business w11b promoting product @1

Week 11

PromotingProducts

Exclusively prepared & presented by: Anna Riana Putriya

anna_riana@yahoo.com

Integrating the Company’s Offer and Access

ACC ESS

OF

FE

RPrice

PromotionPlace

Product

anna_riana@yahoo.com

What is Promotion ?

Aspect of the marketing mix concerned with

the most effective techniques for selling a product

anna_riana@yahoo.com

Information and Exchange Values

Promotions seek to accomplish four goals:

1. Make potential customers aware of products

2. Make them knowledgeable about products

3. Persuade them to like products

4. Persuade them to purchase products

anna_riana@yahoo.com

Promotional Objectives

1. Communicating Information

2. Positioning Products

� Positioning is the process of establishing an identifiable product image in the minds of consumers

3. Adding Value

4. Controlling Sales Volume

anna_riana@yahoo.com

Promotional Strategies

1. Pull strategy appeals directly to consumers

who will demand the product form retailers

2. Push strategy encourages wholesalers or

retailers to market products to consumers

Product

Product

anna_riana@yahoo.com

Consumer Buying Process & Promotional Mix

anna_riana@yahoo.com

What is Advertising ?

Promotional tool consisting of paid, non-personal communication used by an identified sponsor to inform

an audience about a product.

anna_riana@yahoo.com

Advertising Strategies

• Persuasive advertising seeks to

influence consumers to buy a company’s products rather than its rivals’

• Comparative advertising directly

compares two or more products

• Reminder advertising helps to keep

the product name in the consumer’s mind

anna_riana@yahoo.com

What is Advertising Media ?

Variety of communication devices for carrying a seller’s message to potential customers

� Television

� Newspapers

� Direct Mail

� Radio

� Magazines

� Outdoor Advertising

� Internet Advertising

� Data Mining and Date Warehousing

for Internet Advertising

� Virtual Advertising

� Other Advertising Channels

anna_riana@yahoo.com

Six Steps in Preparing the Advertising Campaign

Identify Target

Set Budget

Define Objectives

Create Message

ID Media

Evaluate

anna_riana@yahoo.com

The Building Block in Ad

WHAT TO SAY + IDE = HOW TO SAY

Client Agency

Quoted from: Mr. Attan (2005)

anna_riana@yahoo.com

How to make a Headline

Unique Selling Proposition (USP)

Showmanship

The Ads where

there is something to say

The Ads where

there’s nothing to say

• Terus Terang Philips Terang Terus

• Kartunya Satu ATM nya Banyak

• Gantinya Ngopi / Kopi Banget

• Harga Wah Semurah Curah

• Bikin motor Kamu secepat

Beckham

• Asyik Berat Beng Beng

• Sekuat Macan

• Nyikat Gigi Nggak Nyiksa Gusi

Quoted from: Mr. Attan (2005)

anna_riana@yahoo.com

Unique Selling

Preposition (USP)

Quoted from: Mr. Attan (2005)

anna_riana@yahoo.com

Quoted from: Mr. Attan (2005)

anna_riana@yahoo.com

Quoted from: Mr. Attan (2005)

anna_riana@yahoo.com

anna_riana@yahoo.com

ShowmanshipQuoted from: Mr. Attan (2005)

anna_riana@yahoo.comQuoted from: Mr. Attan (2005)

anna_riana@yahoo.com

Advertising Agency

• Menjawab creative brief dari client

• Membuat ide/konsep yang unik dan relevan

• Menang pitching

• Dapat award

• Bonus lancar

Quoted from: Mr. Attan (2005)

anna_riana@yahoo.com

Quoted from: Mr. Attan (2005)

anna_riana@yahoo.com

Quoted from: Mr. Attan (2005)

anna_riana@yahoo.com

anna_riana@yahoo.com

anna_riana@yahoo.com

What is Personal Selling ?

Promotional tool in which a salesperson communicates one-on-one with potential customers

What is Telemarketing ?

Use of telephone solicitations to conduct the personal selling process

anna_riana@yahoo.com

Personal Selling Situations

� Retail selling

� Industrial selling

anna_riana@yahoo.com

Personal Selling Tasks� Order processing

� Creative selling

� Missionary selling

The Personal Selling Process1. Prospecting and Qualifying

2. Approaching

3. Presenting and Demonstrating

4. Handling Objections

5. Closing

6. Following Up

anna_riana@yahoo.com

What is a Sales Promotion ?Short-term promotional activity designed to stimulate consumer buying or cooperation from distributors, sales agents or other members of the trade

Types of Sales Promotions� Coupons

� Point-of-Purchase (POP)

� Premiums

� Trade shows

� Contests

OFF$100

AnyBrewedCoffee

COUPON

anna_riana@yahoo.com

What is Publicity ?

Promotional tool in which information about a company or

product that is transmitted by general mass media

What is Public Relations ?

Company-influenced publicity directed at building goodwill

with the public or dealing with unfavorable events

anna_riana@yahoo.com

International Promotional Strategies

Emergence of the Global Perspective

• Global perspective is a philosophy that directs marketing

toward a worldwide rather than local or regional markets

The Movement toward Global Advertising

Four factors to consider:

� Product Variations

� Language Differences

• Cultural receptiveness,

• image differences

Universal Messages and Regional Advertising Skills