MARKETING MANAGEMENT

PRESENTED BY:PRIYANKA DESHPANDE 02 NISHANT TIWARI 07 PRERNA JHAWAR 14

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ELEMENTS OF MARKETING MIX

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What is PROMOTION ?

Promotion refers to the use of communication with the twin objective of informing potential customers about a product and persuading them to buy it. An Important element of Marketing mix.

It is the nuts and bolts of getting your message out to the public.

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THE MARKETING COMMUNICATION MODEL

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PROMOTIONAL MIX
A business' total Marketing communications programme is called the "promotional mix.

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ADVERTISING
It is any paid form of non personal communication and promotion of ideas, goods, services by an identified sponsor. Examples: Television & Radio:

Newspapers & Magazines: Cinema:

Billboards:

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s of ADVERTISING

1. Mission
2. Money

3. Message
4. Media 5. Measurement
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ADVERTISING MODELS
AIDA MODEL

THE HIERARCHY OF EFFECTS MODEL

THE INNOVATION ADOPTION MODEL

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AIDA MODEL

Attention

Interest

Desire

Action

E.g.: Reliance Communication GSM launch

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The Hierarchy of Effects Model:

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Awareness

Interest

The Innovation Adoption Model:

Evaluation

Trial

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Adoption

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Advantages of Advertising:
Good for building awareness. Effective at reaching a wide audience. Repetition of main brand and product positioning helps build customer trust.

Disadvantages of Advertising:
Impersonal Communication. Not good at getting customers to make a final purchasing decision.

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DIRECT MARKETING

Direct marketing is a channel free approach to distribution or marketing communications. There are no channel intermediaries. Therefore - 'direct' in the sense that the deal is done directly between the manufacturer and the customer.

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Few TECHNIQUES of doing Direct Marketing

Inserts in Newspapers and Magazines Customer care lines Catalogues Coupons Door drops TV and Radio adverts The Internet and New Media

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Its Characteristics
Marketing messages are addressed directly to customers. Direct marketing seeks to drive a specific call to action. Direct marketing emphasizes trackable, measurable responses from customers.

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Advantages:
- Involves direct business. - Exact response. - Profit or loss can be more accurately judged.

Disadvantages:
- Offends the customers. - Image factors.

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 Sales promotion refers to many kinds of incentives and techniques directed towards consumers and retailers with the intention to produce immediate or short-term sales effects. There are two types of sales promotions i.e. CONSUMER SALES PROMOTION & TRADE SALES PROMOTION.

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 To introduce new products To attract new customers and retain the existing ones To meet the challenge of competition Building Product Awareness Creating Interest Stimulating Demand
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Coupon Bonus Packs In pack & On pack Refund Sweepstakes Sampling Price off
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 Coupons are issued by manufacturers of consumer packaged goods or by retailers, to be used in retail stores as a part of sales promotions. Induce loyalty Repeat purchase

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 Package containing two items that sells for the price of only one of the items. Adds value

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 It is used to introduce new products / service

Dispose of excess inventory Use excess overhead

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 If the product does not perform, then its money back. Increases consumer confidence. Loyalty program.

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 Chance game where the consumer has the chance to win something big through purchases The more purchases, the more tickets Creates loyalty
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 Used when the consumer is unaware of the brand or product Product buying is prone to retail channel based trial Use when the product can be broken down into smaller dimensions
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 Use for slow moving items Excess inventory Off season Dislodge competitors

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 Dont promote if the product is not good. It should be novel and attractive. It is very easy to lose the promotional gains made if your promotion has not been effective in retaining new customers. So the product has to speak for itself. The objective of the promotion is to wean away users from competition and create new users. Excessive promotions lead to diminishing returns and may devalue the brand.
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 PR involves a variety of programs designed to promote or protect a companys image or its individual products.

PR is usually unsponsored and unpaid.

Creating an understanding for, or goodwill toward a company, person or product. dward Birney's definition: The three main elements E of public relations are practically as old as society: informing people, persuading people, or integrating people with people.
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 Building Product Awareness

Creating Interest
Providing Information Stimulating Demand Reinforcing the Brand
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 Highly credible and inexpensive form of promotion

Public relations objectives can be achieved at very low cost when compared to other promotional efforts.

Public relations uses many of the same channels as advertising, such as newspapers, magazines, radio, TV etc. As PR is all about communicating with public it may be taken in a negative sense and the message may be misinterpreted.
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Customer complaints and redressal: It is an opportunity to cement relations with the customer Very important in the service and hospitality industry Combating rumors / falsehoods: Confront and disclose facts in leading media Give the positive side of the story Capitalize on rumor to your benefit Rumor can be dismissed as ridiculous
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CONCLUSION
PR changes attitudes. Institutional ads which present facts do not change attitudes.
You need to involve the listener by emotionalizing the information.
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Aspects Affecting Promotion

Personal Selling Sales Management Integrated Marketing Communications Integrated Marketing Communications

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Personal Selling

Personal presentation by the firms sales force for the purpose of making sales and building customer relationships. Personal selling is paid personal communication that attempts to inform customers and persuade them to purchase products or Nishant_07 services.

Personal Selling Process Steps

Prospecting
Pre-Approach Approach Making The Presentation Overcoming Objections

Closing The Sale

Follow-up
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Sales Management
Managing the sales process is typically the job of the Sales Manager. Good sales managers usually exhibit the characteristics of: organization, a good personal sales record, enthusiasm, ambition, product knowledge, trustworthiness, mentoring skills, and somebody who is respected by others.
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Integrated Marketing Communications

Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together. Promotion is one of the Ps in the marketing mix. Promotions has its own mix of communications tools.

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Communications Theory
Simple communications models show a sender sending a message to a receiver who receives and understands it. Real life is less simple - many messages are misunderstood, fail to arrive or, are simply ignored. Communications are in fact multifaceted, multi-step and multi-directional. Opinion leaders talk to each other. Customers talk to opinion leaders and they talk to each other.
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Conclusion
The function of promotion is to affect the customer behaviour in order to close a sale. it must be consistent with the buying process described in the consumer analysis.

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