PROMOTION MIX

A presentation by Shubham Tripathi & Harshit Bharija

Promotion is a process of

communication involving information, persuasion, and influence.

What is Promotion?

TargetAudience

Informing Reminding

Persuading

TargetAudience

Demand Objectives

Influence Create, and Maintain Demand

Communication Objectives Increasing Awareness Information about the product

Distinctive Objectives Competition Based

OBJECTIVES OF PROMOTION

1. Identify Target Audience2. Determine Communication Objectives3. Designing a Message4. Choose Media5. Select Message Source 6. Establish Budget7. Collecting Feedback

Steps In Promotion or effective marketing

communication

PROMOTION MIX

˃ It is the combination of

different kinds of promotional tools used by a firm to advertise and sell it’s products.

What is Promotion Mix?

Elements of Promotion Mix

Promotion Mix

Advertising

Sales Promo

tion

Direct Marketing

Personal

Selling

Public Relations & Publici

ty

Advertising

What is Advertising?

“ Advertising is a paid form of a non-personal communication and promotion of goods & ideas through an identified sponsor ”

1. Paid Form of Communication2. Non-Personal Presentation3. Presence of an Identified Sponsor

Features of Advertising

Print Medi

a

•Newspaper•MagazineOutd

oor Media

•Bill-Boards•PostersElectr

onic Media

•Television•Radio•Internet & Mobiles

Media of Advertising

Advertising Media

Strengths

Wide coverage Attractive Huge impact

Limitations Short life High cost Lack of personal touch

Strength & weakness

Effects of Advertising

Advertising Spending

Re

turn

on

Ad

ve

rtis

ing

Exp

en

dit

ure

s

Increasing efficiencyas ad budget becomessufficient

Diminishingreturnson additionalspending

Sales Promotion

Sales Promotion????

According to American Marketing Association, sales promotion include, "those marketing activities other than personal selling, advertising and publicity that stimulate consumer purchasing and dealer effectiveness, such as point of purchase displays, shows and exhibitions, demonstrations and various non-recurring selling efforts not in the ordinary routine."Sales Promotion = SHORT TERM SELLING INCENTIVES….

Types of Sales Promotion Programmes

Consumer Sales

Promotion Programmes

Dealers Sales Promotion

Programmes

Generate consumer interest leading to

trial Enquiry generation Increase rates of purchase Motivate customer so repeat their

choice

Objective Of Consumer Oriented Sales Promotion

Programes

Mass purchase Customer loyalty Building relation

Objective Of Dealers Oriented Sales Promotion

Programmes

Samples Discounts or Price Off Gift Offers Quantity Deals or Economic Packages Limited Period Offers Contests

Techniques Of Sales Promotion

Direct Marketing

Direct Marketing consists of Direct connections

with carefully targeted individual consumers to both obtain immediate response and cultivate lasting customer relationships.

And That is??

Benefits to Sellers

Customer Relationships Low Cost, Improved Efficiency Access to More Buyers

Benefits to Buyers Convenient and Comfortable Additional Choices Extra Information Interactive Services

Benefits of Direct Marketing

Direct advertising E-mail Marketing Telephone Marketing Direct selling Direct response radio

Techniques of Direct Marketing

Personal Selling

What it means..

Personal Selling is a process of assisting and persuading a prospective buyer to buy a commodity in a face-to-face situation.Involves Persuasion of Customers, Winning Buyer’s Confidence, Providing them with Information.

As an Art

It Is Bringing about a desired result through application of skills.

Denotes Personal Skill Signifies Practical Knowledge Helps in Achieving Concrete Results Creative in Nature

As An Art & Science!!

As a Science

It is systematic body of Knowledge pertaining to a particular field of enquiry.

It is a systematic body of knowledge pertaining to any curriculum of marketing, part of human psychology.

As An Art & Science!!

To Customers & Society

Demonstration of Product & Given Full Information

Education & guidance regarding the features, utility and benefits of the product.

Salesmen handle grievances of the customers. They help customers arrive at a correct decision

Help in Increasing the opportunity for employment and the aggregate production

They are responsible for improvement of standard of living by educating & providing people with new products

Benefits of Personal Selling

To Manufacturers & Traders

Personal Form of Communication Flexible in operation Minimum wasted efforts Salesman helps in Sales promotion Establishment of Relationships

Benefits of Personal Selling

Publicity & Public Relations

Public Relations

Building Good Relationships with the company’s various publics by obtaining favourable publicity, building a good corporate image and handling or heading off unfavourable rumours.

Components of Public Relations

Publicity

Promotion or Communication of Goods, Ideas without any legal considerations

It may be Planned or Spontaneous.

Factors Affecting Promotion Mix

Determinants of Promotion Mix

Factors Affecting Promotion

Mix

Product Considerati

ons

Pricing Policy

Distribution Target

market Characteristi

cs

Nature of The Product

Product Image

Stage of Product life-Cycle

Packaging

Degree of Customisation

1. Product Considerations

PLC

PLC Stage

Market Situation

Sales Promotion

Advertising & Publicity

Personal Selling

Promotion Result Desired

Introduction

Consumer Unaware

Low High Medium Induce Trial

Growth Consumer Aware

Medium Medium Low Word-of-Mouth Important

Maturity Competition High

High High Medium Incentives

Decline Withdrawal/ Rejuvenation

High Medium Low Sustenance

PLC & Promotion Mix

Price Sales

PromotionAdvertising & Publicity

Personal Selling

Examples

Low Heavy to Medium

Supplement to Sales promotion

Low Colgate, Rotomac Pens

Medium Medium to Low

Heavy Low to Medium

Aquaguard Purifiers, Philips Audio

High Low Sophisticated

Heavy Mercedes Cars

2. Pricing Policy

Type Sales

PromotionAdvertising & Publicity

Personal Selling

Examples

1. Intensive Most Heavy Least Coke, Tata Salt, etc.

2. Selective Medium Heavy Medium Bata Shoes, Liberty Shoes, etc.

3. Exclusive Least Medium Most Raymond, Bajaj

3. Distribution

Level of Competition

Geographic Coverage

Buyer Readiness Stage

Promotional Budget

Promotional Strategy

4. Target Market Characteristics

AIDA & Hierarchy of EffectsAt earlier stages of buyer readiness advertising & publicity are most

effective.At later stages, sales promotion or personal selling are more effective.

Attention Interest Desire Action

Awareness

Knowledge

Liking

Preference

ConvictionBuyer Readiness Process

Integrated Marketing Communications

All Communication Activities should be INTEGRATED or coordinated.

Advertising

Publicity & PR

Direct Marketing

Sales Promotion

Personal Selling Integrated

Communications Mix

Advertisin

gPublicity & PR

Direct

Marketing

Sales Promotion

Personal

Selling

• There should not be any confusion among all the communication activities.

• One activity should support and aid the other.

• Effective marketing communication is only possible if all promotional efforts are coordinated.

Any Queries are Welcome!