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Communication mix


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Communication mix

  1. 1. COMMUNICATION MIX COVERS PROMOTION && MERCHANDISING Presented by; Akshay Deepesh Kiran.D Sumeet
  2. 2. What is Communication Mix <ul><li>“ Communication Mix” is aimed at not only creating awareness about the product/service but also at persuading the customer to use and experience it. </li></ul><ul><li>Communication Mix is also called as “Promotion Mix” </li></ul>
  3. 3. Communication Mix
  4. 4. <ul><li>The Marketing Communications Mix is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing a company uses to pursue its advertising and marketing objectives. </li></ul><ul><li>Definitions: </li></ul><ul><li>Advertising - Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. </li></ul><ul><li>Personal selling - Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. </li></ul><ul><li>Sales promotion - Short-term incentives to encourage the purchase or sale of a product or service. </li></ul>
  5. 5. <ul><li>Public relations - Building good relationships with the company’s various publics by obtaining favorable publicity, building up a good &quot;corporate image&quot;, and handling or heading off unfavorable rumors, stories, and events. </li></ul><ul><li>Direct marketing - Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships </li></ul>
  6. 6. <ul><li>Sponsorship </li></ul><ul><li>Sponsorship is about providing money to an event, inturn the product or company is acknowledged for doing so. For example the Bejing Olympics in 2008 will partly be sponsored by Panasonic. Sponsorship helps the company improve its image and public relations within the market </li></ul><ul><li>Viral Marketing </li></ul><ul><li>Viral marketing occurs when consumers pass on or recommend your product/company/website to others. This could be via email, or bulletin boards or word of mouth. </li></ul>
  7. 7. Promotion <ul><li>Promotion involves disseminating information about a product , product line , brand , or company. It is one of the four key aspects of the marketing mix . (The other three elements are product marketing , pricing , and distribution .) </li></ul><ul><li>Promotion is generally sub-divided into two parts: </li></ul><ul><li>Above the line promotion: </li></ul><ul><li>Promotion in the media in which the advertiser pays an advertising agency to place the ad (e.g. TV , radio , newspapers , Internet and Mobile Phones ) </li></ul><ul><li>Below the line promotion: All other promotion. Much of this is intended to be subtle enough for the consumer to be unaware that promotion is taking place. E.g. sponsorship , product placement , endorsements, sales promotion , merchandising , direct mail , personal selling, public relations , trade shows </li></ul>
  8. 8. Merchandising <ul><li>Merchandising refers to the methods, practices and operations conducted to promote and sustain certain categories of commercial activity. The term is understood to have different specific meanings depending on the context. </li></ul><ul><li>Merchandise is sale goods at a store </li></ul>
  9. 10. Promotional Merchandising <ul><li>Promotional merchandising </li></ul><ul><li>Merchandising, as commonly used in marketing, means maximizing merchandise sales using product design , selection, packaging , pricing , and that stimulates consumers to spend more. </li></ul><ul><li>This annual cycle of merchandising differs between countries and even within them, particularly relating to cultural customs like holidays , and seasonal issues like climate and local sporting and recreation . </li></ul><ul><li>Merchandising also varies within retail chains , stores in Mumbai like Shoppers Stop, Globus, Pantaloons merchandise their apparels outside their stores by putting displays. </li></ul>
  10. 11. THANK YOU