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Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
Sales Promotion & Personal Selling
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Sales Promotion & Personal Selling

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  • 1. PROMOTION ADVERTISING. SALES PROMOTION PERSONAL SELLING. PUBLIC RELATION. PUBLICITY & PROPAGANDA
  • 2. ADVERTISING <ul><li>DEF -:Advertising is any paid form of non-personal presentation &amp; promotion of ideas,goods or services by an identified sponsor. </li></ul><ul><li>Most firms use outside agencies to create adv. Campaigns &amp; to select&amp; purchase media,ad agencies-are called communication companies </li></ul>
  • 3. &nbsp;
  • 4. Advertising objective(GOAL) <ul><li>INFORMATION ADV.creating awareness&amp;knowledge of new products or new features of old products-LCD TV Or duel -core mobile tech in laptops/3G mobile tech. </li></ul><ul><li>PERSUASIVE ADV.generate liking,preference,conviction &amp; purchase of a product or services-works best when stimulates cognitive&amp;effective motivations together-magie-tomato sauce/De-Bears </li></ul><ul><li>REMINDER ADV.-STIMULATES REPEAT PURCHASE OF PRODUCTS-EXPENSIVE-COCACOLA-TASTE THE THUNDER/ </li></ul><ul><li>REINFORCEMENT ADV.-CONVINCE THAT WHAT EVER IS PURCHED IS CORRECT-AUTO/DRINKS/ALCOHOLIC-BEVERAGES </li></ul>
  • 5. Decision of the advertising budget <ul><li>Stage in PLC-new product need large budgets for creating awareness &amp; stimulating to test the new product-experience-MS_VISTA </li></ul><ul><li>MS &amp; consumer base-high MS-lessAd budget,less expensive to reach highly used brand than less used bra- Surf/key detergent </li></ul><ul><li>competition &amp; its noise level-in a mkt.with large no.of comp.brand must advertise to be heard&amp;recalled-FMCG </li></ul><ul><li>advertising frequency-no.of repetitions needed to put across the brand message to consumers-coke/Pepsi </li></ul><ul><li>capacity to substitute a product-beer/cola/banks/airlines/courier-needs heavy ad.to differentiate for uniqueness or brand recall not get substituted </li></ul>
  • 6. Message generation &amp;evaluation <ul><li>Must be innovative&amp; fresh,one or two core selling propositions based on mkt.R&amp;D-best accepted by audience./the Best &amp; effective appeal is converted into -CREATIVE BRIEF ( positioning statement) by all team working on the campaign-key mess./KY pr.benefits/target audience/comm.obj/media. </li></ul><ul><li>Computer generated idea &amp;dummy ad messages are very handy &amp; time saving with vedio &amp; audio- very easy to choose and measure its impact on target audience. </li></ul>
  • 7. CREATIVE DEVELOPMENT &amp; EXECUTION <ul><li>WHAT IS SAID &amp; HOW IT IS SAID-EXECUTION IS VERY IMP. COPY STRATEGY STATEMENT -objective/content/support &amp; tone of the ad. </li></ul><ul><li>MEDIUM -TV/RADIO/PRINT </li></ul><ul><li>TV Asper IRS -TV covers54%population/satellite TV-26% </li></ul><ul><li>adv.- 1-effective demo/2.dramatically potraying user.Dis adv.-1.fleeting &amp; frequent ads-main message may be overlooked/lost </li></ul><ul><li>Apple Ad in 1984 to lunch Macintosh PC was successful and remembered-Amul taste of India </li></ul>
