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!