Unit 12Unit 12

Promotional ToolsPromotional Tools

Teaching Objective

This unit aims to help students to

• gain knowledge of different promotional tools and promotion strategies; and

• learn how to promote various new products or services

Unit content

1. Promoting a new product

2. promotional strategies

The project to be accomplishedThe project to be accomplished In a small group of 4-5 classmates, choose one product from

the list below, decide what is special about it, and which tools you would use to promote it. Imagine that you have a generous budget, and are thus able to employ several different tactics.

Prepare a 10-minute presentation about your work results.

1.  A new, up-market health and fitness club2. A new brand of jeans, manufactured by a new (and

therefore unknown) company3. A new, fashionable but inexpensive range of quartz

watches4. Potatoes, to be sold in supermarkets5. A new taxi company in your city. 

Production ConceptProduction Concept

Product ConceptProduct Concept

Selling ConceptSelling Concept

Marketing ConceptMarketing Concept

Consumers prefer products that are widely available and inexpensive

Consumers favour products that offer the most quality, performance,

or innovative features

Consumers will buy products only ifthe company aggressively

promotes/sells these products

Focuses on needs/ wants of target markets & delivering value

better than competitors

Company Orientations Towards the Marketplace

The Four PsThe Four Ps

MarketingMix

Product

Price Promotion

Place

CustomerSolution

CustomerCost

Communication

Conven-ience

Marketing MixMarketing Mix

Product

Price

Place

Participation

Promotion

Process

Physical Evidence

Product Life CycleProduct Life Cycle

Time

ProductDevelop-

ment

Introduction

Profits

Sales

Growth Maturity Decline

Losses/Investments ($)

Sales andProfits ($)

Sales and Profits Over the Product’s Life From Introduction to Decline

Major Promotional Tools

Public Relations

Sales Promotion

Personal SellingAdvertising

SpecialEvents

SpecialEvents

Written MaterialsWritten

Materials

Corporate Identity Materials

Corporate Identity Materials

SpeechesSpeeches

NewsNews

AudiovisualMaterials

AudiovisualMaterials

Major Public Relations ToolsMajor Public Relations Tools

Public Service

Activities

Public Service

Activities

Web SiteWeb Site

Sales Promotions

• Free samples

• Coupons

• Price reductions

• Competitions

• …

Consumer-Promotion Objectives

Consumer-Promotion Tools

Point-of-PurchaseDisplays

Point-of-PurchaseDisplays

PremiumsPremiums

Price PacksPrice Packs

Cash RefundsCash Refunds

CouponsCoupons

SamplesSamples

Patronage Rewards

Patronage Rewards

GamesGames

SweepstakesSweepstakes

ContestsContests

AdvertisingSpecialties

AdvertisingSpecialtiesPatronage Rewards

Entice Consumers to Try a New Product

Entice Consumers to Try a New Product

Lure Customers AwayFrom Competitors’ Products

Lure Customers AwayFrom Competitors’ Products

Get Consumers to “Load Up’on a Mature Product

Get Consumers to “Load Up’on a Mature Product

Hold & Reward Loyal Customers

Hold & Reward Loyal Customers

Consumer Relationship Building

Consumer Relationship Building

Customer Promotions

Trade-Promotion Objectives

Trade-Promotion Tools

Specialty Advertising

Items

Specialty Advertising

ItemsContestsContests

Free GoodsFree Goods

Buy-BackGuarantees

Buy-BackGuarantees

AllowancesAllowances

Price-OffsPrice-Offs

Patronage Rewards

Patronage Rewards

Push MoneyPush Money

DiscountsDiscounts

PremiumsPremiums

Displays

Persuade Retailers or Wholesalers to Carry a Brand

Persuade Retailers or Wholesalers to Carry a Brand

Give a Brand Shelf SpaceGive a Brand Shelf Space

Promote a Brand in Advertising

Promote a Brand in Advertising

Push a Brand to ConsumersPush a Brand to Consumers

Trade Promotions

1. 1. Promoting a new productPromoting a new product

11a Listeninga Listening

Listen to Jogishwar Singh explaining the Listen to Jogishwar Singh explaining the promotional strategies for the trial launch of promotional strategies for the trial launch of Fresh Fries. Tick the topics mentioned in the Fresh Fries. Tick the topics mentioned in the interview interview

11b. Comprehensionb. Comprehension

1). What do you think Jogishwar means by “launching a media blitz”?

2). When will the company start to use advertising?

3). According to Jogishwar, what is the difference between advertising and publicity?

2. 2. Promotional strategiesPromotional strategies

22a Reading and text exploringa Reading and text exploring

Read the text and filling in the missing Read the text and filling in the missing words.words.

