ppt of mm (edited)
TRANSCRIPT
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Presentation
on
Promotion Decisions & Promotion Mix
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Contents
1. Promotion Decisions:-
Communication Process
2. Promotion Mix:-
Advertising
Public Relations Sales Promotion
Managing Sales Force
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Anymeans by which thoughts are transferred
from one person to another, is communication.
It is a two way process. It requires a common
medium and this medium may be language,
signs, language is the most important one.
The process ofCommunication Process is as
follows:-
Communication Process
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Elements in the Communication
Process
SENDER Encoding
Feedback
Decoding
Response
Noise
Message
Media
RECIEVER
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Steps in Developing Effective
Communication
Identity target audience
Determine objectives Design message
Select channels
Establishing budget
Decide on media mix
Measure results
Manage integrated marketing communications
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Promotion Mix
A companies total promotion mix-also called
its marketing communications mix-consists ofthe specific blend of (advertising, sales
promotion, public relations & managing sales
force) marketing tools that the company uses
to persuasively communicate customer value& build customer relationships.
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Advertising
Public Relations
Sales Promotion
Managing Sales Force
Promotion Mix
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Meaning ofAdvertising
The word advertising is derived from two
Latin Words Ad and Verto. Ad towards
Verto I turn
Literally it means to turn the peoplesattention to a specific thing.
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Definition ofAdvertising
Advertising is any form of paid non-personalpresentation of ideas, goods, or services forthe purpose of inducing people to buy.
- Wheeler
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The Five Ms ofAdvertising
Mission
Sales goals
Advertisingobjectives
Money
Factors to
consider:
Stage in PLC
Market share &
consumer base
Competition
Advertising
frequency
Product
substitutability
Message
Message generation
Message evaluation
& selection
Message execution
Social-responsibility
review
Media
Reach, frequency,
impact
Major media types
Specific media
vehicles
Media timing
Measurement
Communication
impact Sales impact
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Garnier Fructics
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Ponds Age Miracle
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What makes an AdvertisementEffective?
If it creates an impression for a product or
brand
If it influences people to respond in some
way
If it separates the product or brand from thecompetition in the mind of the consumer
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Concept ofPublic Relations
The real public relations is to build a bridge
between an organization and its variouspublics.
Its purpose is to create understanding and
mutual lines of communication.
It holds the society together.
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Definition ofPublic Relations
According to British Institute of Public
Relations, Public Relation is a plannedand sustained effort to establish and
maintain goodwill and mutual
understanding between an organizationand its publics.
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Functions ofPublic Relations
Press relations Product publicity
Corporate communication
Lobbying
Counseling
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Public Relations Tools
Publications Events
Sponsorships
News
Speeches
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Conclusion
Public Re
lation is the degree o
fsuccessobtained in achieving a favorable public
image.
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Sales Promotion
Sales Promotion, a key ingredient inmarketing campaigns, consists of a diverse
collection of incentive tools, mostly short
term, designes to stimulate quicker or greater
purchase of particular products of servicesby consumer or the trade.
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1.
To introduce new products.2. To attract new customers & maintain the
existing ones.
3. To maintain sales of seasonal products.
4. To meet the challenge of competition.
Objectives ofSales Promotion
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Major decisions in Sales
Promotion
Establishing Objectives Selecting Consumer-Promotion Tools
Selecting Trade-Promotion Tools
Selecting Business and Sales Force
Promotion Tools
Pretesting, Implementing Controlling and
Evaluating the Program
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Advantages ofSales Promotion
Price Discrimination Effect on Consumer Behavior
Effect on Trade Behavior
Regional Differences
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Disadvantages ofSales Promotion
Increase Price Sensitivity Quality image may become Tarnished
Merchandising support from dealer is
doubtful
Short term Orientation
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Managing Sales Force
Selling forms an important activity in
organizations. It is a revenue generatingactivity. Utmost attention and care should begiven on the cultivation and nurturing of anefficient salesforce. Such a salesforce is
responsible for increased sales productivity.Salesforce management entails recruiting,selecting, training, and motivating the salespersonnel.
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MajorSales Force ManagementDecisions-
1. Recruiting and Selecting Sales representative
2. Training & Supervising Sales representative.
3. Compensating Sales representative.
4. Motivating Sales representative.
5.Evaluating Sales representative.
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Promotion Mix Strategies
Producer Retailers &wholesalers
Consumers
ProducerRetailers &
wholesalersConsumers
Push Strategy
Pull Strategy
Demand Demand
Producer
marketing
activities
Reseller
marketing
activities
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Thank You