Submitted by: Ashok Kumar M

What is PROMOTION MIX ?

Set of tools used by business

Effective communication of benefits of

products or services
Part of wider Marketing Mix

Importance of Promotion Mix

For the survival of a firm in todays market Effective communication with the customer

about a firms product or service

Manage this within the firms budget

A Successful Promotion Mix

Balance of tools in a planned and structured

manner
Selection of the right mix of promotional

activities
Combination depends on

1) Target audience 2) Message to be communicated 3) Budget available

Tools of Promotion Mix?

1) Advertising 2) Public Relations 3) Sales Promotion 4) Direct Marketing 5) Personal Selling

Advertising
Hero Honda Advertise through bill boards and TV

channels to reach target audience with information (creating awareness) Hero Honda Sponsors sports events (promoting product & company benefits) Customer Service also a good promotional tool for Hero Honda (by constantly repeating key messages) It is to be conducted regularly in a consistent & recognizable manner Typical advertising media- yellow pages, local newspapers, radio, trade journals, exhibitions, websites

Public Relations
Hero Honda sustained attempt to develop the

reputation of a business Hero Honda choose this cost effective method of promoting business Hero Honda position business more prominently To announce new product launches, change in opening times of company, etc : News or press releases -> media Articles -> trade journals/local newspapers Sponsorship/Charitable donations

Sales Promotion
Hero Honda is making sales promotion specific, usually

short-term promotion
Hero Honda using this sales promotion to move old stock Merchandise new products Encourage repeat buying To motivate the staff Hero Honda sales promotion helps A means of attracting new customers

Factors influencing the combination

Analysis of the target audience Message to be communicated

Budget of the firm

Development plans Identification of actions that the audience may

take on receiving the communication Monitor and measure the results

A ten-step checklist
1) Decision on how the products and services can 2) 3)

4)
5) 6)

be packaged Develop a profile of the target audience Set the objective Decide what image of the product/service firms wants the audience to retain Settle on budget How the message has to be delivered

7) Decide what actions the firm wants audience to

take as a result of receiving communication

8) Means of measuring and controlling the plan

once it is developed
9) Undertaking the promotional plan

10) Measure what has been achieved against the

original objectives that had been set