Professional Documents
Culture Documents
OF A PRODUCT
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W HAT
IS COMMUNICATION MIX ?
Marketing Communication Mix is the "Promotion" of the Marketing Ps and covers every method and medium of communicating with your target audience. In many ways, the marketing communication mix is the heart of your marketing strategy around which everything else in sales and marketing is predicated. If business consists of creating value and creating customers, Marketing Communication (MARCOM) covers exactly how you are going to create customer by taking your value message to the market.
D EVELOPING
ADVERTISING CAMPAIGN
T HE FIVE M S OF ADVERTISING
MESSAGE
Message generation
MONEY
Factor to consider Stage in PLC
Market share & consumer base Competitors and clients Advertising frequency Product substitutes
Measuremen t
Commerciali zation Sales impact
MEDIA
Reach frequency & impact Major media types Specific media vehicles Media timing Geographical media allocation
Advertising frequencies
Product substitutability
Message generation
Message execution
Copy testing
1.pretesting 2. post testing
Sales impact
S ALES
PROMOTION
W HAT
IS SALES PROMOTION ?
Sales promotion is any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product or service.
Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase.
T ECHNIQUES
Price discounts or price-off deals, Bonus pack and Banded pack, Coupon, Contests, Sampling, Free gifts etc. Suppose you go to the market to buy soap. The shopkeeper suggests that if you buy two soap cakes, an extra soap cake will be given to you free of cost under buy 2 get 3 scheme. You feel attracted to buy as by doing so you are saving money on one soap. Moreover, soap is an item which is required on a regular basis, and so you can keep the extra two cakes to be used later .
P URPOSE
OF SALES PROMOTION
1.P USH
STRATEGY
Typical tactics employed in push strategy are: Direct selling, buy-back guarantees, free trials, contests, specialty advertising items, discounts, displays, and premiums.
2. P ULL
STRATEGY
6.frequency programs
7. prizes 8. warranties
C ONT ..
9. Tie up promotions
Selecting trade promotional tools Selecting business and sales force promotional tools Developing the program Pretesting the program Implementation and evaluating the program
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