PROMOTION MANAGEMENT

By: Priyanka Dang Subrata Jadon Prashant Gupta Farid Ashraf Anurag Prashant

OVERVIEW:-

2.WHY

4.TOOLS

6.STRATEGIES

1.WHAT

3.FACTORS

5.PROCESS

7.CASE STUDY

TV. . newspapers.g. internet) in which an advertising agency is hired to place the advertisement.TYPES OF PROMOTION • Above the line Promotion: Promotion in mass media (e. radio.

• Below the line Promotion: All other means of Promotion. . mostly in a subtle enough way such that even the consumer is unaware(Testimonials. Sales promotion).Contd.

personal letters on other methods”. It may include an advertising campaign. setting up competitions with attractive prizes. telemarketing.Defining PROMOTION  “An activity designed to boost the sales of a product or service. temporary price reductions. offering free gifts or trading stamps. arranging demonstrations or exhibitions. increased PR activity. . door-to-door calling. a free-sample campaign.

• All communications are action oriented. both have to be actively involved . For communication to be effective.the sender and the receiver. It is important to note that in the communication process there are two individuals.

. All have the same essence in them-“buy me“. public relations.• PROMOTION means all those tools that a marketer uses to take his product from the factory to the customer and hence involves advertising. sales promotion. publicity and merchandizing. personal selling.

WHY PROMOTION .

AWARENESS TARGET AUDIENCE CONVICTION 6. LIKING TRIAL 7.IPR MODEL 1. PREFERRENCE 3. KNOWLEDGE 4. . 2. COMPREHENSION 5.

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CONSUMER RESPONSE HIERARCHICAL MODEL LEVIDGE AND STEINER’s MODEL AIDA MODEL EVERETT M. ROGERS MODEL AWARENESS AWARENESS AWARENESS INTEREST EVALUATION TRIAL KNOWLEDGE INTEREST LIKING PREFERENCE CONVICTION DESIRE ACTION ADOPTION PURCHASE .

AS FINANCIAL INVESTMENT .

JOHNNIE WALKER .

AXE .

Promotional Strategy objective: — attention of NEW CUSTOMERS Seek — Increase MARKET SHARE — Boost BRAND-NAME recognition — Create sales leads — Highlight the ‘X’ factor — Coaxing decision makers .

Promotion Opportunity Analysis • • • • • COMPETITORS OPPORTUNITIES TARGET MARKETS CUSTOMERS PRODUCT POSITIONING .

.COMPETITORS ANALYSIS • When examining competitors. the objective is to discover who the competition is and how they are attacking the marketplace.

about the market. • Whether a market niche is not being targeted with effective marketing communication.OPPORTUNITIES ANALYSIS • This includes carefully watching for new market opportunities examining all of the available data and info. .

TARGET MARKETS ANALYSIS • From finding new markets. now the focus shifts as to how to target this potential market. WHIRLPOOL targeting rugged. evaluating their needs and wants. carefree and uninhibited Youth .

and how they evaluate a product after purchase. where they buy. . why they buy .CUSTOMERS ANALYSIS There are three types of customers to study: 1) Current company customers 2) Competition customers 3) Potential new customers The point is to understand how people in each group think.

PRODUCT POSITIONING ANALYSIS The seven possible positioning strategies are: • • • • • • • Attributes Competitors Use or Application Price-Quality Relationship Product user Product class Cultural Symbol .

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