  • 8. <ul><li>Radio-though cheaper than TV ads- penetration in urban India is only 21% in05 though on rise due to FM-radio mirchi /at present35 FM in 19 cites-329 in 91 cites is coming up. </li></ul><ul><li>Lacks the impact of visual &amp; real,passive nature the TV but very fast gaining popularity as per reach &amp; less cost of production </li></ul>Developing an advertising campaign
  • 9. <ul><li>Print-can provide much detailed product benefits &amp; retention value. </li></ul><ul><li>Lacks the impact of TV / fairly passive. </li></ul><ul><li>Magazines/news papers,more effective-Magazines </li></ul><ul><li>shorter self life/four color ,prominent location sharp ad. Are effective-only 10% read full/ </li></ul><ul><li>picture-head line -copy-godrej-prime.chairs </li></ul>Developing an advertising campaign
  • 10. SALES PROMOTION <ul><li>DEF-AS PER AMA-SALES PROMOTION, in specific sense refers to those sales activities that supplement both personal selling &amp; advertising :,coordinate &amp; help to make them effective,such as ,displays,shows,&amp; expositions,demonstrations &amp; other similar selling efforts not in the ordinary routine . </li></ul><ul><li>ADVERTISING-reasons to buy/SP-incentives to buy/ </li></ul>
  • 11. Advantages of sales promotion <ul><li>Low unit cost; </li></ul><ul><li>best for new product: </li></ul><ul><li>sales support; </li></ul><ul><li>effective control; </li></ul><ul><li>Faster product acceptance: </li></ul>
  • 12. METHODS OF SALES PROMOTION <ul><li>COUPONS;SAVES MONEY ON NEXT PURCHASE OR GETS MONEY BACK ON PRODUCTION OF COUPONS-READER DIGEST/BIG BAZER/ICICI BANK CREDIT CARD </li></ul><ul><li>SAMPLES:PHARMACEUTICAL NEW PRODUCT,DOOR TO DOOR,SHAVING GEL OF GELLET </li></ul><ul><li>TRADING STAMPS:GATHERS POINT ON VALUE OF PURCHASE WHICH IS ENCASHED </li></ul><ul><li>PREMIUM OR BONUS OFFER:WHEN YOU BUY IN THE PERIOD 2+1 ORUP Rs5000/LOTERY TICKET FOR LUCKEY DIP/FMCG ,PHARMA VERY COMMON ON QTY </li></ul><ul><li>FREE QUANTITY:PREMIUM PACK 33% MORE-FMCG/COSMETICS/DAILY NEEDS. </li></ul><ul><li>REUSABLE CONTAINER:/WITHIN PACK-PET BOTTLE-OIL,COLA/COLGATEPASTE-BRUSH FREE-PACK. </li></ul><ul><li>A FREETRIAL PERIOD:EXERCISE ,COSMETICS,AMWAY ,LIFESTYLE PRODUCTS </li></ul><ul><li>EXCHANGE OFFER:RETURN BACK OLD TV TAKE PLASMA TV/OLD VEHICLE-NEW MODEL </li></ul><ul><li>PRIZES/CONTEST &amp; GAMES:KBC,SWEET HOUR PRIZES,ENTRY SUBMITTED CONTEST </li></ul><ul><li>PATRONAGE AWARD:FREQUENT FLYER STATUS IN AIR TRAVEL,EXECUTIVE CLUB MEMBER FOR LC </li></ul><ul><li>PRODUCT WARRANTES:AUTO/PC/ELECTRONICS VERTUALLY ALL COMODITED EXCEPT GREY </li></ul><ul><li>TIE IN PROMO:TWO OR MORE BRANDS OR COMPANIES TIE UP IN PROMOTION </li></ul><ul><li>CROSS- PROMO:USING POPULAR BRAND TO PUSH NEW/NONMOVING-PHARMA/FMCG </li></ul><ul><li>POP DISPLAYS&amp; DEMO:ALL ELECTRONICS/TOURISM/COSMETICS /SUPER MARKETS </li></ul>
  • 13. Major decisions of sales promotion <ul><li>Establishing objectives -derived from broader product marketing objective-buying large sized units/trial for non users/attracting switchers away from comp.Retailer-Large qty.displyoffseason sales/stocking&amp; no- to competi. </li></ul><ul><li>selection of tool -manuf.promo tools-auto-rebate .gift ,part </li></ul><ul><li>retail-p.t.-price-cuts,freebees/coupons,two+1,contests </li></ul><ul><li>development of the program - </li></ul><ul><li>pretest the program </li></ul><ul><li>implement &amp; control </li></ul><ul><li>evaluation of the results </li></ul>
