Promotion is one of the four elements of marketing mix and includes advertising, sales promotions, public relations, and personal selling. The promotional mix specifies how much attention and budget to allocate to each of these elements. The objectives of a promotional plan can include increasing sales, creating brand equity, or achieving competitive advantage. Sales promotions specifically aim to boost short-term sales and are often consumer-focused, like coupons or discounts. Factors like the product, marketing strategy, and buyer readiness influence how companies structure their promotional mix.
It includes the different tool/methods/means of promotion mix, namely, advertising, sales promotion, personal selling and publicity.
A highly illustrative presentation.
A tool in Marketing Communication that manifest immediate purchase with the help of impulsive buying decision. learn about various methods of sales promotion and key techniques.
It includes the different tool/methods/means of promotion mix, namely, advertising, sales promotion, personal selling and publicity.
A highly illustrative presentation.
A tool in Marketing Communication that manifest immediate purchase with the help of impulsive buying decision. learn about various methods of sales promotion and key techniques.
This Presentation describes the fourth P of Marketing. The presentation discuss Promotion Definition, Integrated Marketing Communication Process, Promotion Mix, Marketing Communication, Marketing Communication Process, Objectives of Promotion, Advertising, Sales Promotion, Public Relation and Direct Marketing
Marketing research, Role of Marketing Research and Marketing Research ProcessShashiPrabhat2
Hello, friends
This PPT includes the explanation of Marketing Research, Role of Marketing Research and Marketing Research Process or Steps of Marketing Research.
Here you will get the definition of Marketing Research according to American Marketing Association.
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A product can be anything that can be offered to the market to satisfy a want or a need.
This article describes the Five Product Levels of Philip Kotler, including examples and a template. After reading you will understand the basics of this powerful product marketing tool. In this article you can also download a free Five Product Levels template.
This Presentation describes the fourth P of Marketing. The presentation discuss Promotion Definition, Integrated Marketing Communication Process, Promotion Mix, Marketing Communication, Marketing Communication Process, Objectives of Promotion, Advertising, Sales Promotion, Public Relation and Direct Marketing
Marketing research, Role of Marketing Research and Marketing Research ProcessShashiPrabhat2
Hello, friends
This PPT includes the explanation of Marketing Research, Role of Marketing Research and Marketing Research Process or Steps of Marketing Research.
Here you will get the definition of Marketing Research according to American Marketing Association.
If you are getting any doubt, you email me at: shashiprabhat566@gmail.com
A product can be anything that can be offered to the market to satisfy a want or a need.
This article describes the Five Product Levels of Philip Kotler, including examples and a template. After reading you will understand the basics of this powerful product marketing tool. In this article you can also download a free Five Product Levels template.
A STUDY ON EFFECTIVE BRAND PROMOTIONAL STRATEGIES INFLUENCING CUSTOMERSIAEME Publication
The paper aims to investigate the effectiveness of brand promotional strategies by Max retail, which influences the customers to purchase. Data set included use of and influence of outdoor and in-store promotional tools. These were investigated to determine impact and effect of the promotions. There is a good response about the hoardings kept in the store and POP for the internal communications and promotions and through this research study, many of the customers have shown their neutral opinion about the contests/sweepstakes/games. One third of the respondents are respond ed that the paper advertisement helps them to know the offers of Max.
Advertising or advertizing in business is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action.
This power point presentation contain mainly- Aims and Objectives,Def” of Advertising,Brand and Marketing mix,The marketing mix,Role of Advertising,The Advertising Plan,The importance of advertising,Types of advertising,Major advertising media,The Functions of Advertising,The Key Players,Components of Advertising,What Makes an Ad Effective?.
Business Valuation Principles for EntrepreneursBen Wann
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𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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Memorandum Of Association Constitution of Company.pptseri bangash
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A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
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Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
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Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
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Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
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Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
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Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
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External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
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Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
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While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
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1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
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2. Promotion is one of the four elements of marketing
mix (product, price, promotion, place).
It is the communication link between sellers and
buyers for the purpose of influencing, informing, or
persuading a potential buyer's purchasing decision
Above the line promotion: Promotion in mass
media. TV, radio, newspapers, internet, mobile
phones.
Below the line promotion: All other promotion.
sponsorship, product placement, testimonials, sales
promotion, merchandising, direct mail, personal
selling, public relations, trade shows
3. The specification of five elements creates
a promotional mix or promotional plan. These
elements are personal selling, advertising, sales
promotion, direct marketing, and publicity
A promotional mix specifies how much attention to
pay to each of the five subcategories, and how
much money to budget for each.
