MARKETING MANAGEMENT PRESENTED BY:- PRIYANKA DESHPANDE – 02 NISHANT TIW ARI – 07 PRERNA JHAWAR – 14 9-Dec-11 1
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MARKETING MANAGEMENT
PRESENTED BY:-PRIYANKA DESHPANDE – 02
NISHANT TIWARI – 07
PRERNA JHAWAR – 149-Dec-11 1
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ELEMENTS OF MARKETING MIX
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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.
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THE MARKETING COMMUNICATION MODEL
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PROMOTIONAL MIX
A business' total Marketing communications programme is calledthe "promotional mix“.
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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:
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5 s of ADVERTISING
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1. Mission
2. Money
3. Message
4. Media
5. Measurement
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ADVERTISING MODELS
AIDA MODEL
THE HIERARCHY OF EFFECTS MODEL
THE INNOVATION ADOPTION MODEL
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AIDA MODEL
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Attention Interest Desire Action
E.g.: Reliance Communication GSM launch
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The Hierarchy of Effects Model:
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The Innovation Adoption Model:
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Awareness
Interest
Evaluation
Trial
AdoptionPRERNA JHAWAR _14
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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.
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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.
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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
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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.
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Advantages:
- Involves direct business.- Exact response.- Profit or loss can be more accurately judged.
Disadvantages:
- Offends the customers.- Image factors.
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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.
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• 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
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• Coupon
• Bonus Packs
• In pack & On pack• Refund
• Sweepstakes
• Sampling• Price off
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• 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
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Package containing twoitems that sells for theprice of only one of theitems.
Adds value
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• It is used to introduce
new products / service
• Dispose of excess
inventory
• Use excess overhead
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• If the product doesnot perform, then its
money back.• Increases consumer
confidence.
• Loyalty program.
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• Chance gamewhere theconsumer has
the chance towin somethingbig throughpurchases
• The morepurchases, themore tickets
• Creates loyaltypriyanka_02
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• 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
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• Use for slow moving
items
• Excess inventory
• Off season
• Dislodge competitors
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• 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.
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• 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
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• Building Product Awareness
• Creating Interest
• Providing Information
• Stimulating Demand
• Reinforcing the Brandpriyanka_02
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• 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.
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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
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CONCLUSION
• PR changes attitudes.Institutional ads which
present facts do notchange attitudes.
• You need to involve the
listener byemotionalizing theinformation.
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Aspects Affecting Promotion
• Personal Selling
• Sales Management
•Integrated Marketing Communications
• Integrated Marketing Communications
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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
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Personal Selling Process Steps
Prospecting
Pre-Approach
Making The Presentation
Follow-up
Closing The Sale
Approach
Overcoming Objections
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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.
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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.
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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.
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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.
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