maketing management final

8/2/2019 Maketing Management Final

http://slidepdf.com/reader/full/maketing-management-final 1/41

MARKETING MANAGEMENT

PRESENTED BY:-PRIYANKA DESHPANDE – 02

NISHANT TIWARI – 07

PRERNA JHAWAR – 149-Dec-11 1



ELEMENTS OF MARKETING MIX

9-Dec-11 2PRERNA JHAWAR _14



What is PROMOTION ?

Promotion refers to the use of communication with the twin objectiveof informing potential customers about a product and persuadingthem to buy it.

An Important element of Marketing mix.

It is the nuts and bolts of getting your message out to the public.




9-Dec-11 4

THE MARKETING COMMUNICATION MODEL

PRERNA JHAWAR _14



PROMOTIONAL MIX

A business' total Marketing communications programme is calledthe "promotional mix“.




ADVERTISING

• “It is any paid form of non personal communication and promotion of

ideas, goods, services by an identified sponsor.” • Examples:

Television & Radio:

Newspapers & Magazines:Cinema:

Billboards:




5 s of ADVERTISING

9-Dec-11 7

1. Mission

2. Money

3. Message

4. Media

5. Measurement

PRERNA JHAWAR _14



ADVERTISING MODELS

AIDA MODEL

THE HIERARCHY OF EFFECTS MODEL

THE INNOVATION ADOPTION MODEL




AIDA MODEL

9-Dec-11 9

Attention Interest Desire Action

E.g.: Reliance Communication GSM launch

PRERNA JHAWAR _14



The Hierarchy of Effects Model:




The Innovation Adoption Model:

9-Dec-11 11

Awareness

Interest

Evaluation

Trial

AdoptionPRERNA JHAWAR _14



Advantages of Advertising:

• Good for building awareness.• Effective at reaching a wide audience.

• Repetition of main brand and product positioning helpsbuild customer trust.

Disadvantages of Advertising:

• Impersonal Communication.

• Not good at getting customers to make a finalpurchasing decision.




DIRECT MARKETING

• “Direct marketing is a channel free approach to distribution or marketing communications.”

• There are no channel intermediaries.

• Therefore - 'direct' in the sense that the deal is done directlybetween the manufacturer and the customer.




Few TECHNIQUES of doing Direct Marketing

Inserts in Newspapers and Magazines

Customer care lines

Catalogues

Coupons

Door drops

TV and Radio adverts

The Internet and New Media




Its Characteristics…

Marketing messages are addressed directly tocustomers.

Direct marketing seeks to drive a specific “call toaction”.

Direct marketing emphasizes trackable,measurable responses from customers.




Advantages:

- Involves direct business.- Exact response.- Profit or loss can be more accurately judged.

Disadvantages:

- Offends the customers.- Image factors.

9-Dec-11 PRERNA JHAWAR _14 16



Sales promotion refers to many kinds of incentives

and techniques directed towards consumers and

retailers with the intention to produce immediate or

short-term sales effects.

There are two types of sales promotions i.e.

CONSUMER SALES PROMOTION & TRADE SALES

PROMOTION.

priyanka_02



• To introduce new products

• To attract new customers and retain the existing

ones• To meet the challenge of competition

• Building Product Awareness

• Creating Interest

• Stimulating Demand

priyanka_02



• Coupon

• Bonus Packs

• In pack & On pack• Refund

• Sweepstakes

• Sampling• Price off

priyanka_02



• Coupons are issued

by manufacturers of

consumer packaged

goods or by retailers,

to be used

in retail stores as a

part of sales

promotions.

• Induce loyalty

• Repeat purchase

priyanka_02



Package containing twoitems that sells for theprice of only one of theitems.

Adds value

priyanka_02



• It is used to introduce

new products / service

• Dispose of excess

inventory

• Use excess overhead

priyanka_02



• If the product doesnot perform, then its

money back.• Increases consumer

confidence.

• Loyalty program.

priyanka_02

http://30daychallenge.purinaone.com.au/registration/register.aspx



• Chance gamewhere theconsumer has

the chance towin somethingbig throughpurchases

• The morepurchases, themore tickets

• Creates loyaltypriyanka_02



• Used when theconsumer is unawareof the brand or

product• Product buying is

prone to retail channelbased trial

• Use when the productcan be broken downinto smallerdimensions

priyanka_02



• Use for slow moving

items

• Excess inventory

• Off season

• Dislodge competitors

priyanka_02



• Don’t promote if the product is not good.

• It should be novel and attractive.

• It is very easy to lose the promotional gains made if yourpromotion has not been effective in retaining newcustomers. So the product has to speak for itself.

• The objective of the promotion is to wean away usersfrom competition and create new users.

• Excessive promotions lead to diminishing returns and maydevalue the brand.

priyanka_02



priyanka_02



• PR involves a variety of programs designed topromote or protect a company’s image or itsindividual products.

• PR is usually unsponsored and unpaid.

• Creating an understanding for, or goodwill toward acompany, person or product.

• Edward Birney's definition: “The three main elementsof public relations are practically as old as society:informing people, persuading people, or integrating

people with people”. priyanka_02



• Building Product Awareness

• Creating Interest

• Providing Information

• Stimulating Demand

• Reinforcing the Brandpriyanka_02



• Public relations uses many of the same channels as

advertising, such as newspapers, magazines, radio, TV etc.

• As PR is all about communicating with public it may be takenin a negative sense and the message may be misinterpreted.

• Highly credible and inexpensive form of promotion

• Public relations objectives can be achieved at very lowcost when compared to other promotional efforts.

priyanka_02



Customer complaints and redressal:

• It is an opportunity to cement relations with thecustomer

• Very important in the service and hospitality industry

Combating rumors / falsehoods:

• Confront and disclose facts in leading media

•Give the positive side of the story

• Capitalize on rumor to your benefit

• Rumor can be dismissed as ridiculous

priyanka_02



CONCLUSION

• PR changes attitudes.Institutional ads which

present facts do notchange attitudes.

• You need to involve the

listener byemotionalizing theinformation.

priyanka_02



Aspects Affecting Promotion

• Personal Selling

• Sales Management

•Integrated Marketing Communications

• Integrated Marketing Communications

Nishant_07



Personal Selling

Personal presentation by the

firm’s sales force for the purpose

of making sales and building

customer relationships. Personalselling is paid personal

communication that attempts to

inform customers and persuade

them to purchase products or

services.Nishant_07



Personal Selling Process Steps

Prospecting

Pre-Approach

Making The Presentation

Follow-up

Closing The Sale

Approach

Overcoming Objections

Nishant_07



Sales Management

• Managing the sales process is typically the job of the SalesManager. Good sales managers

usually exhibit the characteristics of:organization, a good personal salesrecord, enthusiasm, ambition,product knowledge,

trustworthiness, mentoring skills,and somebody who is respected byothers.

Nishant_07



Integrated Marketing

Communications

• Integrated Marketing Communications is a

simple concept. It ensures that all forms of

communications and messages are carefully

linked together.

• Promotion is one of the Ps in the marketing

mix. Promotions has its own mix of

communications tools.

Nishant_07



Communications Theory

• Simple communications models show asender sending a message to a receiver whoreceives and understands it. Real life is less

simple - many messages are misunderstood,fail to arrive or, are simply ignored.

• Communications are in fact multifaceted,multi-step and multi-directional. Opinionleaders talk to each other. Customers talk toopinion leaders and they talk to each other.

Nishant_07



Conclusion

The function of promotion is to

affect the customer behaviour in order

to close a sale. it must be consistent

with the buying process described in

the consumer analysis.

Nishant_07

maketing management final

Documents