Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.



Published on

Managing advertisement, Branding

Published in: Business, News & Politics
  • Be the first to comment

  • Be the first to like this


  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 />
  13. 13. Title<br />
  14. 14. Title<br />