Marketing Management

Assignment on

Promotion Mix
Submitted by:
Annie Mampilly
BBA LL.B (Hons.)
Semester IV
Roll No. 7
Schoole of Legal Studies
Cusat
What is PROMOTION
MIX ?
Set of tools used by business

Effective communication of
benefits of products or services

Part of wider ‘Marketing Mix’

 Importance of
Promotion Mix
For the survival of a firm in today’s
market

Effective communication with the

customer about a firm’s product or
service

Manage this within the firm’s budget

 A Successful
Promotion Mix
Balance of tools in a planned and
structured manner

Selection of the right mix of promotional

activities

Combination depends on

1) Target audience

2) Message to be communicated
Tools of Promotion
Advertising
1)
Mix?
2) Public Relations

3) Sales Promotion

4) Direct Marketing

5) Personal Selling
 Advertising
To improve target audience with
information
(creating awareness)
To persuade them to buy from the firm
(promoting product & company
benefits)
To reinforce existence
(by constantly repeating key messages)
It is to be conducted regularly in a
consistent & recognizable manner
 Public Relations
Sustained attempt to develop the
reputation of a business
Cost effective method of promoting
business
Position business more prominently
To announce new product launches,
change in opening times of company, etc :
News or press releases -> media
Articles -> trade journals/local newspapers
Sponsorship/Charitable donations
 Sales
Specific, usually short-term promotion

Promotion
Helps to move old stock

Merchandise new products

Encourage repeat buying

Motivate staff

A means of attracting new customers

 Direct
Marketing
Popular technique to target specific customer
groups

Flexible way to deliver messages

Overall success can be directly measured in

terms of response received

Collection of information on customers

(accurate)

Time consuming
 Personal Selling
Most effective form of promotion

Face – to – face relation with the

customers

Understanding the needs of customers &

feeding back this knowledge to the
business entity

Time consuming
 Factors influencing
the
Analysis combination
of the target audience
Message to be communicated
Budget of the firm
Development plans
Identification of actions that the audience
may take on receiving the communication
Monitor and measure the results
 A ten-step
1) checklist
Decision on how the products and
services can be packaged
2) Develop a profile of the target audience
3) Set the objective
4) Decide what image of the
product/service firm’s wants the
audience to retain
5) Settle on budget
6) How the message has to be delivered
7) Decide what actions the firm wants
audience to take as a result of receiving
communication

8) Means of measuring and controlling the

plan once it is developed

9) Undertaking the promotional plan

10) Measure what has been achieved

against the original objectives that had
been set
 O U .. .
N K Y
T HA