ASSIGNMENT ON MARKETING MANAGEMENT

TOPIC:-PROMOTION MIX

SUBMITTED BY:MANJEET SINGH MBA 2nd SEM. 1274048

PROMOTION MIX
Promotion mix is the process of communication between the company that sells the product and the potential customer, with the purpose of influencing the attitudes and behavior. There are specific promotional tool that are supporting chosen promotional goal. The promotion mix represents a combination of different promotional tools. The basic elements of promotional mix are Advertising, Public Relationship, Personal Sales and Sales Promotion.

1. Advertising is communication with current and potential customers and consumers, done
through paid mass media. The channels of communication can be TV, radio, Internet, billboards, etc.

2. Public Relationship (PR) is communication toward public, but is turned more to reputation
and image of the company, than to its products. The PR activity can be a press conference, TV interview with company representative, press article about donation of the company to charity.

3. Personal Sales is a way of promotion activity where sales representative is directly contacting
the customer. This person-to-person contact has the goal of direct promotion of the product and conclusion.

4. Sales Promotion represents a set of different promotional activities that has the goal of
animating customers for purchasing. This can be value offer (discount), quantity offer (2+1), prize drawings, merchandising, direct contact by animators in retail outlet, etc. 5. The approach to promotion can be different. The push strategy is transferring the supply pressure downstream through sales channels. 6. The pull strategy is approaching the consumer directly. The consumer's demand is then creating request for product through supply channel upstream. Usually these two approaches are interlacing. In the early stage of product life the pull strategy is more dominant. 7. Later, when the market is saturated with own and competitor's products the push strategy is predominant.

Advantages and Disadvantages of Each Element of the Promotional Mix

Mix Element Advertising

Advantages Good for building awareness Effective at reaching a wide audience

Disadvantages Impersonal - cannot answer all a customer's questions

Repetition of main brand and product Not good at getting customers to positioning helps build customer trust Personal Selling Highly interactive lots make a final purchasing decision

of Costly - employing a sales force has

communication between the buyer and many hidden costs in addition to seller wages

Excellent for communicating complex / Not suitable if there are thousands detailed features Relationships can be built up product information and of important buyers

important if closing the sale make take a long time Sales Promotion Can stimulate quick increases in sales If used over the long-term,

by targeting promotional incentives customers may get used to the effect on particular products Good short term tactical tool Too much promotion may damage the brand image

Public Relations

Often seen as more "credible" - since Risk of losing control - cannot the message seems to be coming from a always control what other people third party (e.g. magazine, newspaper) Cheap way of reaching many write or say about your product

customers - if the publicity is achieved through the right media