About Alibaba's Promotion Mix

Sales Promotion; a term to describe the advertising, promotion, publicity and selling of a product or service. It aims to create awareness about the organization’s products or services to the targeted market. It also can be broken down into two distinguishable categories; face to face selling and advertising, promotion and publicity. (Kotler, 2014)

Alibaba.com uses the internet as a promotion strategy because as we all know, internet is the best cost effective and like a bat out of hell promotion tool in the export/import market place. The attendance of Alibaba.com company profile and product /services in leading search engines like yahoo gives the company a global publicity and creates awareness among buyers/importers effectively. The availability of internet banners about Alibaba.com forwards the searches directly to their main website.

Alibaba also expands its market through freebies. Freebies are offered to attract more clients and customer to use Alibaba as an online marketing platform. (www.ukessays.com, 2014)

Media and advertising is very helpful to larger number of companies out there that are familiar to the rising competition in the present market. Therefore, Alibaba.com uses the media advertising strategy to promote its products and services through newspapers, TV and print ads and also car ads. Alibaba.com is also familiar to using various campaign taglines during their promotions. Examples of taglines used are; “Find it. Make it. Sell it,” “Draw up your business plan. Lock down your prototype.

Get on Alibaba.com to make it happen.” these taglines help encourage struggling entrepreneurs and they tend to reach a large number of promising customers. Media advertising is mostly practiced when the company wants to enhance promotional prices or launch new services/products.

Henceforth, Alibaba.com; through sponsoring of events has also promoted their products/services. And such events sponsored; Australia-China Business Week, this being a high profile business event, was Alibaba’s first sponsoring deal in Australia. Other events sponsored by Alibaba.com; Beijing Olympics and ping-pong.

Though, for the promotion, Alibaba should also use other promotion tools like public relation and other advertising media to increase high awareness of their product/services instead of focusing on online (mostly) because online can communicate information about Alibaba but majority cannot get the information, so using public relation Alibaba will have a high performance than the current situation.

Reference

UK Essays | UKEssays.com. 2015. UK Essays | UKEssays.com. [ONLINE] Available at: http://www.ukessays.com/. [Accessed 06 September 2015].