Henry recently set up a retail store in his hometown. He studied the pattern that other storeowners followed in obtaining new customers. All their current customers had referred the store to their friends and family. Their awareness basically spread through word-of-mouth. Henry knew that his store offered the same quality as the other stores did. His store was also on the same street as the other retail stores. Given the setting, the other storeowners were already charging their customers the bare minimum in order to remain competitive. Which P of marketing should Henry concentrate on to distinguish his retail store? Henry should concentrate on to distinguish his retail store.

Handyman focus on promotion rather than using the other stores strategy of word-of-mouth.

Different types of promotion: advertising, public relations, direct selling and sales promotions.

A temporary reduction in the price, such as 50% off.

Offers a brand at a lower price. Price reduction may be a percentage marked on the package.

Coupons: coupons have become a standard mechanism for sales promotions.

A coupon booklet is inserted into the local newspaper for delivery.

On checkout the customer is given a coupon based on products purchased

The consumer is automatically entered into the contest/event by purchasing the product.

Displays:-

A sign that juts into the aisle from the shelf.

A sign that sways when a consumer walks by it.

A bin full of products dumped inside.

A board on which messages are written in crayon.

Consumers get one sample for free, after their trial and then could decide whether to buy or not.