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Promotion Mix
 

Promotion Mix

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Our presentation about the last P of 4Ps in Marketing Mix - Promotion. This includes 6 parts: tools in Promotion (Advertising, Public Relations, Sales Promotion, Personal Selling), Promotion and ...

Our presentation about the last P of 4Ps in Marketing Mix - Promotion. This includes 6 parts: tools in Promotion (Advertising, Public Relations, Sales Promotion, Personal Selling), Promotion and Social Media, The casy study

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  • Get exiting customer buy moreIn troduce new product
  • Direct at the ultimate user of the product
  • Inventory control: Manufacturers use trade promotion to control their inventories, particularly by encouraging the retailer to keep more of the manufacturer’s product on hand. This can be important to the manufacturer for several reasons. For one thing, manufacturers may wish to transfer some of the product storage costs to the retailer. For another, manufacturers may want retailers to “stock up” on a particular product in advance of a consumer promotion, thereby avoiding stockouts. Finally, manufacturers may wish for retailers to build product inventories to reduce their ability to stock a competitor’s product, particularly if the competitor is about to offer a special promotional deal.

Promotion Mix Promotion Mix Presentation Transcript

  • AdvertisingPublic RelationsSales PromotionPersonal SellingSocial Media and PromotionCase StudyAGENDA
  • Nguyen Thanh Hieu
  • Any paid form of non-personal presentation andpromotion of ideas, goods or services throughmass media such as newspapers, magazines,television or radio hy an identified sponsor.I. DefinitionGroup 7 – Thanh Hieu
  • WorldAdvertisingI. DefinitionGroup 7 – Thanh Hieu
  • I. DefinitionWorldAdvertisingGroup 7 – Thanh Hieu
  • I. DefinitionWorldAdvertisingGroup 7 – Thanh Hieu
  • I. DefinitionWorldAdvertisingGroup 7 – Thanh Hieu
  • I. DefinitionWorldAdvertisingGroup 7 – Thanh Hieu
  • I. DefinitionWorldAdvertisingGroup 7 – Thanh Hieu
  • I. DefinitionWorldAdvertisingGroup 7 – Thanh Hieu
  • II. Important Decisions in AdvertisingGroup 7 – Thanh Hieu
  • 1. Setting ObjectivesAn advertising objective is a specific communication task to beaccomplished with a specific target audience during a specifictimeObjectives are classified by primary purpose• Inform• Persuade• RemindII. Important Decisions in AdvertisingGroup 7 – Thanh Hieu
  • Group 7 – Thanh HieuII. Important Decisions in Advertising
  • Lexus is250cGroup 7 – Thanh HieuII. Important Decisions in Advertising
  • Mercedes BenzGroup 7 – Thanh HieuII. Important Decisions in Advertising
  • II. Important Decisions in AdvertisingGroup 7 – Thanh Hieu
  • II. Important Decisions in AdvertisingGroup 7 – Thanh Hieu
  • 3. Setting the Advertising StrategyAdvertising strategy is the strategy by which thecompany accomplishes its advertising objectives andconsists of: Creating advertising messages Selecting advertising mediaGroup 7 – Thanh HieuII. Important Decisions in Advertising
  • Group 7 – Thanh HieuII. Important Decisions in Advertising
  • II. Important Decisions in AdvertisingGroup 7 – Thanh Hieu
  • 4. Selecting advertising mediaMajor steps include: Impact Effectiveness CostGroup 7 – Thanh HieuII. Important Decisions in Advertising
  • MEDIUM ADVANTAGES LIMITATIONSNewspapers  Flexibility; Timeliness; Local market coverage; Broad acceptance; High believability. Short life; Poor reproductionquality; Small pass-alongaudience.Television  jombmes sight, soundand Motion; Appealing to thesenses; High attention; High reach TTigh absolute eost; High clutter; Fleeting exposure; Less audienceselectivityGroup 7 – Thanh Hieu
  • MEDIUM ADVANTAGES LIMITATIONSRadio  Mass use; high geographic and demographic selectivity; low cost Audio presentation only,lower attention than TV; fleeting exposure.Outdoor  Flexibility; high repeat exposure; No audience selectivity; creativeGroup 7 – Thanh Hieu
  • II. Important Decisions in AdvertisingGroup 7 – Thanh Hieu
  • 27 Advertising may change a consumer’snegative attitude toward a product, orreinforce a positive attitude. Advertising can affect consumer ranking ofa brand’s attributes.Group 7 – Thanh HieuIII. The Effects of Advertising on Consumers
  • 28Top Ten Leaders by U.S. Advertising SpendingGroup 7 – Thanh HieuIII. The Effects of Advertising on Consumers
