Advertising and Sales Promotion of a Product-Sandeep

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Presented by : Mayank kumar gupta: Nikhil ashok mukund

COMMUNICATION MIX OF A PRODUCT


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W HAT IS COMMUNICATION MIX?

Marketing Communication Mix is the "Promotion" of theMarketing Ps and covers every method and medium of communicating with your target audience.

In many ways, the marketing communication mix is theheart of your marketing strategy around which everythingelse in sales and marketing is predicated.

If business consists of creating value and creating customers ,

Marketing Communication (MARCOM) covers exactly how youare going to create customer by taking your value messageto the market.


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DEVELOPING AND MANAGING THE ADVERTISING CAMPAIGN


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1.S ETTING ADVERTISING OBJECTIVES

An advertising goal is a specific communication task andachievement level to be accomplished with a specific audience ina specific period.

Advertising objectives can be classified as:

Informative advertising

persuasive advertising

Reminder advertising

Reinforcement advertising


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T HE FIVE M S OF ADVERTISING

MISSION

Sales

communication

MONEY

Factor to considerStage in PLC

Market share &consumer base

Competitors andclients

Advertisingfrequency

Productsubstitutes

MEDIAReach frequency &

impactMajor media typesSpecific media

vehiclesMedia timingGeographical

media allocation

MESSAGE

Message generation

message evaluationand selection

Message execution

Social responsibilityreview Measuremen

t

Commercialization

Sales impact


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2.D ECIDING THE ADVERTISING BUDGET

Product life cycle stage

Market share and consumer base

Competition and clutter

Advertising frequencies

Product substitutability


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3.C HOOSING THE ADVERTISING MESSAGE

Message generation

Message evaluation and selection

Message execution

Social responsibility review


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4. DEVELOPING MEDIA STRATEGIES

Deciding on reach, frequency and impact

Selecting media and vehicle

Deciding on media timing

Deciding on geographical allocation


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E VALUATING ADVERTISING EFFECTIVENESS

Copy testing

1.pretesting

2. post testing

Sales impact


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SALES PROMOTION


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W HAT IS SALES PROMOTION?

Sales promotion is any initiative undertaken by anorganization to promote an increase in sales, usage or trial of a product or service.

Sales promotion includes several communicationsactivities that attempt to provide added value or incentivesto consumers, wholesalers, retailers, or other organizationalcustomers to stimulate immediate sales. These efforts canattempt to stimulate product interest, trial, or purchase .


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T ECHNIQUES

Price discounts or price-off deals, Bonus pack andBanded pack, Coupon, Contests, Sampling, Freegifts etc.

Suppose you go to the market to buy soap. Theshopkeeper suggests that if you buy two soapcakes, an extra soap cake will be given to you freeof cost under buy 2 get 3 scheme. You feel

attracted to buy as by doing so you are savingmoney on one soap. Moreover, soap is an itemwhich is required on a regular basis, and so you cankeep the extra two cakes to be used later .


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P URPOSE OF SALES PROMOTION

To attract new tries.

To reward loyal customers.

To increase the repurchase rates of occasional users.

To attract the brand switchers.

To promote high sales.


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1.P USH STRATEGY

Taking the product to the customer

A push strategy involves convincing trade intermediarychannel members to "push" the product through thedistribution channels to the ultimate consumer viapromotions and personal selling efforts.

The company promotes the product through a reseller whoin turn promotes it to yet another reseller or the final

consumer.Typical tactics employed in push strategy are: Direct selling,buy-back guarantees, free trials, contests, specialtyadvertising items, discounts, displays, and premiums.


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2 . P ULL STRATEGY

"Getting the customer to come to you"

A pull strategy attempts to get consumers to "pull" the productfrom the manufacturer through the marketing channel.

The company focuses its marketing communications efforts onconsumers in the hope that it stimulates interest and demand forthe product at the end-user level.

This strategy is often employed if distributors are reluctant tocarry a product because it gets as many consumers as possible togo to retail outlets and request the product, thus pulling itthrough the channel.

Typical tactics employed in pull strategy are: samples, coupons,cash refunds and rebates, premiums, advertising specialties,loyalty programs/patronage rewards, contests, sweepstakes,

games, and point-of-purchase (POP) displays.


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MAJOR DECISIONS IN SALES PROMOTION

Establishing objectivesSelecting consumer promotion tools

1 samples

2.coupons3. cash refund offers(rebates)

4. price packs

5.premium6.frequency programs

7. prizes

8. warranties


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CONT . .

9. Tie up promotions

10. Cross Promotion

Selecting trade promotional toolsSelecting business and sales force promotional tools

Developing the program

Pretesting the program

Implementation and evaluating the program


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T HANK YOU

Documents

Advertising and Sales Promotion of a Product-Sandeep