Unit 12 Promotional Tools. Teaching Objective This unit aims to help students to gain knowledge of...
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Transcript of Unit 12 Promotional Tools. Teaching Objective This unit aims to help students to gain knowledge of...
Unit 12Unit 12
Promotional ToolsPromotional Tools
Teaching Objective
This unit aims to help students to
• gain knowledge of different promotional tools and promotion strategies; and
• learn how to promote various new products or services
Unit content
1. Promoting a new product
2. promotional strategies
The project to be accomplishedThe project to be accomplished In a small group of 4-5 classmates, choose one product from
the list below, decide what is special about it, and which tools you would use to promote it. Imagine that you have a generous budget, and are thus able to employ several different tactics.
Prepare a 10-minute presentation about your work results.
1. A new, up-market health and fitness club2. A new brand of jeans, manufactured by a new (and
therefore unknown) company3. A new, fashionable but inexpensive range of quartz
watches4. Potatoes, to be sold in supermarkets5. A new taxi company in your city.
Production ConceptProduction Concept
Product ConceptProduct Concept
Selling ConceptSelling Concept
Marketing ConceptMarketing Concept
Consumers prefer products that are widely available and inexpensive
Consumers favour products that offer the most quality, performance,
or innovative features
Consumers will buy products only ifthe company aggressively
promotes/sells these products
Focuses on needs/ wants of target markets & delivering value
better than competitors
Company Orientations Towards the Marketplace
The Four PsThe Four Ps
MarketingMix
Product
Price Promotion
Place
CustomerSolution
CustomerCost
Communication
Conven-ience
Marketing MixMarketing Mix
Product
Price
Place
Participation
Promotion
Process
Physical Evidence
Product Life CycleProduct Life Cycle
Time
ProductDevelop-
ment
Introduction
Profits
Sales
Growth Maturity Decline
Losses/Investments ($)
Sales andProfits ($)
Sales and Profits Over the Product’s Life From Introduction to Decline
Major Promotional Tools
Public Relations
Sales Promotion
Personal SellingAdvertising
SpecialEvents
SpecialEvents
Written MaterialsWritten
Materials
Corporate Identity Materials
Corporate Identity Materials
SpeechesSpeeches
NewsNews
AudiovisualMaterials
AudiovisualMaterials
Major Public Relations ToolsMajor Public Relations Tools
Public Service
Activities
Public Service
Activities
Web SiteWeb Site
Sales Promotions
• Free samples
• Coupons
• Price reductions
• Competitions
• …
Consumer-Promotion Objectives
Consumer-Promotion Tools
Point-of-PurchaseDisplays
Point-of-PurchaseDisplays
PremiumsPremiums
Price PacksPrice Packs
Cash RefundsCash Refunds
CouponsCoupons
SamplesSamples
Patronage Rewards
Patronage Rewards
GamesGames
SweepstakesSweepstakes
ContestsContests
AdvertisingSpecialties
AdvertisingSpecialtiesPatronage Rewards
Entice Consumers to Try a New Product
Entice Consumers to Try a New Product
Lure Customers AwayFrom Competitors’ Products
Lure Customers AwayFrom Competitors’ Products
Get Consumers to “Load Up’on a Mature Product
Get Consumers to “Load Up’on a Mature Product
Hold & Reward Loyal Customers
Hold & Reward Loyal Customers
Consumer Relationship Building
Consumer Relationship Building
Customer Promotions
Trade-Promotion Objectives
Trade-Promotion Tools
Specialty Advertising
Items
Specialty Advertising
ItemsContestsContests
Free GoodsFree Goods
Buy-BackGuarantees
Buy-BackGuarantees
AllowancesAllowances
Price-OffsPrice-Offs
Patronage Rewards
Patronage Rewards
Push MoneyPush Money
DiscountsDiscounts
PremiumsPremiums
Displays
Persuade Retailers or Wholesalers to Carry a Brand
Persuade Retailers or Wholesalers to Carry a Brand
Give a Brand Shelf SpaceGive a Brand Shelf Space
Promote a Brand in Advertising
Promote a Brand in Advertising
Push a Brand to ConsumersPush a Brand to Consumers
Trade Promotions
1. 1. Promoting a new productPromoting a new product
11a Listeninga Listening
Listen to Jogishwar Singh explaining the Listen to Jogishwar Singh explaining the promotional strategies for the trial launch of promotional strategies for the trial launch of Fresh Fries. Tick the topics mentioned in the Fresh Fries. Tick the topics mentioned in the interview interview
11b. Comprehensionb. Comprehension
1). What do you think Jogishwar means by “launching a media blitz”?
2). When will the company start to use advertising?
3). According to Jogishwar, what is the difference between advertising and publicity?
2. 2. Promotional strategiesPromotional strategies
22a Reading and text exploringa Reading and text exploring
Read the text and filling in the missing Read the text and filling in the missing words.words.
