Marketing promotion strategies

What is a promotion?
 Promotion is the element in an
organisation’s marketing mix that
serves to inform, persuade and remind
the market about the organisation
and/or its products.
The promotional mix
 Personal selling: the presentation of a
product to a prospective customer by a firm’s
sales executive.

 Advertising: paid, non-personal mass

communication, in which the sponsor is
clearly identified.
The promotional mix
 Sales promotion: demand-stimulating activity
designed to supplement advertising and co-
ordinate personal selling.

 Publicity: a non-paid form of advertising that

uses mass communication to stimulate
demand.
 The Promotional Mix

 Public relations: a planned communication

effort by an organisation to contribute to
generally favourable attitudes and opinions
toward an organisation and its products.
 Choosing the right form
of promotion

 Marketers need to consider:

 The target market.
 The nature of the product.
 The stage of the product’s life cycle.
 Money available for the promotion.
 Reaching the target
market
 Marketers need to identify whom they are
trying to influence.
 Determine customer’s readiness to buy.
 Awareness
 Knowledge
 Liking
 Preference
 Conviction
 Purchase
The Product Life Cycle
 Push vs pull strategy
 Push Strategy
• Producer creates demand for product.
• Aims promotional activity to channel
member(s)
• Each channel member promotes to next
channel member
• Demand ‘pushed’ down distribution
channel.
• Consumer influenced by retailer’s
advertising.
 Push vs pull strategy
 Pull Strategy
• Producer creates demand for product
• Aims promotional activity directly at the
consumer
• Consumer demands product from retailer
• Demand ‘pulled’ up the distribution
channel.
 Push vs Pull strategy
PUSH STRATEGY

Producer Wholesaler Retailer Consumer

PULL STRATEGY

Producer Wholesaler Retailer Consumer

Product flow Promotion effort