Question

Which of the elements of the Promotional Mix does Microsoft use? Which of those elements are most important for Microsoft? Explain your reasoning. If possible, give examples.

Answer 1

Microsoft uses a variety of promotional channels to increase their sales and brand awareness. A list of its Promotional mix is mentioned below:

• Advertising: This is the major promotional expense for Microsoft. It makes the use of television and internet ads to reach their customers and enhance the company's image. Most of their advertisements focus on upgrades and product enhancements and are targeted to the end users i.e. individula customers.
• Sales Promotion: Microsoft uses methods like offering certain kind of discounts to their customers in order to increase the sales. Eg: It provides a discount to students on buying the microsoft office suite.
• Direct Marketing: This channel includes selling of their products directly to the customers like corporate organisations, colleges, schools etc. This can also be considered as B2B selling.
• Personal Selling: This includes the sales representatives at their stores. These representatives are trained in such a way so as to convince the customer to buy the product and in some cases the representatives up-sell and cross-sell the products too.
• Public Relations: Company's public relations are maintained through its branch Microsoft Philanthropies. This branch is focussed towards social works and look after the donations and other related activities.

For Microsoft, advertising is the most important element as it is the most effective way of increasing their brand image among the customers. This also allows the company to reach a high volume of customers and communicate the company's message to them in an effective way.

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