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Managing advertisement, Branding

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  1. 1. GAFEERS’S REACH<br />
  2. 2. DRIVERS OF SP. IN MARKETPLACE<br /> Consumer Behavior:<br /> Consumer better educated, low brand loyalty & Selective<br /><ul><li>Pricing:</li></ul> Festivals, major events in sports still draw a huge crowd. Indians are still price conscious<br />
  3. 3. Cont…<br />Market Share:<br /> Brand switching, the name of the game.<br />Parity Products:<br /> Differentiation strategy in a world of ‘me too’ product.<br />Power Retailer :<br /> The place where it all happens. Consumers directly in touch with them.<br />
  5. 5. CONSUMER PROMOTION<br />Price Deals: E.g. “More for Less”, 50% Off, Buy One Get One Free offer.<br />Coupons: E.g. VLCC coupons for discount<br />Contests: E.g. Answer a simple question and win a Color TV<br />Sweepstakes: E.g. Name is selected for query Form for lucky draw<br />Premiums: E.g. Buy Pepsodent & collect G.I Joes; <br />Sampling: E.g. Consumer sample new product for free<br />
  6. 6. TRADE PROMOTION<br />Point of Purchase(POP): E.g. Banners, Danglers & Posters at the retails outlet.<br />Dealer/Retailer Kit: All the information about the product that the retailer should know.<br />Contests & sweepstakes: Specials offers to the retailer so that he pushes that brand<br />Trade shows & Exhibits: E.g. Auto Expo at Chennai trade center <br />Trade Incentive: The more ‘cut’ is given to the retailer, the more he pushes your product.<br />
  7. 7. PROMOTION STRATEGIES<br />3 Broad objectives:<br /><ul><li>Stimulate demand by consumers
  8. 8. Improve marketing performance of resellers
  9. 9. To supplement and coordinate advertising, personal selling & public relations activities.</li></li></ul><li>PROMOTION STRATEGIES<br />Help in creating & sustaining brand value.<br />Managing brand image<br />Cut into brand loyalty of other brands.<br />Promotion to be more brand focused.<br />Co-branding, a key tool<br />
  10. 10. DIFFERENCE BETWEEN<br /> ADVERTISING <br />Creates an image over<br /> time<br />Relies on Emotional <br /> appeals <br />Adds Intangible value to the product/Service<br />Contributes Moderately to short term profitability <br />SALES PROMOTION<br />Creates immediate <br /> action<br />Relies on Rational appeal<br />Adds Tangible value to the product/service<br />Contributes Greatly to short term profitability<br />
  11. 11. PUSH OR PULL STRATEGY<br />
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