Q.Going to gym and following a protein diet has become a popular trend these days. However, with the busy work culture, many people, especially the youth struggle to find time for weight loss programmes. Anika was working in a multi-national company, wanted to join a gym for weight loss but could not find time. There is no good gym near her house. One day, Anika was walking out of the office during lunch time and saw an attractive poster of a gym which was near her house. Anika was curious to enquire about their weight loss programme. Next day, when she went to the gym, she was surprised to know about various schemes offered by the gym. They were not only offering 50% discount on the fee of weight loss programme, but were also providing free coach facility and free protein diet for the customer. But these offers were valid only for 10 days. Attracted by these schemes Anika immediately submitted the fee and joined the gym.
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Start your 14-day free trial to unlock the full solution →The paragraph illustrates Promotion as an element of the marketing mix, specifically using Sales Promotion tools like discounts, free offers, and limited-time schemes to attract customers.
The scene described is a classic example of how businesses use Promotion — one of the four Ps of the marketing mix (Product, Price, Place, Promotion) — to communicate with potential customers and persuade them to buy. In this case, the gym is not just selling a weight loss programme; it is actively promoting it through a set of short-term incentives designed to create urgency and immediate action.
Anika’s journey — from seeing an attractive poster to being surprised by the offers — shows how promotion works in practice. The poster itself is advertising (a paid, non-personal form of communication), but the real trigger for her decision is the bundle of limited-period benefits: 50% discount, free coach, and free protein diet. These are not part of the core product (the exercise programme) or its price in the usual sense; they are temporary inducements. That is the essence of Sales Promotion, a key tool within the Promotion mix.
In NCERT Class 12 Business Studies, the marketing mix is defined as the set of controllable variables — Product, Price, Place, and Promotion — that a firm blends to produce the desired response from the target market. Promotion is the element that covers all communication activities.
- Identify and give the meaning of the element of marketing-mix discussed above. The element is Promotion. Promotion refers to all the activities a business undertakes to inform, persuade, and remind customers about its products or services. It is the communication link between the seller and the buyer. In the given case, the gym uses a poster (advertising) and special schemes (sales promotion) to attract Anika and convince her to join.
- The element of marketing-mix identified in (i) above includes various tools of communication. Identify and explain the tools highlighted in the above para. The tools of communication (promotional tools) highlighted in the paragraph are:
- Advertising – The attractive poster that Anika saw outside her office is a form of advertising. Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Here, the poster is a visual, mass-communication tool designed to catch attention and generate curiosity. …
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