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Identifying the Need Identifying the Right Promotion Program Enlisting the Involvement of Salesmen Enlisting the support of the Dealers Enlisting the Advertisement Agencys Support Maintaining the Tempo Timing of the Campaign Coordination with other elements of Promotion
Identifying the Need ( Eg:Extra Sales, Offload accumulated stocks, regain loosing consumer interest, counter competitors offer) Identifying the right promotion program ( Eg: Free samples, contest, sweepstakes ) Enlisting the involvement of salesmen ( Salesmen to be briefed on the campaign ) Enlist the support of dealers ( POP materials and the product under campaign will get the required prominence if the dealer so desires)
Enlisting the advertising agencys support (Since heavy budget is spent for SP campaign, ensure that they benefit from the experience and expertise of their agency) Maintaining the tempo ( Ensure that the initial tempo built around the program be maintained through the entire period of the campaign, through Adv and POP) Timing of the Campaign ( Prime factor Sales need of the company. But the firm also has to consider other factors like seasonality of purchase of the product, climate conditions, festival seasons etc) Coordination with other Elements of Promotion (Advertising, Personal selling, Publicity )
Kind
of Product
4. Pre-testing the Program 5. Implementing and Controlling the Program 6. Evaluating Results
Sales
Force Participation
Dealer
Participation
vii) Competition
viii) Premium offers ix) Field Demonstrations and Group discussions
Pull
Strategy Push Strategy Push-Pull Strategy Sustaining Promotional Strategy Developmental Promotional Strategy Promotional Appropriation PLC Strategy Cross Promotion Surrogate Selling Bait and Switch Advertising
Single
Communication/Promotion
is one of the element of Marketing Mix. Promotional Activities include Advertising, Sales Promotion, Personal selling and public relations. Integration of all these promotional tools along with the other components of marketing mix to gain edge over competitor is called Integrated Promotion.
Advertising
Advertising Objectives Message Strategy
Integration & Implementation of Marketing Communications Strategies Monitor, Evaluate & Control Promotional Program
Coordinating
SP & Adv Coordinating PS with other promotional tools Coordinating PS & Adv Coordinating PS & PR Coordinating PS & Direct Marketing Coordinating PS & SP Coordinating PS with the Internet
Budget
Website
Design Sales Page Designing E-mail Marketing Design Banner Design Social Media
Feedback
Forms Bookmarking Content Daily Give-away/coupons/contests Surveys Awards/Testimonials Online Chat Tours
Simple
Automatic Control Easy
Electronic