1. 2. 3. 4. 5. 6. 7. 8.

Identifying the Need Identifying the Right Promotion Program Enlisting the Involvement of Salesmen Enlisting the support of the Dealers Enlisting the Advertisement Agencys Support Maintaining the Tempo Timing of the Campaign Coordination with other elements of Promotion

Identifying the Need ( Eg:Extra Sales, Offload accumulated stocks, regain loosing consumer interest, counter competitors offer) Identifying the right promotion program ( Eg: Free samples, contest, sweepstakes ) Enlisting the involvement of salesmen ( Salesmen to be briefed on the campaign ) Enlist the support of dealers ( POP materials and the product under campaign will get the required prominence if the dealer so desires)

Enlisting the advertising agencys support (Since heavy budget is spent for SP campaign, ensure that they benefit from the experience and expertise of their agency) Maintaining the tempo ( Ensure that the initial tempo built around the program be maintained through the entire period of the campaign, through Adv and POP) Timing of the Campaign ( Prime factor Sales need of the company. But the firm also has to consider other factors like seasonality of purchase of the product, climate conditions, festival seasons etc) Coordination with other Elements of Promotion (Advertising, Personal selling, Publicity )

 Kind

of Product

(FMCG-TV, Industrial-Sales Engineers)

Buyer

( Educated Demonstrations or Instructions, contest and quizzes)

Nature

and Size of Market

(Purchasing power of potential customers,geographical location, population)

Stages

in PLC Management Policy Budget Allocation Available Government Regulations

(The commodity rates must be specified on the package, incase of medicine drugs contents and date of mfg,date of expire and price must be specified)

1. Establishing Objectives 2. Selecting the Tools

i) Selecting Consumer Promotion Tools

ii) Selecting Trade Promotion Tools

iii) Selecting Business and Sales Force Promotion Tools

3. Developing the Program

i) Size (Incentive Size)

ii) Condition( Establishing conditions for participation)

iii) Duration iv) Distribution Vehicle (coupons distributed in packages,in stores, mail) v) Timing (BMs develop calendar date for annual promotions) vi) Sales Promotion Budget

4. Pre-testing the Program 5. Implementing and Controlling the Program 6. Evaluating Results

 Sales

Force Participation

( Incentives, Contest, Sales meetings, Salesmens conventions

and conferences, Training Programs, Sales Rallies)

Dealer

Participation

i) Maximum Cooperation ii) Providing Location and Display

iii) Free Samples

iv) Seed Exchange v) Coupon offer vi) Price Reduction

vii) Competition
viii) Premium offers ix) Field Demonstrations and Group discussions

 Pull

Strategy Push Strategy Push-Pull Strategy Sustaining Promotional Strategy Developmental Promotional Strategy Promotional Appropriation PLC Strategy Cross Promotion Surrogate Selling Bait and Switch Advertising

 Single

Country Multiple Country Borderless

 Communication/Promotion

is one of the element of Marketing Mix. Promotional Activities include Advertising, Sales Promotion, Personal selling and public relations. Integration of all these promotional tools along with the other components of marketing mix to gain edge over competitor is called Integrated Promotion.

Review of Marketing Plan

Promotional Program Situation Analysis

Analysis of the Communications Process Budget Determination Develop Integrated Marketing Communications Programs

Advertising
Advertising Objectives Message Strategy

Sales Promotion Sales Promotion Objectives

PR/ Publicity PR/ Publicity Objectives

Personal Selling Personal Selling Objectives

Direct Marketing Direct Marketing Objectives

Internet/ Interactive Internet/ Interactive Objectives

Sales Promotion Strategy

PR/ Publicity Strategy

Personal Selling Strategy

Direct Marketing Strategy

Internet/ Interactive Strategy

Integration & Implementation of Marketing Communications Strategies Monitor, Evaluate & Control Promotional Program

 Coordinating

SP & Adv Coordinating PS with other promotional tools Coordinating PS & Adv Coordinating PS & PR Coordinating PS & Direct Marketing Coordinating PS & SP Coordinating PS with the Internet

 Budget

Allocation Coordination of Ad and Promotion Themes Media support and Timing

 Website

Design Sales Page Designing E-mail Marketing Design Banner Design Social Media

 Feedback

Forms Bookmarking Content Daily Give-away/coupons/contests Surveys Awards/Testimonials Online Chat Tours

 Simple
Automatic Control Easy

Coupon Delivery Sweepstakes and contests

 Electronic

Delivery Internet communication Clutter Tracking Customer Expectations