A promotional plan can have a wide range of
objectives,
sales increases, new product acceptance, creation
of brand equity, positioning, competitive advantage,
or creation of a corporate image.
4. Fundamentally, there are three basic objectives of
promotion.
To present information to consumers as well as
others
To increase demand
To differentiate a product.
5. FACTORS INFLUENCING PROMOTION MIX.
Nature of the product.
Marketing strategy.(push or pull).
Buyer readiness stage.
Product life cycle stage.
6. SALES PROMOTION.
Sales promotion is one of the four aspects
of promotional mix.
Media and non-media marketing communication
are employed for a pre-determined, limited time to
increase consumer demand, stimulate market
demand or improve product availability.
Collectively comprises the tools used to promote
sales in a specific territory and time.
They are short-term in nature, and are designed
stimulate quick sales.
7. Sales promotions can be directed at either
the customer, sales staff, or distribution channel
members (such as retailers).
Sales promotions targeted at the consumer are
called consumer sales promotions.
Sales promotions targeted at retailers
and wholesalers are called trade sales
promotions.
8. OBJECTIVES AND TYPES OF SALES
PROMOTION.
Generate consumer interest(which finally reach to
trial).
Methods- coupons, discount sales, free
samples,contests,demonsrations(in-store).
Dabbawala- Mangofillz
Generate enquiry from the target customer group.
Methods- gifts, mail-in
coupons,catalougue,brochures.
Hotels,asian paints,
9. Build consumer traffic.
Methods-special events, festival sales, annual
sales.
Big-bazzar Wednesday bazzar, year end sale.
Motivate customers to repeat purchase.
Methods-on pack coupons, continuity promotions,
loyalty cards.
Manorama sammana varsham-a game for readers
,vanitha-aiswaryolsavam
10. Increasing rates of purchase or usage.
Methods-multi pack, special rate for more than one,
new usage situations.
Other methods.
Price deal: A temporary reduction in the price, such
as happy hour. Free-standing insert (FSI): A coupon
booklet is inserted into the local newspaper for
delivery.
On-shelf couponing: Coupons are present at the
shelf where the product is available.
Checkout dispensers: On checkout the customer is
given a coupon based on products purchased.
11. On-line couponing: Coupons are available online.
Consumers print them out and take them to the
store.
Mobile couponing: Coupons are available on a
mobile phone. Consumers show the offer on a
mobile phone to a salesperson for redemption.
Online interactive promotion game: Consumers
play an interactive game associated with the
promoted product. Interactive Internet Ad for tomato
ketchup.
Point of displays.
12. TRADE PROMOTION.
Trade allowances: short term incentive offered to induce
a retailer to stock up on a product.
Dealer loader: An incentive given to induce a retailer to
purchase and display a product.
Trade contest: A contest to reward retailers that sell the
most product.
Point-of-purchase displays: Used to create the urge of
"impulse" buying and selling your product on the spot.
Training programs: dealer employees are trained in
selling the product.
Push money: also known as "spliffs". An extra
commission paid to retail employees to push products.
13. DISADVANTAGES OF SALES PROMOTION.
Increased price sensitivity.
Quality image may be affected.
Merchandising support.
Dealers will take up undue advantage.
Short term sales orientation.
14. ADVERTISEMENT.
It is any paid form of nonpersonal presentation of
ideas,goods,or services by an identified sponsor.
It should be based on target market and buyer
motives.
Five “M”s in advertising.
Mission-objectives
Money-budget
Media-what media
Message-what message
Measurement-evaluation
15. SETTING THE OBJECTIVES(MISSION.)
It should follow with the decisions of target market
and brand positioning.
Objectives can be classified according to their aim.
Informative.
Aims to create brand awareness and knowledge of
new products or new features of existing products.
16. Persuasive.
Aims to create liking,preference,conviction,and
purchase of a product.
Reminder.
Repeat purchase of products and services.
Re- inforcement
Convince current purchasers that they made the
right decision.
17. DECIDING ON THE ADVERTISEMENT
BUDGET.(MONEY)
How much a firm should spend on advertising its
brand?
Percent of sales.
Sales decides advertisement budget.
Plc stages denies this method.
Based on affordability.
If something left after the entire expenses, it will be
allocated for the advertisement.
