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The promotional mix is one of the 4 Ps of

the marketing mix. It consists of public


relations, advertising, sales promotion and
personal selling. In this lesson, you'll learn
how a marketing team uses the promotional
mix to reach company objectives and goals.
ADVERTISING
 Advertising is any form of impersonal (one-
way) paid communication in which the
company is identified.

 To effectively inform, persuade, and remind


the target market.
Purposes of Advertising
 Brand advertising – Which aims to stimulate
demand for a particular brand. Examples are
the advertisements of telecom service
providers that we see almost daily from
Globe and Smart.
 Institutional advertising – Which aims to
develop goodwill for a company or industry.
Example is PAGCOR advertisements about
responsible gaming and their various charity
projects.
 Promotional advertising – Which aims to inform
prospects about promotional activities. Examples are
those offered by fast food industry players like jolibee,
McDonald’s.
 Advocacy advertising – Which aims to convince the
audience regarding a particular cause. For instance,
Metrobank Foundation has their annual search for
outstanding Filipinos, and the Metrobank Arts and
Design Excellence (MADE) Awards.
 Classified advertising – Which aims to inform
prospects regarding opportunities such as buy and sell,
events and employment, used to be dominated every
Sunday by Manila Bulletin has been taken over
digitally by the likes of Jobstreets.
OBJECTIVES OF ADVERTISING
The main Advertising objectives are to Inform,
Persuade, Remind.
Inform - Before you can convince customers that you
have the best option, they have to know what your
product does on a basic level.
Persuade - Once customers have a basic
understanding of your industry and product offerings,
you must show them why your brand is elite.
Remind - The general idea is to maintain top of mind
awareness and protect against competitors coming
along and stealing your customers.
Specific Goals - Companies also use a variety
of more specific goals. Increasing brand
awareness, developing more favorable customer
attitudes, overcoming negative publicity, driving
revenue, expanding the customer base and
increasing sales volume are common examples. For
effective goal-setting, marketers should set
quantified, measurable criteria.

 Objectives must be SMART – Specific , Measurable,


Attainable, Realistic and Time-Bound.
EXHIBIT 4C-1:
Advertising objectives
ADVERTISING OBJECTIVES SPECIFIC GOALS

TO INFORM Target 1. New Product


2. Product Function
customer about 3. Correct Usage
4. New uses
5. New Distribution
6. Price Adjustment
1. Brand preference
TO PERSUADE Target 2. Brand switching
Customer about 3. Urgency to buy now
4. Action to be taken(like phone-
in inquiry)
ADVERTISING MIX
 The combination of methods that
a company or organization uses to advertise
its products or services, for example,
on television or radio, in newspapers, or on
the internet.
 Shows the critical decisions to be made before an
advertising program can be implemented. These
decisions are actually made after the target market
and the advertising objectives have already been
defined.
Advertising mix What it is about

WHAT to say Message / Positioning

HOW to say it Copy execution

WHERE to say it Media Selection

WHEN to say it Media Scheduling

Budget (to be discussed in the


HOW MUCH to spend advertising budget section.)

HOW to measure effectiveness Evaluation (to be discussed under


of result the advertising testing section.)
POSITIONING
Positioning is a marketing concept that
outlines what a business should do to
market its product or service to its
customers. In positioning, the marketing
department creates an image for the product
based on its intended audience. This is
created through the use of promotion, price,
place and product.
While brand advertisements to be known, they must
known for the right and must deliver its promise.
Brand Awareness leads to brand association and this is
where positioning comes in. There are times when
brand awareness is high but the brand association is
negative.
Example.
While Pepsi has a high awareness level, It’s 1992 image
was severely affected with the inadvertent
announcement of non-winning crown number “349”
as a winning number in their Pepsi Number fever
promo.
Positioning is also achieved not only in terms of media-
weight and social media communication but also in
terms of adopting marketing policies consistent with
its desired image.

