for a new product without first assuring there will be enough inventory to meet potential demandgenerated by the advertising would certainly not go over well with the company’s productiondepartment. Thus, marketer should work in a vacuum when making promotion decision. Rather,the overall success of a promotional strategy requires input from others in impacted functionalarea.In addition to coordinating general promotion decision with other business areas, individualpromotions also must work together. Under the concept of Integrated Marketing Communicationmarketers attempt to developed a unified promotional strategy involving the coordination ofmany different types of promotional techniques. The key idea of marketer who employs severalpromotional options to reach objective for the product is to employ a consistent message acrossall options. For instance, sales people will discuss the same benefits of a product as mentioned intelevision advertisement s. In this way no matter how customers are exposed to a marketer’spromotional efforts they all receive the same information. Marketing Department (Promotion) and OCLPromotion has been an integral part of OCL’s Marketing Department with the establishment ofMarketers in OCL. The process of Promotion has been implemented from the preliminary period8
of the organization. The Promotion has been a vital aspect which has dealt the OCL’s how topromote its products. The people in Marketing have been working to develop the value ofpromotion as the product to make it’s effective for the organization. The results of improvingpromotion, increases the product and improve the Marketing Department in OCL. The groupmembers for the Marketing team are chosen on the basis of their experience and work value. Themembers have no specified working period and the team can vary in number as per therequirement of the time.At present there are three members of the Marketing Team at OCL. This team is lead by ShriManas Mishra. The other members are Shri Md Shoab . Shri Manas Mishra is a prominentperson who guides the marketing department people by seeing the market strategy. The teamtakes decision regarding the promotion at OCL’s different units. The Promotion at OCL started with the sole objective of promotion, with age the company grewits product range increased, the requirement promoting its products was felt so as the quality andquantity of product was taken into account. The HRP has National Aluminum Company, Believes thatPromotion is the most important asset for the company.While other assets will depreciate with time, the human resource alone can appreciate withtime in terms of competence, skills and experience. Human Resource have unlimited potential capabilitiesDevelopment of Marketing (Promotion) is therefore most critical, if the organization has toremain dynamic and growth oriented regarding its promoting in its product.
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