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SERVICE PROMOTION
Pushpendra Kumar Atri (66)
Sandeep Sharma (76)
Rakesh Bhardwaj (72)
Tarun Garg (90)
Presented ByPresented To
Mr. Sanjeev Kumar Singh
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Marketing Mix (7ps)
The marketing mix principles are controllable variableswhich have to be carefully managed and must meet theneeds of the defined target group. All elements of the
mix are Linked and must support each other.
Product Price Place Promotion People ProcessPhysical
Evidence
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Promotions
is a vehiclethat
Carries the message about theservices, products, and programs;
Positions them in the market; and
Develops the appropriate image forthe services, products, and programs.
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OBJECTIVES FOR PROMOTION
BUILD AWARENESS
CREATE INTEREST
PROVIDE INFORMATION
STIMULATE DEMAND
REINFORCE THE BRAND
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AdvertisingPersonal
sellingPublicity
Salespromotion
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any paid form of nonpersonal presentation andpromotion of ideas, goods, or services by an
identified sponsor.
Advertising
eg. Tec niq es incl de billboardads and T commercials
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Advantages of Advertising
A large number of people usuallysee the advertisers message
Costs per potential customer are
usually lower than other forms ofpromotion
Can choose the most appropriatemedia to reach target mkt
Can control the content of an
advertisement Ads can presale products
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Disadvantages ofAdvertising
1. Cannot focus well onindividual needs
2. Some forms of advertisingcan be too expensive for
many businesses 3. Sometimes advertising is
wasteful and inefficient -message may be spent onnon-potential customers
4. Advertising must be brief
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Rel tio ship between Advertising nd the
Product Life Cycle
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Placing newsworthy information about acompany, product, or person in the media.
Can be used to promote particular events andpromote particular products.
The main purpose of publicity is to build animage. Image - the way a business or
organization is defined in peoples minds.
Publicity
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Advantages ofPublicity
Publicity is free;advertising is not
Can be used to
create a positiveimage within thecommunity
Viewed as beingmore credible or
believable thanadvertising
Viewed as news,people moreattention to
publicity
Disadvantagesof Publicity
Give up uchof your
control of
your ess ge
Not llpublicity is
positive
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Famous person photographed using your product
Your product mentioned inNational News ina positive
way
Your product fea
tured ina
m
ovie
TV commentary about aspects of your product trade
magazines carryinga story
Examples of Publicity
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Next Part will be presented
by Sandeep Sharma
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making an oral sales presentation to oneor more potential buyers.
On a per contact basis, personal selling is
the most expensive form of promotion.
Direct communication between seller and buyer
face2face contactUsually used to sell industrial goods and services
Also used to sell some expensive consumer items, eg.Cars, computer systems
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All marketing activities, other than personal selling,advertising, and publicity, that are used to stimulate
consumer purchasing and sales effectiveness.
Sales Promotion
Increase salesInform customers about new products/schemes
Create a positive store or corporate image
Objectives of SalesPromotion
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Short term activities
Offers some type of incentive/discount
Can be successfully used in all channels of distribution
Characteristics
Sales promotion can be either consumer or trade oriented
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Trade Promotions - sales promotion activities designed to gainmanufacturers, wholesalers, and retailers support for a product. More
money is spent on promoting to businesses than to consumers.
1. Slotting allowances
2. Buying allowances
3. Sales incentives
Consumer Sales Promotions - designed to encourage customers to buy a product.
1. Visual Merchandising and Displays
2. Premium and Incentives
3. Product Samples
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Promotion People
SalesManagers
AdvertisingManagers
SalesPromotionManagers
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Promotion
of Tourism
in in India
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Tourism in India
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Tourism is the largest service industry
in India, with a contribution of 6.23%to the national GDP and 8.78% of the
total employment in India. India
witnesses more than 5 million annualforeign tourist arrivals and 562 million
domestic tourism visits.
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The tourism industry in India generated about
US$100 billion in 2008 and that is expected to
increase to US$275.5 billion by 2018 at a 9.4%annual growth rate. The Ministry ofTourism is
the nodal agency for the development and
promotion of tourism in India and maintainsthe "Incredible India" campaign.
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The 'Incredible India' campaign, launched in
2002, was a major initiative by the
Government of India, to promote India as a
tourist destination. The first marketing
initiative of its kind, Incredible India was
conceptualized in 2002 by Ministry ofTourism.
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The primary objective of this branding
exercise was to create a distinctive identityfor the country.
The Incredible India campaign is an
integrated marketing communication effort
to support the Indian tourism industrys efforts
to attract tourists to the country. The campaign
projected India as an attractive tourist
destination by showcasing different aspects ofIndian culture and history like yoga,
spirituality, art & culture, people & lifestyle,
festivals & cuisines, geography & language etc24
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Road Shows Mass Media Communication
ATITHI DEVO BHAVAH
'Atithi Devo Bhavah' a Social Awareness
Campaign involves Sensitization, Screening,
Induction, Training & Orientation, Certification
and Feedback.
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Tools used by Tourism India
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QuestionsQuestions
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(2)The role of Customers in the service is knownas which
of the following?
(a)Direct Marketing
(b)People Marketing
(c)Reactive Marketing(d)Interactive Marketing
(e)Selective Marketing
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(3)This is a characteristic ofa service, namely that they
do not have physical attributes and so therefore cannot
be perceived by the senses - cannot be tasted, seen,
touched, smelt or possessed:
(a)Inseparability
(b)Intangibility
(c)Perishability
(d)Variability
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(4) Which of the following is theapplication ofmarketing
concepts and principles withinan organisation?
(a)Internal marketing
(b)Customer service
(c)External marketing(d)Relationship marketing
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(5) Which of the following is anevent that occurs when
a customer interacts directly with a service?
(a)Good usage
(b)Servicescape
(c)Service mix(d)Service encounter
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(6) Which of the following is anevent that occurs whena
customer's expectations ofa serviceencounter arenotmet?
(a)Service encounter
(b)Servicescape(c)Service failure
(d)Service mix
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(7)The intangibility ofa servicemeans that it is important
to provide tangible cues for potential customers to deducethe product quality. This is called:
(a)Physical evidence
(b)People
(c)Processes
(d)Intangiblity
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