  • 14. Selecting trade promotion tools <ul><li>Manufactures use trade promo-tools( 46.9%),consumer promo-tools-27.9%: </li></ul><ul><li>1.to persuade retailer to carry the brand </li></ul><ul><li>2.to carry more than his order qty. </li></ul><ul><li>3.to promote the brand by display &amp;pricecuts </li></ul><ul><li>4.to stimulate retailer &amp; sales clerk to push the brand </li></ul>
  • 15. Principles of personal selling <ul><li>Def:AMA defines salesmanship or personal selling as a process of assisting &amp; persuading a prospective buyer. </li></ul><ul><li>In comparison to Advertisement: Personal selling is-- </li></ul><ul><li>It is a personal communication </li></ul><ul><li>Relies more on oral mode of communication. </li></ul><ul><li>Implies contact with limited no.of people. </li></ul><ul><li>Flexible-Sales people can clarify doubts &amp; reply any objection on the spot . </li></ul><ul><li>Can identify &amp; make sales presentation on demand. </li></ul><ul><li>Secure &amp; satisfy interest of the customer&amp; can give feedback to management for MIS </li></ul>
  • 16. Six steps of personal selling <ul><li>Prospecting &amp;qualifying- </li></ul><ul><li>pre-approach- </li></ul><ul><li>presentation &amp; demonstration- </li></ul><ul><li>overcoming objection- </li></ul><ul><li>closing- </li></ul><ul><li>follow up&amp;maintenance- </li></ul><ul><li>negotiation- </li></ul><ul><li>relationship marketing- </li></ul>
  • 17. PROSPECTING &amp; QUALIFYING <ul><li>FIRST &amp;FOREMOST IN SELLING IS TO IDENTIFY &amp;QUALIFY PROSPECT.COMPANIES TAKE CARE TO FIND&amp; VALIDATE LEADS ABOUT HEIR REAL INTEREST IN THE PRODUCT &amp; FINANCIAL STATUS TO PAY,CLASSIFY AS “HOT”-HANDLED BY SALES PEOPLE OR “WARM’- FOLLOWED UP BY TELEMARKETING PEOPLE FOR FOLLOWUP.ON AN AVERAGE IT TAKES 4 CALLS TO CLOSE A BUSINESS DEAL </li></ul>
  • 18. PRE- APPROACH <ul><li>SALES PERSONS MUST GATHER ALL RELEVENT INFORMATION ABOUT THE PROSPECT &amp;HIS ORGANISATION,LIST TEM AS PER PRIRITY TO WORK IT OUT FOR A SUCCESSFUL CALL. </li></ul><ul><li>WHO TAKES THE PURCHASE DECISION? </li></ul><ul><li>PERSONAL LIKES/DISLIKES OF THE BUYER, </li></ul><ul><li>BEST CONTACT APPROACH-PERSONAL VISIT/PHONECALL/LETTER/. </li></ul><ul><li>OVERALL SALES STRATEGY-TO BE FOLLOWED </li></ul>
  • 19. PRESSNTATION&amp; DEMONSTRATION <ul><li>SALES STORY STARTS-AIDA-gaining-attention/ holding-interest/arousing desire/obtaining-action. </li></ul><ul><li>Salespeople use-FABV-approach-feature/advantage/benefit/value - </li></ul><ul><li>feature-p-4/adv-fastest speed of processing/benefit-quick accurate email/value-very economical </li></ul>
  • 20. OVERCOMING -OBJECTIONS <ul><li>OBJECTIONS DURING PERESENTATION OF WHEN ASSSSKED FOR ORDER-DUE TO PSYCHOLOGICAL-RESISTANCE-INTERFERENCE/PREFERENCE FOR ESTABISHED BRANDS/FAVOUR,UNFAVOUR TO SALES.REP/APATHY/NEUROTIC TOWARDS MONEY/LOGICAL RESISTANE-DELIVERY LATE/PRICE/PRODUCT/COMP. </li></ul><ul><li>SALES PERSON WITH POSITIVE ATTITUDE CONVERTS OBJECTIONS INTOREASONS FOR BUYING WITH SKILLS OF NEGOTIAIONS.USUAL TRAP IS OFFERING DISCOUNTS-SO IMPORTANT TO “SELL THE PRICE”RATHER THAN SELLING THROUGH THE PRICE </li></ul>
