The document outlines the managerial promotion strategy process which includes 4 steps: 1) Analyzing the consumer-product relationship to identify target markets, 2) Determining promotion objectives and budget, 3) Designing and implementing a promotion strategy, and 4) Evaluating the effects of the promotion strategy. The goal of promotion is to transform potential customers into actual and repeat customers by informing, sensitizing, and persuading them. Managing promotion strategies requires identifying target markets through marketing research and setting objectives to influence behaviors, provide information, and transform attitudes.

4. Advertisin
g
Public
Relation
Sales
Promotion
Direct
Marketing
Personal
Selling
IMC MIX

5. Promotion is a managerial process to inform, sense, sensitize,
persuade & transform the potential customers to actual & habitual
customers.
MANEGERIAL PROMOTION STRATEGY

6. A. Analyze consumer-product relationship
B. Determine the promotion objectives & budget
C. Design & implement a promotion strategy
D. Evaluate the effects of the promotion strategy
MANAGING PROMOTION STRATEGIES

7. • Requires identifying the appropriate target markets for the product
• may require considerable marketing research to learn about the
consumer-product relationship
• The FCB grid
ANLAYZE CONSUMER-PRODUCT RELATIONSHIP

8. Promotion strategies may be designed to meet one or more of the
following objectives :
• To influence behaviors
• To inform
• To transform affective responses
• To remind
DETERMINE PROMOTION OBJECTIVES &
BUDGET

9. • The involves comparing its results with the objectives
• Determining promotion effects can be difficult
• Promotion objectives stated in behavior terms can be hard to
evaluate
EVALUATE EFFECTS OF THE PROMOTION
STRATEGY

10. THANK
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