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Presented byMuhammad Waqas Chughtai
“Promotion is to increase the sales volume ofProduct through Communication Networks orPromotion Methods i.e. Personal Sell...
1.    Personal Selling: it is a direct presentation of product to     ultimate consumer by a representative of the organiz...
4. Public Relation: It is a wide variety of communication   efforts to contribute to generally favorable attitudes and   o...
IMC is a strategic business process to plan, develop,execute and evaluate coordinated communication with anorganization’s ...
A Promotional Mix is an organization’s combination ofPersonal Selling, Advertising, Sales Promotion and PublicRelations.Pr...
Target Audience may be final consumer, who couldbe further defined as existing customer or newprospects.Two promotional st...
Designed By Muhammad Waqas Chughtai
1.    Awareness: A seller’s task is to let the buyer     knows that the product exists.2.   Knowledge:        Knowledge   ...
1.   Unit value of Product1.   Degree of Customization                  Designed By Muhammad Waqas Chughtai
Market Situation                               Promotion Strategy                                Introduction StageCustome...
1.   All funds available2.   Following Competition3.   Regulation of Promotion                 Designed By Muhammad Waqas ...
Designed By Muhammad Waqas Chughtai
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Lecture 11

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Lecture 11

  1. 1. Presented byMuhammad Waqas Chughtai
  2. 2. “Promotion is to increase the sales volume ofProduct through Communication Networks orPromotion Methods i.e. Personal Selling,Advertising, Sales Promotion and PublicRelations” Designed By Muhammad Waqas Chughtai
  3. 3. 1. Personal Selling: it is a direct presentation of product to ultimate consumer by a representative of the organization. Personal selling takes place face-to-face or over the phone and it may be directed to a business personal or final consumer.2. Advertising: It is non-personal communication paid for by a clearly identified sponsor promoting ideas, organizations or product. The most familiar outlets for ads are the Electronic and Print Media.3. Sales Promotion: it is demand-stimulating activity designed to supplement advertising and facilitate personal selling. It is paid for by the sponsor and frequently involves a temporary incentives to encourage a sale or purchase. It includes a wide range of trade shows, contests, discounts, coupons etc. Designed By Muhammad Waqas Chughtai
  4. 4. 4. Public Relation: It is a wide variety of communication efforts to contribute to generally favorable attitudes and opinion toward an organization and its Products. Designed By Muhammad Waqas Chughtai
  5. 5. IMC is a strategic business process to plan, develop,execute and evaluate coordinated communication with anorganization’s public. IMC Process Encoding Transmission Decoding Feed Back Designed By Muhammad Waqas Chughtai
  6. 6. A Promotional Mix is an organization’s combination ofPersonal Selling, Advertising, Sales Promotion and PublicRelations.Promotional Mix involves a number of strategic decisionsabout five factors.1. Target Audience1. Promotion Objectives1. Nature of Product1. Stage in Product Life Cycle (PLC)2. Availability of Funds Designed By Muhammad Waqas Chughtai
  7. 7. Target Audience may be final consumer, who couldbe further defined as existing customer or newprospects.Two promotional strategies are used for targetaudience.1. Push Strategy: The product is pushed through the channel.1. Pull Strategy: Promotion is directed at end user or ultimate consumer. This intention is to motivate them to ask retailers for the product. Designed By Muhammad Waqas Chughtai
  8. 8. Designed By Muhammad Waqas Chughtai
  9. 9. 1. Awareness: A seller’s task is to let the buyer knows that the product exists.2. Knowledge: Knowledge goes beyond awareness to learning about a product’s features.3. Liking: it refers to how the market feels about the product.4. Preference: It involves distinguishing among brands such that the market finds your brand more attractive than alternatives.5. Conviction: it entails the actual decision or commitment to purchase. Designed By Muhammad Waqas Chughtai
  10. 10. 1. Unit value of Product1. Degree of Customization Designed By Muhammad Waqas Chughtai
  11. 11. Market Situation Promotion Strategy Introduction StageCustomer are not aware of the product’s Inform and educate potential customersfeatures nor do they understand how it that the product exists.will benefit them. Growth StageCustomer are aware of the product’s Stimulate selective demand asbenefits. The product is selling well and competition grows. Increase emphasismiddlemen want to handle it. on advertising. Middlemen share more of the total promotional efforts. Maturity StageCompetition intensifies and sales level Advertising is used more to persuadeoff. rather than only to provide information. Decline StageSales and profits are declining. All promotional efforts are cut back substantially. The focus moves to reminding remaining customers. Designed By Muhammad Waqas Chughtai
  12. 12. 1. All funds available2. Following Competition3. Regulation of Promotion Designed By Muhammad Waqas Chughtai
  13. 13. Designed By Muhammad Waqas Chughtai

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