Examples
Honda adopted a worldwide policy not to allow its cars
to be used as taxis. They believe that their clients work
hard and buy a Honda because they don’t want to see a
car of similar make being used as a form of public
transportation.
Positioning is therefore the act of
communicating to consumers the overall
positive impression for a brand, relatively to
competition. In the industrial marketing
and direct selling method where is a face-to-
face selling situation, positioning serves as
the talking points to be emphasized by the
salesperson to his clients.
 Gardenia positions it’s high-fiber wheat bread as
the “healthy Bread”.

 Promil is strongly associated with gifted children.

 Cobra Energy Drink is not just about physical


strength, but also mental alertness.

 Citylite 88.3 Fm radio station positions itself as the


“Gucci of the airwaves” Playing jazz music
appreciated by the upscale customers.
 Positioning is more than image. Image
refers to the total sense of brand, whether
product or service. A firm may position it’s
product in terms of it’s products
uniqueness, terms in price, product
category, product source, user segments,
usage behaviour, experience or . Feelings.
Alternative Positioning Examples

Price Recession Coffee : Pay what you want

Product Attribute French Baker : The freshness Baker

Product Category Ascof Lagundi : The all natural cough


remedy
Product Source Ginseng : Proudly Made in Korea

User Segment Duty Free : For Balikbayan Shopping

Usage Behaviour Viva Mineral Water : Wash your


excesses Away
Experience/Feeling Starbucks : The third place

Against Competion Nizoral Shampoo : 100 times better than


the leading brand
RIES AND TROUT POSITIONING
GUIDELINES
 What position do you currently have?
 What position do you want to own?
 Whom do you have to defeat to own the position
you want?
 Do you have the resources to do it?
 Can you persist until you get there?
 Are your tactics supporting the positioning
objective you set?
REPOSITIONING
Repositioning is done to
change the past perception
of the target consumer. As
a general rule, the more
extreme the change. the
more difficult the
repositioning.
2 CONCEPTS OF
REPOSITIONING
1.Changing an old brand
positioning to a new brand
positioning
Ex. Certain was initially positioned
as a vitamin supplement but is now
repositioned as a family juice drink
in powdered form.
2.Changing the consumer
perception of competitors
Ex. Del Monte has been
emphasizing in their TV
commercial that their
pineapple juice is natural.
COPY STRATEGY:HOW
TO SAY THE MASSAGE
The following are the stages
in creating advetising
1. Preparation of the copy
strategy and/or brief to
guide the creative team as
in our hypothetical example
in exhibit 4C-5
2.Creative process itself where
the output is a storyboard
(similar to a comic strip) in the
case of the TV advertisement;
"compare" in the case of print
advertisement, and; script (with
or without jingle) in the case of
radio commercial.
3.evaluation of the of
the creative output
that could be a
combination of logic,
research and
judgment
Copy brief or copy
strategy is the basic
proposition,
consumer promise,
or statement of
benefit.
Advertising Description
Execution
Slice of Life This shows one or more
persons in a normal setting.

Scientific Colgate has been using


Evidence scientific and laboratory
evidence in promoting
their products relative
superior performance
against competition.
Testimonial A closely
Evidence associated
evidencing is the
testimonial
approach where a
credible individual
or a group would
endorse the
company's product.
Technical This show the company's
Expertise expertise and experience
in making the product.

