Promotion- Meaning,Kinds,Methods Personal Selling,Sales Promotion,Public Relations,Advertising

1. PROMOTION MIX
PRESENTED BY ANKIT SINGH
B.COM (HONS) 2ND YEAR

2. INTRODUCTION
 The topics of this presentation are:-
 Meaning and objectives of Promotion mix
 Kinds of Promotion
 Approaches to Promotion
 Methods of Promotion
 Advertising
 Personal Selling
 Sales Promotion
 Public Relations
 Conclusion

3. Meaning
 Promotion mix refers to the combination of various promotional tools used by a
business firm to create, maintain and increase demand.
 It involves an appropriate integration of advertising, personal selling, sales
promotion and publicity.
 This is also known as “Promotion Blend”.

4. Objectives
 There are certain objectives :-
 To communicate
 To convince
 To compete
They must be addressed by the seller.

5. Kinds of Promotion
 The kinds of Promotion are:-
 Informative Promotion:- In this with the help of communication which is
information oriented and not sales oriented is conveyed to the buyer for
knowing the benefit of the product.
 Persuasive Promotion:-In this persuasive means does not mean force but
influence to the greater extent to buy the product.
 Reminder Promotion:-When the product reaches maturity stage. The seller
reminds the buyer about to buy the product
 Buyer behaviour modifications:-The repeated ads and constant selling is
modified time to time depending in the changes in the customer tastes and
preferences.

6. Approaches (Three stage approach)
Promotion
Cognitive
AffectiveConative

7.  The three stages approaches are:-
 Cognitive:- Message received and interpreted
 Affective:- Formulation of product image
 Conative:- Motivation and Purchase

8. Methods
• Product
• Price
• Physical Distribution
Marketing
Strategy
• Promotion mix
• Advertising
• Publicity
• Sales Promotion
• Personal Selling
• Public Relations
Marketing
Mix
Target
Customer
Market
Market

9. Elements Of Promotion Mix
 The elements of promotion mix are:-
 Advertising:-It is a paid form of publicity which is meant to pass on an information to the
prospective customer
 Sales Promotion:-It refers to those activities that supplement both personal selling and
advertising and coordinate them and help them to make effective.
 Personal Selling:- It is a process of informing customer and persuading them to purchase
products through personal communication in an exchange situations.

10. Advertising
Any paid presentation and promotion of ideas, goods, or services
by an identified sponsor.
Various medium of advertising are:
Television
Radio
Newspaper and magazines
Travel trade press
Videos
Print ads
cinema
Exhibitions and trade fairs
Internet

12. Expresses company brand.
Reaches large, geographically dispersed audiences.
Consumers perceive advertised goods as more legitimate.
Builds brand image.
May stimulate short-term sales.
 Expensive
Features

13. Personal selling
Personal selling is the selling of products to the
ultimate customer by a salesman. It involves that the
questions can be answered straight away, problems
can be sorted out at a personal level. The sales man
remains with the customers case through to the
completion of the sale.

14. Features:-
Sales force represents a long-term commitment.
Most effective tool for building buyers’ preferences,
convictions, and actions.
 Personal interaction allows for feedback.
Creates business customer relationship
Buyers are more engrossed.
Most expensive of the promotional tools

16. Difference between
On the Basis Advertising Personal Selling
Objective It aims to create demand for the
product.
It aims to immediately affect the
decision to purchase.
Medium The important medias are T.V., radio,
newspaper etc.
Personal selling makes use of sales
staff.
Time It covers market in short time. It needs lot of time to cover the entire
market.
Cost Cost per person reached is very low. Cost per person reached is very high.
Reach It reaches large no. of person. It reaches limited people.
Kind of Communication Impersonal communication. Personal form of communication.
Feedback Direct feedback is not possible. It provides direct and immediate
feedback.

17. Sales Promotion
Involves the use of special short-term
techniques, often in the form of incentives, to
encourage customers to respond or undertake
some activity.

18. Features:-
It makes use of a variety of tools like premiums,
coupons, contests, etc.
 Attracts attention, offers strong purchase incentives,
dramatizes offers
Attracts quick response.
Short-lived.
Not effective at building long-term brand preferences.

19. Techniques of Sales Promotion
Rebate:-Rebate refers to offering the product at a price less than the original
price to clear the excess inventory. For e.g. Soft drink to sell at 33 instead of
35.
Discount:- Discount refers to reduction of certain percentage from the price
for a limited period. For e.g. discount of 50% off at Bata.
Product Combination:- It refers to giving one product as a gift along with the
purchase of main product. For e.g. 1Gb memory card free with mobile.
Lucky Draw:- It refers to giving a coupon on purchase of product and the
lucky winners are decided by draw of lots. For e.g. lucky draw coupon in
Mela
Quantity Gift:- It refers to offering some extra quantity of the main product as
a gift to the customers. For e.g. Buy 3 get1 free in case of Lux shop.

21. Qualities of Salesman
Physical Qualities:-A good salesman must possess healthy physique and
attractive personality. It also include good appearance ,pleasing voice etc.
Knowledgeable:- A good salesman must have wide knowledge about the
product and its selling technique.
Persistent:- A good salesman must have the ability to convince the
customer s with persistent efforts to buy the product.
Communication skill:- A good salesman must be polite, sympathetic and
courteous to his customers.
Language :- Must know the language of the different customer belonging
to different area.
Other Qualities:- A good salesman must be honest, enthusiastic, energetic
in dealing with different customer.

22. Public relations
Non-paid non-personal stimulation of demand for a product,
service, or business unit by planting significant news about it
or a favourable presentation of it in the media.

23. Features:-
Highly credible..
Expresses company or product;
Often the most under rated element in the promotional
mix.

24. Role of Public Relation
Function performed by Public Relation Dept.:-
Press Relation:-Public Relation dept. helps to provide true fact about the
company as it maintains direct contact with the media.
Product Publicity:-Public Relation manages the sponsoring of events where the
product is launched.
Corporate Communication:- The image of the organisation needs to be
communicated with the public and employees through newsletters.
Lobbying:-Public Relation has to really proactive in promoting govt and FICCI
regulation in the organisation.
Counselling:-Advises the management on general issue like provide money to
flood affected people of Kedarnath which helps in promoting public relations.