  • 21. CLOSING-- <ul><li>SALES PEOPLE NEED TO KNOW TO SIGNS OF CLOSING IN THE FORM OF A QUESTION OR BODY LANGUAGE .THE AGREEMENT/DELIVERY POINTS/PAYMENT CONDITIOND ARE REPEATED FOR CONFIRMATIONS.CHOICE OF COLOUR/SIZE IS CONFIRMED WITH OFFER QUANTY&amp;BENEFIT OF PRESENT ORDER/SPECIAL PRICE/GIFT/GIVE AWAYS ETC </li></ul>
  • 22. FOLLOW UP &amp; MAINTENANCE <ul><li>FOR REPEAT BUSINESS&amp; CUSTOMER SATISFACTON FOLLOWUP &amp; MAINTENANCE IS IMPORTANT. </li></ul><ul><li>IMMIDIATE FOLLOW UP ABOUT DELIVERY PLACE&amp;TIME ,INSTALATIONS USERMANUAL /DEMO/INFORMATION ABOUT AFTERSALES AND SERVICE ARE VERY VITAL TO KEEP THE CUSTOMER FOR REST OF THE LIFE. </li></ul>
  • 23. PUBLIC-RELATION <ul><li>DEF-INVOLVES A VARIETY OF PROGRAMS DESIGNED TO PROMOTE OR PROTECT ACOMPANY’S IMAGE OR ITS INDIVIDUAL PRODUCTS. </li></ul><ul><li>THEY PERFORM FOLLOWING FIVE FUNCTIONS: </li></ul><ul><li>1PRESS RELATIONS-POSITIVE NEWS&amp;INFO-ORG. </li></ul><ul><li>2.PRODUCT PUBLICITY-PUBLICIZE SPECIFIC PRODUCT THRU SPONSORSHIPS. </li></ul><ul><li>3.CORPORATE COMMUNICATIONS-BUILDING UNDERSTANDING THRU INT.&amp; EXT.COMMUNICATION </li></ul><ul><li>4.LOBBYING-DEALING WIITH MLA/GOVT. TO PROMOTE LEGISLATION </li></ul><ul><li>5.COUNSELING-AD MANAGEMENT ABOUT PUBLIC ISSUES &amp; COMPANY POSITIONS &amp; IMAGE DURING BAD &amp; GOOD TIMES. </li></ul>
  • 24. MARKETING PUBLIC RELATIONS <ul><li>To support corporate or product promotion &amp; image makingMPR serves marketing dept. </li></ul><ul><li>previously known as Publicity-free press space/broadcast”hype”or product,place ,person,but MPR is more focussed&amp; aims at- </li></ul><ul><li>1.Assisting in the launch of a new products. </li></ul><ul><li>2.Assisting in the repositioning of a mature product. </li></ul><ul><li>3.Building Interest in a product category. </li></ul><ul><li>4.Influencing specific target groups </li></ul><ul><li>5.Defending that have encountered public problems. </li></ul><ul><li>Building the corporate image in a way that reflects favorable on its products </li></ul>
  • 25. MAJOR DECISIONS IN MARKETING PR <ul><li>ESTABLISHING OBJECTIVES:Builds AWERNESS_by placing a success story about the product,person,org-attentionCREDIBILITYputting the story in the editorial /BIG_FIGHT:HEADLINES/BOOSTmoral of sales force&amp;channel by creating a “hype” before lunch of a product-MPR cost less than ADVERTISING &amp;work like personal selling by reaching target audience. </li></ul><ul><li>CHOOSING MESSAGES &amp; VEHICLES:interesting or unique project news are highlighted or are sponsored to draw media attention-NIST hosting ISTE/IEEE state meet or our faculty attended an Int.workshop-/we have sponsored Ramdevji-creating NEWS-directed to draw attention of audience/finally placement record to highlight our credibility of quality education. </li></ul><ul><li>IMPLEMENTING THE PLAN &amp; EVALUATING RESULTS:by no.of exposure/awareness/attitude change/contribution to sales&amp; profit </li></ul>
  • 26. PUBLICITY &amp; PROPAGANDA <ul><li>PUBLICITY -is an activity especially advertising &amp;the dissemination of information designated to increase public interest in or awareness of some thing or somebody created-it was a publicity stunt. </li></ul><ul><li>PROPAGANDA-information put out by an organization or government to promote a policy, idea, or cause-AIDS prevention propaganda is promoting the use of condoms </li></ul>

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