Promotion mix (mm)

A Presentation on

Submitted to :-

K.K. Parekh Institute of Management Studies (Amreli)

PROMOTION MIX

Prepared by :-

Mehul Rasadiya

Promotion mixPromotion involves disseminating information about a product, product line, brand, or company.

To generate sales and profits, the benefits of products have to be communicated to customers. In marketing this is commonly known as “promotions”.

Purposes of Promotion

To tell consumers about a company’s …

GoodsServicesImagesIdeas

Purposes of Promotion

To persuade consumers to buy

Promotion’s Recipe for Success:

Mix various communication

activities together and serve to potential

customers until desired outcome is achieved.

The Top 5 Airlines!

Traveler Magazine

FlynnThe bikesthe prosuse.

25% OffCoupon

•Advertising

•Personal selling

•Publicity

•Sales promotion

Communication Techniques

The Combination, or Blend, of Marketing Communication Channels Is Called the...

AdvertisingAny paid form of non personal

presentation of ideas, images, goods, or services

The most visible element of the promotional mix

AdvertisingMessages can be delivered by:

• Television• Radio• Newspapers• Magazines• Direct mail• Outdoor

advertisements• Directories• The Internet

Personal SellingDetermines client needs/wants and responds through planned, personalized communication that influences purchase decisions and enhances future business opportunities

Sales Promotion Promotional activities other than advertising,

personal selling, and publicity which stimulate purchases

Sales promotion activities include:

Visual merchandising or displaysCouponsProduct demonstrationsInstant rebatesFree samplesFashion showsContestsNovelty itemsTrade showsExhibits

Importance of Promotion mix

Plays a key role in obtaining and keeping customers

Enables businesses to communicate effectively with customers

Informs consumers about goods/services and persuades them to buy

Indian Paint

Market

Industrial25%

Decorative75%

Market share

Indian Paint Market

Decorative

INDIAN Market Share

37.00%

15.90%13.80%

11.00%

5.30%

5.00%

12.00%

Asian PaintsNerolacBerger PaintsICI DuluxJenson & NicholsonShalimarOthers

Paint Manufacturing Companies

•Promotional Expenditure grew from 15% in 2003 to 21% in 2008. and right now 41%.Major in Advertisement

Rural Marketing Initiatives since 1960. Advertising & Promotional Expenditure

started in 1980s. Advertising Methods- Radio, TVCs, Print,

Internet, Retail Outlets, Seminars, Workshops. 37% Market share in India

The promotional strategy adopted by Asian is quite unique. The company is using high profile brand ambassadors like Akshay Khanna, Saif Ali khan & Soha Ali Khan” to promote Royale Luxury Emulsion. That time increase sales 12%.

When Company launched first time Royal Play that time company need to more Advertisement. So Saif ali khan promote this product……..

Advertising Methods-

Radio, TVCs, Print, Internet.

Retail Outlets, Seminars, Workshops.

15.9% Market share in India

For the promotion purpose The company is using high profile brand ambassador as Shahrukh Khan

In NASIK (Maharashtra) 2011

Introduced as a Warranted Product At that time sales

increased 11%

Introduced as a Healthy Home Paints

Advertising Methods- Radio, TVCs, Print, Internet.

Retail Outlets, Seminars, Workshops.

13.8% Market share in India

For the promotion purpose The company is using high profile brand ambassador as Katrina kaif

When Company having 10% market share that time KARINA KAPOOR is Brand Ambassador of the company..

but Company archived 13.8% of market share, When KATRINA KAIF replace to KAPINA KAPOOR,

New Delhi (2012)

Advertising Methods- Radio, TVCs, Print, Internet

ICI DULUX India comprises of 11% market share in India.

55%

12%

5%

13%

15% Asian PaintsNerolacBurger PaintsICI DuluxOthers

Market share (Amreli)

In AMRELI “Personal selling” is major tool for the promotion

In AMRELI

Asian paints – 7 DealersNerolac paints – 1 DealerBurger paints – 1 Dealer ICI Dulux paints – 1 Dealer

So that ASIAN PAINTS having highest market share