A Study on Effectiveness of Promotional Strategies towards Relationship Marketing in Super Markets of Top Four Cities in Tamil Nadu

Abstract

Promotion of a product or service is the sensitive and complicated strategy of this era. Promotion compasses of all other marketing mix whereas it is becoming necessary to make target customer understand what to buy, where to buy and why to buy. In a business like supermarket where non personal communication channels are used it is becoming mandatory to pay major part of its cost for promotion of the store so as to give valid reason for the customers to buy the products in this particular store in spite of various local players dealing with same FMCG products at a cheaper price. There are some well defined promotional mixes suitable exclusively for supermarkets so as to communicate properly what are actually available so as to attract customers towards the store. Relationship Marketing is majorly influenced by these promotional strategies as there is strong relationship between made promise and the reality.  So companies have to see to that there should be a well defined promise which can be executed easily without confusion. It is the challenge for these supermarkets not to allow any gap between the communicated and executed promise so as to keep their hard earned relationship with customer intact.