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Marketing Promotion : Concept, Objectives and Tools
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  • 1. Manu Dhunna (12027)Pousali Chakrabarti (12032)Rajat Katiyar (12034)Shweta Mallick (12041)Vinnakota Harish (12052)
  • 2. PromotionObjectives of PromotionConcept of Promotion Mix Examples
  • 3. • Promotion is the function of informing, persuading, and influencing a consumer decision.• Important for non profit organizations and a profit oriented company.
  • 4. - Informative
  • 5. - Persuasive
  • 6. - Reminder Maggi Nike
  • 7. - Objectives Providing InformationStabilize sales Promotion Product objectives Differentiation Increase sales
  • 8. - Tools Advertising Direct Sales Marketing PromotionPersonal Marketing Events and Selling Communications Experiences Program Word of Public Mouth Relations and Marketing Publicity Direct and Interactive Marketing
  • 9. Advertising
  • 10. Sales Promotion
  • 11. Events andExperiences
  • 12. PR & PublicityPress Relations
  • 13. Direct &Interactive Marketing
  • 14. Word of Mouth
  • 15. Personal Selling Tommy Hilfiger Store
  • 16. Advertising Public Promotion PersonalRelations Mix Selling Sales Promotion
  • 17. Advertising Public Promotion PersonalRelations Mix Selling Sales Promotion
  • 18. Advertising Public Promotion PersonalRelations Mix Selling Sales Promotion
  • 19. AdvertisingInformative Persuasive ReminderInstitutional Advocacy • Informing a target market about the benefits offered by a new product orComparative innovation. • Unfamiliar product or service to the market Surrogate Covert
  • 20. Advertising Band AidInformative Persuasive ReminderInstitutional AdvocacyComparative PEPSI mini cans Surrogate Covert
  • 21. Advertising Dettol No-TouchInformative Persuasive ReminderInstitutional AdvocacyComparative Surrogate Mc Donalds Covert
  • 22. AdvertisingInformative Nikon Persuasive ReminderInstitutional AdvocacyComparative Surrogate Airtel Digital TV Covert
  • 23. AdvertisingInformative Persuasive ReminderInstitutional Advocacy • Focus on specific benefits of the product • Assumes that the consumer alreadyComparative understands the basic nature of the product Surrogate Covert
  • 24. Advertising DettolInformative Persuasive ReminderInstitutional AdvocacyComparative Surrogate Pringles – Hot & Spicy Covert
  • 25. Advertising Pepsi LiteInformative Persuasive ReminderInstitutional AdvocacyComparative Surrogate Coca Cola Light Covert
  • 26. AdvertisingInformative IDBI FEDERAL Persuasive ReminderInstitutional AdvocacyComparative Surrogate IIPM Covert
  • 27. AdvertisingInformative Persuasive ReminderInstitutional Advocacy • Maintenance for a product with the leadership position in the marketComparative • Useful when the product has achieved market domination Surrogate Covert
  • 28. Advertising AmulInformative Persuasive ReminderInstitutional AdvocacyComparative Surrogate Fevicol Covert
  • 29. Advertising • Develop goodwill for a company rather than to sell a specific product. • To improve the advertisers image and reputationInformative P & G – Thank You, Mom Persuasive ReminderInstitutional AdvocacyComparative Surrogate Covert
  • 30. AdvertisingInformative Hero Honda Persuasive ReminderInstitutional AdvocacyComparative Mahindra Surrogate Covert
  • 31. Advertising • This advertising is used to publicize a particular cause. • All the social ads fall into this categoryInformative Persuasive ReminderInstitutional Advocacy Expedia ‘Give Them Wings’ ProjectComparative Surrogate Covert
  • 32. Advertising The Bloodline Club, A Tata Docomo InitiativeInformative Persuasive ReminderInstitutional AdvocacyComparative Surrogate Covert
