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Promotional Mix

Communication by marketers that informs, persuades and reminds potential buyers of a product in order to influence an opinion or elicit a responsePromotion

Promotional Strategy A plan for the optimal use of the elements of promotion: advertising, public relations, personal selling and sales promotionCompetitive Advantage The unique set of features of a company and its products that are perceived by the target market as significant and superior to the competition

Promotional Mix: The Combination of promotional tools including advertising, public relations, personal selling and sales promotion used to reach the target market and fulfill the organization's overall goals. The more funds allocated to each promotional ingredient and the more managerial emphasis placed on each technique, the more important that element is thought to be in the overall mix.

Advertising: Impersonal, one-way mass communication about a product or organization that is paid for by a marketer. Product advertisingis any method of communication about the promotion of a product in an attempt to induce potential customers to purchase the product. Advertisement usually requires payment to a communication channel. The general objective is to increase brand awareness or to demonstrate the differences between product and competing products in order to sell them.

Public Relations The marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance.

Example for Public Relations

Example movie name for Public Relations

Meaning: You wont get another life

Zindagi Naa Milegi Dobara movie generated tremendous buzz on Twitter and attained an average rating of 4.5/5 from the Tweeters, with box-office sales remaining steadily high for the weeks following release. Agent Vinod got a lukewarm response on Twitter and managed a poor rating of 1.9/5 from the Tweeters. Twitter is also a good platform to create buzz about an upcoming movie. ISHAQZAADE, a soon to be released bollywood movie garnered a good response on Twitter after the launch of its first official trailer

Example of Marketing MixIncluding Promotional Mix

Pepsi Marketing Mix

Introduction to Marketing MixProduct : A tangible object or an intangible service that ismass producedor manufactured on a large scale with a specific volume of units.

Price : The price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, etc

Place : Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet.

Promotion : Promotionrepresents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements: advertising,public relations,personal selling andsales promotion.

Pepsi s Background

Pepsiis acarbonated soft drinkproduced and manufactured byPepsiCo. The drink was first made in the 1890s bypharmacistCaleb Davis Bradhamin New Bern, North Carolina. The brand was trademarked on June 16, 1903. There have been manyPepsi Variantsproduced over the years.

Pepsi s Marketing mix

ProductPepsiCo, Incorporated is aFortune 500, Americanmultinational corporationheadquartered inPurchase,New York, with interests in manufacturing and marketing a wide variety ofcarbonatedand non- carbonated beverages

Examples of its variety of products

Competitors

PriceProviding quality products at the lowest possible price has always been one of the main concerns of Pepsi. For Example, One of the ways they've been able to assist this effort is by expanding their use of inexpensive and recyclable plastic bottles

Place

FACTORS FOR CHANNEL DESIGNAssortment of Goods: Pepsi has a wide assortment of goods. In beverages some veryfamous are Pepsi Mirinda, 7up, Slice etc Aquafina,Lehar Soda also.

Ubiquitous: Restaurant, Pan shops, General Stores, Confectionaries, all these aresome examples of the fact that the product Pepsiis ubiquitous.

PromotionPepsi uses various methods to Promote its products, mostly it is through advertisements

What exactly is it that enables the bestconsumer product companiesto grow year in and year out? Market positioning is one of the most important aspects of PepsiCo success. It has been a leader and gainingmarket sharein each of itscore businessand strives to continue in recognizing under-marketed target regions throughout the world to continually gainmarket sharefrom its competitors. The second aspect of PepsiCo's objectives deals with continuing is strong well- recognized consumer brand name domestically and internationally.

Methods of Promotion