PROMOTION DECISIONS

SERVICES MARKETING FRAMEWORK

CUSTOMER
EVALUATION

PRICE • SPECIFICATIONS •RELIABILITY

• PROCESS
CUSTOMER •RESPONSIVEN
• PEOPLE CUSTOMER
DIST • AMBIENCE/ ESS. SATISFACTION/
CRM
Physical evidence SERVICE DISSATISFACTION
•ASSURANCE
TECHNOLOGY& STANDARDS
PROMO •EMPATHY
EQUIPEMENTS
•TANGIBILITY
• Service
guarantee
• Complaint
management.
Promotion methods

• Personal Selling
• Advertising
• Sales promotion
• Events
• Public relations
and Publicity
• Direct marketing
The company which owns brands such as Nestle,
Maggi, Everyday, Bar-one, Nescafe, Maggi, Milo,
Bar-One, Milkmaid , Nestea,Munch, Kitkat, Milky
bar, Polo, Alpino, had a total income of Rs.11,550 cr
and a PBT of Rs.2428 cr in 2018 .

Their promotion spend for the year was Rs. 866

 Communication Platforms- methods
Advertising Personal Selling
• Print and broadcast ads • Sales presentations
• Packaging inserts • Sales meetings
• Motion pictures • Incentive programs
• Brochures and booklets • Samples
• Posters • Fairs and trade shows
• Billboards
• Logos
• Videotapes
 Communication Platforms-
methods
Sales Promotion Public Relations
• Contests, games, • Press kits
sweepstakes • Speeches
• Premiums • Seminars
• Sampling • Annual reports
• Trade shows, exhibits • Charitable donations
• Coupons • Publications
• Rebates • Community relations
• Entertainment
• Lobbying
• Continuity programs
• POP displays
 Communication Platforms
Events/ Experiences Direct Marketing
• Sports • Catalogs
• Entertainment • Mailings
• Festivals • Telemarketing
• Arts • Electronic shopping
• Causes • TV shopping
• Factory tours • Web sites
• Company museums • E-mail
• Street activities • Voice mail
Steps in Developing Effective
Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Measure results
Manage IMC
Developing Effective Communications
Understanding the Audience

1. Identify the Target Audience

a. Image analysis
• Familiarity scale

Never Heard of Know a Know a Fair Know

Heard of Only Little Bit Amount Very Well

• Favorability scale
Very Somewhat Indifferent Somewhat Very
Unfavorable Unfavorable Favorable favorable
Images of Three Hospitals (Semantic Differential)
Familiarity-Favorability Analysis
Developing Effective Communications– Contd.

2. Determine the Communication Objective

– Cognitive
– Affective
– Behavioral

Response-hierarchy models
Response Hierarchy Models
Developing Effective Communications… Contd..

3. Design the Message

– Message Content
•Rational appeals
•Emotional appeals
•Moral appeals
Developing Effective Communications.. Contd..
4. Select the Communication Channels

a. Personal Communication Channels

• Personal Selling , Word of mouth
• Direct mail, e-Mail, phone etc.

b. Non-personal Communication Channels

• Mass communication media channels

Developing Effective Communications… Contd..

5. Establish Marketing Communications

budget

– Affordable Method
– Percentage-of-Sales Method
– Competitive-Parity Method
– Objective- task approach 19-17
Developing Effective Communications… Contd..

6. Decide on media mix

•Marketing Goals/Objective
• Personal Selling
•Product
• Advertising
•Customer • Sales promotion
•Stage of PLC • Events
•Competition • Public relations
•Budget and Publicity
•Environment • Direct marketing
Developing Effective Communications… Contd..
7. Measuring results of the Promotion

• Pre and Post test marketing

• Post launch studies- market research
• Collecting performance data – sale/revenue,
cost, profit, market share etc.
8. Managing IMC through PLC
Decision issues in Advertising
• Why advertise ? Marketing and Advertising
objective
• When to advertise?
• To whom to advertise? Definition of the target
audience.
• Ad. Budget.
• Ad. Agency selection.
• What to communicate? Communication
theme.
• How to advertise- Media