  • I. DefinitionGroup 7 - Phuong Loan
  • I. Definition• The Public Relations Society of America (PRSA):Group 7 - Phuong LoanStrategic Communication ProcessOrganizationsMutuallybeneficialrelationshipsTheirpublics
  • I. DefinitionThe practice ofcommunicationmanaging betweenan organizationand its publics.Group 7 - Phuong Loan
  • II. FunctionsAny or All of the following functions:• Press relations• Employee Relations• Product Public Relations• Political and GovernmentRelations• Financial Relations• Community relations• DevelopmentGroup 7 - Phuong Loan
  • III. Tools• News• Speeches• Special Events• Written Materials• Audio visual Materials• Corporate IdentityMaterials• Public Service Activities• Web SitesGroup 7 - Phuong Loan
  • IV. PR and AdvertisingGroup 7 - Phuong Loan
  • 1. Similarities• Designed to raiseawareness of acompany or product ina positive manner.• The company target itsmessages toward aparticular audience.Group 7 - Phuong LoanIV. PR and Advertising
  • 2. DifferencesGroup 7 - Phuong Loan
  • 2. DifferencesGroup 7 - Phuong Loan
  • Group 7 - Phuong Loan
  • Le Minh Khoa
  • I. DefinitionAn activity to boost the sales of product Persuading a potentialcustomer Sort-term tactic Not use to buildlong-term loyaltyGroup 7 – Minh Khoa
  • Attract new customerEncourage use product and make them brand loyalCounter a competitor’s promotion activitiesIntroduce new product- penertrate the marketII. PurposeGroup 7 – Minh Khoa
  • 1. Consumer Promotion (Pull strategy)– Target at end customers– Encourages the customers to make a purchaseIII. Target of Sales PromotionGroup 7 – Minh Khoa
  • Goal ofconsumerpromotionBuildbrandequityIncreaseconsumptionTargetspecificSegmentTorepurchaseMaintaincurrentcustomerGroup 7 – Minh KhoaIII. Target of Sales Promotion
  • Type of Consumer Promotion1. Coupon Encourage repurchase Offer price break without retailers coop Induce trial of new of exiting product Coupon fraud Difficult to determine the effective(for market research) Often used by loyal customer whomay purchase anywayGroup 7 – Minh KhoaIII. Target of Sales Promotion
  • 2. Sampling Low unit value Purchase cycle is relatively short Method:• Door to door• Direct mail• In store sampling• Through the internet…Group 7 – Minh KhoaType of Consumer PromotionIII. Target of Sales Promotion
  • 3. Lucky dip The awards usually very big for only a fewperson. Attract customer to join the event, buyproduct.Group 7 – Minh KhoaType of Consumer PromotionIII. Target of Sales Promotion
  • 4. Price pack Price off deals- Induce switching andreinforces loyalty Bonus pack- “more quantity”- Forvalue enhancing itemsGroup 7 – Minh KhoaType of Consumer PromotionIII. Target of Sales Promotion
  • 2. Trade sales promotion (Push strategy)– Target at distribution channel– Encourages the channel members to stock theproductGroup 7 – Minh KhoaIII. Target of Sales Promotion
  • Goal oftrade salespromotionStimulatein storeExpandproductdistributionInventorycontrolEncourageretailpromotionGroup 7 – Minh KhoaIII. Target of Sales Promotion
  • Type of Trades Sales Promotion1. Point-of purchase displaceGroup 7 – Minh KhoaIII. Target of Sales Promotion
  • 2. Cooperative AdvertisingGroup 7 – Minh KhoaType of Trades Sales PromotionIII. Target of Sales Promotion
  • 3. Sale training programGroup 7 – Minh KhoaType of Trades Sales PromotionIII. Target of Sales Promotion
  • 4. Trade allowancesGroup 7 – Minh KhoaType of Trades Sales PromotionIII. Target of Sales Promotion
  • Nguyen Vu Quang Minh
  • What is the personal selling?How?Talk to and persuade a customer to buysomethingSell product through their attitude,appearance and specialist productknowledgeI. DefinitionGroup 7 – Quang Minh
  • • Involving two-way personal communication betweensalespeople and individual customers• Some firms have no salespeople at all• In company that sells business products, the salespeoplemay be only contact. To these customers, the sales force isthe company.• In consumer product companies that sell throughintermediaries, final consumers rarely meet salespeople oreven know about them• The sales force acts as the critical link between a companyand its customerGroup 7 – Quang MinhII. Role of Personal Selling
  • Representingcompany tocustomersFind and developnew customersand communicateinformationSell productsMarket researchRepresentingcustomers tocompanyRelay customersLearn aboutcustomer needDevelop greatercustomer valueThe salesperson often act as the account manager who manages therelationship between the seller and buyerCompanyCustomersSalespersonGroup 7 – Quang Minh
