PROMOTION MIX

INTRODUCTION

• Promotion- Concerned with the activities that are undertaken to communicate with customers and distribution channels to enhance the sales of firm

• Aims at informing and persuading the customer to buy the product and informing him about the merits of products.

PROMOTION MIX

• It refers to all the decisions related to promotion of sales of products and services

• The important decision like selecting advertising media, selecting promotional techniques, using publicity measures and public relations, etc.

• Various tools available for promotion…• These are adopted by firm to carry on its

promotional activities.• Marketer generally chooses combination of

these promotional tools.

• Advertising

• Sales promotion

• Personal selling

• Publicity

• Public Relations

Following are the tools or elements of promotion mix:

ADVERTISING

• ITS FEATURES..Paid FormImpersonality Identified sponsor

MERITS….

• Reach

• Choice

• Expressiveness

• Enhancing customer satisfaction and confidence

DEMERITS…

• It is an impersonal communication

• Advertising is less effective

• Difficulty in media choice

• Inflexibility

Different medias available

• Newspaper

• Magazines

• Television

• Radio

• Outdoor

• Internet

SALES PROMOTION

• Sales promotion activities for customerRebateDiscountsRefundsPremiums or giftsQuantity deals

Continued….

• Samples

• Contests

• Free in mail premiums

• Packaged premium

• Container premium

•Merits…Attention valueUseful to launch new productsAid to other Promotion tools

•Demerits…Reflect CrisisSpoil Product Image

PERSONAL SELLING

• Means selling personally .• Involves face to face interaction

between seller and buyer for the purpose of sale.

• Personal selling does not mean getting the prospects to desire what seller wants but the concept of personal selling is also based on customer satisfaction.

FEATURES

• Personal Interaction

• Two way communication

• Better Response

• Relationship

• Better convincing

ROLE OF PERSONAL SELLING

Importance to businessman

• Effective promotion tools

• Minimum wastage of efforts

• Consumer Attention

CONTINUED…

• Relationship• Very effective to

introduce new product

IMPORTANCE TO CUSTOMERS

• Helps in identifying  needs

• Latest  market information

• Expert advise

• Induces customers

IMPORTANCE TO SOCIETY

• Converts latest demand into effective demand

• Employment opportunities

• Carrier opportunities

• Mobility of sales persons

• Product standardization

PUBLICITY

• It is a non paid form of impersonal communication. It is just like advertisement except that advertisement is a paid form where as publicity is non paid form. E.g. some events are covered in news and technology of any product is discussed in news free of cost.

FEATURES

• Publicity is an unpaid form of communication.

• There is no identified sponsor when message is given to general public.

•MERITS:More creditabilityMass reach

•LIMITATIONS: • No control

• Limited information

PUBLIC RELATION TOOLS

• News

• Speeches

• Events

• Written materials

• Public service activities

CREDITS…

•Sabiha Moiyadi- 32•Sneha Parwal- 36•Siddhesh Raut- 42•Anshul Singh- 50•Ali Unwala- 56•Farheen Valiulla- 57