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PROMOTION MIXAND

KINDS OF PROMOTION

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PROMOTIONDEFINITION :-

Promotion involves disseminating informationabout a product, product line, brand, orcompany. It is one of the four key aspects of themarketing mix. (The other three elements are

product marketing, pricing, and distribution.)

To generate sales and profits, the benefits

of products have to be communicated to

customers. In marketing this is commonly knownas promotions.

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Promotion Techniques

Promoting your business can take many different forms. Youcan promote it online and offline. Promotion is a veryimportant part of every business imaginable. If you don'tpromote it, how are customers supposed to know aboutit? Here are some very effective ways to promote your

product or service.

BUSINESS CARDS

PRESS RELEASES

ORGANIZATIONS NEWS LETTERS

FREE STUFF

WEBSITE

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PROMOTION MIX

DEFINITION :-

Specific combination of promotionalmethods such as print or broadcastadvertising, direct marketing,personal selling, point of sale display,etc., used for one product or a familyofproducts.

http://www.businessdictionary.com/definition/combination.htmlhttp://www.businessdictionary.com/definition/method.htmlhttp://www.businessdictionary.com/definition/advertising.htmlhttp://www.businessdictionary.com/definition/direct-marketing.htmlhttp://www.businessdictionary.com/definition/personal-selling.htmlhttp://www.businessdictionary.com/definition/point-of-sale-display.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/family.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/family.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/point-of-sale-display.htmlhttp://www.businessdictionary.com/definition/personal-selling.htmlhttp://www.businessdictionary.com/definition/direct-marketing.htmlhttp://www.businessdictionary.com/definition/advertising.htmlhttp://www.businessdictionary.com/definition/method.htmlhttp://www.businessdictionary.com/definition/combination.html

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Six main Promotion Tactics

1. ADVERTISING

2. SALES PROMOTION3. PUBLIC RELATIONS

4. PERSONAL SELLING

5. PUBLICITY6. DIRECT MARKETING

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The factors that guide a marketersdecision in selecting a promotion mixare :-

Nature of the product market.

Overall marketing strategy.

Buyer readiness stage.

Product life cycle stage.

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ADVERTISING

The means of providing the most persuasivepossible selling message to the right prospects atthe lowest possible cost".

Kotler and Armstrong provide an alternativedefinition:-

"Advertising is any paid form of non-personal

presentation and promotion of ideas, goods andservices through mass media such asnewspapers, magazines, television or radio by anidentified sponsor".

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SALES PROMOTION

An activity designed to boost the sales of aproduct or service. It may include an advertisingcampaign, increased PR activity, a free-samplecampaign, offering free gifts or trading stamps,arranging demonstrations or exhibitions, settingup competitions with attractive prizes, temporaryprice reductions, door-to-door calling,telemarketing, personal letters on othermethods.

More than any other element of the promotionalmix, sales promotion is about action. It is aboutstimulating customers to buy a product. It is notdesigned to be informative a role which

advertising is much better suited to.

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The planned and sustained effort toestablish and maintain goodwill andmutual understanding between an

organisation and its publics.

Public relations activities include, pressreleases. company literature, videos,websites and annual reports.

PUBLIC RELATIONS

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PERSONAL SELLING

Personal selling is oral communication withpotential buyers of a product with the intention ofmaking a sale. The personal selling may focusinitially on developing a relationship with thepotential buyer, but will always ultimately end

with an attempt to "close the sale

Personal selling is one of the oldest forms ofpromotion. It involves the use of a sales force tosupport a push strategy (encouraging

intermediaries to buy the product) or a pullstrategy (where the role of the sales force maybe limited to supporting retailers and providingafter-sales service).

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PUBLICITY

Publicity refers to nonpersonal communi-cationsregarding an organization , product , service , oridea not directly paid for or run under identifiedsponsorship .it usually comes in the form of news

story , editorial , or announcement about anorganization and/or its products and services.

Techniques used to gain publicity include newsreleases , press conferences , feature articles ,

photographs , films , and videotapes.

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DIRECT MARKETINGDirect marketing is concerned with establishing an

individual relationship between the businessoffering a product or service and the finalcustomer.

Direct marketing has been defined by the Instituteof Direct Marketing as:

The planned recording, analysis andtracking of customer behaviour to develop arelational marketing strategies.

The process of direct marketing covers a widerange of promotional activities, These include:

Direct-response adverts on television and radio Mail order catalogues E-commerce Magazine inserts Direct mail

Telemarketing

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OBJECTIVES FOR PROMOTION

BUILD AWARENESS.

CREATE INTEREST.

PROVIDE INFORMATION.

STIMULATE DEMAND.

REINFORCE THE BRAND.

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THANKS!