Services Marketing - Promotion

8/14/2019 Services Marketing - Promotion

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Team 4 :

Abhishek ParijaAmit Kumar Vishwakarma

Ananya PalMd.Awesh

Rubina RizwanSanthosh Anandan

Shaik Naseema Tasneem



Promotion is any form of communication abusiness or organization uses to inform, persuade orremind people about its products or Service andimprove its public image .



How to use the productWhere the product is available

The quality of the productOther important information:

▪ Price

▪

Materials or Ingredients▪ Warnings or Hazards

▪ Sizes, Colors, Styles



To create wide awareness about the service.

To convert a certain percentage of the aware customers

into buyers of the service brand

To keep reminding the consumers of our existence.

To retain existing customers and build new ones.



An action oriented objective mayrequire an incentive to act as a part

of the message.Major components of a servicepromotion plan:

Selection of media.

Selection of message.

Deciding on a promotion cycle.



Optimize the media mix across channels formaximizing the performance.

Determine the appropriate share of each

media in Campaigns.Reaching right Target segment.Less cost.Less time.More clear message.



TelevisionPrint – newspaperPrint – magazines

& journalsHoarding &

Billboards

Cinema theatrecommercials

Posters/lampshades/bus stops

Direct marketing

Event sponsorshipsFlyersPersonal visits for

promotions sales



BENEFITS

Wider audience

reachinstantaneously. Visualize the

services. Celebrity charisma. Cost effective for

mass appeal & widetarget.

LIMITATIONS

Fleeting

Expensive



BENEFITS

Longer life

An Ad is read & re-read

Used for longexplanations.

Used to lureconsumers withdiscount coupons.

LIMITATIONS

Slightly inferior to TV interms of visual appeal& charm.

Yellow Pages -Frequency of printingand distributions is

highly irregular.



BENEFITS

Can target a

specific group of people.

Longer life

Better paperquality &printing.

LIMITATIONS

Expensive

compared to thenewspaper.



BENEFITS

Useful for local

companies.Effective for in-

coming visitors .Very effective for

the regularvisitors.

LIMITATIONS

Very expensive



BENEFITS

Good for regular movie-goers.

Size of the image is larger

compared to the TV.Useful for services that are

aspirational in nature.

Stresses on strong visuals oremotions to make an impact.

LIMITATIONS

Limited target

market.Can be used

only for services

benefiting theyouth.



BENEFITS

Access to large

and variety of people.

Strong repetitioneffect for regular

visitorsRelatively cheap

medium.

LIMITATIONS

Can have a

negative effectby watchingregularly.

Do not have along lifeDurability is a

big question.



BENEFITS

Good with limitedpromotion budgets &well segmentedpopulation .

Very cost effective. Company is in control

of the effort at alltimes.

Effectiveness can bemeasured in a moredirect way.

LIMITATIONS

It requires a gooddatabase on potentialcustomers.

Requires persuasion toconvert the potentialcustomer to a buyer.



BENEFITS

Beneficial if event isrelevant to the targetaudience.

Good way to earn thebrand recognition.

High visibility to the

service provider

LIMITATIONS

Can be very

expensive attimes as well.

SAMBHAV = MAKING THEIMPOSSIBLE : POSSIBLE !!



Good Times :Adds to the usefulness of othertools being used by the service company.

Bad Times : Useful to counter criticism .

Keeping public informed about your activities.Maintaining media relations

Getting involved with causes and taking actionswhich keep the public informed about youractivities.



Above the line …. Above the line ….

Uses independent media. Aimed at a wider and varied audience. Eg: advertisements via TV, print, flyers.

Below the line….Below the line….

Uses media via which it can have a controlthe selection of target audience.

Eg: exhibitions, bid n win, sponsorship,

direct mail, sponsorships, personal visits.



The timing and frequency of repetition or

follow-up.

Timely information presented in anattractive manner can be critical.

Eg: film promotions



Three ways :

Objective or need based

Percentage of expected sales

Competition based

• Geographical spread is an important criteriafor deciding the media and budget

• Objective behind the budget

▪ Awareness▪ Interest

▪ Desire

▪ Action



“Below the line media “for promotions

Bid and Win.

Auctioning for the flight seats.

Sahara sponsoring the Indian cricket &Hockey team.

• Promotion through Co-branding

▪ American express with Indian Airlines▪ Air Sahara with standard chartered Bank

▪ Discounts



Promotion through co-brandingCrafting the message for promotionsFirst time customer.Business customers.General purpose brand building.Announcing an Achievement, or new

product launch.

Services Marketing - Promotion

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