PROMOTION

GADAMDURDY SHIROV

06/05/2019
 Marketing mix
The marketing mix refers to the set of
actions, or tactics, that a company
uses to promote its brand or product
in the market.

The 4Ps make up a typical marketing

mix: Price, Product, Promotion and
Place.

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 What is promotion?

• Promotion refers to the entire set of activities, which

introduce the product, brand or service to the user.

• The idea is to make people aware, attract and induce to

buy the product, in preference over others.

• The aim of promotion is to increase awareness, create

interest, generate sales or create brand loyalty.

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 Types of promotion

1. Advertising

2. Direct Marketing

3. Sales Promotion

4. Personal Selling

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 Advertising

Advertising means to advertise a product, service

or a company with the help of television, radio or
social media. It helps in spreading awareness about
the company, product or service.

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 Advertising is communicated
through various mass media:
• Traditional media: newspapers,
magazines, television
• Outdoor advertising or direct mail
• New media: search results, blogs,
social media, websites or text
messages

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Advertising

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 Direct Marketing
Direct marketing is a form of advertising where
organizations communicate directly to customers

through a variety of media including cell phone

text messaging, email, websites, online adverts,

database marketing, fliers, catalog distribution,

promotional letters and targeted television, newspaper

and magazine advertisements.

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Direct marketing

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 Sales Promotion
Sales promotion is the process
of persuading a potential customer to
buy the product. Sales promotion is
designed to be used as a short-term
tactic to boost sales – it is rarely
suitable as a method of building long-
term customer loyalty.

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 Sales Promotion
It is more common in a highly competitive
market, where companies must fight for every
incremental customer, as well as to retain those
customers they already have.

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 Methods of sales promotion
• Discount vouchers-a voucher(like a money off coupon)
• Money off coupons - customers receive coupons,
or cut coupons out of newspapers or a products
packaging that enables them to buy the product next
time at a reduced price
• Free gifts – a free product when buy another product
• Point of sale materials – e.g. posters, display stands –
ways of presenting the product in its best way or show
the customer that the product is there.
• Loyalty cards – where customers earn points for buying
certain goods or shopping at certain retailers that can
later be exchanged for money, goods or other offers
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 Personal Selling
Personal Selling - is a method where

companies send their agents to the

consumer to sell the products

personally. Here, the feedback is

immediate and they also build a trust

with the customer which is very important.

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Personal Selling(+/-)

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Test of promotional effort

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Thank you.