SESSION – XV

The Second ‘P’ - Promotion

Marketing Management
by A N Bhattacharya, SOIL, Gurugram
What will we cover in this session……………

• Recap of the Ansoff’s Matrix (10 mins)

• The Second P – Promotion (10 mins)

• Breakout Room Activity (10 mins + 5 mins)

• The 6M Model of Communication (25 mins)
• One Way vs Two Way Communication (25 mins)
• Recap of today’s topics (5 mins)
Ansoff’s Growth Strategies Matrix
Existing Product New Product
Existing Market
Market Product
Penetration Development
Strategy Strategy
New Market

Market
Diversification
Development
Strategy
Strategy
 What do you mean by ‘PROMOTION’?

How organizations communicate with selected customers

about the product/service positioning
Possible steps during communications?

I: Create Product/Service Awareness

(Syska- https://www.youtube.com/watch?v=HlVWLH_vyZI)

II: Knowledge about Product/Service features

(Maruti- https://youtu.be/WA-XZKubYhw)

III: Develop interest in trial purchase by communicating value

(Netflix : https://youtu.be/fJ3cE6Hzg3Q)

IV: Reinforcement for keeping the customer

(Pepsi - https://www.youtube.com/watch?v=Ior6SXL35NY )
 Breakout Room Activity

• Time : 10 mins
• Groups to evaluate pros & cons of promotion through –
• Newspaper (Print media)
• Television (Audio-Visual Media)
• Email (Digital Media)
• Salesperson (Face-to-Face)
• Sharing & Debrief: 5 mins
 Communication Options

Addressable/ Salesperson
Customized
Catalogues
Infomercials

Direct
Mail

Newspaper

TV
Ads Radio

MASS

One-Way Two-Way Two-Way

Message With time lag Instantaneous
 The 6 M – Model for Communication Strategy

Mission Media Measurement

• To whom is the • What are the • How much will
communication • What is the specific points • Which vehicle/s be spent in the • How will impact
to be addressed objective of the to be will be used to effort be assessed
communication communicated convey the after the
message campaign
Market Message Money
Recap of today’s topics

• What is Promotion
• The 6M Model of Communication

• One Way vs Two Way Communication