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THEPROMOTION

MANAGEMENTPROCESS

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CONTENTS:

Introduction

A Model of Integrated Promotion Management

Promotion Decision Process

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INTRODUCTION:

Promotion management process involve various

promotion mix elements:

Advertising

Sales promotion

Point of purchase communication

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CONTI..

Direct marketing

Personal selling

Sales management & sponsorship marketing

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Monitoring & managing the

environment

Marketing structure

Customer satisfaction

INTEGRATEDPROMOTIONMANAGEMENT

MODEL

Promotion decision process

General choices

Target markets

Objectives

Budgets

Modes & mixture

Specific plans

Messages

Media & momentum

Program evaluation

Measured results

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OVERVIEW:

Promotion decision process is shown to be

influenced by marketing structure.

The PDP involves proactive effort directedat monitoring & managing the environment

in order to achieve customer satisfaction.

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MARKETINGSTRUCTURE:

Marketing structure is an organizational

arrangement employed in a company to achieve its

over all ,

Marketing objectives

Promotional objectives

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A companys organizational structure is instrumental

in determining,

How well it is able to manage its environment

How well it satisfy its customers

And how it implement effective promotion decision.

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MONITORING& MANAGINGTHE

ENVIRONMENT:

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EXTERNALFORCES:

Economic competitive

Technological

Social culture

Demographic Regulatory influences

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INTERNAL& EXTERNALANALYSIS:

Internal analysis:

Internal analysis must bemade of an organizationsweakness & strengths.

Financial consideration &personal matters are theprimary issues in aninternal analysis.

External analysis:

External analysis involvea through review ofenvironmental factorsthat are likely to influencepromotional effectiveness& product success.

External analysisexamines theopportunities & threatsthat confront a brand at apoint in time.

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CUSTOMERSATISFACTION:

Promotional components play an important

role by informing customers about new

products and brands and their relative

advantage by avoiding the tendency to overinflate customer expectations.

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THEPROMOTIONDECISIONPROCESS

The promotion decision process involve :

General choice

Specific plan

Program evaluation

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GENERALCHOICE:

Promotion management have 5 general

choices:Target markets

Budgets Modes Mixture

Objectives

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I. TARGETMARKETS:

Define the audience to be targeted .

Three broad ways to segments both

customer and organizational markets:

Who thecustomers are?

Where they are?How theybehave?

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OBJECTIVES:

Set the promotional objectives.

SMART(Specific ,Measurable ,Attainable

,Relevant and Time bound)

Good objectives should include : A statement defining the target audience.

A statement of how some specific aspects of the

audiences perceptions, attitude , or behavior

should change.

A statement of how quickly such a change is

expected to occur

A statement of the degree of change required.

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BUDGETS

Set the promotion budget :

The percentage of sale method .

The competitive parity method.

The objective and task method

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MODES& MIXTURES:

First marketers which promotion

components to use

Second they choose the specific activities

with in each components.Third within each activity they must decide

with specific vehicle to employ.

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SPECIFICCHOICES:

momentum

media

messages

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PROGRAMEVALUATION:

Companies use three main approaches in

monitoring sales force to evaluate and

control sale performance.

Sale analysisCost analysis

Behavioral analysis

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