PPT of MM (Edited)

8/8/2019 PPT of MM (Edited)

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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


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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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

PPT of MM (Edited)

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