PLANNING PROCESS ARARAO, MA.ISABELLA JAPSAY, JENELYN PROMOTIONAL PLANNING PROCESS “ PROBLEM DEFINITION PROBLEM DEFINITION
The management must identify the need for a promotion and
should take into consideration the following points:
▸ Which Product/Service is to be promoted?
▸ Who is the target audience? ▸ How much budget is allocated for the promotional activities? ▸ What message is to be conveyed to the prospective buyers? ▸ What marketing strategies are to be adopted? ▸ Which analytical tool is to be used? Establishment of detailed Objectives Establishment of detailed Objectives
▸ The objectives are the end goals
towards which all the efforts are directed. Once the target audience is identified the management must set the objectives of the promotion. Design of Promotion Mix Design of Promotion Mix
Once the objectives are set, these provide the
basis for selecting an appropriate promotional tool (advertising, personal selling, sales promotion, etc.). The management must carefully analyze all the costs and effects associated with each marketing element before making the final choice. “ Sales Planning Promotion Program Planning Sales Promotion Program
▸ This is the most crucial step of promotional
planning that requires the management to decide the time duration of the promotion. i.e. for how long the promotional tool is to be used. Pre-testing Pre-testing
Once the Sales Promotion Plan is prepared,
it is tested in few selected market segments to identify the potentials or serious problems before its full launch. Implementation Implementation
▸ After the promotional plan is tested in the few
selected areas, it is ready to be launched in the complete market. Here the management must take care of two important time factors, Viz.
▸ Lead Time and Sell-in Time. The lead time is
the time necessary to bring the plan to the point where the incentives are made available to the public while; the sell-in time is the time starting from the date of the release until the time 90- 95% of the incentives are received by the potential customers. “ MONITORING & EVALUATION Monitoring and Evaluation
▸ After implementation, the
performance of the promotional plan is checked against the set standards and objectives and the corrective actions are taken accordingly. QUESTIONS? Thanks!