Promotion mix

1. PROMOTION MIX
BY
SMART LEARNING WAY

2. INDEX
• INtroDuctIoN oF ProMAtIoN MIX
•WHAt IS ProMotIoN ?
• cHArt oF ProMotIN MIX.
• PErSoNAl SEllINg
• PublIcIty
• ADvErtISINg
• SuMMAry

3. INTRODTION OF
PROMOTION
Promotion is a from of communication
with an additional element of persuasion
to accept ideas ,
services and hence persuasive
communion becomes the heart of
promotion ,the third element of marketing
.

4. • In essences , promotion is the spark plug
of our marketing mix and an important
marketing strategy .
• People must know that in a competitive
market without promotion nothing can be
sold.
• In marketing ,affection communication is
absolutely necessary even though you
have a suburb product , beset package
and also you offer a fair price.

5. WHAt IS ProMotIoN?
• Promotion is the process of marketing
communication to inform,persude,remind
and influence consumers or users in
favour of your product or service.
• Promotion has three specific purposes
• It communicate marketing information to
consumers ,users and resellers

6. • It is not enough to communicates ideas
• Promotion pesuades and convinces the
buyer and influences his/her behaviour to
take the desired action
• Promotional efforts act as powerful tools of
competition providing the cutting edge of
its entire marketing programme

7. • Promotion has been defined as “the co-ordinated
efforts to establish channels of
information and persuasion to facilitate or
foster the sale of goods or services,or the
acceptance of ideas or points of view”
.
• It is a from of non-price competition.

8. • Essentially prommotion is persuasive
communication to inform potential
customers of the existence of products,to
persuade and convince them that those
products have want satisfying capabilities
• Consumer really seking buy a bundle of
expectation (a package of utilities) to their
economic.psycho-social wants and
desires

9. • The traditional view of promotion is that it
comprises all the activates associated
with communicating information about a
product or service.
• The aim of there activates is not provide
the information which lades the customer
to buy the product .

10. • Marketing have a variety of information
delivery systems valuable to them which
can be used to construct an appropriate
“promotion mix strategy “ these include
(kotler 1997).

11. • Advertising which permits the delivery of
a non-personal message through the
action of renting time and space within an
advertising canal (e.g. radio, television,
cinema, news papers )

12. The promotion mix
• When the firm consider promotion as a
whole ,
• It faces two major decision the first is how
mush total effort to invest in ; the
second ,how muse relative usage should
be made of the different promotion tools .

13. • The problem of how muse for promotion is
not difficult in principle .
• The total promotion budget should be
stabilized at a level where the marginal
profit form the marginal promotion dollar
just equals the marginal profit from using
the dollar in the best no promotional
alternative .
•

14. • A few generalization might help indicate
whether promotion will be a relatively
important or unimportant component of
the marketing mix .
• In general, promotion will be more
important in markets where .
1) Products are alike, thus leading
manufacturers to try to differentia them
psychologicaly.

15. 2) Products are in the introductory sage of
the cycle ,where aware nation and interest
must be built, or in the mature stage
,where defensive expenditures are
required to maintain market shears
3) Products are soled on a mail –order
basis.
4)Products are sold on a self –service basis.

16. Consumer
aids
MMaarrkkeettiinngg
ccaarrnnaall
CCoonnssuummeerr
cciittiizzeenn
Advertising
And
publicity
Dealer
promotion
aids
Personal
selling
Promotion mix

17. 1).Personal selling
• It is right to mention that for promotion the
business of courier organization ,we find
personal selling very mush effective.
• The courier organization may be
successful in promoting the business in a
right fashion ,
• If the sales people have high
communication ability.

18. • To be more specific the large size courier
originations may engage agents , trade
representative for developing contact with
the target prospects .
• If the sales personal have high
communication ability.
• Attractive personality and commitment to
profession ,the dialogues can be
transformed into a deal.

19. • We can’t deny the fact that the courier
organizations need to recruit and train
quality sales people for that very purpose .
• The instrumentality of messengers acting
as couriers have been accepted by all.
• If the couriers, agents, representatives
narrate to the prospects right things in a
right fashion ,we find enough scope for
stimulation.

20. 2)publicity
• We are aware of the fact that publicity
occupies a place of significance because
the courier organizations are not
supposed to make any financial provision
for publishing their services.
• Being an unpaid from of persuasive
communication ,the publicity makes it
essential that the professionals attempt

21. To develop a rapport with the media people
and organize a get-together and offer to
them lunch, dinner and the small gifts to
influence them to write articles and news
items in favour
• If the media people are found satisfied
with the quality of services offered by
them, they may give suitable coverage as
a news item which would considerable be

22. Instrumental in sensitizing the prospects .
• The publicity measures are found more
effective since the prospects at large feel
that media people are presenting right
things regarding the services of courir
organitions.

23. • Thus the courier organization may also
use this component of promotion mix.
3).Advertising
• the first constituent of promotion ,i.e
advertising plays an effective role
promoting the business.

24. • To be more specific the present age of
sophisticated technologies .we find
advertisement instrumental in promotion
the business of courier organizations.
• In this context, they need to advertise
through print media. Broadcast media
and the telecast media.
• The professional are supposed to judge
their potentials vis –a-vis the
requirements and have to use the

25. • The media found instrumental in
proportioning the business .
• Of late, the courier organizations find print
effective because the sophistication in the
development of print technology has
opened doors for creativity.
• The off-set print ,screen print laser –print
are some of the latest devices to be used

26. By the courier organization for that purpose.
• It is also right to mention that the
availability of quality materials is found
injecting additional attractions while
advertising through the target prospects .
• The newspaper .magazines in big
circulation may be effective since the
services are used by almost all the
segments of the market.

27. • The marketing professionals and to be
more specific the advertising professional
bear the responsibility of composing
creation slogans so that messages ,
themes and appeals are found
instrumental in sensitizing the prospects.
• We can’t deny that the frequency of
advertisement would be determined by the
intensity of competition .

28. Summary
 Advertising :any paid from of non
personal presentation and promotion of
ideas ,good or services by an identified
sponsor .
 Personal selling : oral presentation in
a conversation with a one or more
prospective purchasers for the purpose of
marketing sales.

29.  Publicity :nonpersonal stimulation of
demand for a product ,services or
business unity by plaiting commercial
significant news about it in a published
medium or obtaining favorably
presentation of it upon radio, television ,or
stage that is not paid for by the sponsor.

30. • Sales promotion :those marketing
actives .other than personal selling
,advertising ,and publicity that stimulate
consumer purchasing and dealer
effectiveness ,such as display ,shows and
exhibition ,demonstration ,and various no
recurrent selling efforts not in the ordinary
routine.

31. Bibliography
• Refresh books
1)Services marketing
Tata mc g raw
hill publishing company limited
new Delhi
2)Marketing management
Phliipkotler

32. 3) Marketing management
S.A sherlikar
Himalaya publish house Mumbai
4) Marketing management
Philips kotlar

33. TThhaannkk yyoouu