Lifestyle Emphasizing on how the


product in with a lifestyle,
Eastwood Malls
advertisement show
various people eating in
their theme restaurants
and enjoying their
shopping ambience.
Fantasy Fantasy is created
around the product or its
use.
Image Many of advertisement
of apperal branchs like
Penshoppe, and Bench
make use of image and
celebrity endorsers
without explicitly
claiming about their
products except by
suggestions.
Musical Background music
or the ad talent
would be shown
singing song
involve the
product.
Personality This associates a
symbol personality to a
product.
MEDIA PLAN
: Where and When to Advertise
Exposure (E) is the placement
of the advertisement in a media
vehicle such as TV , radio ,
billboard , print (newspaper ,
magazines, etc.) and online that
the target audience is expected to
know see , hear ,or read.
-creates awareness to
find the most cost -
effective media to deliver
the desired awareness
level to the target
audience.
THREE IMPORTANT
AND INTERRELATED
EXPOSURE VARIABLES
MUST BE CONSIDERED:
1.REACH
- the number of consumers
exposed to a particular
advertising at least once during
the specified duration.
- in social media like facebook
reach is expanded when a post
is shared or reposted for others
to see as in a viral video.
REACH IS
COMPOSED OF
TWO TYPES:
A. Registration
- people who correctly recall
unaided and playback
something meaningful.
B. Recognition
- people who could not
playback anything
meaningful but recognize the
advertisement when aided.
2. FREQUENCY (F)
- the number of times
consumers are reached . This is
based on the idea that
consumers normally have to be
exposed to a brand is advertising
a number of times within a
purchase cycle before
advertising can influence their
purchase.
3. IMPACT (I)
- the qualitative value
of an exposure through
given medium he impact
goes beyond recall and
makes consumer interested
in the brand.
REACH VS. FREQUENCY
REACH FREQUENCY
Brand Loyalty in Strong Weak
Category
Use-up Rate Low Fast
Message High news value Complex
Goal Announce a new Market
or innovative preemption
product or service desired
Target Broad/ Undefined Top of mind is
audience essential to
purchase
User base Growing Strong competiton
GROSS RATING POINTS ( GRP ) AND
COST PER THOUSAND ( CPM )
Gross Rating Points / GRP is the
result if combining reach (R ) and
frequency ( F ) . Thus GRP = R×F if a
given media plan reaches 60% of the
homes with an average frequency of
10 times in a week the media plan is
said to have a GRP of 600 points
(60×10) for that particular week.
CPM IS A TERM USED TO
COMPARE THE COST
EFFECTIVENESS OF VARIOUS
MEDIA. IT IS THE MEDIA COST OF
GAINING EXPOSURE TO 1000
PERSONS WITH AN ADVERTISEMENT
IT A PUBLICATION.
ADVERTISING BUDGET
Marketers typically allocate
advertising budget based on a
fixed percentage of sales. This is a
flawed logic because advertising is
an input of sales and not the other
way around. The Objective-Task
method of allocating the
advertising budget is preferred.
ADVERTISING BUDGET

Its
defines how much to spend
on advertising .
It
is one of an important
decisions.
Itwill not be same for every
companies and industries.
FACTORS TO CONSIDER WHEN SETTING
ADVERTISING BUDGET
FACTORS WHY IS IT IMPORTANT ?

Product Products with several


category competiton or subtitutes ,
products that are non-
essential in nature, products
that are used every day, or
new consumer products are
normally advertised more
heavily.
 Competitio Since
awareness is the first
n and Market prerequisite to customers
shares Goals purchase intention, higher
market share targets would
require an increase in
awareness level, especially
when competition is heavily
advertised.

 Advertising The number of times needed


Frequency to put across a brands
message to consumers is an
important variable to
consider
ADVERTISING TESTING
The last thing the marketers
needs is to realize that all budget
had ben consumed but none of
the advertising efforts had
converted to consumer purchase.
To avoid wasting discretionary
investment , advertising testing is
needed.
ADVERTISING CAMPAIGN PRE-TESTING
Advertising How it can help marketers
Pre-test
Pre-Link Guides marketers which among
multiple creatives, it any , to take
forward to test in LINK.

LINK Predicts brand growth based on


branded memorability (engagemen),
communication (brand association),and
motivation (predisposition).

ZOOM Helps marketers understand the


“why” behind the LINK result via one-
on-one interview for 30-40 minutes.
SALES PROMOTION
SALES PROMOTION
SalesPromotion is the
process of persuading a
potential customer to buy
the product.
Salespromotion is designed
to be used as a short-term
tactic to boost sales.
ADVANTAGES

