1. Marketing Management

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Ayesha Aslam
BBA (HONS)

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Content and Objective
Promotion Mix
Step of developing marketing
communication
Setting total promotion budget and
mix
 Marketing Mix Strategy
Integrated Marketing Communication
To Share information with
friends and gain knowledge

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Promotional Mix
Tools used to complete organization communication
objectives.
 Advertizing
 Direct marketing
 Sales Promotion
 Public Relation
 Personal Selling

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Step of develop and effecting marketing
Communication
Following these are the step include in marketing
communication
 Identify the target audience
 Determine the communication objectives
 Design message
 Choosing Media
 Selecting Message Source
 Collecting Feed Back

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Setting Total Promotion Budget and Mix

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Affordable Method:
Advertising-expense budgeting method based on what a
firm's owner, or marketing department, believes the firm
can afford to spend on marketing. Since such budgets are
not based on any definite objective, the firm may spend
too little or too much relative to its needs.

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Percentage Method
A certain percentage of
Current sales.
Set promotion expenditure
at a specified percentage
of sale

9. Example
If a company is expecting sales of 50 lakes
then it will allocate its advertising budget as
a percentage of its sales say 10 per cent i.e.
5 lakes
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Competitive Parity Method
Advertising-expense budgeting method based on what
a brand's or firm's competitors are estimated to
be spending. This method assumes the other firms have the
same marketing objectives and know what they are doing

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Objective and Task Method
A company's advertising budget generally depends on the
company´s marketing goals and objectives. A business can
use any of several allocation methods to create its
marketing budget. The objective and task method is a
method of allocating funds to advertising. Using this
method requires the advertising budget to reflect the
desired result and the promotional tasks.

12. Shaping Overall Promotion Mix
Nature of each promotion tools
1. Advantages and disadvantages of each
promotion tools
2. Strategies of Promotional Mix
3. Integrated Promotion mix
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Marketing Mix Strategy
Push Strategy
Pull Strategy

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Push Strategy
A channel partner term that is used to describe how
products and services move through channel partners to
the consumer. A push strategy uses marketing channels,
such as trade promotions, to "push" a product or service
through to the sales channel. Push strategy is one of
several types of channel strategies.

15. Example of Push Strategy
• Trade show promotions to encourage retailer demand
• Direct selling to customers in showrooms or face to face
• Negotiation with retailers to stock your product
• Efficient supply chain allowing retailers an efficient
supply
• Packaging design to encourage purchase
• Point of sale displays
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16. Pull Strategy
• A pull strategy involves motivating
customers to seek out your brand in an
active process.
• "Getting the customer to come to you"
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Example of Pull Strategy
• Advertising and mass media promotion
• Word of mouth referrals
• Customer relationship management
• Sales promotions and discounts

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Diagram Of Push $ Pull Strategies

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Integrating Promotion Mix
Integrating Marketing Communication :
Combining Communication tools to deliver a
consistent complementary message about product
or company.

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22. 4 C’s of IMC
• Coherence – different communications are logically
connected?
• Consistency – multiple messages support and reinforce,
and are not contradictory?
• Continuity – communications are connected and consistent
through time?
• Complementary – synergistic, or the sum of the parts is
greater than the whole?
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23. How to integrated promotion mix
tools???
• Start With the customer
• Analyze Trends internal and external that can
effect companies ability to do business
• Audit pockets of communication spending through
out organization
• Team up in communication planning
• Create Compatible themes, tones and quality
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24. Conti…….
• Create performance measure that are shared
by all communication elements
• Appoint a director
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