INTRODUCTION OF THE

TOPIC

PROMOTIONAL
STRATEGIES
 SUBMITTED BY
 NAVEEN KANT SHARMA
 RAJESH KAUSHIK
 RAJ SINGH
 SACHIN KUMAR KAUSHIK
 RATNESH CHAUDHRY
 SUBMITTED TO

 DR. SATENDRA BHARDWAJ

 WHAT IS PROMOTION
 Promotion is basically a communication process by
which firms attempt to inform , persuade and remind
consumer- directly or indirectly about the product and
the brand they sell.

 Promotion always focus on consumer to gain the profit

 FACTOR THAT AFFCT PROMOTIONAL
STRATEGIES
 Type of product- Promotional strategies vary
between consumer and business market.
 Buyer Readiness stage-The choice of
different element of the promotion strategies
are also dependent on the buyer’s readiness
and awareness of the brand.
 Product Life Cycle- Different types of
strategies at different stages are being used by
marketer.
 PROMOTION STRATEGIES

 Advertisement
 Sales promotion
 Public relation
 Direct marketing
 Personal selling
 Event and experience
 ADVERTISEMENT

Advertisement is any paid form of nonpersonal

presentation and promotion of ideas, goods, or
services by an identified sponsor.
OBJECTIVES OF ADVERTISEMENT
 Mission-What are the advertising objectives?
 Money- How much can be spent?
 Massage- What massage should be used?
 Media-What media should be used?
 Measurement-How should the results be
evaluated?
 TYPES OF ADVETISEMENT
 Informative Advertisement- aims to create
brand awareness and knowledge of new
product or new features of existing products.
 Persuasive Advertisement-aims to create
liking, preference, conviction and purchase of
product and services
 Reminder Advertisement- aims to stimulate
repeat purchase of product or services.
 Reinforcement Advertisement- aims to
convince current purchase that they made the
right choice.
 SALES PROMOTION
Sales promotion is a key ingredient in
marketing campaigns, consists of a collection
of incentive tools, mostly short term,design to
stimulate quicker or greater purchase of
particular products or services by consumer or
the trade.
OBJECTIVES OF SALES PROMOTION
 Push the existing sales.
 Attract the consumer to purchase more.
 It gives the benefit flow to manufacturers and
consumer.
 It also used to achieve marketing objectives
 TOOLS OF SALES PROMOTION
 Samples  Free trials
 Coupons  Product warranties
 Cash refund or rebates  Tie in promotion
 Price pack  Cross-promotion
 Gifts  Point of purchase
 Frequency programs displays and
 Prizes demonstration
 PUBLIC RELATION
 A public is any group that has an actual or
potential interest in or impact on a company's
ability to achieve its objectives.
 P.R involves a variety of programs designed to
promote or protect a company’s image or its
individual products.
 FUNCTIONS OF P.R
 Press relation-presenting news and information about
the organization int the most positive light.
 Product publicity-Sponsoring efforts to publicize
specific product.
 Corporate communication-promoting understanding
organization through internal and external
communication
 Lobbying-Dealing with legislators and
government officials to promote or defeat
legislation and regulation
 Counseling-Advising management about
public issues and position and images during
good time and bad.
 TOOLS OF P.R

 Publications  News
 Events  Speeches
 Sponsorships  Public service Activities
 Identity media
 DIRECT MARKETING
 Direct marketing is the use of consumer-direct
channels to reach and deliver goods and
services to customers without using marketing
middlemen. These channels include direct
mail, catalogs, telemarketing, interactive TV,
kiosks, Websites, and mobile devices.
 BENEFITS OF DIRECT MARKETING
 It is useful to build long term relationship with
customer
 Reduce sales force or field expenses
 It also makes direct marketer’s offer &
strategies less visible to competitors
 It can use no. of channels to reach individual
prospects and customer.
CHANNELS OF DIRECT MARKETING

 Direct mail  Data base marketing

 Catalogue marketing  E-marketing
 Telemarketing  TV and other direct
 Face to face marketing response media
 PERSONAL SELLING

Personal selling is and ancient art. Personal

selling as it as face to face transaction between
sales man and prospective customer.
 STEPS OF PERSONAL SELLING
 1-Prospecting and qualifying.
 2-Preapproach.
 3-Approach.
 4-Presentation and demonstration.
 5-Overcoming and objection handling.
 6-Closing.
 7-Follow-up and maintenance.
 EVENT AND EXPERIENCES
Sponsoring events provide companies
opportunities to obtain wider exposure to their
brands and influences attitudes towards brands.
For instance-BCCI deals with Nike for kit
sponsorship and Sahara Airlines for team
sponsorship.
 OBECTIVES OF EVENTS
 To identify with a particular target market or
life style.
 To increase awareness of company or product
name.
 To create or reinforce consumer perceptions of
key brand image associations.
 To enhance corporate image dimensions.
 To express commitment to the community or
on social issues.
 To entertain key clients or reward key
employees.
 To permit merchandising or promotional
opportunities.
THANK YOU