special studies in marketing 3
TRANSCRIPT
3. Special Studies in Marketing
BMS 2012
Reema Rijhwani
Promotion
Terminologies
• ATL vs BTL BTL uses less conventional methods than the
usual specific channels of advertising to promote products, services, etc
ATL include activities such as advtg, direct mail, public relations and sales promotions for which a fee is agreed upon and charged up front
• Push vs Pull Strategy Pushing the products to the consumers
through channel sales. Ex. Heavy equipments, machinery, etc
Consumers pulling the products through channels post communication/awareness. Ex. FMCG products, etc
Tools
• Sales Promotion• PR• Direct Marketing• Personal Selling • Adtvg• MLM• Trade Fair/Expo
Sales Promotion
• Consumer Promotion tools Samples, Cash Refunds, Prizes (contests,
sweepstakes, games), Frequency Program, Patronage Awards, Product Warranties, Cross Promotion, POP, Gifts, Price Packs
• Trade Promotion ToolsPrice Off, Allowance, Free Goods
• Sales Force Promotion ToolsSales Contests, Specialty Adtvg / Souvenirs
Importance• To get customers• New trials, repeat purchase, encourage
switchers• Compete with similar products• Adjust demand and supply
Public RelationsUse / Importance • To maintain Press relations• Publicity (company, product & brands)• Corporate Communications• Lobbying • Counseling• Building Credibility & Positive outlook• Increase bottom line• Marketing Public Relations – Combining
marketing activities with public relations
• Tools Publications (advertorials, Infomercials),
Events, Sponsorships, News, Speeches, Public service activities, Identity Media
Corporate Communications
• Promoting understanding of the organization through internal and external comm.
• Via AGM, Speeches, Adtvg, Trade participation, etc
• Helps in building corporate Image
Direct Marketing
• Direct – Fax mail, Email, Voice mail, Tele-calling (Database etc)
• Catalogue • CRM
Objective/Role/Importance• Home or convenience shopping• Personalize targeting• Target niches• Digital utilization• Frugal promotions
Personal Selling
• Presentations• Demonstration• Samples at Kiosks
Importance/ Role• Technical information• Personal element • Quick feedback• Building Image of the company• Interactive
Advertising
• Television• Radio• OOH • Print• Electronic
Multi Level Marketing
• Residual Income• Network• Commission
Trade Fair / Expo• Demonstration / Tech Info• Brochures• Networking
India International Leather Fair
Delhi Book Fair 2011
Pharmac India Times Utsav
(Pragati Maidan, BKC, MMRDA, Palace Grounds, etc)
E-Commerce
• Marketing + Trading + Transacting online• Via internet – globalisation • Operating in marketspace
Guidelines• Interactive, ease in response, personalize
content, extra offer
Process
• Define Objective• Budget or % of sales• Method selection with Target Audience• Test • Measure Effectiveness
Thank You