PROMOTION MIX AND KINDS OF PROMOTION

PROMOTIONPROMOTIONDEFINITION :-DEFINITION :- Promotion involves disseminating information Promotion involves disseminating information

about a product, product line, brand, or company. about a product, product line, brand, or company. It is one of the four key aspects of the marketing It is one of the four key aspects of the marketing mix. (The other three elements are product mix. (The other three elements are product marketing, pricing, and distribution.)marketing, pricing, and distribution.)

To generate sales and profits, the benefits To generate sales and profits, the benefits of products have to be communicated to of products have to be communicated to customers. In marketing this is commonly knowncustomers. In marketing this is commonly known as “promotions”.as “promotions”.

Promotion TechniquesPromotion Techniques

Promoting your business can take many different forms. You Promoting your business can take many different forms. You can promote it online and offline. Promotion is a very can promote it online and offline. Promotion is a very important part of every business imaginable. If you don't important part of every business imaginable. If you don't promote it, how are customers supposed to know about promote it, how are customers supposed to know about it? Here are some very effective ways to promote your it? Here are some very effective ways to promote your

product or serviceproduct or service..

BUSINESS CARDSBUSINESS CARDS PRESS RELEASESPRESS RELEASES ORGANIZATIONSORGANIZATIONS NEWS LETTERSNEWS LETTERS FREE STUFFFREE STUFF WEBSITEWEBSITE

PROMOTION MIX PROMOTION MIX

DEFINITION :-DEFINITION :-

Specific Specific combination of promotional of promotional methods such as print or broadcast such as print or broadcast advertising, , direct marketing, , personal selling, point of sale display, , point of sale display, merchandising, etc., used for one merchandising, etc., used for one product or a family of products.product or a family of products.

Six main Promotion TacticsSix main Promotion Tactics

1.1. ADVERTISINGADVERTISING

2.2. SALES PROMOTIONSALES PROMOTION

3.3. PUBLIC RELATIONSPUBLIC RELATIONS

4.4. PERSONAL SELLINGPERSONAL SELLING

5.5. PUBLICITYPUBLICITY

6.6. DIRECT MARKETINGDIRECT MARKETING

The factors that guide a marketer’s decision in selecting a promotion mix are :-

Nature of the product market.

Overall marketing strategy.

Buyer readiness stage.

Product life cycle stage.

ADVERTISINGADVERTISINGThe means of providing the most persuasive The means of providing the most persuasive

possible selling message to the right prospects at possible selling message to the right prospects at the lowest possible cost".the lowest possible cost".

Kotler and Armstrong provide an alternative Kotler and Armstrong provide an alternative definition:-definition:-

"Advertising is any paid form of non-personal "Advertising is any paid form of non-personal presentation and promotion of ideas, goods and presentation and promotion of ideas, goods and services through mass media such as services through mass media such as newspapers, magazines, television or radio by an newspapers, magazines, television or radio by an identified sponsor".identified sponsor".

SALES PROMOTIONSALES PROMOTION““An activity designed to boost the sales of a product or An activity designed to boost the sales of a product or

service. It may include an advertising campaign, service. It may include an advertising campaign, increased PR activity, a free-sample campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps, arranging offering free gifts or trading stamps, arranging demonstrations or exhibitions, setting up demonstrations or exhibitions, setting up competitions with attractive prizes, temporary price competitions with attractive prizes, temporary price reductions, door-to-door calling, telemarketing, reductions, door-to-door calling, telemarketing, personal letters on other methods”.personal letters on other methods”.

More than any other element of the promotional mix, More than any other element of the promotional mix, sales promotion is about “action”. It is about sales promotion is about “action”. It is about stimulating customers to buy a product. It is not stimulating customers to buy a product. It is not designed to be informative – a role which advertising designed to be informative – a role which advertising is much better suited to.is much better suited to.

““The planned and sustained effort to The planned and sustained effort to establish and maintain goodwill and establish and maintain goodwill and mutual understanding between an mutual understanding between an organisation and its publics”.organisation and its publics”.

Public relations activities include, press Public relations activities include, press releases. company literature, videos, releases. company literature, videos, websites and annual reports.websites and annual reports.

PUBLIC RELATIONSPUBLIC RELATIONS

PERSONAL SELLINGPERSONAL SELLING

Personal selling is oral communication with Personal selling is oral communication with potential buyers of a product with the intention of potential buyers of a product with the intention of making a sale. The personal selling may focus making a sale. The personal selling may focus initially on developing a relationship with the initially on developing a relationship with the potential buyer, but will always ultimately end potential buyer, but will always ultimately end with an attempt to "close the sale“with an attempt to "close the sale“

Personal selling is one of the oldest forms of Personal selling is one of the oldest forms of promotion. It involves the use of a sales force to promotion. It involves the use of a sales force to support a push strategy (encouraging support a push strategy (encouraging intermediaries to buy the product) or a pull intermediaries to buy the product) or a pull strategy (where the role of the sales force may be strategy (where the role of the sales force may be limited to supporting retailers and providing after-limited to supporting retailers and providing after-sales service).sales service).

PUBLICITYPUBLICITYPublicity refers to nonpersonal communi-cations Publicity refers to nonpersonal communi-cations

regarding an organization , product , service , or regarding an organization , product , service , or idea not directly paid for or run under identified idea not directly paid for or run under identified sponsorship .it usually comes in the form of news sponsorship .it usually comes in the form of news story , editorial , or announcement about an story , editorial , or announcement about an organization and/or its products and services.organization and/or its products and services.

Techniques used to gain publicity include news Techniques used to gain publicity include news releases , press conferences , feature articles , releases , press conferences , feature articles , photographs , films , and videotapes.photographs , films , and videotapes.

DIRECT MARKETINGDIRECT MARKETINGDirect marketing is concerned with establishing an Direct marketing is concerned with establishing an

individual relationship between the business offering a individual relationship between the business offering a product or service and the final customer.product or service and the final customer.

Direct marketing has been defined by the Institute of Direct marketing has been defined by the Institute of Direct Marketing as:Direct Marketing as:

““The planned recording, analysis and The planned recording, analysis and tracking of customer behaviour to develop a tracking of customer behaviour to develop a relational marketing strategies”.relational marketing strategies”.

The process of direct marketing covers a wide range of The process of direct marketing covers a wide range of promotional activities, These include:promotional activities, These include:

• • Direct-response adverts on television and radioDirect-response adverts on television and radio• Mail order catalogues• Mail order catalogues• E-commerce • E-commerce • Magazine inserts• Magazine inserts• Direct mail • Direct mail • Telemarketing• Telemarketing

OBJECTIVES FOR PROMOTIONOBJECTIVES FOR PROMOTION

• BUILD AWARENESS.BUILD AWARENESS.• CREATE INTEREST.CREATE INTEREST.• PROVIDE INFORMATION.PROVIDE INFORMATION.• STIMULATE DEMAND.STIMULATE DEMAND.• REINFORCE THE BRAND.REINFORCE THE BRAND.

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