Download - PROMOTION MIX
INTRODUCTION
• Promotion- Concerned with the activities that are undertaken to communicate with customers and distribution channels to enhance the sales of firm
• Aims at informing and persuading the customer to buy the product and informing him about the merits of products.
PROMOTION MIX
• It refers to all the decisions related to promotion of sales of products and services
• The important decision like selecting advertising media, selecting promotional techniques, using publicity measures and public relations, etc.
• Various tools available for promotion…• These are adopted by firm to carry on its
promotional activities.• Marketer generally chooses combination of
these promotional tools.
• Advertising
• Sales promotion
• Personal selling
• Publicity
• Public Relations
Following are the tools or elements of promotion mix:
ADVERTISING
• ITS FEATURES..Paid FormImpersonality Identified sponsor
MERITS….
• Reach
• Choice
• Expressiveness
• Enhancing customer satisfaction and confidence
DEMERITS…
• It is an impersonal communication
• Advertising is less effective
• Difficulty in media choice
• Inflexibility
Different medias available
• Newspaper
• Magazines
• Television
• Radio
• Outdoor
• Internet
SALES PROMOTION
• Sales promotion activities for customerRebateDiscountsRefundsPremiums or giftsQuantity deals
Continued….
• Samples
• Contests
• Free in mail premiums
• Packaged premium
• Container premium
•Merits…Attention valueUseful to launch new productsAid to other Promotion tools
•Demerits…Reflect CrisisSpoil Product Image
PERSONAL SELLING
• Means selling personally .• Involves face to face interaction
between seller and buyer for the purpose of sale.
• Personal selling does not mean getting the prospects to desire what seller wants but the concept of personal selling is also based on customer satisfaction.
FEATURES
• Personal Interaction
• Two way communication
• Better Response
• Relationship
• Better convincing
ROLE OF PERSONAL SELLING
Importance to businessman
• Effective promotion tools
• Minimum wastage of efforts
• Consumer Attention
CONTINUED…
• Relationship• Very effective to
introduce new product
IMPORTANCE TO CUSTOMERS
• Helps in identifying needs
• Latest market information
• Expert advise
• Induces customers
IMPORTANCE TO SOCIETY
• Converts latest demand into effective demand
• Employment opportunities
• Carrier opportunities
• Mobility of sales persons
• Product standardization
PUBLICITY
• It is a non paid form of impersonal communication. It is just like advertisement except that advertisement is a paid form where as publicity is non paid form. E.g. some events are covered in news and technology of any product is discussed in news free of cost.
FEATURES
• Publicity is an unpaid form of communication.
• There is no identified sponsor when message is given to general public.
•MERITS:More creditabilityMass reach
•LIMITATIONS: • No control
• Limited information
PUBLIC RELATION TOOLS
• News
• Speeches
• Events
• Written materials
• Public service activities
CREDITS…
•Sabiha Moiyadi- 32•Sneha Parwal- 36•Siddhesh Raut- 42•Anshul Singh- 50•Ali Unwala- 56•Farheen Valiulla- 57