Based on competitive parity.
Follow the crowd method.
Some firms may well utilize the situation.
18. Difference in the firm size is another problem.
Based on the objective and task.
Most proactive approach.
Decides the objective, plan the task, understand
cost and then decide the budget.
19. FACTORS AFFECTING BUDGET DECISIONS.
Stage in the plc.
Market share and consumer base.
Competition and.
Advertising frequency.
Products substitutability.
20. DEVELOPING THE CAMPAIGN(MESSAGE).
Message generation and evaluation.
What the ad says?
Evaluating the various messages and choosing
one.
Creative development and execution.
How the ad says?
How it can be executed?
Legal and social issues.
21.
22.
23.
24.
25.
26.
27.
28. DECIDING ON MEDIA(MEDIA)
Deciding on reach, frequency and impact.
Media selection-is finding the most cost effective
media to deliver the desired number and type of
exposures to the target audience.
Exposures-specified advertising objective and its
response from the target audience.
Reach-the number of different persons or
households exposed to a particular media schedule
at least once during a specified time period.
29. Frequency-the number of times within the specified
time period that an average person or household
exposed to the message.
Impact-the qualitative value of an exposure through
a given medium.
(automobile advertisement impact will be higher in
automobile magazines than in fashion magazines.)
30. If the reach, frequency and impact is high the
advertisement will have an effectiveness but the
budget will be high.
Reach-introducing products.
Frequency-if the competition ifs high
31. DECIDING ON MEDIA TYPES.
Each media will differ in their power of
reach,frequency,and impact.
Media planners should find out the right mix of
media for reach,frequency,and impact.
Target audience media habits-
youth,elders,rich,middleclass,geographical
differences.
Product characteristics-high-tech products requires
audio-video visualization, paints
Message characteristics-timeliness and information
content will influence media choice.
Limited period offer –radio,t.v,newspaper.
42. Product placement in movies and t.v shows.
Point of displays.
Ads can be anywhere, even in toilets where a
customer spends some time.
43. SELECTING SPECIFIC MEDIA VEHICLE.
Circulation.
Audience-readership.
Effective audience
Effective ad-exposed audience.
44. DECIDING ON MEDIA TIMING AND ALLOCATION.
Macro scheduling.
Micro scheduling.
Buyer turnover.
Purchase frequency.
Forgetting rate.
Continuity.
Concentration.
Flighting.
Pulsing.
45. EVALUATING ADVERTISING EFFECTIVENESS.
The potential effect on awareness,knowledge,or
preference. also to measure the ad’s sales effect.
Brand awareness, knowledge about the brand,
preference for the brand, sales effect
Communication-effect research.
Consumer – feedback method
What is the main message that you get from this ad?
What do you think they want you to know,believ,or do?
How likely is that this ad will influence you to undertake
the decision?
What works well and what works poorly?
46. How does the make you feel?
Portfolio tests-ask customers to view or listen to a
portfolio of advertisements, then they are asked to
recall the ads and the content.
Laboratory test-measure physiological reactions of
the customer.
Attention getting power can be identified but not
beliefs,attitudes,or intentions.
47. Sales effect research.
Historical method- comparison with the old data.
Experimental-consumer panel are created and their
purchase behavior linked with a particular ad.
In-store tests.
48. MANAGING THE DISTRIBUTION FUNCTION.
Marketing channels are sets of independent
organizations involved in the process of making a
product or service available for the customer.
Role and functions of middlemen.
Information.
Price-stability.
Promotion.
financing.
Title.
49. Type and nature of middlemen.
Merchant middlemen.
Take titles of the product and resell them.
Retailers,wholesalers,dealers.
Agents.
Title and risk will not be shared, they will help the firm in
identifying potential customers.
Commission based on their work.
Facilitors.
Independent business units, without holding the title of
the product.
Service charges can be collected.
Railway tickets and western union money transfer in
muthoott.
50. MAJOR DISTRIBUTION ALTERNATIVES.
Intensive distribution.
All the possible outlets that can be distributed the
product.
Soft drinks and candy.
Easy availability.
Selective distribution.
Some selective outlets for the distribution.
Good relationship with the channel members.
Optimum market coverage, good control, less cost.
Consumer durables.
51. Exclusive distribution.
One or two major outlets in a particular area. these
outlets will only sell one brand.
High prestigious image.
Woodland shoes,loui Philippe.