  • Advantages• High customer attention• Message is customised• Interactivity• Persuasive effect• Potential for developmentof relationship• Adaptable• Opportunity to close thesale Disadvantages• Labor-intensive• High cost• Expensive• Can only reach a limitednumber of customersGroup 7 – Quang MinhIII. Advantages and Disadvantages
  • Lam Thi Thanh Huyen
  • • Provide networking platform• Provide information• Provide exclusivity• Use both traditional and Internet-basedpromotional tools to engage customers• Utilize the power of storiesGroup 7 - Thanh HuyềnPROMOTION METHODS BY USING MEDIASOCIAL TO SHAPE CONSUMER DICUSSION
  • • Consumers like to network with people who havethe similar interests and desires• Organizations can leverage this desire by creatingcommunities of like-minded individuals• These communities center on shared informationthrough websites, social networking sites such asFacebook, Myspace, forums, chat rooms…• Individuals base on them to come to a decisionI. Provide networking platformsGroup 7 - Thanh Huyền
  • An online community exists to serve the needs of new mothers.Group 7 - Thanh HuyềnI. Provide networking platforms
  •  It provides various types of information for mothers andparent, along with opportunities for interaction throughmessage boards, forums and chat rooms Companies can benefit from communicating with moms. Their employees contribute to the conversations that areoccurring there and they can adverse for these products,have customer information, even sale online.Thanh Huyền Group 7 - Thanh HuyềnI. Provide networking platforms
  •  Consumers are more likely to talk about companiesand products when they feel they know a lot aboutthem Creating a website is replete with all informationabout products which is categorized clearly andbest fixGroup 7 - Thanh HuyềnII. Provide Information
  • P&G’s website – shampoo product (Pantene)Group 7 - Thanh HuyềnII. Provide Information
  • P&G’s website – information about certificate ofproduct safety (Pantene)Group 7 - Thanh HuyềnII. Provide Information
  • People like to feel specialFeeling of being special can be producedby offering products, information andspecial deals that are available exclusivelyto a subset of consumersGroup 7 - Thanh HuyềnIII. Provide Exclusivity
  • Enabling customers to provide feedback onproduct via companies’ blog, forum, website.Creating online contest via social networkingsites, video sharing site (YouTube)…Online voting via websiteCreate games online related to product orservice which need to be promotedGroup 7 - Thanh HuyềnIV. Use both traditional and Internet-basedpromotional tools to engage customers
  • Stories can be memorable. The more memorablethey are, the more likely they are to be repeatedTelling a story related to product or creating a storyabout product with personified charactersGroup 7 - Thanh HuyềnIV. Utilise the power of stories
  • Nguyen Thi Ka Ly
  • Group 7 - Ka LyI. Introduction
  • Group 7 - Ka LyI. IntroductionHow Apple use Promotion Mix? Advertising Public Relations Sales Promotion Personal Selling
  • Group 7 - Ka LyII. Analysis - Advertising
  • Group 7 - Ka LyII. Analysis – AdvertisingMessage Inspiration CommunicationMedia Television -> TVC YouTube Fanpage
  • Group 7 - Ka LyII. Analysis – Public Relations
  • Group 7 - Ka LyII. Analysis – Public Relations
  • Group 7 - Ka LyII. Analysis – Public Relations
  • Group 7 - Ka LyII. Analysis – Public RelationsPR’s tool Fanpage: to launch new product, listen tocustomers’ feedback Event: to launch new products with thepresentation from Apple’s CEO Creating hyper
  • Group 7 - Ka LyII. Analysis – Sales PromotionSales Promotion Not many discount
  • Group 7 - Ka LyII. Analysis – Personal SellingApple retail store is one of typical success in retail industry
  • Group 7 - Ka LyII. Analysis – Personal Selling In 2009, when retail sales declined around 2%, Apple’sretail sales rose roughly 7%. In 2010, Apple’s retail sales, excluding online, jumped70% to $11.7 billion, compared to the overall retailindustry’s sales growth of 4.5%
  • Group 7 - Ka LyII. Analysis – Personal Selling
  • Group 7 - Ka Ly
  • Group 7 - Ka LyII. Analysis – Personal SellingAll stores are the sameBuilding strong employees Young Have good understanding about new technology Customer oriented