Designing Customer-Value

Driven Strategy & Mix:

Promotion
MM5003 Marketing Management
Ira Fachira, Ph.D
 Contents
1. Promotion
2. Promotion Strategies
Promotion
• https://www.youtube.com/watch?v=v9oqiFuilq8
Marketing Communications
The means by which firms attempt to inform,
persuade, and remind consumers –directly or
indirectly- about the products and brands that
they sell.
Marketing Communications

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

Brand Equity
• The added value endowed to products and
services.
• Reflected in how consumers think, feel, and act.
• Also reflected in prices, market share, and
profitability for the firm.
Communication Process
http://courses.unt.edu/kt3650_5/sld005.htm
Promotion Strategies
Developing Effective Marketing
Communication
Identify the target audience

Determine the communication objectives

Design the message

Choose the media

Select the message source

Identifying the Target
Market

What will How it will When it

be said be said will be said

Where it Who will

will be said say it
Determining the Communication
Objectives
Marketers seek a purchase response that results
from a consumer decision-making process that
includes the stages of buyer readiness
Response Hierarchy Models
An Ideal Ad Campaign
• The right consumer is exposed to the message at
the right time and place
• The ad causes consumer to pay attention
• The ad reflects consumer’s level of
understanding and behaviors with product
• The ad correctly positions brand in terms of
points-of-difference and points-of-parity
• The ad motivates consumers to consider
purchase of the brand
• The ad creates strong brand associations
Major Advertising Decisions
Determine the Communication
Objectives
1. Category need: To establish a product or
service in a category.
2. Brand awareness: To enable customers to
identify (recognize or recall) the brand within
the category.
3. Brand attitude: To create a positive perception
of the brand.
4. Brand purchase intention
Designing the Communication
• Message strategy: The content
• Creative strategy: How message is delivered
• Message source: Who deliver the message
(trustworthy, likeable, expert)
Tiger Woods-2010

https://www.youtube.com/watch?v=5NTRvlrP2NU
Tiger Woods-2013
Shaping the Overall Promotion
Mix
Select the Communication
Channels
• Personal communication channel: face-to-face,
person-to-audience.
• Non-personal communication channel: media,
sales-promotions, events, and publicity.
• Integration of communication channels
Possible Advertising Objectives
The Marketing Communications
Mix
Advertising Any Paid Form of Nonpersonal
Presentation by an Identified
Sponsor.

Personal Selling
Personal Presentations by
a Firm’s Sales Force.

Sales Promotion Short-term Incentives to

Encourage Sales.

Building Good Relations with

Public Relations Various Publics by Obtaining
Favorable Unpaid Publicity.

Direct Communications
Direct Marketing With Individuals to Obtain
an Immediate Response.
 Direct Marketing
Nonpublic, Immediate, Customized; Interactive
Public Relations
Believable, Effective, Economical; Underused by Many Companies
Sales Promotion
Provides Strong Incentives to Buy; Short-Lived
Personal Selling
Personal Interaction, Builds Relationships; Costly
Advertising
Reaches Many Buyers, Expressive; Impersonal
Nature of each promotional tool
Setting the Overall Promotion Mix
Indomie

http://www.indomie.com/
Pantene
Andien
Agnes Monica
Agnes Monica
Public Relations
Public relations involves building good relations
with the company’s various publics by obtaining
favorable publicity, building up a good corporate
image, and handling or heading off unfavorable
rumors, stories, and events

Public relations is used to promote product,

people, ideas, and activities
Major Public Relations Tools

News Speeches Special events

Corporate
Written Public service
identity
materials activities
materials

Social
Buzz marketing Internet
networking
Cost Effectiveness
Example