- 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 !!