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Promotion

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  • Slide 1
  • Promotion
  • Slide 2
  • Focus Promotion Advertising Sales promotion Personal selling Public relation
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  • Promotion Promotion is one of the major elements of the marketing mix of the business. It s a form of persuasive communication, informing, and influencing the consumer s purchase decision. There are many different tools used by business to enhance the image of the product. Promotion is an important part of a business strategy in surviving today s competitive marketplace.
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  • Objectives of Promotion Provide information to consumers and others; Increase demand; Differentiate a product; Accentuate a product s value; Build up brand equity
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  • Advertising Paid, non-personal communication through various media by a business firm, not-for- profit organization, or individual identified in the message with the hope of informing or persuading members of a particular audience.
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  • Advertising is a mass-mediated communication. It can reach large numbers of consumers who are geographically dispersed. Products can be dramatized through the use of color, sound and visual. It is effective at building awareness and knowledge for the product. Effective, Economic, Efficiency
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  • Catalogs of Advertising According to the different objectives, an advertising program can be classified into three catalogs: Informative advertising Persuasive advertising Reminding advertising
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  • Informative advertising It s used to inform consumers about a new product or feature and to build primary demand. It s highly used in the pioneering period. It often explains how the product works, describes available services, reducing buyers fears and building a company image.
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  • Persuasive advertising Its used to build selective demand for a brand by persuading consumers that it offers the best quality for their money. Its about building brand preference, encouraging switching to the brand.
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  • Reminder advertising Its for mature product. The object is to remind people about the brand.
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  • How could Shangwutong ( )create a brand new market????? 1.It created a new market in one year. 2.Its brand position 3.Its advertising strategy 4.Problems
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  • Keep- warm underwear 1 Ad 2 Stars effect 3.conception 1 11 100%
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  • Where is the way of ad out? Popular stars Authorities Emotion Internet Cell phone Buses
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  • Sales Promotion Sales promotion is shot-term incentives to encourage the purchase or sale of a product. It can be classified into two catalogs: Trade promotion Consumer promotion
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  • Trade Promotion Trade promotion activities are designed to encourage companies, sales forces or other members of distribution channels to sell products more aggressively. Trade allowance/Trade discount cooperative advertising payments
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  • Consumer Promotions Consumer promotions like coupons, free trials, displays, rebate, sweepstakes, offer an extra incentive to make immediate purchases.
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  • Notes Sales promotions help boost short-term sales. Consumers can be urged to make stronger and quicker response. They are effective at inducing trial. successful sales promotions must promote customer relationship building in the sense that they support the brand image of the product.
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  • Personal Selling Personal selling is the direct effort made by a salesperson to convince a customer to make a purchase. It is a personal (face-to-face, telephone, or internet chat) presentation for the purpose of making sales and building relationships.
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  • Personal selling is unique because it involves personal contact. It is the two-way marketing communications tool, and it is also the tool that most often brings the buying decision process to a satisfactory conclusion for both buyer and seller. It is flexible and provides immediate feedback.
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  • Personal selling is often used in situations where the target market is concentrated, where products are high in value or orders are large, when the product is technically complex, or when the differential advantage is difficult to explain.
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  • Public Relations PR entail a variety of functions and activities that are directed at fostering harmonious interactions with an organizations publics( customers, employees, stockholders, governments, and so forth). It is an efficient indirect promotional alternative. It improves companies prestige and image with the public.
