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Promotion Mix

Marketing Communication Mix, Promotion MIx, Promotion Tool, Advertising, direct marketing, personal selling, sales promotion.

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Promotion Mix

  1. 1. Marketing Communication Process<br />&<br />Promotion Mix<br />Powered By<br />Ankur Chandel (<br />Jyotsnavarun (<br />
  2. 2. Purpose of Marketing Communication<br /><ul><li> Not only informs, but is also used to differentiate the sellers’ Products/Services from its competitors.
  3. 3. May also be effective in affecting the price elasticity of demand (non-price competition).
  4. 4. The marketing communications strategy of a firm must be coordinated and linked with concepts such as target segments, positioning, differentiation, and branding.
  5. 5. To influence feelings, beliefs, or behaviour of the target customers.</li></li></ul><li>Purpose of Marketing Communication<br />Marketing Communications are the means by which a firm attempts to inform, persuade, and remind consumer – directly or indirectly – about the products and brands they sell.<br />
  6. 6. Marketing Communication Process<br />Noise<br /><ul><li>Advertising
  7. 7. Personal Selling
  8. 8. Public Relations
  9. 9. Sales Promotion
  10. 10. Direct Marketing
  11. 11. Prospects
  12. 12. Customers
  13. 13. Employees
  14. 14. Stockholders
  15. 15. Community
  16. 16. Government</li></li></ul><li>Promotion<br /> Communication to build and maintain relationships by<br /> informing and persuading one or more audiences.<br />Role of Promotion<br />Possible Objectives of Promotion<br />It is a Communication Process in Marketing.<br />Overall role of promotion is to stimulate demand by<br /><ul><li> Building and enhancing customer relationships.
  17. 17. Focusing customers on information about company s’ activities and products.
  18. 18. Used to create a favorable predisposition toward:</li></ul>- Brand of product - Service<br />- Idea - Person<br /><ul><li> Create Awareness
  19. 19. Stimulate Demand
  20. 20. Encourage Product Trial
  21. 21. Identify Prospects
  22. 22. Retain Loyal Customers
  23. 23. Facilitate Reseller Support
  24. 24. Combat Competition
  25. 25. Reduce Sales Fluctuation</li></li></ul><li>Promotion Mix<br />Marketing Communication Mix<br /><ul><li>Blend of Communications Tools and Activities Used by a Firm.
  26. 26. Carries out the Promotion Process
  27. 27. Communicates Directly with Target Markets
  28. 28. Promotional mix incorporates the combination and types of non-personal and personal communication the organization employs during a specified period.</li></ul>Promotion: Process<br />Promotion Mix: Tools<br />
  29. 29. Promotion Mix<br />ROLE OF PROMOTION IN MARKETING STRATEGY<br /><ul><li>Role of Promotion in Marketing Strategy Affects 3 Key Aspects of Decision Making with Respect to Brands
  30. 30. Creating the Marketing Mix
  31. 31. Achieving Effective Market Segmentation, Product Differentiation, and Positioning
  32. 32. Enhancing Revenues and Profits</li></li></ul><li>Promotion Mix<br />
  33. 33. Promotion Mix<br />Advertising<br />Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.<br />The major media types for advertising are:<br />Newspapers, Television, Direct mail, Radio, Magazines, Internet, Outdoor(billboards, blimps, etc.), Yellow pages, Newsletters, Brochures, and Telephone<br />Reaches large, geographically dispersed audiences, often with high frequency;<br />Low cost per exposure, though overall costs are high;<br />Consumers perceive advertised goods as more legitimate;<br />Dramatizes company/brand;<br />Builds brand image;<br />May stimulate short-term sales;<br />Impersonal, one-way communication;<br />The traditional conceptual model for creating any advertising or marketing communications message is the AIDA Model:get Attention, hold Interest, arouse Desire, and then obtain Action.<br />
  34. 34. Promotion Mix<br />Personal Selling<br />Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.<br />Most effective tool for building buyers’ preferences, convictions, and actions; Personal interaction allows for feedback and adjustments;<br />Relationship-oriented;<br />Buyers are more attentive;<br />Sales force represents a long-term commitment;<br />Most expensive of the promotional tools <br />
  35. 35. Promotion Mix<br />Sales Promotion<br />Short-term incentives to encourage the purchase or sale of a product or service.<br />May be targeted at the trade or ultimate consumer;<br />Makes use of a variety of formats: premiums, coupons, contests, etc.;<br />Attracts attention, offers strong purchase incentives, dramatizes offers, boosts<br /> sagging sales;<br />Stimulates quick response;<br />Short-lived;<br />Not effective at building long-term brand preferences<br />
  36. 36. Promotion Mix<br />Public Relations<br />Building good relationships 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.<br />Highly credible;<br />Very believable;<br />Many forms: news stories, news features, events and sponsorships, etc.;<br />Reaches many prospects missed via other forms of promotion;<br />Dramatizes company or product;<br />Often the most under used element in the promotional mix;<br />Relatively inexpensive (certainly not 'free' as many people think--there are costs involved) <br />
  37. 37. Promotion Mix<br />Direct Marketing<br />Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships.<br />Many forms: Telephone marketing, direct mail, online marketing, etc.;<br />Four distinctive characteristics: Non-public, Immediate, Customized, Interactive;<br />Well-suited to highly-targeted marketing efforts <br />
  38. 38. End Of Presentation<br />Marketing Communication Process<br />&<br />Promotion Mix<br /><br />