Effective
at achieving
a quick boost to sales
Encourages customer
to trial a product or
switch brand.
DISADVANTAGES
Sales effect may only be in
short term
Customer may come to
expect or anticipate further
promotion
May damage brand image
1. What does the promotion cost ?
2. Is the sales promotion consistent
with the brand image ?
3. Will the sales promotion attract
customer who will continue to buy
the products once the promotion
ends, or will it simply attract those
customer who are always on the
look-out for a bargain ?
CHARACTERISTICS OF SALES
PROMOTION
TEMPORARY - sales promotion are
conducted on short duration. The time
limit creates a series of urgency for
customer to buy immediately.
BETTER VALUE - a similar products are
looked at a similar way. Sales
promotion are used to create a short -
term differentiation by offering a
better product value.
BENEFICIAL –
sales promotion promote
growth, sometimes even at an
artificial level. This growth
benefits is pursued for
different objectives such as
generate or increase product
trial, or increase purchased
quantity.
KINDS OF SALES PROMOTION
Trade Promotion
Consumer Promotion
Sales force Promotion
EXAMPLE OF TRADE PROMOTION

Cooperative Advertising
Cooperative Promotion
Discounts and Terms
Display Allowance
Free products
Trade contest
Rebates / Rewards
Push pin money
 Personality
Exhibit and related
events
Conferences / Training
COOPERATIVE ADVERTISING
This happen when the
supplier and his trade customer
share in paying for an
advertising campaign that
usually features the product of
the supplier exclusively or
among other products.
COOPERATIVE PROMOTION
This happen when the supplier
and his trade customer share in
paying for a sales promotion
campaign. When based on
sales, on most especially when
based on incremental sales.
Cooperative promotion is better
than cooperative advertising.
DISCOUNT and TERMS
These are the straight deduction
from the list price while term is the
period when payment is to be made.
 DISPLAY ALLOWANCE
This is a financial support granted
to a trade outlet for the
performance of in-store display
requirements. Display are very
effective for low involvement or
impulse product like snack foods.
FREE PRODUCTS
Free product promotion involve
giving additional quantities of
products on top of regular purchase
volume.
Trade contest
This intended for channel
members. It is part of trade
marketing utilized by manufacturers
in promoting their brand.
Rebate/ Reward
This is often a year end rebate as a
token of appreciation for the loyalty
of their dealers.
 Push Pin Money
A variety rewards promotion is
push pin money which is money
given to the salesclerk of the
dealers to push the firm product.
Exhibits and Related events
Joining exhibits and a trade
shows is cost- effective way to
create awareness, and generate
sales lead most especially for
business to business product.
Conferences/ Training
This promotion that advance
the goodwill with the trade.
CONSUMER
PROMOTION
Sampling – This is a limited
amount of free products ( or
free use) offered for consumers
to try a product or service.
Coupon – These are certificate
entitling the bearer to a
published saving on the
purchase of a specific product.
Price-off – This is a promotion
that offers immediate savings
upon purchase.
Rebate – These are like
coupon except that the price
reduction is usually larger and
that they are given after the
purchase rather than at the
point of sale.
Bonus Packs – This involves
giving extra quantity of the
same product without
increasing price
Sample Packs – This involves
a trial size of a product at a
price usually lower than
market standard.
SpecialPacks – Products
combined as single packs
can bring saving for
consumers.
Premiums – These are free
gifts offered as incentive to
purchase a particular
product .
Self-liquidating promotion – These
promotion enable marketers to
recover all their expenses for the
promotions and sometimes even
experience a little profit.
Free trial – This type of promotion
invites prospective customers to
try the products without cost in
the hope that they will buy the
product.
Warranty – This reduces the risk
factors in a purchase, most
specially for high-involvement
or high-priced products and
services
Prizes – Consumers may be
offered an opportunity to win a
prize after purchasing a
product.
Patronage Reward –
Consumers may be given an
incentive in proportion to the
volume of product regularly
purchased.
Contests – These are promotion
given to consumers to have a
chance of winning something
of value.
Personality – “Mystery
Visitor” is a common from
of personality promotion.
This entails the consumer to
show the product of the
company to a mystery
visitor to win a prize.
SALES FORCE INCENTIVES

