Overall marketing plan/activities/strategy of Support Group

Abstract

Marketing communication helps to develop brand awareness for all organizations, which means that consumers translate product information into perceptions about the product’s attributes and its position within the larger market. Businesses also use marketing communication to retain the product’s current customer base, and to cement relationships with customers and suppliers, notes "Reference for Business." BTL (Below the line communication) is a common technique in the theory used for "touch and feel" products (consumer items where the customer will rely on immediate information rather than previously researched items). BTL techniques ensure recall of the brand while at the same time highlighting the features of the product (IT firm related). The terms 'below-the-line' promotion or communication refers to forms of non-media communication, even non-media advertising as well. Below-the-line promotions are becoming increasingly important within the communications mix of many companies. This report is prepared on the basis of practical involvement to the BTL wing of Support IT firm. I hope that the theoretical knowledge and the practical skill will could be clearly defined through this report, especially in case of BTL communication.