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Promotion Mix

Promotion Mix

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Published by: Devu13 on May 30, 2011
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11/09/2012

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Marketing Management

Assignment on

Promotion Mix
Submitted by: Annie Mampilly BBA LL.B (Hons.) Semester IV Roll No. 7 Schoole of Legal Studies Cusat

Set of tools used by business Effective communication of What is PROMOTION MIX ? benefits of products or services Part of wider ‘Marketing Mix’ .

Importance of Promotion Mix For the survival of a firm in today’s market Effective communication with the customer about a firm’s product or service Manage this within the firm’s budget .

A Successful Promotion Mix Balance of tools in a planned and structured manner Selection of the right mix of promotional activities Combination depends on 1) Target audience 2) Message to be communicated .

Tools of Promotion Mix? Advertising 1) 2) Public Relations Sales Promotion Direct Marketing Personal Selling 3) 4) 5) .

Advertising To improve target audience with information (creating awareness) To persuade them to buy from the firm (promoting product & company benefits) To reinforce existence (by constantly repeating key messages) It is to be conducted regularly in a consistent & recognizable manner .

Public Relations Sustained attempt to develop the reputation of a business Cost effective method of promoting business Position business more prominently To announce new product launches. etc : News or press releases -> media Articles -> trade journals/local newspapers Sponsorship/Charitable donations . change in opening times of company.

usually short-term promotion Helps to move old stock Sales Promotion Merchandise new products Encourage repeat buying Motivate staff A means of attracting new customers .Specific.

Popular technique to target specific customer groups Direct Marketing Flexible way to deliver messages Overall success can be directly measured in terms of response received Collection of information on customers (accurate) Time consuming .

Personal Selling Most effective form of promotion Face – to – face relation with the customers Understanding the needs of customers & feeding back this knowledge to the business entity Time consuming .

Factors influencing the combination Analysis of the target audience Message to be communicated Budget of the firm Development plans Identification of actions that the audience may take on receiving the communication Monitor and measure the results .

1) Decision on how the products and services can be packaged Develop a profile of the target audience Set the objective Decide what image of the product/service firm’s wants the audience to retain Settle on budget How the message has to be delivered A ten-step checklist 2) 3) 4) 5) 6) .

7) Decide what actions the firm wants audience to take as a result of receiving communication 8) Means of measuring and controlling the plan once it is developed 9) Undertaking the promotional plan Measure what has been achieved against the original objectives that had been set 10) .

OU Y ...NK HA T .

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