Business w11b Promoting Product @1


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Business w11b Promoting Product @1

  1. 1. Exclusively prepared & presented by: Anna Riana Putriya Week 11 Promoting Products
  2. 2. Integrating the Company’s Offer and Access Product OFFER Place ACC ESS Promotion Price
  3. 3. What is Promotion ? Aspect of the marketing mix concerned with the most effective techniques for selling a product
  4. 4. Information and Exchange Values Promotions seek to accomplish four goals: 1. Make potential customers aware of products 2. Make them knowledgeable about products 3. Persuade them to like products 4. Persuade them to purchase products
  5. 5. Promotional Objectives 1. Communicating Information 2. Positioning Products Positioning is the process of establishing an identifiable product image in the minds of consumers 3. Adding Value 4. Controlling Sales Volume
  6. 6. Promotional Strategies 1. Pull strategy appeals directly to consumers who will demand the product form retailers Product 2. Push strategy encourages wholesalers or retailers to market products to consumers Product
  7. 7. Consumer Buying Process & Promotional Mix
  8. 8. What is Advertising ? Promotional tool consisting of paid, non-personal communication used by an identified sponsor to inform an audience about a product.
  9. 9. Advertising Strategies • Persuasive advertising seeks to influence consumers to buy a company’s products rather than its rivals’ • Comparative advertising directly compares two or more products • Reminder advertising helps to keep the product name in the consumer’s mind
  10. 10. What is Advertising Media ? Variety of communication devices for carrying a seller’s message to potential customers Television Internet Advertising Newspapers Data Mining and Date Warehousing for Internet Advertising Direct Mail Virtual Advertising Radio Other Advertising Channels Magazines Outdoor Advertising
  11. 11. Six Steps in Preparing the Advertising Campaign Identify Target Set Budget Define Objectives Create Message ID Media Evaluate
  12. 12. Quoted from: Mr. Attan (2005) The Building Block in Ad WHAT TO SAY + IDE = HOW TO SAY Client Agency
  13. 13. Quoted from: Mr. Attan (2005) How to make a Headline Unique Selling Proposition Showmanship (USP) The Ads where The Ads where there is something to say there’s nothing to say • Terus Terang Philips Terang Terus • Bikin motor Kamu secepat • Kartunya Satu ATM nya Banyak Beckham • Gantinya Ngopi / Kopi Banget • Asyik Berat Beng Beng • Harga Wah Semurah Curah • Sekuat Macan • Nyikat Gigi Nggak Nyiksa Gusi
  14. 14. Unique Selling Preposition (USP) Quoted from: Mr. Attan (2005)
  15. 15. Quoted from: Mr. Attan (2005)
  16. 16. Quoted from: Mr. Attan (2005)
  17. 17.
  18. 18. Quoted from: Mr. Attan (2005) Showmanship
  19. 19. Quoted from: Mr. Attan (2005)
  20. 20. Quoted from: Mr. Attan (2005) Advertising Agency • Menjawab creative brief dari client • Membuat ide/konsep yang unik dan relevan • Menang pitching • Dapat award • Bonus lancar
  21. 21. Quoted from: Mr. Attan (2005)
  22. 22. Quoted from: Mr. Attan (2005)
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  25. 25. What is Personal Selling ? Promotional tool in which a salesperson communicates one-on-one with potential customers What is Telemarketing ? Use of telephone solicitations to conduct the personal selling process
  26. 26. Personal Selling Situations Retail selling Industrial selling
  27. 27. The Personal Selling Process 1. Prospecting and Qualifying 2. Approaching 3. Presenting and Demonstrating 4. Handling Objections 5. Closing 6. Following Up Personal Selling Tasks Order processing Creative selling Missionary selling
  28. 28. What is a Sales Promotion ? Short-term promotional activity designed to stimulate consumer buying or cooperation from distributors, sales agents or other members of the trade Types of Sales Promotions Coupons Point-of-Purchase (POP) COUPON 1 Premiums $ 00 Trade shows OFF Any Contests Brewed Coffee
  29. 29. What is Publicity ? Promotional tool in which information about a company or product that is transmitted by general mass media What is Public Relations ? Company-influenced publicity directed at building goodwill with the public or dealing with unfavorable events
  30. 30. International Promotional Strategies Emergence of the Global Perspective • Global perspective is a philosophy that directs marketing toward a worldwide rather than local or regional markets The Movement toward Global Advertising Four factors to consider: Product Variations Language Differences • Cultural receptiveness, • image differences Universal Messages and Regional Advertising Skills