PROMOTION MIX ,

INTERNAL AND EXTERNAL

COMMUNICATION
Group 12:-
Venkata Suuresh -40
Nandita Sadani - 48
Dinesh R -
Mithun Kumar Patnaik -
INTEGRATED SERVICES MARKETING
COMMUNICATION
When using multiple channels , message needs to unified
Customer of service is target of two types of
communication : External Communication , Interactive
Marketing communication ( Employee gives to customer )
Challenge :-
1. Inadequate Management of services promises
2. Inadequate management of customer expectation. Eg :
Mcdonalds Smiling ad
3. Inadequate customer education
4. Inadequate internal Marketing Communication
Service Marketing Triangle
Approaches for Integrating Services
Marketing Communication
Internal Communication
A comapnies internal customers includes its
front line personnel’s , its employees, different
functional departments and management.
Internal communication is the function
responsible for effective communication
among participants within an organization.
Internal communication enhance
understanding and cooperation among the
employees of same departments and between
the employees of different departments.
Types of Internal Communications

Emails
Newsletters
Internal storyboards
Memos
Colorful letters created by digital printing
The modes of IC practice, arranged along a
spectrum from the tactical to the strategic
Benefits of effective internal communication
Employee can make more decisions
Staff can identify better with the goals, mission
and procedures of the organisation
Programmes and departments share more
resources and information
Day-to-day conflict can be reduced
Main principles of effective internal
communication
Develop a long-term focus
 Identify clear values for your organisation
 Define the specific goals for your internal
communication strategy
 Use comprehensive, pervasive methods
 Be consistent in your messages
• Maintain a customer focus throughout all functions 7.
• Create cross-functional teams of sales, service, and operations people when developing new 6.
services or engaging in service improvements
• Align back-office and support personnel with external customers through interaction or 5.
measurement
• Create effective horizontal communications 4.
• Create effective upward communication 3.
• Sell the brand inside the company 2.
• Create effective vertical communications 1.
communication
Approaches to manage internal
External Communication
The exchange of information and messages
between an organization and other organizations,
groups, or individuals outside its formal structure.
Goals :- To facilitate cooperation with groups such
as suppliers, investors, and stockholders, and to
present a favorable image of an organization and
its products or services to potential and actual
customers and to society at large.
Channels used for external Communication
Face-to-face meetings
Print or broadcast media
Electronic communication technologies such as
the Internet.
External communication includes the fields of PR,
media relations, advertising, and marketing
management.
Modes and Media of Communication
Type of communication Internal External
Communication Communication

Oral Communication Intercom (Phones) Call Center, Telephone

Written Communication Internal memos , Notice Magazine, Companies

Board Newsletters, Reports

Face to Face Presentations, Seminars , Presentations, Seminars ,

Communication Meetings Meetings

Media Communication Internet, Intranet, E-mail, Internet, E-mail, Office

Website Website

Online Communication Nil Advertisement on Print

media, TV, Radio
Promotion
Promotion is one of the four elements of marketing mix
(product, price, promotion, distribution). It is the
communication link between sellers and buyers for the
purpose of influencing, informing, or persuading a
potential buyer's purchasing decision.
The term "promotion" is usually an "in" expression used
internally by the marketing company, but not normally to
the public or the market - phrases like "special offer" are
more common. An example of a fully integrated, long-term,
large-scale promotion are My Coke Rewards and Pepsi
Stuff. The UK version of My Coke Rewards is Coke Zone.
Promotion Includes
 Informing, educating, persuading, reminding customers
 Marketing communication tools
 Media elements (print, broadcast, outdoor, retail, the Internet, etc.)
 Personal selling, customer service
 Sales promotion
 Publicity/PR
 Imagery and recognition
 Branding
 Corporate design
 Content
 Information, advice
 Persuasive messages
 Customer education/training
Three basic objectives of promotion
To present information to consumers as well as
others
To increase demand
To differentiate a product
Types of Promotion

Above the line Promotion:- Promotion in the

Media
Below the line Promotion:-All other Promotion.
Eg. Sponsorship, Sales Promotion, Product
placement, Endorsements, Promotion ,
Merchandising, Direct Mail, Personal Selling,
Public Relations, Trade shows
Steps for Developing Promotional Strategy
Figuring out who Decide on your Deciding the
are you product target audience

What do you
Deciding how to Getting your want to
say it message across accomplish your
strategies

Taking your
Deciding how to
message to the Follow up
present it
audience
Promotional Mix
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, including: sales increases, new product
acceptance, creation of brand equity, positioning,
competitive retaliations, or creation of a corporate
image
Promotional Mix
Five elements of Promotional Mix
Personal selling
Advertising
Sales promotion
Direct marketing
Public Relations
Corporate Image
Exhibitions
Promotional Message
A marketing strategy developed by
a business to promote a product or service.
 A promotional message can come in many forms,
such as a television or magazine advertisement, or
a slogan on a product package.
Meant to get across a certain message about the
good or service the company is promoting.
Important Trends in Media
Convergence
Interactivity
Creativity
Optimization
 
 

Factors that determine the type of promotional tools used

Resource availability and the cost of each

promotional tool
Market size and concentration
Customer information needs
THANK YOU