The document discusses the key elements of an integrated marketing communication strategy, including advertising, sales promotion, personal selling, direct marketing, public relations, events and experiences, and word of mouth. It provides details on the objectives and tools used for each element, with a focus on sales promotion, public relations, events and experiences, direct marketing, and personal selling. The overall summary is that the document outlines the major components of an integrated marketing communication strategy and how each component contributes to the overall marketing goals of an organization.

1. Integrated
Marketing
Communication
Advertising
Sales promotion
Personal selling
Direct marketing
Public relations
Events & Experiences
Word of Mouth

3. SALES PROMOTION

4. Meaning
Sales promotion consists of a diverse collection of
incentive tools, mostly short term, designed to stimulate
quicker or greater purchase of particular products or
services by consumers or the trade
Sales promotion is an incentive to buy
Objective is to create consumer pull for the brand.

5. Growing importance of sales promotion
 Helps in securing trial
 Defending shelf space
 Smoothens out the manufacturing capacities
 Opportunity to reach to price sensitive market segments
 Adds excitement to the in-store merchandizing of
consumer goods
 Motivates trade to push the brands

6. Types of sales promotion
Consumer promotion Trade promotion

7. Objectives of consumer promotions
 Generate consumer interest, leading to trial
Free samples, coupons
New products or mature products
 Generate inquiries from the target customer group
Mail in coupon, free catalogue, prizes
 Build traffic for a brand at the retail outlet
Westside Sale, Westside week festival

8. Objectives of consumer promotions
 Motivate customers to repeat the choice
First Citizen Club membership
Aimed at creating brand loyalty
Basically cumulative purchase , which promises some free
product or redemption points
 Increase rate of purchase
Multi packs offer
Maggie

9. Trade Promotion
The prime objective is to push the product
through marketing intermediaries and also to
get them market the product aggressively

10. Trade Promotion objectives
 Encouraging trade to build inventory
special margins or extra merchandise at no additional cost
or may offer extra allowances
 Getting trade’s cooperation in promotions
Helps to increase the level of interest & motivation of
distributor
Joint promotions
Sales contests
Merchandize allowance
Subsidy for promotional budgets
E.g. Fortune cars with Tata Motors

11. Planning the sales promotion process
1. Review of the product market situation
 Trends in brand sales, product category sales
 Level of involvement
 Consumer purchase patterns
 Distribution method

12. Planning the sales promotion process
2. Identification of opportunities & threats
3. Deciding on sales promotion objectives
4. Deciding on sales promotion budgets
5. Implementing controlling & evaluating

13. Commonly used tools
 Demonstrations
 Trade fairs & exhibitions
 Coupons, free offers & price offs
 Free samples, gifts
 Exchange schemes
 Joint promotion
 Contests
 Merchandising/ displays

15. PUBLIC RELATIONS
&
PUBLICITY

16. Meaning
Public Relations involves a variety of programs
designed to promote or protect a company’s image or
its individual products.
PR perform following functions :
Press relations
Product publicity
Corporate communication
Lobbying
Counseling

18. PR - Importance
 Affect public awareness at a fraction of the cost of
advertising
 Company does not pay for the space or time obtained
in the media
 Consumers are five times more likely to be influenced
by editorial copy than by advertising

19. Marketing Public Relations
 Old name was publicity
 The task of securing editorial space in print &
broadcast media promote or hype a product, service,
idea, place, person or organisation
 Directly support corporate or product promotion and
image making

20. MPR serves following tasks
 Assisting in the launch of new products
 Assisting in repositioning a mature product
 Building interest in a product category
 Influencing specific target groups
 Defending products that have encountered public
problems
 Building the corporate image in a way that reflects
favorably on its products

21. Events and Experiences

22. Events and experiences
Sponsoring events provides companies
with opportunities
to obtain wider exposure for their brands
In influencing attitudes towards brands

23. Events objectives
 To identify with a particular target market or lifestyle
 To increase awareness of company or product/ brand
 To create or reinforce perceptions of key brand image
and associations
 To create experiences and evoke feelings
 To express commitment to the community or on social
issues
 To entertain key clients or reward key employees

