special studies in marketing 3
TRANSCRIPT
![Page 1: Special studies in marketing 3](https://reader034.vdocuments.site/reader034/viewer/2022042907/587c10951a28ab03768b67c9/html5/thumbnails/1.jpg)
3. Special Studies in Marketing
BMS 2012
Reema Rijhwani
![Page 2: Special studies in marketing 3](https://reader034.vdocuments.site/reader034/viewer/2022042907/587c10951a28ab03768b67c9/html5/thumbnails/2.jpg)
Promotion
![Page 3: Special studies in marketing 3](https://reader034.vdocuments.site/reader034/viewer/2022042907/587c10951a28ab03768b67c9/html5/thumbnails/3.jpg)
Terminologies
• ATL vs BTL BTL uses less conventional methods than the
usual specific channels of advertising to promote products, services, etc
ATL include activities such as advtg, direct mail, public relations and sales promotions for which a fee is agreed upon and charged up front
![Page 4: Special studies in marketing 3](https://reader034.vdocuments.site/reader034/viewer/2022042907/587c10951a28ab03768b67c9/html5/thumbnails/4.jpg)
• Push vs Pull Strategy Pushing the products to the consumers
through channel sales. Ex. Heavy equipments, machinery, etc
Consumers pulling the products through channels post communication/awareness. Ex. FMCG products, etc
![Page 5: Special studies in marketing 3](https://reader034.vdocuments.site/reader034/viewer/2022042907/587c10951a28ab03768b67c9/html5/thumbnails/5.jpg)
Tools
• Sales Promotion• PR• Direct Marketing• Personal Selling • Adtvg• MLM• Trade Fair/Expo
![Page 6: Special studies in marketing 3](https://reader034.vdocuments.site/reader034/viewer/2022042907/587c10951a28ab03768b67c9/html5/thumbnails/6.jpg)
Sales Promotion
• Consumer Promotion tools Samples, Cash Refunds, Prizes (contests,
sweepstakes, games), Frequency Program, Patronage Awards, Product Warranties, Cross Promotion, POP, Gifts, Price Packs
![Page 7: Special studies in marketing 3](https://reader034.vdocuments.site/reader034/viewer/2022042907/587c10951a28ab03768b67c9/html5/thumbnails/7.jpg)
• Trade Promotion ToolsPrice Off, Allowance, Free Goods
• Sales Force Promotion ToolsSales Contests, Specialty Adtvg / Souvenirs
![Page 8: Special studies in marketing 3](https://reader034.vdocuments.site/reader034/viewer/2022042907/587c10951a28ab03768b67c9/html5/thumbnails/8.jpg)
![Page 9: Special studies in marketing 3](https://reader034.vdocuments.site/reader034/viewer/2022042907/587c10951a28ab03768b67c9/html5/thumbnails/9.jpg)
Importance• To get customers• New trials, repeat purchase, encourage
switchers• Compete with similar products• Adjust demand and supply
![Page 10: Special studies in marketing 3](https://reader034.vdocuments.site/reader034/viewer/2022042907/587c10951a28ab03768b67c9/html5/thumbnails/10.jpg)
Public RelationsUse / Importance • To maintain Press relations• Publicity (company, product & brands)• Corporate Communications• Lobbying • Counseling• Building Credibility & Positive outlook• Increase bottom line• Marketing Public Relations – Combining
marketing activities with public relations
![Page 11: Special studies in marketing 3](https://reader034.vdocuments.site/reader034/viewer/2022042907/587c10951a28ab03768b67c9/html5/thumbnails/11.jpg)
• Tools Publications (advertorials, Infomercials),
Events, Sponsorships, News, Speeches, Public service activities, Identity Media
![Page 12: Special studies in marketing 3](https://reader034.vdocuments.site/reader034/viewer/2022042907/587c10951a28ab03768b67c9/html5/thumbnails/12.jpg)
Corporate Communications
• Promoting understanding of the organization through internal and external comm.
• Via AGM, Speeches, Adtvg, Trade participation, etc
• Helps in building corporate Image
![Page 13: Special studies in marketing 3](https://reader034.vdocuments.site/reader034/viewer/2022042907/587c10951a28ab03768b67c9/html5/thumbnails/13.jpg)
Direct Marketing
• Direct – Fax mail, Email, Voice mail, Tele-calling (Database etc)
• Catalogue • CRM
![Page 14: Special studies in marketing 3](https://reader034.vdocuments.site/reader034/viewer/2022042907/587c10951a28ab03768b67c9/html5/thumbnails/14.jpg)
Objective/Role/Importance• Home or convenience shopping• Personalize targeting• Target niches• Digital utilization• Frugal promotions
![Page 15: Special studies in marketing 3](https://reader034.vdocuments.site/reader034/viewer/2022042907/587c10951a28ab03768b67c9/html5/thumbnails/15.jpg)
Personal Selling
• Presentations• Demonstration• Samples at Kiosks
![Page 16: Special studies in marketing 3](https://reader034.vdocuments.site/reader034/viewer/2022042907/587c10951a28ab03768b67c9/html5/thumbnails/16.jpg)
Importance/ Role• Technical information• Personal element • Quick feedback• Building Image of the company• Interactive
![Page 17: Special studies in marketing 3](https://reader034.vdocuments.site/reader034/viewer/2022042907/587c10951a28ab03768b67c9/html5/thumbnails/17.jpg)
Advertising
• Television• Radio• OOH • Print• Electronic
![Page 18: Special studies in marketing 3](https://reader034.vdocuments.site/reader034/viewer/2022042907/587c10951a28ab03768b67c9/html5/thumbnails/18.jpg)
Multi Level Marketing
• Residual Income• Network• Commission
![Page 19: Special studies in marketing 3](https://reader034.vdocuments.site/reader034/viewer/2022042907/587c10951a28ab03768b67c9/html5/thumbnails/19.jpg)
Trade Fair / Expo• Demonstration / Tech Info• Brochures• Networking
India International Leather Fair
Delhi Book Fair 2011
Pharmac India Times Utsav
(Pragati Maidan, BKC, MMRDA, Palace Grounds, etc)
![Page 20: Special studies in marketing 3](https://reader034.vdocuments.site/reader034/viewer/2022042907/587c10951a28ab03768b67c9/html5/thumbnails/20.jpg)
E-Commerce
• Marketing + Trading + Transacting online• Via internet – globalisation • Operating in marketspace
Guidelines• Interactive, ease in response, personalize
content, extra offer
![Page 21: Special studies in marketing 3](https://reader034.vdocuments.site/reader034/viewer/2022042907/587c10951a28ab03768b67c9/html5/thumbnails/21.jpg)
Process
• Define Objective• Budget or % of sales• Method selection with Target Audience• Test • Measure Effectiveness
![Page 22: Special studies in marketing 3](https://reader034.vdocuments.site/reader034/viewer/2022042907/587c10951a28ab03768b67c9/html5/thumbnails/22.jpg)
Thank You