PROMOTION MANAGEMENT

By: Priyanka Dang Subrata Jadon Prashant Gupta Farid Ashraf Anurag Prashant

OVERVIEW:-

2.WHY

4.TOOLS

6.STRATEGIES

1.WHAT

3.FACTORS

5.PROCESS

7.CASE STUDY

TYPES OF PROMOTION
Above the line Promotion: Promotion in mass media (e.g. TV, radio, newspapers, internet) in which an advertising agency is hired to place the advertisement.

Contd;
Below the line Promotion: All other means of Promotion, mostly in a subtle enough way such that even the consumer is unaware(Testimonials, Sales promotion).

Defining PROMOTION
An activity designed to boost the sales of a product or service. It may include an advertising campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps, arranging demonstrations or exhibitions, setting up competitions with attractive prizes, temporary price reductions, door-to-door calling, telemarketing, personal letters on other methods.

 All communications are action oriented. It is important to note that in the communication process there are two individuals- the sender and the receiver. For communication to be effective, both have to be actively involved

 PROMOTION means all those tools that a marketer uses to take his product from the factory to the customer and hence involves advertising, sales promotion, personal selling, public relations, publicity and merchandizing. All have the same essence in them-buy me.

WHY PROMOTION

IPR MODEL
1.
AWARENESS

TARGET AUDIENCE

CONVICTION

6.

2.

KNOWLEDGE

4.

PREFERRENCE

3.

COMPREHENSION

5.

LIKING

TRIAL

7.

CONSUMER RESPONSE HIERARCHICAL MODEL

LEVIDGE AND STEINERs MODEL

AIDA MODEL

EVERETT M. ROGERS MODEL

AWARENESS

AWARENESS

AWARENESS
INTEREST EVALUATION TRIAL

KNOWLEDGE
INTEREST

LIKING PREFERENCE CONVICTION

DESIRE

ACTION ADOPTION

PURCHASE

AS FINANCIAL INVESTMENT

JOHNNIE WALKER

AXE

Promotional Strategy objective:

attention of NEW CUSTOMERS Seek Increase MARKET SHARE Boost BRAND-NAME recognition Create sales leads Highlight the

X factor

Coaxing decision makers

Promotion Opportunity Analysis

COMPETITORS OPPORTUNITIES TARGET MARKETS CUSTOMERS PRODUCT POSITIONING

COMPETITORS ANALYSIS
When examining competitors, the objective is to discover who the competition is and how they are attacking the marketplace.

OPPORTUNITIES ANALYSIS
This includes carefully watching for new market opportunities examining all of the available data and info. about the market. Whether a market niche is not being targeted with effective marketing communication.

TARGET MARKETS ANALYSIS

From finding new markets, now the focus shifts as to how to target this potential market, evaluating their needs and wants.

WHIRLPOOL targeting rugged, carefree and uninhibited Youth

CUSTOMERS ANALYSIS
There are three types of customers to study: 1) Current company customers

2) Competition customers
3) Potential new customers
The point is to understand how people in each group think, why they buy , where they buy, and how they evaluate a product after purchase.

PRODUCT POSITIONING ANALYSIS

The seven possible positioning strategies are: Attributes Competitors Use or Application Price-Quality Relationship Product user Product class Cultural Symbol