mgt2306-marketing-management lesson 10b
TRANSCRIPT
LESSON 10B OBJECTIVES
• Describe the elements of the promotional mix
- Sales Promotions
- Public Relations / Publicity
SALES PROMOTION
• A Short-term incentive to encourage sale or trial. It is a short-term strategy that encourages consumers to buy now!
• Example:competitions2 for 1 dealsprice specialspremiums etc. Free
coles
law with
a
snack pack
WHY SALES PROMOTION?
• The need to increase current sales• Companies face more competition• Competing brands offer less differentiation• Advertising inefficiency due to rising costs,
clutter, and legal constraints• Consumers have become more deal-
oriented – no promotion, no purchase!
MAJOR SALES PROMOTION TOOLS
Samples Coupons Cash refunds
Price packs
Premiums
Advertising
specialties
Patronage rewards
Point-of-purchase displays
Demonstrations Contests Sweepsta
kes Games
SAMPLES
Samples offer a free trial from the pack
Coupons are certificates that give buyers a saving when they purchase specific products
Coupons
CASH REFUNDS
Are similar to coupons except that the price reduction occurs after the purchase
They offer consumers savings off the regular price of a product
Price Packs
PREMIUMS
Are goods offered either for free or at low price
Are useful articles imprinted with the advertiser’s name, logo, or message that are given as gifts to consumers
Advertising specialties
PREMIUMS AND ADVERTISING SPECIALTIES
• they mean the same; the only difference is the image it projects. (perbezaan hanya terdapat dalam imej)
• All premiums and specialties have the name of the sponsor on it.
• By using the premium, you are indirectly helping the organization advertise itself through you.
PATRONAGE REWARDS
Customers become ‘Members’ of the company through subscriptions & get ‘points’ or invites to special sales, events or functions where membership is given special treatment or rewarded with premiums or offers
A company representative ‘SHOWS’ how a product works by demonstrating ‘live’ or on a recorded media for repeated playback.
Example: Chef Wan and Maggi products, Chef Ismail (Iron Chef)
Demonstrations
POINT-OF-PURCHASE
PROMOTIONSInclude displays and demonstrations that take place at the point of sales
Require an entry by a consumer. It gives consumers the chance to win something.
Contests
CONTESTSWEEPSTAKES
Require consumers to submit their names for a drawing
Present consumers with something that may or may not help them win a prize
Games
SALES CONTESTS
Are effective in motivating salespeople or dealers to increase performance over a given period
Are effective to reach many customers not reached with the regular sales force
Conventions
PRO’S AND CONS’
√ May be targeted at trade or consumers√ Makes use of variety of formats√ Attracts attention, offers strong purchase
incentives, dramatizes offers and boosts sagging sales
√ Stimulates quick responseX Short-livedX Not effective in building long-term brand
preferences.
PUBLIC RELATIONS
Public relations involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events
Public relations is used to promote product, people, ideas, and activities
Press relations (akhbar hubungan) or press agency (agensi perhubungan) involves the creation and placing of newsworthy information to attract attention to a person, product, or service
Product publicity involves publicizing specific products
Public affairs (hal ehwal awam) involves building and maintaining national or local community relations
Lobbying (lobi) involves building and maintaining relations with legislators and government officials to influence legislation and regulation
Investor relations (perhubungan pelabur) involves maintaining relationships with shareholders and others in the financial community
Development (Pembangunan) involves public relations with donors or members of nonprofit organizations to gain financial or volunteer support
PUBLIC RELATIONS OBJECTIVES
PUBLIC RELATIONS IS…..
• Lower cost than advertising (tidak perlu belanja banyak wang)
• Stronger impact on public awareness than advertising. (kesan kuat)
MAJOR PUBLIC RELATIONS TOOLS
News(Berita)
Speeches(Ceramah)
Special events(Acara Istimewa)
Written materials(Bahan cetakan)
Audiovisual materials
Corporate identity materials
Public service activities
(Perkhidmatan awam)
Buzz marketing
Social networking Mobile tour marketing Internet