PROMOTION –

COMMUNICATION POLICY
 MARKETING MIX
• 4 P’s of Marketing
• Product
• What does the customer want from the product, does it satisfy any needs, what features does it have?
• Price
• What is the value of the product or service to the buyer, are there established points, will the customer
be price sensitive, what discounts are applicable, how is it comparable to your competitors
• Place
• Where do buyers look for your product, will it be available in a boutique, supermarket, or online?
• Promotion
• Where and when can you get your marketing messages across to your target market? Will you
advertise online, in press, on TV, on radio or on billboards to reach your audience, when is the best
time to promote?
 PROMOTION
• Is any form of communication a business or organization uses to inform, persuade or remind
people about its products and improve its public image.
• To explain the major features and benefits of its products (especially in relation to
competitors)
• To tell where the products are sold
• Answer customer questions
 PROMOTION
• 4 TYPES OF PROMOTION
• Advertising
• Is any paid form of non-personal presentation and promotion of ideas, goods or services by an
identified sponsor. It uses a set format to carry the message identifying the sponsor.
• Sales Promotion
• Is the process of persuading a potential customer to buy the product, it is designed to be used as a short
term tactic to boost sales
• Contests, coupons, freebies, premiums, prizes, rebates (customer, sales staff, or distribution channel members:
retailers)
 PROMOTION
• 4 TYPES OF PROMOTION
• Personal Selling
• Businesses use people (sales force) to sell the product.
• The sellers promote the product through their attitude, appearance and aim to inform and encourage
the customer to buy or at least try the product
• Perfume and cosmetic counters
• Publicity / Public relations / Marccoms Strategy
• The objective is to keep your brand in front of people even beyond paid ads. Or to build an image
• Press releases for a major change or product launch
• Tools are: Press conferences, features news reports and newsletters
 Advertising
Personal
Publicity Selling

Sales Promotion
 COMMUNICATION POLICY
• Guidelines and policies are established to help ensure that information given out to the
customers are accurate, truthful, effective and consistent
• Scope and limitation of promotion,
• Requirements
• Social responsibility
• “our marketing communications must always be ethical and transparent, with respect for human
dignity and generally prevailing standards of taste and decency”,
• “we must respect users’ privacy and always obtain consumer consent before sending out direct digital
marketing communications”.
 COMMUNICATION POLICY
• Requirements
• Health and Safety
• “our marketing communications must not claim that alcohol can prevent, treat or cure any human
disease, or make reference so such claims”
• Children and Young People
• “Our marketing communications must only be addressed to persons above the legal drinking age”
INTERNET MARKETING
(SOCIAL MEDIA)
 INTERNET MARKETING (SOCIAL
MEDIA)
• Refers to advertising and marketing efforts that use the Web and email to drive direct sales
via electric commerce.
• Web Marketing – includes e-commerce web sites, online advertising on search engines
• Email marketing – involves both advertising and promotional marketing efforts via email
messages to current and prospective customers
• Social media marketing – via facebook, twitter, youtube etc.
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