  • 33. Advertising Ford India “I Pledge To Drive Safe”Informative Persuasive ReminderInstitutional AdvocacyComparative Surrogate Covert
  • 34. Advertising • Emphasizes on negative attributes of the competitors product instead of focusing on positive attributes of own productsInformative Persuasive Complan vs Horlicks ReminderInstitutional AdvocacyComparative Surrogate Covert
  • 35. AdvertisingInformative The Hindu vs TOI Persuasive ReminderInstitutional AdvocacyComparative Surrogate Verizon vs AT&T Covert
  • 36. Advertising • Surrogate Advertising is a form of advertising which is used to promote banned products like Cigarettes and alcoholInformative Persuasive Reminder Bagpiper – Club sodaInstitutional AdvocacyComparative Surrogate Imperial Blue – Music Cd’s Covert
  • 37. AdvertisingInformative Aston Martin – Casino Royale Persuasive ReminderInstitutional AdvocacyComparative Surrogate Covert
  • 38. AdvertisingInformative Moto GP Persuasive ReminderInstitutional AdvocacyComparative NFS Carbon Surrogate Covert
  • 39. Advertising Public Promotion PersonalRelations Mix Selling Sales Promotion
  • 40. Public Relations Sales Promotion AdvertisingPromotion Mix Personal Selling
  • 41. Public RelationsFUNCTIONS TOOLSPress Relations PublicationsProduct publicity EventsLobbying SponsorshipsCounselling News Speeches Public Service activities Identity Media
  • 42. Publications Financial ResultsInformation Brochure for AMITY
  • 43. Eventsss Sunfeast School Programme Pehchaan Manch by Taaza INDIAN INSTITUTE OF MANAGEMENT 43 RAIPUR
  • 44. Events• Co-scholastics - SUNFEAST MILKY MAGIC ALL ROUNDER by ITC INDIAN INSTITUTE OF MANAGEMENT 44 RAIPUR
  • 45. Lobbying
  • 46. SPONSORSHIP - EVENTS
  • 47. Sponsorship•SBI - ‘Adoption of Girl Child’ scheme, wherein the bankwill sponsor their education up to Class XII•Pond’s – Miss India
  • 48. Speeches
  • 49. Pond’s – Community servicePond’s launched ‘Stop domestic violence’ campaign INDIAN INSTITUTE OF MANAGEMENT 49 RAIPUR
  • 50. Public Service Activities Community ServiceDonation of computers
  • 51. Public Service Activities• Flood relief: donation by SBI officers - lakhs of Rupees are contributed to the PMRF
  • 52. DIRECT CONSUMER CONTACT• Swasthya Chetana -18000 villages - 70 million consumers - rural health & hygiene programme in India. INDIAN INSTITUTE OF MANAGEMENT 52 RAIPUR
  • 53. SponsorshipKingfisher - 2011 – IPL Good Times Partner
  • 54. Social mediaClear Trip- Facebook page
  • 55. Blog – Clear Trip
  • 56. ITC – Social Media
  • 57. ITC - Event
  • 58. Kerala Tourism - Twitter
  • 59. IDENTITY MEDIA - LOGOS
  • 60. IDENTITY MEDIA JET AIRWAYSKINGFISHER AIRLINES
  • 61. Public Relations Sales Promotion AdvertisingPromotion Mix Personal Selling
  • 62. Public Relations Sales Promotion AdvertisingPromotion Mix Personal Selling
  • 63. Personal Selling Promotion SalesAdvertising Mix Promotion Public Relations
  • 64. Personal Selling • One to one presentation of ideas, goods, servicesPersonal Selling • For attitudinal change • Personalized form of communication Advantages • Face to faceDisadvantages • Presents features and benefits of products/services • Three main areas: Changes • Retail Selling, B2B and Direct Selling Retail • Integral part of Marketing Communications B2B •Clinches the Deal! Direct Selling
  • 65. Personal Selling • Face to facePersonal Selling • Customizable sales message • Two way nature sales process Advantages • Fast FeedbackDisadvantages • Long term relationships • For reaching customers who are not easily Changes reached through other methods Retail • The best example is in selling to the business market B2B Direct Selling
