PROMOTION MIXBYSMART LEARNING WAY

INDEX

• Introduction OF PROMATION MIX• WHAT IS PROMOTION ?• CHART OF PROMOTIN MIX.• Personal selling • Publicity • Advertising • Summary

INTRODTION OF PROMOTION

Promotion is a from of communication with an additional element of persuasion to accept ideas ,

services and hence persuasive communion becomes the heart of promotion ,the third element of marketing .

• In essences , promotion is the spark plug of our marketing mix and an important marketing strategy .

• People must know that in a competitive market without promotion nothing can be sold.

• In marketing ,affection communication is absolutely necessary even though you have a suburb product , beset package and also you offer a fair price.

• Promotion is the process of marketing communication to inform,persude,remind and influence consumers or users in favour of your product or service.

• Promotion has three specific purposes

• It communicate marketing information to consumers ,users and resellers

What is promotion?

• It is not enough to communicates ideas

• Promotion pesuades and convinces the buyer and influences his/her behaviour to take the desired action

• Promotional efforts act as powerful tools of competition providing the cutting edge of its entire marketing programme

• Promotion has been defined as “the co-ordinated efforts to establish channels of information and persuasion to facilitate or foster the sale of goods or services,or the acceptance of ideas or points of view”

.

• It is a from of non-price competition.

• Essentially prommotion is persuasive communication to inform potential customers of the existence of products,to persuade and convince them that those products have want satisfying capabilities

• Consumer really seking buy a bundle of expectation (a package of utilities) to their economic.psycho-social wants and desires

• The traditional view of promotion is that it comprises all the activates associated with communicating information about a product or service.

• The aim of there activates is not provide the information which lades the customer to buy the product .

• Marketing have a variety of information delivery systems valuable to them which can be used to construct an appropriate

“promotion mix strategy “ these include

(kotler 1997).

• Advertising which permits the delivery of a non-personal message through the action of renting time and space within an advertising canal (e.g. radio, television, cinema, news papers )

The promotion mix

• When the firm consider promotion as a whole ,

• It faces two major decision the first is how mush total effort to invest in ; the second ,how muse relative usage should be made of the different promotion tools .

• The problem of how muse for promotion is not difficult in principle .

• The total promotion budget should be stabilized at a level where the marginal profit form the marginal promotion dollar just equals the marginal profit from using the dollar in the best no promotional alternative .

•

• A few generalization might help indicate whether promotion will be a relatively important or unimportant component of the marketing mix .

• In general, promotion will be more important in markets where .

1) Products are alike, thus leading manufacturers to try to differentia them psychologicaly.

2) Products are in the introductory sage of the cycle ,where aware nation and interest must be built, or in the mature stage ,where defensive expenditures are required to maintain market shears

3) Products are soled on a mail –order basis.

4)Products are sold on a self –service basis.

Consumeraids

Advertising And

publicity

Dealer promotion

aids

Personal selling

Promotion mix

MarketingMarketing

carnalcarnal

ConsumerConsumer

citizencitizen

1).Personal selling

• It is right to mention that for promotion the business of courier organization ,we find personal selling very mush effective.

• The courier organization may be successful in promoting the business in a right fashion ,

• If the sales people have high communication ability.

• To be more specific the large size courier originations may engage agents , trade representative for developing contact with the target prospects .

• If the sales personal have high communication ability.

• Attractive personality and commitment to profession ,the dialogues can be transformed into a deal.

• We can’t deny the fact that the courier organizations need to recruit and train quality sales people for that very purpose .

• The instrumentality of messengers acting as couriers have been accepted by all.

• If the couriers, agents, representatives narrate to the prospects right things in a right fashion ,we find enough scope for stimulation.

2)publicity

• We are aware of the fact that publicity occupies a place of significance because the courier organizations are not supposed to make any financial provision for publishing their services.

• Being an unpaid from of persuasive communication ,the publicity makes it essential that the professionals attempt

To develop a rapport with the media people and organize a get-together and offer to them lunch, dinner and the small gifts to influence them to write articles and news items in favour

• If the media people are found satisfied with the quality of services offered by them, they may give suitable coverage as a news item which would considerable be

Instrumental in sensitizing the prospects .

• The publicity measures are found more effective since the prospects at large feel that media people are presenting right things regarding the services of courir organitions.

• Thus the courier organization may also use this component of promotion mix.

3).Advertising • the first constituent of promotion ,i.e

advertising plays an effective role promoting the business.

• To be more specific the present age of sophisticated technologies .we find advertisement instrumental in promotion the business of courier organizations.

• In this context, they need to advertise through print media. Broadcast media and the telecast media.

• The professional are supposed to judge their potentials vis –a-vis the requirements and have to use the

• The media found instrumental in proportioning the business .

• Of late, the courier organizations find print effective because the sophistication in the development of print technology has opened doors for creativity.

• The off-set print ,screen print laser –print are some of the latest devices to be used

By the courier organization for that purpose.

• It is also right to mention that the availability of quality materials is found injecting additional attractions while advertising through the target prospects .

• The newspaper .magazines in big circulation may be effective since the services are used by almost all the segments of the market.

• The marketing professionals and to be more specific the advertising professional bear the responsibility of composing creation slogans so that messages , themes and appeals are found instrumental in sensitizing the prospects.

• We can’t deny that the frequency of advertisement would be determined by the intensity of competition .

Summary

Advertising :any paid from of non personal presentation and promotion of ideas ,good or services by an identified sponsor .

Personal selling : oral presentation in a conversation with a one or more prospective purchasers for the purpose of marketing sales.

Publicity :nonpersonal stimulation of demand for a product ,services or business unity by plaiting commercial significant news about it in a published medium or obtaining favorably presentation of it upon radio, television ,or stage that is not paid for by the sponsor.

• Sales promotion :those marketing actives .other than personal selling ,advertising ,and publicity that stimulate consumer purchasing and dealer effectiveness ,such as display ,shows and exhibition ,demonstration ,and various no recurrent selling efforts not in the ordinary routine.

Bibliography

• Refresh books

1)Services marketing

Tata mc g raw

hill publishing company limited

new Delhi

2)Marketing management

Phliipkotler

3) Marketing management

S.A sherlikar

Himalaya publish house Mumbai

4) Marketing management

Philips kotlar

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