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 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

    1. 1. AdvertisingPublic RelationsSales PromotionPersonal SellingSocial Media and PromotionCase StudyAGENDA
    2. 2. Nguyen Thanh Hieu
    3. 3. 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
    4. 4. WorldAdvertisingI. DefinitionGroup 7 – Thanh Hieu
    5. 5. I. DefinitionWorldAdvertisingGroup 7 – Thanh Hieu
    6. 6. I. DefinitionWorldAdvertisingGroup 7 – Thanh Hieu
    7. 7. I. DefinitionWorldAdvertisingGroup 7 – Thanh Hieu
    8. 8. I. DefinitionWorldAdvertisingGroup 7 – Thanh Hieu
    9. 9. I. DefinitionWorldAdvertisingGroup 7 – Thanh Hieu
    10. 10. I. DefinitionWorldAdvertisingGroup 7 – Thanh Hieu
    11. 11. II. Important Decisions in AdvertisingGroup 7 – Thanh Hieu
    12. 12. 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
    13. 13. Group 7 – Thanh HieuII. Important Decisions in Advertising
    14. 14. Lexus is250cGroup 7 – Thanh HieuII. Important Decisions in Advertising
    15. 15. Mercedes BenzGroup 7 – Thanh HieuII. Important Decisions in Advertising
    16. 16. II. Important Decisions in AdvertisingGroup 7 – Thanh Hieu
    17. 17. II. Important Decisions in AdvertisingGroup 7 – Thanh Hieu
    18. 18. 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
    19. 19. Group 7 – Thanh HieuII. Important Decisions in Advertising
    20. 20. II. Important Decisions in AdvertisingGroup 7 – Thanh Hieu
    21. 21. 4. Selecting advertising mediaMajor steps include: Impact Effectiveness CostGroup 7 – Thanh HieuII. Important Decisions in Advertising
    22. 22. 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
    23. 23. 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
    24. 24. II. Important Decisions in AdvertisingGroup 7 – Thanh Hieu
    25. 25. 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
    26. 26. 28Top Ten Leaders by U.S. Advertising SpendingGroup 7 – Thanh HieuIII. The Effects of Advertising on Consumers
    27. 27. I. DefinitionGroup 7 - Phuong Loan
    28. 28. I. Definition• The Public Relations Society of America (PRSA):Group 7 - Phuong LoanStrategic Communication ProcessOrganizationsMutuallybeneficialrelationshipsTheirpublics
    29. 29. I. DefinitionThe practice ofcommunicationmanaging betweenan organizationand its publics.Group 7 - Phuong Loan
    30. 30. 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
    31. 31. III. Tools• News• Speeches• Special Events• Written Materials• Audio visual Materials• Corporate IdentityMaterials• Public Service Activities• Web SitesGroup 7 - Phuong Loan
    32. 32. IV. PR and AdvertisingGroup 7 - Phuong Loan
    33. 33. 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
    34. 34. 2. DifferencesGroup 7 - Phuong Loan
    35. 35. 2. DifferencesGroup 7 - Phuong Loan
    36. 36. Group 7 - Phuong Loan
    37. 37. Le Minh Khoa
    38. 38. I. DefinitionAn activity to boost the sales of product Persuading a potentialcustomer Sort-term tactic Not use to buildlong-term loyaltyGroup 7 – Minh Khoa
    39. 39. Attract new customerEncourage use product and make them brand loyalCounter a competitor’s promotion activitiesIntroduce new product- penertrate the marketII. PurposeGroup 7 – Minh Khoa
    40. 40. 1. Consumer Promotion (Pull strategy)– Target at end customers– Encourages the customers to make a purchaseIII. Target of Sales PromotionGroup 7 – Minh Khoa
    41. 41. Goal ofconsumerpromotionBuildbrandequityIncreaseconsumptionTargetspecificSegmentTorepurchaseMaintaincurrentcustomerGroup 7 – Minh KhoaIII. Target of Sales Promotion
    42. 42. 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
    43. 43. 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
    44. 44. 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
    45. 45. 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
    46. 46. 2. Trade sales promotion (Push strategy)– Target at distribution channel– Encourages the channel members to stock theproductGroup 7 – Minh KhoaIII. Target of Sales Promotion
    47. 47. Goal oftrade salespromotionStimulatein storeExpandproductdistributionInventorycontrolEncourageretailpromotionGroup 7 – Minh KhoaIII. Target of Sales Promotion
    48. 48. Type of Trades Sales Promotion1. Point-of purchase displaceGroup 7 – Minh KhoaIII. Target of Sales Promotion
    49. 49. 2. Cooperative AdvertisingGroup 7 – Minh KhoaType of Trades Sales PromotionIII. Target of Sales Promotion
    50. 50. 3. Sale training programGroup 7 – Minh KhoaType of Trades Sales PromotionIII. Target of Sales Promotion
    51. 51. 4. Trade allowancesGroup 7 – Minh KhoaType of Trades Sales PromotionIII. Target of Sales Promotion
    52. 52. Nguyen Vu Quang Minh
    53. 53. 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
    54. 54. • 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
    55. 55. 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
    56. 56. 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
    57. 57. Lam Thi Thanh Huyen
    58. 58. • 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
    59. 59. • 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
    60. 60. An online community exists to serve the needs of new mothers.Group 7 - Thanh HuyềnI. Provide networking platforms
    61. 61.  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
    62. 62.  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
    63. 63. P&G’s website – shampoo product (Pantene)Group 7 - Thanh HuyềnII. Provide Information
    64. 64. P&G’s website – information about certificate ofproduct safety (Pantene)Group 7 - Thanh HuyềnII. Provide Information
    65. 65. 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
    66. 66. 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
    67. 67. 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
    68. 68. Nguyen Thi Ka Ly
    69. 69. Group 7 - Ka LyI. Introduction
    70. 70. Group 7 - Ka LyI. IntroductionHow Apple use Promotion Mix? Advertising Public Relations Sales Promotion Personal Selling
    71. 71. Group 7 - Ka LyII. Analysis - Advertising
    72. 72. Group 7 - Ka LyII. Analysis – AdvertisingMessage Inspiration CommunicationMedia Television -> TVC YouTube Fanpage
    73. 73. Group 7 - Ka LyII. Analysis – Public Relations
    74. 74. Group 7 - Ka LyII. Analysis – Public Relations
    75. 75. Group 7 - Ka LyII. Analysis – Public Relations
    76. 76. 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
    77. 77. Group 7 - Ka LyII. Analysis – Sales PromotionSales Promotion Not many discount
    78. 78. Group 7 - Ka LyII. Analysis – Personal SellingApple retail store is one of typical success in retail industry
    79. 79. 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%
    80. 80. Group 7 - Ka LyII. Analysis – Personal Selling
    81. 81. Group 7 - Ka Ly
    82. 82. Group 7 - Ka LyII. Analysis – Personal SellingAll stores are the sameBuilding strong employees Young Have good understanding about new technology Customer oriented

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