  • 66. Personal Selling • The degree to which this promotional method isPersonal Selling misunderstood • High cost per contact Advantages • Training costDisadvantages • When salesperson leaves the jobs Changes Retail B2B Direct Selling
  • 67. Personal Selling • Since 70’s personal selling has gone throughPersonal Selling following stages: - Consultative Advantages - StrategicDisadvantages - Relationship Changes Retail B2B Direct Selling
  • 68. Personal Selling - Single or repeat transactions at point-of- purchasePersonal Selling - Knowledgeable, efficient and courteous service • Single transaction Advantages - Sales person spends time with customerDisadvantages - Close sale on the spot • Repeat transaction Changes - Relationship between buyer and seller Retail - Customer returns B2B Direct Selling
  • 69. Personal Selling 1. Uses ‘The Apple Store’ to bring customers inPersonal Selling 2. Knowledgeable sales staff Advantages 3. In-store comparativeDisadvantages selling to other Changes brands 4. Strong advertising Retail The Apple Store and online integration B2B 5. User friendly Direct Selling
  • 70. Personal SellingPersonal Selling AdvantagesDisadvantages Changes Retail B2B Tanishq Showroom, Direct Selling Lucknow
  • 71. Personal Selling - Lucrative sale - Highly trained sales people - Build relationships with customersPersonal Selling • Field sales force Advantages - Organization’s external sales representatives - Call customers to pursue ordersDisadvantages • Inside sales force Changes - Order takers Retail - Accept orders from customers by phone or other means B2B Direct Selling
  • 72. Personal Selling 1. Announced entry in B2B in June,2012 2. EstimatedPersonal Selling integrated display market is around Advantages Rs 2,500 crore at 25% growthDisadvantages • Digital menu Changes boards for During the launch of business restaurants, solutions simplified with LG Retail • Video B2B Technology Products in New Delhi on Tuesday. conferencing B2B solutions • Commercial Direct Selling LG commercial monitor displays and surveillance cameras
  • 73. Personal SellingPersonal Selling AdvantagesDisadvantages Changes Dell PowerEdge T605 Cisco WRV200 Wireless-G VPN Retail Router B2B Cisco 7970G IP Direct Selling Phone
  • 74. Personal Selling Deloittes How-to GuidesPersonal Selling AdvantagesDisadvantages Changes Retail B2B Direct Selling
  • 75. Personal Selling - Contact customers directly -Effective database management systemsPersonal Selling - Expected be become Rs 10,844 crore industry (organised and unorganised) - growth of 20% Advantages • TelemarketingDisadvantages - Telecommunications to promote products/services of a - - business Changes • Online sales Retail • Use internet to conduct sales B2B Direct Selling
  • 76. Personal Selling 1. Founded in 1886 2. Began as door-to-doorPersonal Selling sales business 3. Maintains large staff Advantages of personal sellers (3 million worldwide)Disadvantages 4. Online integration with personal selling Changes 5. Advertising Retail involvement with personal selling B2B 6. Ad states where to call for available sales Direct Selling representatives
  • 77. Personal Selling 1. Founded in 1946 2. Best known for its plasticPersonal Selling bowls and storage containers Advantages 3. Independent sales force(1.9 millionDisadvantages worldwide) Changes 4. Women – Prime sellers 5. Print advertising Retail Tupperware party in 1960s involvement with personal selling B2B 6. Dealers earned 25% commission on sales Direct Selling