In several sales-driven companies such as


direct selling firms, the role of the salesmen is
most important. This is because salespeople
not only do the job of selling, but they are
also the “de facto” advertiser, i.e. they
inform and they persuade. Companies
therefore treat them like “internal”
customers and offer them incentives in
exchange for achieving or exceeding some
desired pre-agreed objectives.
FORMAT OF A SALES
PROMOTIONS PLAN
SALES PROMOTIONS PLAN
•Like any project, a sales
promotion needs a written plan.
This is to ensure that all the
elements of the sales promotions
are defined and agreed upon. The
following is the typical format of
sales promotions plan.
TITLE
•This is the name given to
the sales promotion. The
title alone can sometimes
describe the type of
promotions to be
undertaken.
EXAMPLE

Launch of the
All-New ABC
Processor
OBJECTIVES
Answers the questions,
• WHY ARE YOU HAVING A SALES
PROMOTION?
• WHAT PROBLEMS DO YOU WANT TO
SOLVE?
This simply stresses the fact that
no sales promotion should be
implemented if no improvement
will be experienced.
Objectives are defined to
determine the intensity
of strategies and tactics.
They must be concrete
and clear to the
marketer.
EXAMPLE
1. Attain a 90% distribution level in
all class A appliance outlets within
30 days from launch.
2. Increase trial rate from 20% to
30% in 3 months.
3. Increase market shares from
15% to 18%
COVERAGE
•Defines the specific
territories included in
the sales promotion.

EXAMPLE:
Metro Manila, Cebu and Davao
DURATION
-This identifies the length of the
promotion. The time period involved in
a sales promotion is important.
Duration of sales promotion must
consider purchase cycle and timing.
The “sell-in” or “pipeline” period
needed to put all stocks in the trade is
important.
EXAMPLE: JANUARY 15- APRIL 15 (3 months)
OFFER
•This identifies the type and
size of promotion to be
executed.
EXAMPLE:
Free 3 cooking lessons by
celebrity Mr. DEF for every set of
food processor bought.
MECHANICS
-This section identifies approaches
in achieving objectives. It includes
how the promotion will be
implemented, the conditions for
participation, the detailed logistics
needed, who is responsible for
what, and a contingency in case
unexpected things would happen.
EXAMPLE
•Coupons for free cooking
lessons shall be given upon
purchase.
•Cooking lessons shall be
conducted at the Center of XYZ
malls in Makati, Cebu, and
Davao.
COMMUNICATIONS
-How to communicate the sales
promotion at the start, during
and after the promotion’s
duration is as important as the
sales promotion itself. The
communication intends to
motivate their target consumer
to say, “I want it too!”
EXAMPLE

•Promo shall be advertised in


leading women magazines
as well as cooking
magazines, supplemented
by an announcement video
on Facebook, and via e-mail.
KEY FACTORS FOR SUCCESS (KFS)
•It identifies a limited
number of key functions,
activities, factors, or even
bottlenecks that must be
manage well to ensure the
success of the promotions.
EXAMPLE:
Strong trade support, a
short promotion period
and attractive incentive
which are well-
communicated.
BUDGET
•This defines the cost to
promote based ion incremental
sales and profit.
EXAMPLE
About 8% cost to sales based on
professional fee of celebrity chef,
ingredients, venue and souvenir for
3,000 people.
The common ways of
establishing sales
promotion budget are
the:
1. Objective-task method
2. Percentage of Sales
method
Objective-task method
•Involves first and foremost, a
definition of the promotion’s
specific objectives followed by
a list of tasks-to-be-done to
achieve these objectives, and
finally quantifying the budget
needed to perform these tasks.
•For instance, a chocolate bar
marketer wants to increase
market shares from 25% to
30% (objective). The strategy
would call for creating
additional 10% awareness
level, additional 25% trial rate
and 20% repeat purchase rate.
This would necessitate investment in
advertising to get the required
increased awareness, sampling to get
255 to try, and a P2.00 discount
coupon for retail (tasks). This method
of allocating advertising and
promotions budget is preferred over
other method as it is a need-driven
rather than a budget-driven
approach.
Percentage of Sales method
On the other hand, Percentage of
Sales method pegs a specific percent of
sales promotion budget to anticipated
sales. This encourages the marketer to
think in terms of the relationship
between the promotion cost and profit
per unit. However, this method views
sales as the cause of promotion rather
than the effect. It doesn’t encourage
budget allocation based on the need of
different products and different sales
territories.
refers to the use of short
term incentives to persuade
the people to purchase the
goods or services
immediately.
Measurement of results in any area of
business activities related to the
objectives that are set.
To accomplish this, set of evaluation
criteria is laid down before the
implementation of the sales promotion
programed.
After every sales promotion , a
terminal report must be written by
the proponent of the sales promotion
to ascertain whether the objectives
defined in the plan were attained . The
terminal report must be submitted to
management as soon as all the data are
in place .
 The most popular way to do sales
promotion evaluation is a sales and
market share s analysis
 It is the sales volume long after the
promotion s duration that is critical as
sales promotion aim to go beyond
simply increasing sales and market
shares over the promotion duration .
The best sale promotion must
figure the 3ES and 2OS
elements as shown in Exhibit
4C-17.
Exhibit 4C-17: Evaluating Sales Promotions Using 3ES and 2OS
3ES and 2OS What is it? Example
Effective Will this attain our Attaining 100% of agreed
objectives and sales target promptly.

