your expectations?” 96% of the subjects said that this products correlates with their expectations. Again, a small number of subjects aren’t pleased by those products. Also, 57 % of the subjects said that they are very satisfied by the performance of those products, 43% just satisfied and 17 % are unpleased.

All the subjects said that they are very pleased about the design of the products and the company has to work hardly to develop the delivery services. That s the only problem that customers find out at the Acros products.

Conclusion

Sales promotion tools vary in their specify objectives. O offered free sample stimulates consumer you try the product, while providing a free service management consulting leads to cement long-term relationship with a retailer .
Sellers turn to promotional activities of an incentive to attract new consumers to try a product, to reward loyal customers and to increase the share of casual users who repeat purchase a particular product. The new consumers who try are three ways-users of other brands of the same category, other categories of users and people always change the brands they use .
Sales promotions often attracts those who always changing brands because users of other brands or other product categories is not always observed and immediate action is not always react to that change frequently marks .
Sales promotion actions in markets that are very similar marks will produce short, a strong revival in sales, but will not give long life on the market.

At sales promotions turned the Acros company too. Only that they gain a place on the market this way, using creativity in their promotion strategies. Even if they are new products on market and their main characteristics is innovation, the Acros employees proved that using creativity and techniques for knowing their customers, any company can have success on the economy market. Acros products are used for their quality and the professionalism they prove it in their services.

Like a main conclusion we can say that Acros company, using creativity techniques in their promotional strategies succesed in making a good reputation on the market and increasing their sales.

Bibliografie

Jacquie L'Etang, Public Relations: Critical Debates and Contemporary Practice, Laurance Erlbaum Associated Inc, 2006

Julian Petley, Advertising, Hodder Wayland, 2002.

Rossiter J PercyL, Advertising and Promotion Management, McGraqHill, 1997.

Sandy Green, Creativity, David Fulton, 2004.

U.S. Government, L L D John Casey, Promoting Green Purchasing in North Americ: Cleaning Products, Office Supplies and Equipment, and Electricity, General Books, 2011.

William M Pride, O C Ferre;, Marketing, South Western, 2012.

Questionaire

1.Your name

………………………………………………………………………………………………………

2. Please state your position is in the company you represent

CEO

acquisitions

Marketing

Salles

Production

Administration

3.How you evaluate the next sentences?

Very satisfied Satisfied Unsatisfied Very unsatisfied

Performanța produselor Acros

Calitatea produselor Acros

Calitatea ambalajului

Creativitatea, inovația, produsele noi

Produsele de marketing

(Cataloage, preț, planuri de vânzări etc)

4. Where to find information about products Acros?

From catalogs and guides

On product packaging

From your company website

Newspapers and journals

Others

5. How would you evaluate the performance of Acros products in the following activities?

Very satisfied Pleased Satisfied Unpleased Very unpleased

Time delivery

Quality packaging

Frequency o delivery

6.What do you think about the value price report?

Very satisfied Pleased Satisfied Unpleased Very unpleased

Comercial flexibility

Negotiated prices

Promovations offers

7.The Acros products corelate with your expectations?

Yes

No

8.How do you appreaciate tha Acros products’s profesionalism until now?

Very satisfied Pleased Satisfied Unpleased Very unpleased

9. How do you appreciate the presentations of our products (design)?

Very satisfied Pleased Satisfied Unpleased Very unpleased

10. Please indicate in which area should bring improvements:

Delivery products

Customer services

Comercial Suport

Technic suport

Value price report

Others

11. Did you had problems in using Acros products?

Yes

No

12. What is your overall impression from acros products, given your experience with our company from the first contact to sell so far?

Very satisfied Pleased Satisfied Unpleased Very unpleased