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Modeling Multi-Criteria Promotional Strategy Based on Fuzzy Goal Programming

Modeling Multi-Criteria Promotional Strategy Based on Fuzzy Goal Programming

B.K. Mangaraj
Copyright: © 2011 |Pages: 20
ISBN13: 9781609601294|ISBN10: 1609601297|ISBN13 Softcover: 9781609601300|EISBN13: 9781609601317
DOI: 10.4018/978-1-60960-129-4.ch011
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MLA

Mangaraj, B.K. "Modeling Multi-Criteria Promotional Strategy Based on Fuzzy Goal Programming." Implementing New Business Models in For-Profit and Non-Profit Organizations: Technologies and Applications, edited by Te Fu Chen, IGI Global, 2011, pp. 246-265. https://doi.org/10.4018/978-1-60960-129-4.ch011

APA

Mangaraj, B. (2011). Modeling Multi-Criteria Promotional Strategy Based on Fuzzy Goal Programming. In T. Chen (Ed.), Implementing New Business Models in For-Profit and Non-Profit Organizations: Technologies and Applications (pp. 246-265). IGI Global. https://doi.org/10.4018/978-1-60960-129-4.ch011

Chicago

Mangaraj, B.K. "Modeling Multi-Criteria Promotional Strategy Based on Fuzzy Goal Programming." In Implementing New Business Models in For-Profit and Non-Profit Organizations: Technologies and Applications, edited by Te Fu Chen, 246-265. Hershey, PA: IGI Global, 2011. https://doi.org/10.4018/978-1-60960-129-4.ch011

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Abstract

Promotional strategy is one of the four major facets of marketing; informative on how to advertise and sell products. This can be divided into two broad categories: personal selling strategy (selling the product door-to-door) and mass marketing strategy (announcing the product to the customers). The very first and most important step in choosing the right promotional strategy requires understanding of the target customers. Knowing how the target customer likes a thing can greatly influence the type of promotional item that one considers and how well the promotion performs in the marketing domain. Apart from designing advertising messages, the problem lies with selecting suitable advertising media vehicles which would communicate the message to the right segment at the right time. At the same time, it should have specific and measurable marketing objectives. This paper presents a multi-criteria promotional model for a rural product of a co-operative society in TV channels through popular programmes. An interactive fuzzy goal programming model has been developed for the purpose to handle this problem for selection of TV programmes in some networks for communicating the message of the product. A case study in Indian context has been considered for highlighting the promotion of handloom products by the Bottom of Pyramid producers of the Indian economy to be marketed in all segments through an optimal media selection process.

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