ppt on promotion
TRANSCRIPT
Promotional Strategies
Nikita Goyal
Marketing Mix
Promotion
Adverti sement
ROLE OF ADVERTISEMENT
• P & G, the worlds advertising leder annually spends $2.3 billion world wide to promote its product.
• Chinese viewers generally enjoy watching the commercials shown.
• U.S. is highest in per capita advertising at $499 per person.
ADVERTISEMENT & REGULATION
Space Time
Media Local availability
Regulation
Obj.& task
% of sales
Excutive Judgment
Matched competitors
Same as last year
Same as last year +a little
more
Methods of Budgeti ngCanada
87%
Brazil 73%
US 64%
Germany 33%
Canada 24%
Britain 22%
Allocati on of Adverti sement
Television
Newspaper
RadioMagazine
Transit
Sweden 43%
Australia 72%
Maxico 17%
Germany 45%
Maxico 14%
MEASURE OF ADVERTISEMENT
Advertisement
Recall
Awareness
Profitability
Intention to buy
Sales
Compensati on MethodFee for service
Cost+ Fixed%
Barter on trade other
Commission from media
Method
Adverti sing Media-: Television
TELEVISION
• In Germany advertising on television is permitted only between 6:15 and 8:00 PM.
• In the US, 61% of TV spots are 30 Second aid commercials.
• In Japan 79 % of TV spots are 15 Second commercials permitted.
Radio
RADIO
• Inexpensive and affordable.• Virtually a free medium for listeners.• The programs are free.• Portable.• Entertaining.• Up to date.
News Paper
NEWS PAPER
• World wide.• People trusted.• Less cost.• Portable.• Customized.• Most wanted.
DIRECT MARKETINGPromotion Methods
Advertising MediaDirect Advertising
Direct Mail
ProspectsDirect Marketer
Ordering Method
Mail OrderTelephone
Personal visit
STANDARDIZED INTERNATIONAL MARKETING
• standardization means "one size fits all.“ • The target audience is vast. Standardization helps
keep the costs low of reaching out to many people.• It is employed typically in situations where the
product in question is for mass consumption. • These products are typically low volume products .
CUSTOMIZATION
• Customization on the other hand refers to the tailoring of the campaign according to the needs of an individual or groups of individuals.
• These are high margin products where the volumes are low and the buyers are few.
• The extent of tailoring the marketing efforts according to the needs of specific buyers
CONDITIONS OF STANDARIZATION
• The product has cultural compatibility across countries.
• Product is industrial High tech.• There are similar marketing infrastructures in
the home and home country.• Markets are economically alike.• Countries have similar customer behavior
and life style.
Five strategies
• One product, one message , world wide.• Product extension-communications
adaptation.• Product adaptation- communication
extension.• Dual adaptation.• Product intension.
DECISION MAKING FRAME WORK
Identification
Selectivity
Response
size
cost/ Profit
Market segmentation
Localization
standardization
standardization
standardization
standardization
standardization
No
No
No
No
No
Thank you