Promotion practices in Nepal involve both traditional and modern marketing techniques to reach a diverse and developing market. Businesses in Nepal—ranging from local stores to multinational corporations—adopt strategies that suit the country’s economic conditions, cultural preferences, and technological growth.
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1.) Use of Traditional Media:
Nepalese companies continue to rely heavily on traditional promotional channels, especially to reach rural and less tech-savvy populations.
- Television: Widely used for advertising consumer goods and services.
- Radio: A key medium in rural areas due to wide reach and lower cost.
- Newspapers and Magazines: Commonly used for print advertising, especially in urban centers.
Example: FMCG brands like Wai Wai and Noodles use catchy jingles on TV and radio.
2.) Personal Selling:
Personal selling is a popular and effective method, especially in markets where trust and relationship-building are essential for closing sales.
- Frequently used by insurance agents, banks, mobile companies, and real estate businesses.
- Local businesses and retailers also depend on face-to-face communication to convince customers.
Example: Salespersons promoting SIM cards or banking services door-to-door.
3.) Sales Promotion:
Sales promotion is widely used to attract price-conscious consumers and to stimulate immediate purchases.
Common techniques include:
- Discounts
- Lucky draws
- Free samples
- Buy-one-get-one-free (BOGO) offers
Example: Supermarkets like Bhat-Bhateni often run special festive offers and combo deals.
4.) Digital and Social Media Marketing:
With growing internet and smartphone use, companies are increasingly using digital platforms to reach urban youth and tech-savvy consumers.
- Platforms used: Facebook, Instagram, TikTok, YouTube, and SMS marketing.
- Influencer marketing and social media ads are becoming more common.
Example: Local clothing brands using Instagram to showcase products and run promotions.
5.) Public Relations (PR):
PR is gaining popularity, especially among larger firms aiming to enhance brand image and engage with the community.
Common PR activities:
- Press releases
- Event sponsorship
- CSR programs (like education or health camps)
Example: Telecom companies sponsoring national festivals and sports events.
6.) Direct Marketing:
Though still growing, direct marketing is being adopted by companies to target specific customers through:
- Email and SMS campaigns
- Catalogs and brochures
- WhatsApp and Viber promotions
Example: Banks and insurance companies sending customized loan or policy offers via SMS or email.