Paragraph 1Paragraph 1
1.1. Marketing concept: the marketing idea of Marketing concept: the marketing idea of ‘make what you can sell rather than sell what you ‘make what you can sell rather than sell what you make’make’
2.2. attractively priced product attractively priced product
3.3. PLC: product life cycle (introduction, growth, PLC: product life cycle (introduction, growth, maturity, decline) maturity, decline) 产品生命周期产品生命周期
4.4. product / brand awareness product / brand awareness 产品产品 // 品牌意识品牌意识5.5. informinform the potential customers the potential customers aboutabout … …
Paragraph 2Paragraph 2
1.1. 44Ps formulation (marketing mix): product, Ps formulation (marketing mix): product, place, promotion, price place, promotion, price 市场营销组合市场营销组合
2.2. major promotional tools: advertising, major promotional tools: advertising, public relations, sales promotion, personal public relations, sales promotion, personal selling.selling.
3.3. marketers have to decide which marketers have to decide which toolstools to to use, and in what use, and in what proportionproportion..
Paragraph 3Paragraph 3
1.1. public relations (PR) public relations (PR) 公共关系公共关系2.2. publicity: publicity: 宣传推广宣传推广3.3. medium: medium: 媒介 媒介 ((pl) media / mediumspl) media / mediums
4.4. public awareness public awareness
Paragraph 4Paragraph 4
1.1. tactics: the art of using existing means to get a desired tactics: the art of using existing means to get a desired result result 策略,手段策略,手段
2.2. stimulate: to increase in activity stimulate: to increase in activity 增强,促进。。。之增强,促进。。。之活动活动
3.3. The cold air stimulates the bloodThe cold air stimulates the blood
4.4. generate: to cause to existgenerate: to cause to exist
5.5. the initial trial of a new product: buy/try a new product the initial trial of a new product: buy/try a new product for the first timefor the first time
6.6. try out: to test (sb. Or sth) by use and experience try out: to test (sb. Or sth) by use and experience 考验考验7.7. The idea seems fine but we need to try it out in practice. The idea seems fine but we need to try it out in practice.
8.8. brand-conscious brand-switchers: brand-conscious brand-switchers:
9.9. to counter a promotion by a competitorto counter a promotion by a competitor
10.10. loss-leader pricing loss-leader pricing 亏本出售亏本出售
Paragraph 5Paragraph 5
1.1. off-season: off-season: 淡季淡季2.2. brand loyalty: brand loyalty: 品牌忠诚品牌忠诚
Paragraph 6Paragraph 6
1.1. sparingly sparingly 节俭地,少量地使用 节俭地,少量地使用 to praise ~ to praise ~ 吝吝于赞美于赞美
2.2. complement: n. (~ to) sth that completes or complement: n. (~ to) sth that completes or makes perfect makes perfect 补充物,使完备之物补充物,使完备之物
3.3. A fine wine is a ~ to a good meal A fine wine is a ~ to a good meal 美食加上美酒美食加上美酒才算完备才算完备
4.4. Complement: v. to make sth complete Complement: v. to make sth complete 使完备使完备5.5. This wine ~s the food perfectly. This wine ~s the food perfectly. 用这酒配这菜,用这酒配这菜,
相得益彰。相得益彰。6.6. channel of information: channel of information: 信息渠道信息渠道
22b. Summarizingb. Summarizing
Complete the sentences to summarize the text:
1. When a new product is launched, the producer has to inform customers about its existence and develop brand awareness.
2. Promotion is one of the four elements of the marketing mix; sales promotions are one of four different promotional tools.
3. The advantages of publicity include the fact that it is much cheaper than advertising, and can have a better impact, because it seems that people are more likely to read and believe publicity than advertising.
4. The four stages of the standard product life cycle (excluding the pre-launch development stage) are introduction, growth, maturity and decline.
5. Reasons to offer temporary price reductions include attracting price-conscious brand-switchers, offsetting a promotion by a competitor, and, for stores, attracting customers by way of “loss leaders”.
6. Sales promotions need not only be aimed at customers; they can also be used with distributors, dealers and retailers, and with a company’s sales force.
7. Apart from selling a company’s products, sales representatives bring information back to a company form its customers, including ideas for new products.
22c. Discussionc. Discussion
What kind of sales promotions are you receptive to?
1. coupons giving a price reduction?2. free samples?3. discounts for buying a large quantity?4. price reductions in shops?5. packets offering “20% Extra”?6. competitions?
22d. Vocabularyd. Vocabularykeys:1. competitors2. word-of-mouth advertising3. brand-switcher4. points of sale5. brand name6. line-stretching7. packaging8. product improvement9. media plan10. packaging
22e. Case study: Promotional strategiese. Case study: Promotional strategies
In a small group of 4-5 classmates, choose one product from the list below, decide what is special about it, and which tools you would use to promote it. Imagine that you have a generous budget, and are thus able to employ several different tactics.
Prepare a 10-minute presentation about your work results.
1. A new, up-market health and fitness club2. A new brand of jeans, manufactured by a new (and
therefore unknown) company3. A new, fashionable but inexpensive range of quartz
watches4. Potatoes, to be sold in supermarkets5. A new taxi company in your city
Project time!!Project time!!