Fulcrum is a brand activations company specialising in below the line campaigns, special events and other field marketing activities. Established in 2007, we have extensive experience in our field and count amongst our points of difference the following.

We do this by creating moments in popular malls, colleges, bus stops, multiplexes, stores and events right into cherished moments in a customer’s life.

Our vision is to empower brands & corporates to communicate primarily through the medium of experience & innovation.
We believe in the sales of our client’s products/services, sales supported by brand visibility, awareness and execution of the product’s message with a promotional objective.

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Work at setting your brand apart in your customers’ minds through product and brand specific activities that are tailored to your target market.
Work at stimulating buying by ensuring that we put forward information that is relevant to the target market
Create engaging, powerful and fun marketing experiences
Deliver brand messages effectively by engaging media, specific to the target market.
Ignite passion for our client’s brand, product and event

Ideas generation and execution
We book and secure acts, venues and vendors that speak positively and accurately to the character of your brand, be it, fun, artistic, athletic, sophisticated
Influence a movement towards your goals via creatively themed events that target your customers
Engineer experiences that have been said to attract life-long loyalty to a client’s brand

Want to know what we think about stuff? Well, pull up a chair and pour yourself a skinny latte (or whatever your poison is). Here are a few thoughts on things that are important to us from people who are important to what makes us tick.
Want to know more? Just pick up the phone, suggest a date in the diary and any one of us would be only too happy to have a chat over a cuppa…
We’ve brought together an eclectic group of people under one roof. The magic comes in creating a team who don’t just work effectively together but push, challenge and direct each other – collectively taking our thinking to new and exciting places, with each adding a different flavour or perspective to our creative output.
AGENCY LEADERSHIP TEAM

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Learn Business Terms

Product, placement, promotion, and price are four elements of the marketing mix crucial to determining a brand’s unique selling proposition.

Learning Objective[ edit ]

Show the characteristics of each of the four elements, or “Four Ps” that make up the “marketing mix.

Key Points[ edit ]

The term “product” is defined as anything, either tangible or intangible (such as a service), offered by the firm; a solution to the needs and wants of the consumer; profitable or potentially profitable; and as meeting the requirements of the various governing offices or society.
Placement, or product distribution, is the process of making a product or service accessible for use or consumption by a consumer or business user, using direct means, or using indirect means with intermediaries.

The three basic objectives of promotion are to 1) present information to consumers and others, 2) to increase demand, and 3) to differentiate a branded product or service – through advertising, public relations, personal selling, direct marketing, and sales promotion.

The price is the amount a customer pays for the product. A well chosen price should (a) ensure survival (b) increase profit (c) generate sales (d) gain market share, and (e) establish an appropriate image.
Value is what a customer receives from a product.

Terms[ edit ]

Placement

The process of making a product or service accessible for use or consumption by a consumer or business user, using direct means, or using indirect means with intermediaries.

product

Anything, either tangible or intangible, offered by the firm as a solution to the needs and wants of the consumer; something that is profitable or potentially profitable; goods or a service that meets the requirements of the various governing offices or society.

price

The cost required to gain possession of something.

Example[ edit ]

Examples of fully integrated, long-term, large-scale promotions are My Coke Rewards and Pepsi Stuff. These promotions present information to consumers, increase demand by rewarding purchases, and differentiate the product.

Source: Boundless. “Product, Placement, Promotion, and Price.” Boundless Marketing. Boundless, 26 May. 2016. Retrieved 15 Aug. 2016 from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/introduction-to-marketing-1/introduction-to-marketing-18/product-placement-promotion-and-price-108-4454/

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