1. Importance of promotion

2.  Product/ Service Scope
 Market scope
 Value
 Timing
 Identification of beneficiaries
 Competitive strategies

3.  Personal rapport with customer
 Cross selling
 Frequency marketing strategy
 Community relations
 Opinion leaders
 Media/ Event management

4.  In services, celebrity endorsements are used
to create a brand image and also to use them
to inspire confidence.
 Eg. Cadbury Chocolates – Amitabh Bachchan
 Shahrukh Khan – ICICI Bank
 Hema Malini – Bank of Rajasthan
 Rahul Dravid – Bank of Baroda
 Karnataka Soaps – Mahendra Dhoni
 Juhi chawla – dena bank

5.  Paint company workers & Amitabh.

6.  Distribution of services – Franchising common
type
 Franchising is a relationship or partnership in
which the service provider – the franchiser –
develops a service format that it licenses for
delivery by other parties –the franchisees.

7.  Celebrity endorsements – common in FMCG
marketing – common in services.
 These are not cheap.
 Banks have raised their promotional
expenses by 30-40%
 Differentiation through branding is becoming
important