“Marketing is all about being a buyer than a seller, and then will your product sell itself”
Promotion, the 4th P of marketing has turned up to be the real face of marketing, albeit it has shifted from being revenue expenditure to a capital expenditure. Promotion is no more a part of the game - it is the game-changer. Sellers have started listening to their buyers, and they have started being available 24*7 according to the dynamism of the market. Consumer’s demand have converted into self-centred demands, where every single product and service are being modified and developed to suit specific demands. Today’s marketing economy is no more restricted to monetary benefits but has been changed to non-monetary special services. Personal selling has changed to door-step service, discounts have changed to buy one get one free, rebates have changed to discounts on next purchase and Sunday specials have become HAPPY HOURS. A phrase flooding the promotion technique arena, especially for bars and restaurants and spreading to departmental stores. These happy hours are indeed spreading its wings in the Indian market making the sellers and the buyers one happy family. Proving surprises indeed brings happiness.
The article entails the study of the future of the Happy hour Promotion technique in the Indian market. It’s an analysis to determine that are the Happy hours the new face of promotion in India.
Keywords: Promotion, Happy Hours, Indian Market, Marketing-mix.