Paragraph 1Paragraph 1

1.1.            Marketing concept: the marketing idea of Marketing concept: the marketing idea of ‘make what you can sell rather than sell what you ‘make what you can sell rather than sell what you make’make’

2.2.            attractively priced product attractively priced product

3.3.            PLC: product life cycle (introduction, growth, PLC: product life cycle (introduction, growth, maturity, decline) maturity, decline) 产品生命周期产品生命周期

4.4.            product / brand awareness product / brand awareness 产品产品 // 品牌意识品牌意识5.5.            informinform the potential customers the potential customers aboutabout … …

Paragraph 2Paragraph 2

1.1. 44Ps formulation (marketing mix): product, Ps formulation (marketing mix): product, place, promotion, price place, promotion, price 市场营销组合市场营销组合

2.2. major promotional tools: advertising, major promotional tools: advertising, public relations, sales promotion, personal public relations, sales promotion, personal selling.selling.

3.3. marketers have to decide which marketers have to decide which toolstools to to use, and in what use, and in what proportionproportion..

Paragraph 3Paragraph 3

1.1. public relations (PR) public relations (PR) 公共关系公共关系2.2. publicity: publicity: 宣传推广宣传推广3.3. medium: medium: 媒介 媒介 ((pl) media / mediumspl) media / mediums

4.4. public awareness public awareness

Paragraph 4Paragraph 4

1.1. tactics: the art of using existing means to get a desired tactics: the art of using existing means to get a desired result result 策略，手段策略，手段

2.2. stimulate: to increase in activity stimulate: to increase in activity 增强，促进。。。之增强，促进。。。之活动活动

3.3. The cold air stimulates the bloodThe cold air stimulates the blood

4.4. generate: to cause to existgenerate: to cause to exist

5.5. the initial trial of a new product: buy/try a new product the initial trial of a new product: buy/try a new product for the first timefor the first time

6.6. try out: to test (sb. Or sth) by use and experience try out: to test (sb. Or sth) by use and experience 考验考验7.7. The idea seems fine but we need to try it out in practice. The idea seems fine but we need to try it out in practice.

8.8. brand-conscious brand-switchers: brand-conscious brand-switchers:

9.9. to counter a promotion by a competitorto counter a promotion by a competitor

10.10. loss-leader pricing loss-leader pricing 亏本出售亏本出售

Paragraph 5Paragraph 5

1.1. off-season: off-season: 淡季淡季2.2. brand loyalty: brand loyalty: 品牌忠诚品牌忠诚

Paragraph 6Paragraph 6

1.1. sparingly sparingly 节俭地，少量地使用 节俭地，少量地使用 to praise ~ to praise ~ 吝吝于赞美于赞美

2.2. complement: n. (~ to) sth that completes or complement: n. (~ to) sth that completes or makes perfect makes perfect 补充物，使完备之物补充物，使完备之物

3.3. A fine wine is a ~ to a good meal A fine wine is a ~ to a good meal 美食加上美酒美食加上美酒才算完备才算完备

4.4. Complement: v. to make sth complete Complement: v. to make sth complete 使完备使完备5.5. This wine ~s the food perfectly. This wine ~s the food perfectly. 用这酒配这菜，用这酒配这菜，

相得益彰。相得益彰。6.6. channel of information: channel of information: 信息渠道信息渠道

22b. Summarizingb. Summarizing

Complete the sentences to summarize the text:

1. When a new product is launched, the producer has to inform customers about its existence and develop brand awareness.

2. Promotion is one of the four elements of the marketing mix; sales promotions are one of four different promotional tools.

3. The advantages of publicity include the fact that it is much cheaper than advertising, and can have a better impact, because it seems that people are more likely to read and believe publicity than advertising.

4. The four stages of the standard product life cycle (excluding the pre-launch development stage) are introduction, growth, maturity and decline.

5. Reasons to offer temporary price reductions include attracting price-conscious brand-switchers, offsetting a promotion by a competitor, and, for stores, attracting customers by way of “loss leaders”.

6. Sales promotions need not only be aimed at customers; they can also be used with distributors, dealers and retailers, and with a company’s sales force.

7. Apart from selling a company’s products, sales representatives bring information back to a company form its customers, including ideas for new products.

22c. Discussionc. Discussion

What kind of sales promotions are you receptive to?

1. coupons giving a price reduction?2. free samples?3. discounts for buying a large quantity?4. price reductions in shops?5. packets offering “20% Extra”?6. competitions?

22d. Vocabularyd. Vocabularykeys:1. competitors2. word-of-mouth advertising3. brand-switcher4. points of sale5. brand name6. line-stretching7. packaging8. product improvement9. media plan10. packaging

22e. Case study: Promotional strategiese. Case study: Promotional strategies

In a small group of 4-5 classmates, choose one product from the list below, decide what is special about it, and which tools you would use to promote it. Imagine that you have a generous budget, and are thus able to employ several different tactics.

Prepare a 10-minute presentation about your work results.

1.  A new, up-market health and fitness club2. A new brand of jeans, manufactured by a new (and

therefore unknown) company3. A new, fashionable but inexpensive range of quartz

watches4. Potatoes, to be sold in supermarkets5. A new taxi company in your city

Project time!!Project time!!