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

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    Anurag Prashant
    PROMOTION means all those tools that a marketer uses to take his product from the factory to the customer. It may include an advertising campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps. It is important to note that in the communication process there are two individualsthe sender and the receiver.

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

    Uploaded by

    Anurag Prashant
    383 views23 pages
    PROMOTION means all those tools that a marketer uses to take his product from the factory to the customer. It may include an advertising campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps. It is important to note that in the communication process there are two individualsthe sender and the receiver.

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    Promotion Management

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    PROMOTION means all those tools that a marketer uses to take his product from the factory to the customer. It may include an advertising campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps. It is important to note that in the communication process there are two individualsthe sender and the receiver.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    383 views23 pages

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

    Uploaded by

    Anurag Prashant
    PROMOTION means all those tools that a marketer uses to take his product from the factory to the customer. It may include an advertising campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps. It is important to note that in the communication process there are two individualsthe sender and the receiver.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 23

    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

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

    Contd;
    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).

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

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

    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, personal selling, public relations, publicity and merchandizing. All have the same essence in them-buy me.

    WHY PROMOTION

    IPR MODEL
    1.
    AWARENESS

    TARGET AUDIENCE

    CONVICTION

    6.

    2.

    KNOWLEDGE

    4.

    PREFERRENCE

    3.

    COMPREHENSION

    5.

    LIKING

    TRIAL

    7.

    CONSUMER RESPONSE HIERARCHICAL MODEL


    LEVIDGE AND STEINERs 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.

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

    TARGET MARKETS ANALYSIS


    From finding new markets, now the focus shifts as to how to target this potential market, evaluating their needs and wants.

    WHIRLPOOL targeting rugged, carefree and uninhibited Youth

    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, why they buy , where they buy, and how they evaluate a product after purchase.

    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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