  • 78. Personal Selling 1. Founded in 1959Personal Selling 2. Countrys largest direct selling Advantages companyDisadvantages 3. Maintains large staff - 20,000 Changes Retail B2B Direct Selling
  • 79. Personal Selling Promotion SalesAdvertising Mix Promotion Public Relations
  • 80. Sales PromotionPersonal Promotion Public Selling Mix Relations Advertising
  • 81. BOGOF Discounts Trials and Free Gifts Demonstrations Sales Promotion CRMMerchandising Finance Deals Lucky Draw Free Samples Joint Promotions INDIAN INSTITUTE OF MANAGEMENT 81 RAIPUR
  • 82. • To provide incentive• Direct action oriented• Short term• Time bound INDIAN INSTITUTE OF MANAGEMENT 82 RAIPUR
  • 83. BOGOF Discounts Trials and Free Gifts Demonstrations Sales Promotion CRMMerchandising Finance Deals Lucky Draw Free Samples Joint Promotions INDIAN INSTITUTE OF MANAGEMENT 83 RAIPUR
  • 84. Buy one get one FREE !! (BOGOF) INDIAN INSTITUTE OF MANAGEMENT 84 RAIPUR
  • 85. Buy one get four FREE !! INDIAN INSTITUTE OF MANAGEMENT 85 RAIPUR
  • 86. BOGOF Discounts Trials and Free Gifts Demonstrations Sales Promotion CRMMerchandising Finance Deals Lucky Draw Free Samples Joint Promotions INDIAN INSTITUTE OF MANAGEMENT 86 RAIPUR
  • 87. DiscountsINDIAN INSTITUTE OF MANAGEMENT 87 RAIPUR
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  • 90. BOGOF Discounts Trials and Free Gifts Demonstrations Sales Promotion CRMMerchandising Finance Deals Lucky Draw Free Samples Joint Promotions INDIAN INSTITUTE OF MANAGEMENT 90 RAIPUR
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  • 94. BOGOF Discounts Trials and Free Gifts Demonstrations Sales Promotion CRMMerchandising Finance Deals Lucky Draw Free Samples Joint Promotions INDIAN INSTITUTE OF MANAGEMENT 94 RAIPUR
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  • 97. BOGOF Discounts Trials and Free Gifts Demonstrations Sales Promotion CRMMerchandising Finance Deals Lucky Draw Free Samples Joint Promotions INDIAN INSTITUTE OF MANAGEMENT 97 RAIPUR
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  • 105. BOGOF Discounts Trials and Free Gifts Demonstrations Sales Promotion CRMMerchandising Finance Deals Lucky Draw Free Samples Joint Promotions INDIAN INSTITUTE OF MANAGEMENT 105 RAIPUR
  • 106. INDIAN INSTITUTE OF MANAGEMENT 106 RAIPUR
  • 107. Promotional Event of Movie “Barfi“ at CCD by the star cast of the movie INDIAN INSTITUTE OF MANAGEMENT 107 RAIPUR
  • 108. Star cast of LBZ launched LBZ (Love Break up Zindagi) coffee at CafeCoffee Day Bandra, Mumbai INDIAN INSTITUTE OF MANAGEMENT 108 RAIPUR
  • 109. BOGOF Discounts Trials and Free Gifts Demonstrations Sales Promotion CRMMerchandising Finance Deals Lucky Draw Free Samples Joint Promotions INDIAN INSTITUTE OF MANAGEMENT 109 RAIPUR
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  • 112. BOGOF Discounts Trials and Free Gifts Demonstrations Sales Promotion CRMMerchandising Finance Deals Lucky Draw Free Samples Joint Promotions INDIAN INSTITUTE OF MANAGEMENT 112 RAIPUR
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  • 114. BOGOF Discounts Trials and Free Gifts Demonstrations Sales Promotion CRMMerchandising Finance Deals Lucky Draw Free Samples Joint Promotions INDIAN INSTITUTE OF MANAGEMENT 114 RAIPUR
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  • 118. BOGOF Discounts Trials and Free Gifts Demonstrations Sales Promotion CRMMerchandising Finance Deals Lucky Draw Free Samples Joint Promotions INDIAN INSTITUTE OF MANAGEMENT 118 RAIPUR
  • 119. INDIAN INSTITUTE OF MANAGEMENT 119 RAIPUR
  • 120. INDIAN INSTITUTE OF MANAGEMENT 120 RAIPUR
  • 121. Thank You INDIAN INSTITUTE OF MANAGEMENT 121 RAIPUR