Read the passage carefully and answer the questions.
A company called "EcoTech Appliances" has recently launched a new line of eco-friendly home appliances designed to help consumers save energy and reduce their carbon footprint.
Marketing Strategies used by the Company:
1. The company has developed eco-friendly appliances with energy-efficient features and environmentally sustainable materials. The product is priced slightly higher than regular appliances but is positioned as a long-term investment in sustainability.
2. Eco Tech has adopted a premium skimming pricing strategy for eco-friendly appliances, positioning them as high-quality, sustainable products.
3. The products are available on both online and offline channels, including large retail stores and the company's e-commerce website.
4. EcoTech employs various promotional tools to create awareness and persuade customers to buy their products:
- -The company runs TV and digital ads showcasing the energy-saving benefits of their appliances and their commitment to sustainability.
- -Sales representatives are trained to interact with customers in retail stores, explaining the benefits of the products and offering personalized recommendations based on individual needs.
- -Eco Tech has garnered attention from environmental organizations and media outlets due to their focus on eco-friendly products, resulting in positive press coverage and word-of-mouth promotion.
"Eco Tech has garnered attention from environmental organizations and media outlets due to their focus on eco-friendly products, resulting in positive press coverage and word-of-mouth promotion".
Which element of promotion mix is highlighted here?
Answer & explanation
Correct answer: option 2
The correct answer is Option (2) → Public Relations
Option (1) Advertising — Incorrect. Advertising is paid for by the company. The TV and digital ads are EcoTech’s advertising. But press coverage given by the media is not paid for by EcoTech.
Option (2) Public Relations — Correct. The passage says EcoTech got attention from environmental groups and the media, and this gave “positive press coverage and word-of-mouth promotion”. Public relations means building and protecting the company’s image in the eyes of the public. Getting good news about the company into the press is a part of public relations. Publicity and press release are among its functions.
Option (3) Personal Selling — Incorrect. Personal selling is a face-to-face talk between a salesperson and a buyer. In the passage this is done by the sales representatives in the stores, not by the media.
Option (4) Sales Promotion — Incorrect. Sales promotion means short-term offers, such as discounts or free gifts, to make people buy at once. The passage does not mention any such offer.
NCERT (2026-27 Edition): “Advertising … Advertising is perhaps the most commonly used tool of promotion. It is an impersonal form of communication, which is paid for by the marketers (sponsors) to promote some goods or service. …” “Public Relations Managing public opinion of an organisation is an important task which can be performed by the marketing department. The business needs to communicate effectively to customers, suppliers, and dealers, since they are instrumental in increasing the sales and profit. Besides those who come into direct contact with the organisation or its products, there are other members of the general public whose voice or opinion is equally important. This public may be interested in the company and its product and have an impact on the business ability to achieve its objectives. Thus, it becomes imperative to manage public opinion and the company’s relation with the public on a regular basis. Therefore, public relations involve a variety of programmes designed to promote or protect a company’s image and its individual products in the eyes of the public.” “Role of Public Relations The role of public relations can be discussed with respect to the functions which the department performs. Public relations itself is an important tool in the hands of the marketing department, which can be used to the advantage of the business. The public relations department performs five functions:” “1. Publicity: Publicity is similar to advertising, in the sense that it is a non-personal form of communication. However, as against advertising it is a non-paid form of communication. Publicity generally takes place when favourable news is presented in the mass media about a product or service. …” “2. Press release: Information about the organisation needs to be presented in a positive manner in the press. …” |