Impact of Promotional Strategies on Sales of MSMEs

In recent years, the production of goods and services by Micro, Small, and Medium Enterprises (MSMEs) has significantly increased alongside the provision of numerous employment opportunities. MSMEs play a crucial role as ancillary units to larger industries, contributing substantially to a country's industrial growth. The fast-evolving economic landscape due to globalization presents both opportunities and challenges for MSMEs. Personal selling has proven effective in understanding buyers' needs, acquiring new customers, and enhancing company image. Additionally, sales promotion strategies are pivotal in boosting sales and improving brand perception. The primary goal of any commercial organization is to increase sales, making promotional activities essential. Decisions regarding promotions are made in conjunction with other marketing mix decisions and involve identifying target markets, setting objectives, budgeting, selecting media, evaluating effectiveness, and managing promotion elements.