24. DIRECT MARKETING

25. Meaning
 Is the use of consumer direct channels to reach and
deliver goods and services to consumers without using
marketing middlemen
 Direct marketers can use number of channels to reach
individual prospects
Direct mail
Catalog marketing
Telemarketing
Interactive TV
Kiosks
Websites
Mobile devices

26. Direct marketing
 Seek a measurable response, typically a customer
order
 Many direct marketers build long-term relationships
with customers
E.g Sending birthday cards, information material

27. Benefits of direct marketing
 Home shopping is fun, convenient & hassle free
 Saves time
 Introduces consumers to large selection of merchandise
 Can do comparative shopping
 If timed properly, DM receives higher readership
 Less visible to competitors
 Cost effective approach
 Can measure responses

28. Direct Mail
 Sending offer, announcement, reminder or other item
to an individual consumer
 Popular medium it permits target market selectivity
 Can be personalised
 Flexible
 Allows early testing & response measurement

29. Catalog Marketing
Companies may send a full line
merchandise catalogs, business
catalogs or specialty consumer catalog
e.g Avon, Amway

30. Telemarketing
 The use of the telephone and call centers to
attract prospects, sell to existing customers
and provide service by orders and answering
questions
 Increase revenues, reduce selling costs,
improve customer satisfaction

31. Interactive Marketing

32. Interactive Marketing
The newest channels for
communicating and selling directly to
customers
Internet provides individualization and
greater interaction
Company can send tailored messages
that engage consumers

33. Word of Mouth
Buzz marketing
Viral Marketing

35. PERSONAL SELLING
• Sales Management
• Managing Sales Force

36. “Everyone lives by selling something.”
“Understand that you need to sell you and
your ideas in order to advance your career,
gain more respect, and increase your
success, influence and income.”

37. Personality traits of sales person
 Dominance
 Achievers
 Affiliation
 Creativity
 Exhibitionism
 Problem solving

38. “To make it in sales, fish for whales!”
I asked my former boss what his comment
about fishing for whales actually meant.
He explained:
“Jim, if you go fishing and you catch 10 goldfish,
you won’t even fill a cup – but if you catch 10
whales, you will fill half the beach!”

39. Role of Salesperson
 Diagnostic
 Analyst
 Information Provider
 Strategist
 Tactician
 Change agent

40. Selling Process
1. Opening a call
2. Need exploration
3. Presentation
4. Managing objections
5. Closing call

41. Designing the sales force

42. Sales Force Objectives & Strategy
Need to define the specific objectives
Tasks performed by sales people
Prospecting
Targeting
Communicating
Selling
Servicing
Information gathering
Allocating

43. Sales Force Structure
 Territorial
Territory size
Territory shape
 Product
 Market
 Complex
Territory –product
Territory – market
Product –market

44. Sales Force Size
 Work load method
Customers are grouped into classes as per their sales
volume
Desirable number of calls are established for each class
Number of accounts in class X call frequency X no of
weeks = Total workload / total annual calls
Determine expected average number of calls per week
per sales person
Sales force = total annual calls / the average annual calls
made by sales rep X no of working days.

45. Sales Force Compensation
 Attractive package
 4 important aspects
Fixed
Variable – commission, bonus, incentives
Expenses – Lodging, Boarding, dining,
entertainment, mobile, traveling,
Benefits – LTA, sickness, accidents, pension,
mediclaim etc.

46. Managing Sales Force
 Recruiting & managing representatives
 Training
 Supervising
Call norms
 Motivating
Salary
Commissions or incentives
Combination
 Evaluation

47. If the circus is coming to town and
you paint a sign saying
“Circus Coming to the Fairground Saturday”,
that’s advertising.

48. If you put the sign on the back of an elephant
and walk it into town,
that’s promotion.

49. If the elephant walks through the mayor’s flower bed,
that’s publicity.

50. And if you get the mayor to laugh about it,
that’s public relations.

51. If the town’s citizens go the circus, you show them
the many entertainment booths, explain how much
fun they’ll have spending money at the booths,
answer their questions and ultimately, they spend a
lot at the circus,
that’s sales.

52. And, if you planned the whole thing,
that’s Marketing!