goals?
Effective Will we be within Not exceeding expenses
requested for, removing
allowable budget? unnecessary fats along the
way.

Equity Will this enhance Tie up with brands (like


Globe,and BPI) or premiums
Building our brand? (like Milo with free Kit Kat)
that can enhance brands
mutually with collaborators.
Is this new in our 7-Eleven customers can use the
Original specialty designed gulp cups to
category? indicate their preferred
presidential candidate in the last
few presidential elections. In
2000, 7-Eleven’s Gulp promo
predicted the win of Senator
Benigno ‘’Noynoy” Aquino in
2016, and predicted the win of
Mayor Rodrigo Duterte, mirroring
the outcome of presidential
election.
Can we repeat and The Gulp Presidential Poll of 7-
Ownable Eleven has been started by 7-
own this in the Eleven and is expected again in
mind of the each presidential election since
the concept is ownable by 7-
consumers? Eleven.
Thank you
and
God bless
PUBLIC
RELATION
Public relation involves having a
positive or favorable image to your
intended audience. To have a
favorable image, firms and brands
need to be persuasive and
authentic when they share their
stories, whether in traditional
media, social media or via
speaking engagements, guesting
or interviews or special events for
public outreach.
With effective public relations, you can
increase sales through favorable,
nonpaid media coverage and enhance
your company's image. Public relations
builds goodwill toward your business by
raising your company's profile in the
public eye.
Publicity is free advertising. You can
generate publicity through press
releases, special events, sponsorships,
newsletters and community activities.
Examples of publicity:
Your product is being
featured in a movie.
Your product is being
mention in a show
PUBLIC RELATION ADVERTISING
PRICE OF UNPAID AND PAID DIRECTLY
COMMUNICATION
EARNED

