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What is Promotion?AIDA, Pull and Push Strategies
The Role of Promotion
Communication by
marketers that informs,
persuades, and reminds
potential buyers of a
product in order to
influence an opinion or
elicit a response.
PromotionPromotion
Promotion Strategy
A plan for the optimal
use of the elements of
promotion: Advertising Public Relations Sales Promotion Personal Selling
PromotionalStrategy
PromotionalStrategy
Creates CompetitiveAdvantage!
Competitive Advantage
Unique featuresUnique features
Excellent serviceExcellent service
Low pricesLow prices
Rapid deliveryRapid delivery
High product qualityHigh product quality
Goals and Tasks of Promotion
InformingInforming RemindingReminding
PersuadingPersuading
TargetAudienceTarget
Audience
Goals and Tasks of Promotion
InformingInforming RemindingReminding
PersuadingPersuading
TargetAudienceTarget
Audience
PLC StagesPLC Stages:Introduction Early Growth
PLC Stages:PLC Stages:Growth Maturity
PLC Stages:PLC Stages:Maturity
Goals and Tasks of Promotion
Remind customers that product may be needed
Remind customers where to buy product (which one to buy)
Maintain customer awareness
Reminder Promotion (during maturity)
Attention
What is AIDA?
Interest
Desire
Action
The AIDA Concept
Model that outlines the process
for achieving promotional goals
in terms of stages of consumer
involvement with the message.
Attention
Interest
Desire
Action
Attention
Interest
Desire
Action
AIDA ConceptAIDA
Concept
Must attract the attention of the consumer
1. Ask a question – ie: Acne got you down? What would you do for a Klondike bar?
2. Offer something for free 3. Say something shocking or startling4. Flatter the receiver – ie: Because you’re worth it
Attention
You must activate interest in your product. You can do this by providing information.
1)A description of the product2) Demonstrations, fashion shows, displays3) Activate the need in the customer - Maslow• Let’s try a few ourselves:
Interest
Now that the potential customer feels that he or she has a need, the promotion must create desire and demand. The product can be offered as a way to satisfy the need.
Can use free samples, coupons and rebates to encourage customers to try the product – Sales Promotions
Desire
Need to motivate your customer to buy your product.
"Call to Action"o "Call now to purchase this item"o "buy now, while supplies last"
Action
We will start from here on Tuesday.Critical part of developing effective
promotional strategies.
• Customer feedback cards• Surveys• follow-up phone calls, thank you cards
Evaluation
Pull Strategy - focuses on the consumers.
If the consumer cannot find an advertised product, they will ask the retailer for it. With enough consumer demand, the product will be pulled through the distribution channel to the retailer.
Pull vs. Push Strategies
Push Strategy - focuses on promoting products to the members of the distribution channel.
ex. a wholesaler might convince a retailer to buy a large supply of an item.
Pull vs. Push Strategy
Push and Pull Strategies
Manufacturerpromotes to wholesaler
Manufacturerpromotes to wholesaler
Wholesaler promotes to
retailer
Wholesaler promotes to
retailer
Retailer promotes toconsumer
Retailer promotes toconsumer
Consumerbuys from
retailer
Consumerbuys from
retailer
PUSH STRATEGY
Orders to manufacturer
Manufacturerpromotes to
consumer
Manufacturerpromotes to
consumer
Consumer demands product
from retailer
Consumer demands product
from retailer
Retailer demands product
from wholesaler
Retailer demands product
from wholesaler
Wholesaler demands
product frommanufacturer
Wholesaler demands
product frommanufacturer
Orders to manufacturer
PULL STRATEGY
•We will go over Sales Promotions tomorrow, so do not do this part of the summative.
•Remember summative is due Monday June 16!
Homework!