Promotion

A brand is only as big as they make themselves. There are many different ways a company can get recognition. One of the main ways is through promotion of the brand and the product itself is through promotion. “Promotion means activities that communicate the merits of the product and persuade target customers to buy it." (Armstrong & Kotler pg. 54) Advertising is a great and popular example of promotion that a company can do for itself to gain a larger consumer base. Phileas Fogg’s Perfect Polish Perogies uses advertising such as posters and menu-insert advertisements in bars and retailers to promote the brand and product. Another way that the brand promotes is through merchandising. Merchandising is a great form of promotion because the company makes money on the merchandise itself and the brand gets the desired exposure from the consumer’s use of the merchandise. Phileas Fogg’s Perfect Polish Perogies uses merchandising in the form of clothing. This specific merchandising choice is beneficial because clothing is a product the consumer exposes to other potential consumers in an obvious, easy to comprehend way. This form of promotion is also successful due to the average mobility of the consumer, it’s a walking billboard for the brand. "The marketing mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market.” (Armstrong & Kotler pg. 54)