OBJECTIVES

At the end the lesson I will be able to Describe the Marketing Mix (7Ps) in
relation to the business opportunity vis-à-vis:
Product;
Packaging;
Price;
Promotion;
People;
Place; and
Positioning
 3.
PROMOT
ION
- the explicit communication strategy adopted by an
enterprise to elicit the:
patronage,
loyalty and
support
not only for its customers but also from its significant
stakeholders.
• Strategies to make the consumer aware
of the existence of a product or service
 3.
PROMOT
ION
PROMOTION
-encompasses all the direct communication efforts of the
enterprise such as:
advertising,
public relation campaigns,
promotional tours,
product offerings,
point of displays,
websites,
flyers,
emails,
letters,
telemarketing,
and others.
 3.
PROMOT
ION
PROMOTION
-also encompasses indirect communication efforts of the
enterprise through:
the quality of its products
the attractiveness of its packaging
the services rendered by its people
its location,
its office premises and branches,
and its pricing strategy.
 3.
PROMOT
ION
How to make an effective?
Effective promotion, depends on three critical
factors:

1. the credibility of the communicator;

2. the message and the medium of the message;

3. the receptiveness of the audience to all that is

being communicated.
 3.
PROMOT
ION
How to make an effective?
Before crafting promotion and communication strategy,
the communicator must profile the target audience very
well.

In business, this requires some research on:

 who exactly the market audience,
 what they are looking for, in a particular product
offering, and
 what it will take to convince to convince them to
purchase the product offering.
 3.
PROMOT
ION
How to make an effective?
For a business promoter, it is important to get a very positive emotional
reaction from the target audience.
All messages must make an impact on the target audience –
sensory,
emotional and
intellectual impact at that.
Therefore, all messages must
start from where the customers are,
not from where the enterprise is.
The only exception is when the enterprise has gained so much credibility
and loyalty from the audience that anything it says is taken as gospel truth.
 3.
PROMOT
ION
How to make an effective?
In developing promotional campaign,
the enterprise should start with the target audience in mind.
At the beginning of its operations,
the enterprise may have a very limited market to cover.

The narrower the market coverage is,

the more focused the promotion campaign should be.

Neighborhood flyers,
word-of-mouth promotion, and
house-to-house campaigns might suffice for highly localized business.
 3.
PROMOT
ION
How to make an effective?
For niche market like
vintage car enthusiast or
rare orchid’s growers,
trade magazines and
active participation in special trade shows
would be more effective in directly reaching this exclusive audience.

For the marketing of corporate services like

advertising,
business-process outsourcing, and
management seminars,
it is best to find contact persons,
write letters customized to the needs of the targeted corporate market,
and make impressive face-to-face presentations.
 3.
PROMOT
ION
How to make an effective?

As the target audience becomes bigger,

the marketer can shift from a rifle to a shotgun approach.
Such as:
 Electronic mails,
 websites,
 letter blasts,
 radio broadcasts,
 and print ads in certain publications.
 3.
PROMOT
ION
How to make an effective?
For mass markets the following would already be cost effective and
create quite an impact:
 television commercials,
 ubiquitous billboards,
 and high circulation broadsheets,
magazines or
tabloids.

The idea is to match the size of the market with the medium used and
the resources of the enterprise.

The enterprise should monitor the impact of its promotion campaigns.