Promotion Mix 02 04 09

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  • Promotion Mix 02 04 09

    1. 1. 46h 2. april 2009
    2. 2. <ul><li>The 4 P’s: </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Place/distribution </li></ul></ul><ul><ul><li>Promotion/communication </li></ul></ul><ul><ul><ul><li>People or staff </li></ul></ul></ul><ul><ul><ul><li>Physical (presence/location/decoration) </li></ul></ul></ul><ul><ul><ul><li>Process </li></ul></ul></ul>mandag 8. juni 2009
    3. 3. <ul><li>Budget </li></ul><ul><li>Mix </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Sales Promotion </li></ul></ul><ul><ul><li>PR </li></ul></ul><ul><ul><ul><li>Sponsoring </li></ul></ul></ul><ul><ul><li>Individual sale </li></ul></ul><ul><ul><li>Direct Marketing </li></ul></ul><ul><ul><li>Online Marketing </li></ul></ul>mandag 8. juni 2009
    4. 4. <ul><li>What can we afford (It all ends up here…) </li></ul><ul><li>Percentage of sales </li></ul><ul><li>Compared to competitors </li></ul><ul><li>Objectives and activities </li></ul>mandag 8. juni 2009
    5. 5. mandag 8. juni 2009 Advertising Budget Stage in PLC Product Differentiation Advertising Pressure Competition Situation Market Share
    6. 6. mandag 8. juni 2009 Communication Objectives <ul><li>Stimulate demand </li></ul><ul><li>Create attention </li></ul><ul><li>Create Awareness </li></ul><ul><li>Establish Brand Position </li></ul><ul><li>Defend Brand Position </li></ul><ul><li>Establish Preference and loyalty </li></ul><ul><li>Keep high level of awareness </li></ul><ul><li>Defend Brand Pos. </li></ul><ul><li>Loyalty Programmes </li></ul><ul><li>Increase client satisfaction </li></ul><ul><li>Tell about impro- vements/changes </li></ul><ul><li>New ways of use </li></ul><ul><li>Refresh brand knowledge </li></ul><ul><li>Attract new clients </li></ul>
    7. 7. mandag 8. juni 2009 Initiator Consumer Buyer Decision-maker Influent
    8. 8. mandag 8. juni 2009
    9. 9. mandag 8. juni 2009 Involvement factor High involvement Low involvement Brand differientation Great difference between brands Extensive decision Impulse buying Little difference between brands Limited decision Routine response
    10. 10. <ul><li>Economic risk </li></ul><ul><li>Functional risk </li></ul><ul><li>Physical risk </li></ul><ul><li>Social risk </li></ul><ul><li>Psychological risk </li></ul>mandag 8. juni 2009
    11. 11. mandag 8. juni 2009 Consumers market B2B market Advertising Relative importance Sales Promotion Direct Marketing Individual sale PR PR
    12. 12. mandag 8. juni 2009 Promotion Pull Strategy Push Stratgy Promotion Promotion Demand Demand Producer Producer Resellers Resellers Demand Demand Consumers Consumers

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