Introduction
Communication is the most crucial attribute that makes an organization reach out to customers. Tilda Basmati rice has attained numerous sales in the United Arab Emirates (UAE) and other parts of the world, courtesy of its effective promotional messages. The product promotional mix is conducted in four strategies: advertisement, sales promotion, public relations, and interactive marketing.
Tilda Basmati Rice has done an exceptional job of making its brand known to customers through robust promotional strategies. Tilda has a slogan that it is on a mission to embrace life in all flavors by producing high-quality rice products. The modes of promotion make the company more preferred in the region compared to its competitors.
Advertisement
An advertisement is a form of displaying ideas, products, or services at a fee. The company offering the goods becomes the advertisement sponsor and will be aired as long as the fee is paid. Tilda Basmati Rice has invested in TV promotion, where the products are displayed for a global audience. One of the most crucial promotions in the TV realm was the ‘elevate your plate,’ where the different flavors are explained (Kotler & Keller, 2016).
The ad shown on TV provokes the audience to taste the different flavors. In the long run, sales will likely increase, making the company beat its main competitors (Mohanty et al., 2020). The TV advertisement is above-the-line (ATL) marketing since it focuses on the audience, both targeted and non-targeted since it offers information to all the people watching.
Social media users have increased exponentially worldwide, and prospective clients are found online. A product is successfully promoted when it is posted in platforms where numerous target customers can see it. The rice brand invests in social media marketing by increasing its presence on online platforms, hence improving promotion.Social media marketing entails maintaining accounts through posting and offering instant feedback to customer replies (Sheth, 2021).
The brand is active on Instagram, Facebook, and other social media sites. Unlike other companies, the company’s online presence, the company’s social media manager, makes the brand more responsive online and therefore makes the brand reach many people (Christensen & Raynor, 2013). Technological advancement increases the number of people who own cell phones. The brand will likely get more users as it invests in the technology.
Therefore, the company excels in social media advertisement, the brand has been popularized worldwide, and the number of customers has increased. Social media marketing offers through-the-line (TTL) marketing since it covers both the targeted and non-targeted audiences as social media is used by numerous people (Kotler & Keller, 2016). Those who will generate interest will create lasting relationships.
Sales Promotion
Sales promotions are strategies in marketing where a company starts an event to spark people’s interest and make them buy the products. Some of the events include conducting road shows and participating in exposes to improve its popularity in the market. Tilda Basmati Rice participates in shows and exhibitions like the Gulfood 2021 organized in Dubai. The exposure makes it possible for the company to increase its customer base. During the expose, the company issues gifts such as t-shirts umbrellas, and answers direct questions from prospects (Saeed et al., 2020).
Further, Tilda Basmati Rice conducts periodic road shows in Abu Dhabi during which customers get a free 2kg packet of rice after buying a 5kg rice. The offer increases the number of new clients to purchase and later converts to be loyal customers (Daugherty & Wilson, 2018). As a result of the sales promotion, Tilda Basmati rice sales in the UAE rose exponentially and are expected to peak by 2030, as shown in Appendix 1 (Dataintelo, 2023). The increasing revenue in the company underscores the effectiveness of the programs.
As more people show interest in cooking and enroll in the campaign, the rice brand will register increased sales in the discourse. Although the promotional activities do not take long, they are strategically set to spark interest, which would increase brand loyalty (Hastings & Meyer, 2020). A person who learns cooking from the Tilda Basmati cooking campaign will likely be a loyal customer (Akter et al., 2022). The sales promotion offers below-the-line (BTL) marketing since it is highly specialized and focuses only on the targeted audience who have aspirations in cooking.
Interactive Marketing
Interactive marketing is a unique tool designed to increase the interaction between the company and the buyers to create and maintain a positive relationship. The food market is dynamic, and companies like India Gate are penetrating the domestic market. Interactive marketing ensures that buyers and sellers have a platform to communicate and share product ideas (Mohanty et al., 2020).
For example, Tilda Basmati Rice has an interactive website where customers can view all the products, flavors, and prices online. Commenting and sending feedback allows the company to incorporate customer feedback on the product (Akter et al., 2022). The rice brand excelled in ensuring that the website offers all the clients the correct information to maintain customers. The rice brand further excels in public relations through the interactive website as feedback is collected, maintaining customer loyalty.
Conclusion
The corporate domain is dynamic, and a company can only remain relevant when it appeals to customers. It is imperative to note that there are new entrants into the markets, and existing customers may be encouraged to buy rice from other outlets. A recommendation to improve sales in the UAE is to introduce sale awards for all customers who buy a given quantity. For example, customers who buy more than 40kg get an additional 5kg as a loyalty bonus. The sales bonus will likely encourage existing and new customers to purchase the rice brand.
References
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