promotion mix (mm)
DESCRIPTION
effectiveness of promotion mix in paint marketTRANSCRIPT
A Presentation on
Submitted to :-
K.K. Parekh Institute of Management Studies (Amreli)
PROMOTION MIX
Prepared by :-
Mehul Rasadiya
Promotion mixPromotion involves disseminating information about a product, product line, brand, or company.
To generate sales and profits, the benefits of products have to be communicated to customers. In marketing this is commonly known as “promotions”.
Purposes of Promotion
To tell consumers about a company’s …
GoodsServicesImagesIdeas
Purposes of Promotion
To persuade consumers to buy
Promotion’s Recipe for Success:
Mix various communication
activities together and serve to potential
customers until desired outcome is achieved.
The Top 5 Airlines!
Traveler Magazine
FlynnThe bikesthe prosuse.
25% OffCoupon
•Advertising
•Personal selling
•Publicity
•Sales promotion
Communication Techniques
The Combination, or Blend, of Marketing Communication Channels Is Called the...
AdvertisingAny paid form of non personal
presentation of ideas, images, goods, or services
The most visible element of the promotional mix
AdvertisingMessages can be delivered by:
• Television• Radio• Newspapers• Magazines• Direct mail• Outdoor
advertisements• Directories• The Internet
Personal SellingDetermines client needs/wants and responds through planned, personalized communication that influences purchase decisions and enhances future business opportunities
Sales Promotion Promotional activities other than advertising,
personal selling, and publicity which stimulate purchases
Sales promotion activities include:
Visual merchandising or displaysCouponsProduct demonstrationsInstant rebatesFree samplesFashion showsContestsNovelty itemsTrade showsExhibits
Importance of Promotion mix
Plays a key role in obtaining and keeping customers
Enables businesses to communicate effectively with customers
Informs consumers about goods/services and persuades them to buy
Indian Paint
Market
Industrial25%
Decorative75%
Market share
Indian Paint Market
Decorative
INDIAN Market Share
37.00%
15.90%13.80%
11.00%
5.30%
5.00%
12.00%
Asian PaintsNerolacBerger PaintsICI DuluxJenson & NicholsonShalimarOthers
Paint Manufacturing Companies
•Promotional Expenditure grew from 15% in 2003 to 21% in 2008. and right now 41%.Major in Advertisement
Rural Marketing Initiatives since 1960. Advertising & Promotional Expenditure
started in 1980s. Advertising Methods- Radio, TVCs, Print,
Internet, Retail Outlets, Seminars, Workshops. 37% Market share in India
The promotional strategy adopted by Asian is quite unique. The company is using high profile brand ambassadors like Akshay Khanna, Saif Ali khan & Soha Ali Khan” to promote Royale Luxury Emulsion. That time increase sales 12%.
When Company launched first time Royal Play that time company need to more Advertisement. So Saif ali khan promote this product……..
Advertising Methods-
Radio, TVCs, Print, Internet.
Retail Outlets, Seminars, Workshops.
15.9% Market share in India
For the promotion purpose The company is using high profile brand ambassador as Shahrukh Khan
In NASIK (Maharashtra) 2011
Introduced as a Warranted Product At that time sales
increased 11%
Introduced as a Healthy Home Paints
Advertising Methods- Radio, TVCs, Print, Internet.
Retail Outlets, Seminars, Workshops.
13.8% Market share in India
For the promotion purpose The company is using high profile brand ambassador as Katrina kaif
When Company having 10% market share that time KARINA KAPOOR is Brand Ambassador of the company..
but Company archived 13.8% of market share, When KATRINA KAIF replace to KAPINA KAPOOR,
New Delhi (2012)
Advertising Methods- Radio, TVCs, Print, Internet
ICI DULUX India comprises of 11% market share in India.
55%
12%
5%
13%
15% Asian PaintsNerolacBurger PaintsICI DuluxOthers
Market share (Amreli)
In AMRELI “Personal selling” is major tool for the promotion
In AMRELI
Asian paints – 7 DealersNerolac paints – 1 DealerBurger paints – 1 Dealer ICI Dulux paints – 1 Dealer
So that ASIAN PAINTS having highest market share
