marketing mix promotion
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MARKETING MIXThe marketing mix principles (also known as the 4 P’s.) are used by business as tools to assist them in pursuing their objectives.
Promotion
Promotion activities are meant to communicate & persuade the target market to buy the company’s products
This is done by???
Marketing Mix (4p’s) Promotion
www.learnmarketing.net
Promotional Mix
Advertising
Public Relations
Sales Promotion
Personal Selling
DirectMail
Internet/E-commerce
A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organisations promotional mix can consist of:
Promotion Strategies A successful product or service means nothing unless the benefit
of such a service can be communicated clearly to the target market. An organisations promotional strategy can consist of:
Advertising: Is any non personal paid form of communication using any form of mass media.
Public relations: Involves developing positive relationships with the organisation media public. The art of good public relations is not only to obtain favorable publicity within the media, but it is also involves being able to handle successfully negative attention.
Sales promotion: Commonly used to obtain an increase in sales short term. Could involve using money off coupons or special offers.
Personal selling: Selling a product service one to one. Direct Mail: Is the sending of publicity material to a named
person within an organisation. There has been a massive growth in direct mail campaigns over the last 5 years.
Personal selling Personal Selling: Face to face personal
communication Advertising- Mass communication
efforts through media Sales Promotion- Communication
through contests, trade shows, free samples, yellow pages, call helplines
Personal Selling
Personal Selling
Nokia
Nokia
Messages
Fly High
Examples-LuxSame theme over the years
Celebrity endorsement
Using famous people to attract target segment
Discount coupons
TV Channels
TV Channels
TVC
More than just news
Entertaining information to add spice
First thing in the morning
Print Media
Newspapers & Magazines
Radio channels
Meow targets at women
Websites
Videos can be uploaded
Companies upload their corporate films
www.youtube.com
Public Relations Public relations are where the
communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events.
Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum.
Message Strategy What message are you trying to put
across to your target audience? How will you deliver that message? Will
it be through the appropriate use of branding?
Logos or slogan design? The message should reinforce the
benefit of the product and should also help the company in developing the positioning strategy of the product.
Media Strategy Media strategy refers to how the organisation is
going to deliver their message. What aspects of the promotional mix will the
company use to deliver their message strategy. Where will they promote? Clearly the company must take into account the
readership and general behaviour of their target audience before they select their media strategy.
What newspapers do their target market read? What TV programmes do they watch?
Press Conference
Spokesperson of the company talks to the press
Client Meetings
Word of mouth publicity
Word of mouth publicity
Word of mouth is a reference to the passing of information from person to person.
Originally the term referred specifically to oral communication but now includes any type of human communication, such as face to face, telephone, email, and text messaging
Sales Promotion
Outdoor
Hoarding/Billboard
Point of Sales Point of sales (POS) or checkout refers to
both a checkout counter in a shop, and the
location where a transaction occurs
POS Display
T-Shirts
T-Shirts with company & Logo message
Push & Pull Strategies
Push strategy
A push strategy is where the manufacturer concentrates some of their marketing effort on promoting their product to retailers to convince them to stock the product.
A combination of promotional mix strategies are used at this stage aimed at the retailer including personal selling, and direct mail.
The product is pushed onto the retailer, hence the name push.
Pull strategy
A pull strategy is based around the manufacturer promoting their product amongst the target market to create demand.
Consumers pull the product through the distribution channel forcing the wholesaler and retailer to stock it, hence the name pull strategy.
Organizations tend to use both push and pull strategies to create demand from retailers and consumers.