product promotion strategy
DESCRIPTION
Product Promotion Strategy by Arun Tyagi, GM, Marketing, IndiaMART.com at IILM, 23 July 2010.TRANSCRIPT
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Product PromotionWhat. Why. How.
ARUN TYAGIGeneral Manager – Marketing
IndiaMART.com
IILM, Greater Noida, 23 July 2010
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Why do we buy the television we watch, the cars we drive, and even the toothpaste we use?
Answer isPRODUCT PROMOTION
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What is Marketing?
Anything and everything
you do to persuade your
customer to buy your
product
Ultimate objective of
marketing is to generate
INTENT to buy the
product
MarketingCycle
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Creating buzz around your product with an aim to sell it
How does it work?Address 4 strategic questions: What are the objectives? What product is to be offered? Who is the target audience? What is the communication to motivate the
target audience buy the product?
What is Product Promotion?
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Product Target Audience
Communication
Benefits Pain Areas/ NeedsAspirations
MapMap
That is
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Product or Service◦ Tangibility is the key differentiator
Distinctive Attributes◦ Usefulness◦ Innovation◦ Convenience◦ Value◦ Quality◦ Packaging◦ Branding◦ Design◦ Technology◦ Process◦ Experience
What is Your Product?
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Demographic Profile Geographical Location Culture Behaviour Needs Aspirations
Define Your Target Audience
Customer Insights
• Listen • Observe • Think • Walk……like your customer
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Analyse needs of the target audience Find out how product satisfies these needs, better than competition Align your communication on addressing these needs
◦ Clearly define your messages
Follow AIM: Attract... Inform... Motivate
Define Your Communication
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Key Elements of Product Promotion
Advertising
Direct Marketing
Public Relations
DisplayMerchandising
Sales Promotion
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Newspapers TV Channels
Social Media
Online PR Sites
Direct Mailers
Events
Out-of-home Media
Internet
Radio
Weigh Your Options of Promotion Vehicles…
I’l go wherever my target audience goes....medium is secondary
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Public Relations
Product Promotion Process
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Online B2B Matchmaking/Marketplace Platform – the product Small & Medium Enterprises (SMEs) – the target audience Mapping IndiaMART's benefits with SMEs' pain areas – the communication
Solutions• Free Registration , pay for premium• 24X7 online presence• Reach out to national & global buyers & receive business queries
Key Challenges Cost Time Distance
Case Study: IndiaMART.com
2008 2009 2010
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Thank You
ARUN [email protected]
Twitter: twitter.com/aruntyagi77
LinkedIn: linkedin.com/in/aruntyagi77