Promotional Mix

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Promotional Mix

  1. 1. Promotion Strategy Promotion Planning
  2. 2. Promotion Strategy <ul><li>Promotional Mix – combination of promotions used by an organization </li></ul><ul><li>Push-Pull Strategy </li></ul><ul><ul><li>Push – retailers </li></ul></ul><ul><ul><li>Pull - consumers </li></ul></ul>
  3. 3. Types of Promotions <ul><li>Advertising </li></ul><ul><li>Sales Promotion </li></ul><ul><li>Publicity/Public Relations </li></ul><ul><li>Visual Merchandising </li></ul><ul><li>Personal Selling </li></ul>
  4. 4. Promotions <ul><li>Form of communication used to inform , persuade , or remind people about a product </li></ul><ul><li>Purpose: </li></ul><ul><li>Product – inform, persuade, or remind consumers about a product </li></ul><ul><li>Institutional – create a favorable image for an organization </li></ul>
  5. 5. Promotion Budget <ul><li>Strategies: </li></ul><ul><li>Percentage of Sales </li></ul><ul><li>Competitive Parity </li></ul><ul><li>Objective and task method </li></ul>
  6. 6. Percentage of Sales <ul><li>Use a portion of last year’s sales </li></ul>
  7. 7. Competitive Parity <ul><li>Looks for industry trends on how much to spend </li></ul>
  8. 8. Objective and Task Method <ul><li>Set objectives for their promotions and decide what activities are necessary </li></ul><ul><li>May take other methods into consideration </li></ul>
  9. 9. Percent of Sales <ul><li>Advantages </li></ul><ul><li>Disadvantages </li></ul>
  10. 10. Competitive Parity <ul><li>Advantages </li></ul><ul><li>Disadvantages </li></ul>
  11. 11. Objective-and-Task Method <ul><li>Advantages </li></ul><ul><li>Disadvantages </li></ul>

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