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ajaykumarta-Unit 5 promotion & place mix

Date post:14-Aug-2015
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  1. 1. Designing and Managing Integrated Marketing Communications
  2. 2. Communication Definition Marketing communications represent the voice of the company and its brands and are means by which it can establish a dialogue and build relationships with consumers. Communication can be defined as the sharing of a common thing
  3. 3. Elements in the Communications Process
  4. 4. Marketing Communications Mix Advertising Public Relations and Sales Force Direct and Interactive Marketing Word-of- Mouth Events and Experiences Sales Promotion
  5. 5. Promotion Promotion involves disseminating information about a product, product line, brand, or company. It is one of the four key aspects of the marketing mix. To generate sales and profits, the benefits of products have to be communicated to customers. In marketing this is commonly known as promotions.
  6. 6. OBJECTIVES FOR PROMOTION Build awareness. Create interest. Provide information. Stimulate demand. Reinforce the brand
  7. 7. ADVERTISING Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor Advantages The most visible element of the promotional mix Disadvantages Actual cost of advertisement is quite high. Since many people receive the message, the per contact cost is very low.
  8. 8. Advertising Objectives Persuade Remind Inform Reinforce
  9. 9. Advertising Messages can be delivered by: Television Radio Newspapers Magazines Direct mail Outdoor advertisements Directories The Internet
  10. 10. Alternate Advertising Media Billboards Public Spaces Product Placement Point of Purchase
  11. 11. Sales Promotion Short term Stimulate Sales Demand-stimulating activity designed to supplement advertising and facilitate personal selling. A variety of short term incentives to encourage trial or purchase of a product or service
  12. 12. Objectives Product trial Reward Increase repurchase Brand switching
  13. 13. 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
  14. 14. Public Relations Monitors attitudes Five Functions of PR 1. Press relations 2. Product publicity 3. Corporate communications 4. Lobbying 5. Counseling Promote Protect Image
  15. 15. Direct Marketing The use of consumer-direct (CD) channels to reach and deliver goods and services to customers without using marketing middlemen. Telemarketing Interactive TV Mobile Devices Web Sites Direct Mail
  16. 16. Benefits of Direct Marketing Consumers Market Demassification Selective targeting Personalized messages Measure effectiveness
  17. 17. Telemarketing Attract prospects Sell to existing customers Take orders Answer questions Inbound Outbound
  18. 18. Public and Ethical Issues Irritation Unfairness Deception and Fraud Invasion of Privacy
  19. 19. Interactive Marketing The newest and fastest-growing channels for communicating and selling directly to customers are electronic
  20. 20. Advantages and Disadvantages Online Communities Contextual Placement Measureable Screen out message Loss of control
  21. 21. Buzz and Viral Marketing Buzz Marketing Viral Marketing Conveys new relevant brand-related information through unexpected or even outrageous means another form of word of mouth, or word of mouse,
  22. 22. Identify target audience Determine objectives Design communications Select channelsEstablish budget Decide on media mix Measure results Manage IMC Steps in Developing Effective Communications
  23. 23. Identify the Target Audience Potential Buyers Current Users Deciders or Influencers
  24. 24. Determine Objectives Category Needs Brand Awareness Brand Purchase Intention Positive Negative Brand Attitude
  25. 25. Design Communications How to say it? (Creative Strategy) What to say? (Message Strategy) Who should say it? (Message source)
  26. 26. Select Channels Personal Communications NonPersonal (Mass) Communications
  27. 27. Establish Budget Affordable Method Percentage-of-Sales Competitive- Parity Objective-and-Task
  28. 28. Marketing Communications Mix Characteristics Factors Measuring
  29. 29. Factors in Setting the Mix Product Life-Cycle Stage Buyer-Readiness Stage Type of Product Market
  30. 30. Measuring Communication Results Attitudes FrequencyReach Awareness
  31. 31. PHYSICAL DISTRIBUTION
  32. 32. Marketing Channels Sets of interdependent organizations participating in the process of making a product or service available for use or consumption
  33. 33. Intermediaries Merchants Agents Facilitators buy, take title to, and resell negotiate on the producers behalf, but do not take title to the goods. assist in distribution
  34. 34. Importance of Channels Push strategy Pull strategy
  35. 35. Multichannel Marketing (Hybrid) Sales Force Internet Telemarketing Direct Mail
  36. 36. Role of Marketing Channels Contacts Experience Specialization Scale of operation Facilitators Merchants Agents
  37. 37. Channel Functions and Flows Time Place Possession Transportation, communication Ordering, payment Forward Flow Backward Flow Information, negotiation, finance, risk taking
  38. 38. By channel level we mean how many intermediaries are there between the producer and consumer. Distribution channels are usually of two types, namely zero level channel or direct marketing channel and indirect marketing channel. Levels of Channels
  39. 39. Channel Levels Zero-level (Direct marketing) channel Telemarketing Direct mail Door-to-Door TV selling
  40. 40. Channel Levels Consumer
  41. 41. Channel Levels B2B
  42. 42. Apple Computer Products Mac mini iPod iMac G5
  43. 43. Apple Computer Marketing Channel Structure: Online Apple Store - Direct Channel CustomersConsumer Producer
  44. 44. Apple Computer Marketing Channel Structure: Apple Retail Store - Direct Channel CustomersConsumer Producer
  45. 45. Apple Computer Marketing Channel Structure: Ingram Micro/Best Buy - Indirect Channel CustomersConsumer Wholesaler Retailer Producer Best Buy Ingram Micro
  46. 46. Apple Computer Marketing Channel Structure: MacMall Online/Catalog Sales - Indirect Channel CustomersConsumer Retailer Producer MacMall
  47. 47. Apple Computer Marketing Channel Structure: CompUSA - Direct Channel/Strategic Channel Alliance CustomersConsumer Retailer Producer Apple Employees Staff CompUSA Store-Within- A-Store CompUSA
  48. 48. Identify Channel Alternatives Sales Force Distributors Direct Mail Telemarketing Channel Alternatives Type of Intermediaries Number of Intermediaries Terms and Responsibilities
  49. 49. Number of Intermediaries Exclusive Distribution Selective Distribution Intensive Distribution
  50. 50. Evaluating Channel Alternatives Economic Criteria 500 (Face-to-Face Transaction) 180 (Phone Transaction) 250 (ATM Transaction) 120 (Online Transaction)
  51. 51. Value-Adds vs. Costs of Different Channels
  52. 52. Channel-Management Decisions Selecting Channel Members Training and Motivating Evaluating Modifying
  53. 53. Conflict, Cooperation & Competition Channel Conflict Channel Coordination Goal Incompatibility Unclear roles and rights Differences in perception dependence on the manufacturer
  54. 54. Managing Channel Conflict Employee Exchange Mediation Dual Compensation Legal Recourse
  55. 55. The Future of Marketing
  56. 56. Channels for future E & M-Commerce Text Promotions M-Commerce GPS Features B2B E-Commerce Pure-Click Firms
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