MGT2002

Marketing Research &

Marketing Management

Marketing Mix
Promotion

© 2021 C. Gangatharan – VIT Jan 31, 2022 - Mon MGT2002 – Marketing Research & Marketing Management
 Promotion - meaning

The communication with customers about products and

services to create demand and encourage purchases.

 Promotion compasses all the tools in the marketing

mix whose major role is persuasive communications
(Kotler)

 Promotion includes: advertising, personal selling,

sales promotion and other selling tools.
(Stanton)

© 2021 C. Gangatharan – VIT Jan 31, 2022 - Mon MGT2002 – Marketing Research & Marketing Management
 Promotion Mix - elements

 Advertising
 Personal Selling
 Publicity
 Public relations
 Sales Promotion

All of the above components when used in combination constitute

a Promotional Mix of a firm or organization.

© 2021 C. Gangatharan – VIT Jan 31, 2022 - Mon MGT2002 – Marketing Research & Marketing Management
 Advertising

Any PAID form of NONPERSONAL presentation of

ideas, goods, or services made by an IDENTIFIED
SPONSOR.
• Building awareness (informing)
• Creating favorable attitude (persuasion)
• Maintenance of loyalty ( reinforcement)

© 2021 C. Gangatharan – VIT Jan 31, 2022 - Mon MGT2002 – Marketing Research & Marketing Management
 Personal Selling

PERSONALIZED, TWO-WAY COMMUNICATION

with a customer in the process of exchanging
merchandise for money or credit.

• Sales generation
• Feedback and market information collection
• Customer service
• Support activities

© 2021 C. Gangatharan – VIT Jan 31, 2022 - Mon MGT2002 – Marketing Research & Marketing Management
 Personal Selling

• Major form of promotion

• Very expensive because it requires individuals
to make contact with potential customers
• Designed to complete the sale once a customer
has been attracted to a business by advertising,
visual merchandising, publicity/public relations,
or special events

© 2021 C. Gangatharan – VIT Jan 31, 2022 - Mon MGT2002 – Marketing Research & Marketing Management
 Sales Promotion

Visual merchandising
Attractive and appealing physical display of
merchandise combined with effective store layout and
décor.
• Entices customers to enter the store
• Enhances store image
• Effectively presents the merchandise that the store
has to offer
• Shows customers how to wear and accessorize
merchandise
© 2021 C. Gangatharan – VIT Jan 31, 2022 - Mon MGT2002 – Marketing Research & Marketing Management
 Publicity

NEWSWORTHY
INFORMATION about a
company, product, or
person placed in the
media AT NO CHARGE
with the purpose of
creating a desired image.

© 2021 C. Gangatharan – VIT Jan 31, 2022 - Mon MGT2002 – Marketing Research & Marketing Management
 Publicity
• Free and Carried by mass media. Mass media are those instruments
of communication designed to reach the mass of the people.
• Must be newsworthy to earn media space and time
• Must be timely, have local interest, and appeal to medium’s audience
• Seems more credible to consumers than advertising
• Company has little control over content of message or how it is
presented to the public
• Can have a good or bad result
• Helps make styles, manufacturers, retailers, trends, or designers better
known to the public
© 2021 C. Gangatharan – VIT Jan 31, 2022 - Mon MGT2002 – Marketing Research & Marketing Management
 Press Release

A written news story sent as publicity to a newspaper

or magazine.

• Used to create public awareness of store openings,

civic events at store locations, or announce employee
promotions
• Used to create a positive image and awareness about
a company, designer, or product

© 2021 C. Gangatharan – VIT Jan 31, 2022 - Mon MGT2002 – Marketing Research & Marketing Management
 Public Relations

Activities designed to build positive relations with

the customers, employees, and the community.

• Participation in community programs

• Effective PR can help build a positive
image for a company, but cannot cover
up bad news.

© 2021 C. Gangatharan – VIT Jan 31, 2022 - Mon MGT2002 – Marketing Research & Marketing Management
 Special Events

Promotional activities designed to increase customer

traffic, sell goods, and improve company image.

• Fashion shows
• Trunk shows
• Special sales
• Celebrity appearances

© 2021 C. Gangatharan – VIT Jan 31, 2022 - Mon MGT2002 – Marketing Research & Marketing Management
 Coordinating the
promotional mix elements

• Most businesses rely on more than one form of

promotion to achieve promotional goals.
• The promotional mix is based on product
characteristics and the existing market for the
product.
• The promotional mix changes over time, just as
products and consumers change.

© 2021 C. Gangatharan – VIT Jan 31, 2022 - Mon MGT2002 – Marketing Research & Marketing Management