_13_ Promotion

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_13_ Promotion Powered By Docstoc
					PROMOTION
Promotion

   A variety of persuasive techniques used by
    companies to communicate with their
    target market and general public.



   In simpler words it means “Do you know
    who we are and what we have for you”.
Promotional Strategy & Goals
   A company’s promotional strategy defines the direction
    and scope of promotional activities to meet marketing
    objectives.

   Promotional goals: Promotional activities have three
    goals.
   To Inform

   To Persuade

   To Remind
Four Elements of Promotion
   Promotional Mix consists of four elements and it is a
    blend of these that makes promotional campaign
    successful.
   Personal Selling

   Advertising

   Public Relations

   Sales Promotion
The Promotional Mix
   Personal Selling: It is in person communication
    between one seller or one or more buyers.




   Advertising: It is paid, non personal
    communication with the target market using mass
    communication channels.
The Promotional Mix
   Public Relations: It is non sales communication
    with various audiences.



   Sales Promotion: These are wide range of
    events and activities that are designed to generate
    public interest in the product.
Promotional Strategies
   We will discuss two basic promotional strategies.

   Push Strategy: An approach designed to
    motivate wholesalers and retailers to promote or
    push a product for sale to end consumer.

   Pull Strategy: An approach that generates
    consumer demand which then exerts pressure on
    wholesaler and the retailer to carry that product.
Personal Selling Process
    A good selling process has seven steps:
1)   Prospecting

2)   Preparing

3)   Approaching the Prospect

4)   Making the Presentation

5)   Handling Objections

6)   Closing

7)   Following Up
Advertising
    Advertising can be divided in to several categories and
     the most popular forms are the following:

1.   Product Advertising

2.   Institutional Advertising

3.   Competitive Advertising

4.   Comparative Advertising
Advertising
   Product Advertising: Advertising that tells people about
    the features, benefits and normally the price of a good or
    service.



   Institutional Advertising: Advertising that is done to
    create a good will for the company rather than selling
    goods.
Advertising
   Competitive Advertising: Advertisements that
    specifically highlight that “HOW & WHY” a product is
    better than its competition.


   Comparative Advertising: Advertisements that show the
    comparison of two or more products.
Promotion (Strategy & Goals)
   To achieve these goals two kind of advertising is done.

   Persuasive Advertising: It is designed to persuade
    audience to change its behavior or attitude.


   Reminder Advertising: It is designed to remind existing
    customers and consumers about the availability of a
    product.
Public Relations
   Good companies always try to build on reputation and
    establish public relations with different segments in the
    society to protect their reputation.

   They communicate with consumers, government officials
    and interest groups through media.

   They keep good relations with media to enjoy a god name
    in the market.
Sales Promotion
    These are wide range of events and activities that are
     designed to generate public interest in the product.

    These are generally of two kind.

1)   Consumer Promotion.


2)   Trade Promotion.
Consumer Promotion
   It is a sales promotion activity aimed at the end consumer.

   These could be:
   Free Samples

   Coupons

   Rebates

   Point of purchase display
Trade Promotion
   These are sale promotion activities aimed at wholesalers
    and retailers so that they can promote sales of a company.
   These could be:

   Trade Allowances

   Forward Buying

   Trade Shows.