AIM BUILD TRUST BUILDS


EXPOSURE

BUDGET PAID TO PAID TO


MARKETING ADVERTISING ,
COMMUNICATIO MEDIA, AND
N AGENCIES OR TALENT
CONSULTANTS AGENCIES

EXECUTION LANGUAGE VISUAL


PUBLIC RELATION ADVERTISING

PLACEMENT NOT GUARANTEED GUARANTEED BY


UNLESS CONTRACT
NEWSWORTHY

CREATIVE DEPENDENT ON COMPLETE


CONTROL MEDIA

KEY FACTORS RELATIONSHIP BUDGET AND


FOR SUCCESS WITH MEDIA CREATIVITY
AND GOOD
CONTENT
ANGLE
LIFE OF MESSAGE LONGER SHORTER

CREDIBILITY HIGHER SKEPTICAL


Annoyed consumers today are way
different from the past, as they hardly
write complaint letters. They just post
in their social media for everyone to
read. Even if a company or its
executives may not be directly
involved in a problem but could be
have done something to help, public
opinion may be against them. A
company without enough goodwill or
mishandles a crisis may not recover
from a negative publicity.
A good public relation
program go beyond creating
good image for their
companies, they change lives
of others and attitudes of
others.
Ex.
Meralco school electrification program –
Meralco used solar power to provide
electricity to over 100 schools located in
remote islands and mountain. Since
electricity became possible, Meralco
employees donated multimedia tools. The
goal was to provide equal learning
opportunities for over 30,000 marginalized
students from non-urban locations.
SELLING
It involves presenting and guiding your
prospects to make the correct buying
decision without remorse. It involves
targeting the right market that may need
the product or service. Promo girls in
supermarkets do the selling function inside
the store as a support to placement or
distribution, while direct sellers from
Tupperware and waters use selling as their
principal marketing tool, hence, the term,
selling-driven companies.
MARKETING SELLING

TARGET Identify which Looking for


MARKET segment to qualified
lap buyers in the
chosen
segment
JOB Finding the Finding the
right product right
or service for customers for
the product
the customers
or service
PROCESS Beginning a Closing a
sale sale

FOCUS Mind-share Demonstra


tion of a
value
GOAL Customer Attaining
satisfaction sales
target
STRATEGY Pull Push
STRATEGIC SELLING
CYCLE
SHOWS A COMPARATIVE
SELLING PROCESS OF A FIRM
TARGETING END USERS VERSUS
DISTRIBUTION CHANNELS.
EXHIBIT 4C-20: STRATEGIC SELLING CYCLE

A. Selling to End-users B. Selling to Distribution


Channels
Prospecting Routine Observation
Pre-approach Display Check
Approach Warehouse Check
Sales Probing Collection
Presentation Presentation
Handling Objections Handling Objection
Demonstration Sell-out plan
Closing Closing
WHY TOP BLOGGERS
ARE GETTING
RECOGNIZE
By: Josiah Go
JOSIAH GO
Record-breaking, bestselling author Josiah Go is the
Chairman of Mansmith and Fielders, Inc. (the leading
marketing and sales training company in the Philippines),
and Chairman of Waters Philippines (the market leader in
the direct selling of premium home water purifiers in the
Philippines). He is Chairman / Vice Chairman / Director of
over a dozen companies.
“Last July 2012, I was blessed to be invited to speak at both
the Asiannovation Conference of the Philippine Marketing
Association (PMA), and the Franchise Asia Convention of the
Philippine Franchise Association (PFA). I talked about marketing
innovation in PMA while I talked about premium branding in
PFA. In both talks, though I presented several marketing case
studies, there was a common case I presented to both groups:
that of the importance of top bloggers.”
• The market research data shared by
Universal McCann: website visits dropped
by 16%, down to just 7 out of 10 people,
from 86% 4 years ago.
• The data was supported by another study
that states that consumers found bloggers
much more entertaining, creative and fun
to read than one-dimensional company
websites as bloggers shared their personal
experiences as well, rather than merely
give information.
• How vacations and business trips are booked online.
Comments about airlines and hotels are reviewed online
before purchase is done.
• The rarity of complaint letters nowadays, as they have been
taken over by tweets done by disappointed guests of service
establishments like restaurants and banks, a dangerous move
for companies with below par service.
In 2011, Tumblr invited 24 major fashion bloggers
worldwide to cover the New York Fashion Week (in
Asia, Tricia Gosingtian of the Philippines was the only
one invited. Last July 2012, SM’s premium mall, The
Mall of Asia (MOA) had their annual mid-year sale but
instead of getting movie or TV stars, MOA decided to
go digital and tapped major bloggers to help them
promote their event, highlighting their understanding
of the changing market dynamics. Months earlier,
Selecta Wall launched their highly successful Magnum
ice cream, supported by celebrity bloggers to help
them connect online.
Top bloggers are now celebrities, as
readers follow them regularly during
their chill time and talk about them in
their tweet conversations. Their
revenue models include banner
advertisements, sponsored blogs,
talent fees, event appearances or
speaking fees and the likes.