INTRODUCTION

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.[1]

The following are two types of Promotion:

 Above the line promotion: Promotion in the media (e.g. TV, radio,
newspapers, Internet, Mobile Phones, and, historically, illustrated
songs) in which the advertiser pays an advertising agency to place
the ad
 Below the line promotion: All other promotion. Much of this is
intended to be subtle enough for the consumer to be unaware that
promotion is taking place. E.g. sponsorship, product placement,
endorsements, sales promotion, merchandising, direct mail,
personal selling, public relations, trade shows

The specification of five elements creates a promotional mix or

promotional plan. These elements are personal selling, advertising, sales
promotion, direct marketing, and publicity.[2] 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. Fundamentally, however
there are three basic objectives of promotion. These are: 1.) To present
information to consumers as well as others 2.)To increase demand 3.)To
differentiate a product.[3]

There are different ways to promote a product in different areas of

media. Promoters use internet advertisement, special events,
endorsements, and newspapers to advertise their product. Many times
with the purchase of a product there is an incentive like discounts, free
items, or a contest. This is to increase the sales of a given product.

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
 CONCEPT
A business' total marketing communications programme is called the
"promotional mix" and consists of a blend of advertising, personal
selling, sales promotion and public relations tools. In this revision note,
we describe the four key elements of the promotional mix in more detail.

It is helpful to define the four main elements of the promotional mix

before considering their strengths and limitations.

(1) Advertising

Any paid form of non-personal communication of ideas or products in

the "prime media": i.e. television, newspapers, magazines, billboard
posters, radio, cinema etc. Advertising is intended to persuade and to
inform. The two basic aspects of advertising are the message (what you
want your communication to say) and the medium (how you get your
message across)

(2) Personal Selling

Oral communication with potential buyers of a product with the

intention of making a sale. The personal selling may focus initially on
developing a relationship with the potential buyer, but will always
ultimately end with an attempt to "close the sale".

(3) Sales Promotion

Providing incentives to customers or to the distribution channel to

stimulate demand for a product.
(4) Publicity:The communication of a product, brand or business by
placing information about it in the media without paying for the time or
media space directly. otherwise known as "public relations" or PR.

Advantages and Disadvantages of Each Element of the

Promotional Mix
Mix Element Advantages Disadvantages
Advertising Good for building awareness Impersonal - cannot answer all a
customer's questions
Effective at reaching a wide audience
Not good at getting customers to
Repetition of main brand and product make a final purchasing decision
positioning helps build customer trust
Personal Selling Highly interactive - lots of Costly - employing a sales force has
communication between the buyer and many hidden costs in addition to
seller wages

Excellent for communicating Not suitable if there are thousands of

complex / detailed product information important buyers
and features

Relationships can be built up -

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 on customers may get used to the effect
particular products
Too much promotion may damage
Good short term tactical tool the brand image
Public Relations Often seen as more "credible" - since Risk of losing control - cannot
the message seems to be coming from always control what other people
a third party (e.g. magazine, write or say about your product
newspaper)

Cheap way of reaching many

customers - if the publicity is achieved
through the right media

 
 ECO FRENDLY MOTOR BIKES
Environment Friendly motor bikes was created in response to
the need of developing a global electric vehicle market. Global
energy demand, driven by emerging economies and decreasing
petroleum reserves, makes it important that we explore
alternative transportation now! Electric vehicles (EV) will
address the basic energy issue and give us the most “green”
value for money spent. They will help other problems such as air
pollution, global warming and rising energy costs as well!
 FINDING AND SUGGESTION
Among this eco friendly motor bikes yobikes is popular in India
With the hike in the automobile fuel prices straining your budget, it is
only wise to look at new source of economical, pollution-free, safe and
easy to handle mean of personal transport. YObykes are battery-
operated, economical, and Zero Tail Pipe Emission two wheelers.
YObykes are based on electrical technology where the rechargeable
battery replaces the conventional engine. YObykes can be charged as
easily as a mobile phone wherever electric power connection is
available. Once fully charged Yobykes can travel up to 75kms* in one
charge depending on the load, speed & road condition. What’s more, for
a fractional cost of just Rs 50 YObykes can runs for 500kms*. This
means forever freedom from the expensive petrol.

Innovation and practices

PETROL VS ELECTRIC VEHICLES

» Well to wheel energy efficiency:

EV is more than 200%* efficient than the
gasoline vehicles because
 - On applying the brakes, the power is cut
of and therefore, the
  energy is saved
- Energy transfer from battery to motor
(which drives vehicle directly)
  is through electronic solid state devices
resulting in negligible loss
  of energy
- Drive motor can be started from Zero
speed, thereby saving energy
   when vehicle is idle You use more, but
pay less!

GREENHOUSE GASES EMISSION

» ZERO tail pipe emission - Electric Vehicles
Unlike petrol two-wheelers, the eco-
friendly YObykes don’t add to your city’s
air-pollution and noise-pollution. This is
because YObykes are battery-operated Zero
Tail Pipe Emission two wheelers (ZEV’s),
which prevent harm to the environment and
make the earth a better place to live.
» Petrol Two Wheeler
- A liter of Petrol on combustion releases
2.33 kg of CO2
- Petrol two-wheeler runs 50 km in 1 liter à
to run 75 km it requires
   1.5 liters of petrol
- CO2 emitted at by a petrol two-wheeler in
75 km is as high as
  3375 gm

With benefit as above why should one pay for the inefficiency of petrol
vehicle? Bread the moulds, leave the conventional. Shed the ordinary.
Make a smart decision. Switch over to a better way, a green way -
Personal Electric Vehicle (PEV) - YObykes.
ADVANTAGES
>> It doesn't run on black gold - PETROL.. It runs on BATTERY...
>> Once fully charged it can go upto 50 odd km (as claimed by the
company)
>> With its light weight.. It is easy to handle for the learners..
>> It needs very little maintainance as compared to petrol vehilces..
So.. Can prove economical too..
>> It is absolutely pollution free..

But it has several DISADVANTAGES too...

>> At 25000 bucks and more... The price is a bit too much for a battery
driven vehicle..
>> It gives you very less power..
>> It total carrying capacity is 75kg or so... That means doubling is a
bit difficult..
>> On heavy loads its motor can burn... and the motor has a 1 year
gurantee only.. So.. if by chance it burns... It can be a huge problem...
>> It has a top speed of just 25 kmph... Which I guess is a bit low..
>> When its ignition is ON.. It doesn't need to be started like petrol
vehicles.. Just accelerate it.. and it moves.. This MAY cause
accidents.. (Though few models now have a switch)
CONCLUSION
 BIBILIOGRAPHY

1.GOOGLE SEARCH ENGINE

2 .MARKETING MANAGEMNT BOOK BY PHILIP KOTLER