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  • Public Relations Firm s communications and relationships with its various publics. Press conference, speech, seminar, annual report, charitable donation, community relation, company magazine, home page;
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  • Global PR Build media relations Create trust and harmony Articulate and influence public opinion Anticipate conflicts and resolve disputes
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  • Nature of Each Promotion Tool Advertising Reaches Many Buyers, Expressive Impersonal Advertising Reaches Many Buyers, Expressive Impersonal Personal Selling Personal Interaction, Builds Relationships Costly Personal Selling Personal Interaction, Builds Relationships Costly Sales Promotion Provides Strong Incentives to Buy Short-Lived Sales Promotion Provides Strong Incentives to Buy Short-Lived Public Relations Believable, Effective, Economical used by Many Companies Public Relations Believable, Effective, Economical used by Many Companies
  • Slide 28
  • Promotion Strategy Push Strategy - Pushing the Product Through Distribution Channels to Final Consumers. Pull Strategy - Producer Directs Its Marketing Activities Toward Final Consumers to Induce Them to Buy the Product.
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  • In 1884, William Hesketh Lever, founder of Lever Bros, wrote down his ideas for Sunlight Soap his revolutionary new product that helped popularise cleanliness and hygiene in Victorian England. It was 'to make cleanliness commonplace; to lessen work for women; to foster health and contribute to personal attractiveness, that life may be more enjoyable and rewarding for the people who use our products'.
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  • 1963 Cornetto, the first packaged and branded ice cream cone, begins its launch in Europe.
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  • Unilever's history and development in China. Unilever's history in China can be traced back to 80 years ago, when Lever Brother established its first operation in Shanghai in 1923 and became the largest soap maker in the Far East. In 1986, Unilever re-established itself in Shanghai, committed to building and maintaining a successful business in China.
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  • Unilever has introduced over 20 brands to Chinese consumers, covering home and personal care, food and beverages and ice cream. From 1986 to 2001, the breadth of the involvement in China adds up to about US$1 billion in investment, the introduction of more than 100 types of advanced technologies, creation of 14,000 job opportunities and more than 4000 local employees.
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  • Unilever's business in China mainly covers 3 areas: Home and personal care-Unilever Co. Ltd. Brands include: Zhonghua, Hazeline, Lux, Ponds, Dove, Vaseline, Omo etc; Foods-Unilever Foods China. A wholly owned company by Unilever, producing soups, sauces, dressing and peanut butter, Lipton black tea, green tea, jasmine tea, and ready-to-drink tea beverages. Ice cream-Wall's China. A wholly owned company by Unilever, producing Cornetto and other ice cream.
  • Slide 35
  • In 2004, Unilever made the decision to build its own office building in Shanghai as regional headquarter. Unilever believes that successful localization starts with the localization of employees. An outstanding local team can better understand and meet the needs of Chinese consumers. In Unilever, 90% managers are recruited and trained locally.
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  • 1879 James Norris Gamble, son of the founder and a trained chemist, developed an inexpensive white soap equal to high-quality, imported castiles. Inspiration for the soap's nameIvorycame to Harley Procter, the founder's son, as he read the words "out of ivory palaces" in the Bible one Sunday in church. The name seemed a perfect match for the white soap's purity, mildness, and long- lasting qualities.Ivory
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  • 1896 P&G's first color print advertisementan ad for Ivoryappeared in Cosmopolitan magazine picturing this "Ivory Lady." Just five months after the introduction of television in the U.S., P&G aired its first TV commercial (for Ivory soap) during the first televised Major League baseball game.
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  • 1955 CREST the first toothpaste with fluoride clinically proven to fight cavities, was introduced.
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  • 1961 Pampers entered a test market in Illinois. Though the first test was unsuccessful, it led to an improved Pampers product at a lower cost that eventually replaced cloth diapers as the preferred way to diaper babies.
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  • 1984 Liquid Tide introduced. This represented the results of global development with surfactants developed in Japan, fragrance in Europe, and packaging from the United States.
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  • 1986 The Company developed a new technology that enabled consumers to wash and condition their hair using only one product. Pert Plus/Rejoice shampoo quickly became one of the leading worldwide shampoo brands.
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  • 1988 The Company announced a joint venture to manufacture products in China. This was the Company's first operation in the largest consumer market in the world.
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  • 1992 PANTENE was introduced, and it became the fastest growing shampoo in the world.
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