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Introduction
Marketing & Promotional Mix Promotion Budget Allocation Advertising Sales Promotion
Personal Selling
Decision Summary
Geographic Char:
St. Johns metropolitan area
Benefits Sought:
Strong high quality Bagged tea in Boxed tea
Marketing Mix
Variables that marketing managers can control in order to best satisfy customers in the target market
1. Product
3. Promotion
2. Price
4. Place
Marketing Mix
Promotional Mix
Promotion is all about companies communicating with customers
It is no longer enough for a business to have great products
1. 2. 3.
4.
5. 6.
Public Relation
Direct Marketing
Publicity
The Objectives
Firm Objective:
Increase Market share By 5% within two years
Advertising Objective:
Establish a 70% product awareness among Blue Collar Females by end of the first year
Percentage of Sales
Example:
Two percent of the sales are allocated for advertising
Advantage:
- Simplicity - Controllable Budget
Limitation:
- Less sales less advertising! - Starting Company can not use it - Depends heavily on past experience
Example:
Ten cents' worth of advertising per teabag box
Advantage:
- Simplicity - Controllable Budget
Limitation:
- Less sales less advertising! - Starting Company can not use it - Depends heavily on past experience
Example:
We shall spend 2% over the average market advertising expenditure
Advantage:
- Company will level its advertising with the high
standard competitors
Limitation:
- Less sales less advertising!
Example:
Establish a 70% product awareness among Blue Collar female workers by end of the first year
Advantage:
- Budget support strategic Objective - Achievement is measurable - Good for all Companies at any time
Limitation:
- Un-achievable objective - No specific Budget
Advertising vs Promotion
Advertising
About: A type of marketing tool
Advertising is a one-way communication whose purpose is to Definition: inform potential customers about products and services
Promotion
A type of marketing tool
A Promotion usually involves an immediate incentive for a buyer
Increase sales. Short term Not very expensive in most cases. Directly related to sales. Giving free products, coupons etc.
Assumption that it will lead to sales Giving an advertisement in the newspaper about the major product
Advertising
Is a paid form of non-personal communication about an organization, its products, or its activities that is transmitted through a mass medium (TV/ Newspaper/etc) to a target audience
Persuade
TV
30 sec: $200 to $300
(7 PM to 11 PM)
Radio
30 sec: $20 to $40
Magazines
The Newfoundland Herald One page: $ 300 Cover: $600
Awareness
Reminder to use
the product
Attitude Reinforcement
Changing
Establish 70% brand Awareness to blue collars females 25 years & above with household of 3 or more persons Our advertising message is The real taste for fresh Tea
Advertising Recommendation
Winter & Spring Campaign: 1. Radio 2. Billboards
All year awareness : 1. Magazine 2. Newspapers 3. Billboards
1. Radio
Advantages: Low Cost compared to TV - Mass use Audience selectivity Disadvantages: Audio only - less attention- Short life Best Time: AM 7-10 & PM 4-7 Cost Radio: 30sec $30 = 6 times X $30 X 60 days = $10,800 Cost TV: 30sec $250 = 6 times X $250 X 60 days = $ 90,000
Advantages:
Flexible - Repeat exposure inexpensive Disadvantages: Many distractions for viewer - Nonselectivity of audience Locations: St. John's in metro areas: Near Dominion & Sobey's Hypermarkets -Bus stations
1. Magazine
Advantages: long readership / +++TV guide & entertainment schedule. Disadvantages: No guarantee of position Cost: One page $ 300 X 12 = $3600
2. Newspapers
Advantages: Flexible and timelyIntense coverage- High believability of printed word
Disadvantages: Short life - Read hastily Cost: One page ad is $500 $500X5X12= $30,000
St. John's morning newspaper
3. Billboard
Locations: St. John's in metro areas: Near Dominion & Sobey's Hypermarkets & Bus stations
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Personal Selling
Its the method of using sales force to support a push strategy or a pull strategy
A Push Strategy
The use of a company's sales force and trade promotion activities to create consumer demand for a product,
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Personal Selling
A Pull Strategy
Requires heavy spending on advertising and consumer promotion to build up consumer demand for a product
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Personal Selling
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Face-to-face sales meeting Customization of the sales message to make it clear to the buyer Immediate response Greater persuasive impact Important source of marketing information
X High cost X Salespersons focus more on their personal gains rather than satisfying the customer needs X Time ineffectual
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Sales Promotion
Definition: Incentives that create an immediate short-term response, thus they usually receive the top management support.
Reasons for using sales promotion: Increase awareness Positive word of mouth Increase accountability Complement advertising activities Growing power of retailers
Sales Promotion
Sales promotion
Consumer-Oriented Promotions
Trade-Oriented Promotions
Sales Promotion
Consumer-oriented sales promotion tools:
Sampling: customers are offered regular trial sizes of the product either free or at a nominal price.
Coupons: Probably the most familiar and widely used of all consumer promotions, now often available at point of purchase. Premiums: A reward or gift can come from purchasing a product. Sweepstakes and Contests: prizes are available either through chance selection or games of skill. Rebates and refund: customers are given reimbursements for purchasing the product either on the spot or through the mail.
Bonus packs: Additional amounts of the product are given to buyers when they purchase the product.
Price-off deals: Customers are offered discounts from the products regular price. Loyalty programs
Event Marketing
Sales Promotion
Advantages of couponing 1. Make it possible to offer a price reduction for price-sensitive consumers 2. Reduce the retail price of a product without relaying on retailers 3. Coupons encourage repurchase after initial trial 4. Reduces customers perceived associated with trial of a new brand 5. Useful promotional devices for established products Disadvantages of couponing 1. Difficult to estimate how many consumers will use a coupon and when 2. Response to a coupon is rarely immediate 3. Many marketers attempt to expedite redemption by shortening the time period before expiration 4. Its difficult to measure how many new customers and existing ones have used the coupons 5. Rather than attracting new customers, coupons can end up reducing the companys profit margin 6. Costly
Sales Promotion
Will it be necessary for Mr. Evan use sales promotion tools for the successful introduction of Bentley fresh? why or why not? If yes, which tool would you recommend and why?
Our Recommendations.
Budget
Task Objective Method
Advertising
Promotion
Personal Selling
In the future