Advt_marketing
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Managing advertisement, Branding

Managing advertisement, Branding

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Advt_marketing Presentation Transcript

  • 1. GAFEERS’S REACH
  • 2. DRIVERS OF SP. IN MARKETPLACE
    Consumer Behavior:
    Consumer better educated, low brand loyalty & Selective
    • Pricing:
    Festivals, major events in sports still draw a huge crowd. Indians are still price conscious
  • 3. Cont…
    Market Share:
    Brand switching, the name of the game.
    Parity Products:
    Differentiation strategy in a world of ‘me too’ product.
    Power Retailer :
    The place where it all happens. Consumers directly in touch with them.
  • 4. TYPES OF PROMOTION
    CONSUMER PROMOTION
    TRADE PROMOTION
  • 5. CONSUMER PROMOTION
    Price Deals: E.g. “More for Less”, 50% Off, Buy One Get One Free offer.
    Coupons: E.g. VLCC coupons for discount
    Contests: E.g. Answer a simple question and win a Color TV
    Sweepstakes: E.g. Name is selected for query Form for lucky draw
    Premiums: E.g. Buy Pepsodent & collect G.I Joes;
    Sampling: E.g. Consumer sample new product for free
  • 6. TRADE PROMOTION
    Point of Purchase(POP): E.g. Banners, Danglers & Posters at the retails outlet.
    Dealer/Retailer Kit: All the information about the product that the retailer should know.
    Contests & sweepstakes: Specials offers to the retailer so that he pushes that brand
    Trade shows & Exhibits: E.g. Auto Expo at Chennai trade center
    Trade Incentive: The more ‘cut’ is given to the retailer, the more he pushes your product.
  • 7. PROMOTION STRATEGIES
    3 Broad objectives:
    • Stimulate demand by consumers
    • 8. Improve marketing performance of resellers
    • 9. To supplement and coordinate advertising, personal selling & public relations activities.
  • PROMOTION STRATEGIES
    Help in creating & sustaining brand value.
    Managing brand image
    Cut into brand loyalty of other brands.
    Promotion to be more brand focused.
    Co-branding, a key tool
  • 10. DIFFERENCE BETWEEN
    ADVERTISING
    Creates an image over
    time
    Relies on Emotional
    appeals
    Adds Intangible value to the product/Service
    Contributes Moderately to short term profitability
    SALES PROMOTION
    Creates immediate
    action
    Relies on Rational appeal
    Adds Tangible value to the product/service
    Contributes Greatly to short term profitability
  • 11. PUSH OR PULL STRATEGY
  • 12. PROMOTION EFFORTSPUSH STRATEGY
    MANUFACTURER
    RESELLER
    CONSUMER
  • 13. Title
  • 14. Title