Download - Imc presentation promotions
- Presented By- Prashant Chalke- Preshit Kharde- Hitesh Karkera
- Suhas Suryawanshi- Satish Shinde
PROMOTIONS Promotions refer to the entire set of
activities, which communicate the product, brand or service to the user.
The idea is to make people aware, attract and induce to buy the product, in preference over others.
Promotion can be categorized as consumer-oriented and trade-oriented promotions.
Reasons for Increase in PromotionThe Growing Power of RetailersDeclining Brand LoyaltyIncreased Promotional SensitivityBrand ProliferationFragmentation of the Consumer MarketCompetition
TRADE AND CONSUMER ORIENTED PROMOTIONS
TRADE PROMOTIONS are marketing activities executed between manufacturers and retailers. Trade promotions help companies differentiate a product, increase product visibility, and increase the product purchase rate.
CONSUMER PROMOTIONS are marketing activities targeted at the consumer to encourage them to buy the product. These are often used at the product launch to increase brand awareness, market acceptance, and sales.
PROMOTION TECHNIQUES
Personal SellingWhat is personal selling?Types of personal selling
Retail selling Trade sellingMissionary selling
Advantages and Disadvantages of personal selling
Advantages and DisadvantagesAdvantages Disadvantages
High customer attention High cost
Message is customized Labor intensive
Interactivity Expensive
Persuasive Impact Can only reach limited number of customers
Potential for development of relationship
Adaptable
Opportunity to close the sale
Direct Marketing It's a method of contacting customers and
potential customers personally, rather than having an indirect medium.
This includes direct mail , telephone catalogues data sheets
Ex- Xerox has tripled its sales fort low-end products through the use of direct mail.
Direct marketing is not the best option for companies who have niche products to sell.
Direct mailA marketing effort that uses a mail service to deliver a promotional printed piece to your target audience .
TelemarketingUse of the telephone to market goods or services
directly to prospective customersTelemarketing is a marketing communication tool that
employs trained specialists who utilize telecommunication and information technologies to conduct marketing & sales activities either through incoming calls or outgoing calls.
It is cheaper than face to face sales.Usage Rate of telemarketing increasing by 25% a yearNow a days people say telemarketing as cold calling.Carried out by
Telemarketersautomated telephone calls or "robocalls"
Public Relations “Public relations is a planned process to
influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.”
The aim of public relations by a company often is to persuade the public, investors, partners, employees, and other
stakeholders to maintain a certain point of view about it, its leadership, products, or of political decisions.
Functions of PRMarston’s four-step “RACE” model describes the
PR process:R = ResearchA = ActionC = CommunicationE = Evaluation
Promoting goodwillPromoting product, service, corporate imageCorporate communicationsLobbyingCounteracting negative publicity
Media managementMedia management is a term used for several
related tasks throughout post-production. In general, any task that relates to processing your media is considered to be media management, such as capturing, compressing, copying, moving, or deleting media files.
MESSAGE EVALUATIONS - ApproachesRECALL tests:
What do you recall over a span of time as well as information about the ad(s) that they remember Day-after recall (DAR) Unaided recall Aided recall
RECOGNITION tests:Give copy of ad and ask if they recognize or have seen it
before Attitude and Opinion Emotional Reaction Physiological Arousal Persuasion
EVALUATION CRITERIAEstablish Quality Evaluation Criteria
Should be relevant to objectives being measuredAgreement on how the results will be usedUse multiple measures to evoke more precise
evaluationsTest should be based on some theory or model of human
behaviorConsider multiple exposuresValidity necessitates that comparative tested ads are in
the same stage of their development processAdequate Controls to prevent biases and external factorsSamples must be “representative”Tests should be Reliable and Valid (generalizable)
EVALUATING THE OVERALL IMC PROGRAMPeter Drucker identified goals that define overall
well-being of a company:Market ShareLevel of InnovationProductivityPhysical and Financial ResourcesProfitabilityManager performance and developmentEmployee performance and attitudesSocial Responsibility
If these goals are being reached, the IMC plan is likely in good order.
Case Study –Re-positioning of Frooti
Case Study – Re-launch of FrootiStarted in 1984 as first tetra pack fruit juice
in IndiaFirst decade, scored 100 product likability
and product quality and 95 on product recall.By 2000, it was loosing a market-shares to
competitors MNCsResearch SegmentationTargetingPositioning / Re-positioning
CampaignsMango Fruity – Fresh n JuicyTeaser Campaign – “Digen Verma”
Everest Integrated Media Pvt. Ltd.Frooti – “Just Like That”Frooti Pranks – Juicy Mango SupriseFrooti Competition – Mango Slam Bam Bam –
Crazy Mango FunThe Frooti Life - Rebranding with SRKChoos the Mango, Choose the MangoFrooti – BCL ( Box Cricket League)
Thank You !!