PROMOTION MIX

PROMOTION MIX

BY

SMART LEARNING WAY

CONTENTS 

Introduction of promotion mix what is promotion ?

Personal selling

Publicity

Advertising

Conclusion

Bibliography

               

INTRODUCTION OF PROMOTION

 

Promotion  is a from of communication  with an  additional  element of persuasion  to accept ideas ,services  and  hence persuasive  communion  becomes the heart of promotion ,the  third element  of marketing . 

In essences , promotion is the spark  plug of our  marketing mix and an important  marketing  strategy .

People must  know  that in a competitive market  without promotion  nothing can be sold.

In marketing ,affection communication is absolutely necessary even though you have  a suburb  product , beset package and also you offer a fair price.

What is promotion?

Promotion is the process of marketing communication to inform,persude,remind and influence consumers or users in favour of your product or service.

Promotion has three specific purposes

It communicate marketing information to consumers ,users and resellers

It is not enough to communicates ideas

Promotion pesuades and convinces the buyer and influences his/her behaviour  to take the desired action

Promotional efforts act as powerful tools of competition providing the cutting edge of its entire marketing programme

Promotion has been defined as “the co-ordinated efforts to establish channels of information and persuasion to facilitate or foster the sale of goods or services,or the acceptance of ideas or points of view”.

It is a from of non-price competition. 

Essentially prommotion is persuasive communication to inform potential customers of the existence of products,to persuade and convince them that those products have want satisfying capabilities

Consumer really seking buy a bundle of expectation (a package of utilities) to their economic.psycho-social wants and desires

The  traditional view of promotion  is that it comprises  all the activates  associated  with communicating information  about a product or service.

The aim of there  activates is not provide the information which lades the customer to buy the product .

Marketing have a variety of information delivery systems valuable to them  which can be used to construct an appropriate  “promotion  mix strategy “   these include (kotler 1997).

Advertising which permits the delivery of  a non-personal  message through the action  of renting time and space within an advertising  canal (e.g. radio, television, cinema,  news papers )

The promotion mix 

When the firm consider promotion as  a whole ,

It faces two major decision the first is how mush total  effort to invest in ; the second ,how muse relative usage should be made of the different promotion tools .

The problem of how muse for promotion is not  difficult in principle .

The total promotion budget should be  stabilized at a level where the  marginal profit form the marginal promotion dollar  just equals the marginal  profit  from using the dollar in the best  no promotional alternative .

 A few generalization  might help indicate whether  promotion will be a relatively important or unimportant component  of the marketing mix . 

In general,  promotion will be more important in markets where .

1) Products are alike, thus leading manufacturers to try to differentia them psychologicaly.

2) Products are in the introductory sage of the cycle ,where aware nation and interest must be built, or in the mature stage ,where defensive expenditures are required to maintain  market shears 

3) Products are soled on a mail –order  basis.

4)Products are sold on a self –service basis.

1).Personal selling 

It is right to mention that for promotion the  business of courier organization ,we find personal selling very mush effective.

The courier organization may be successful in promoting the business in a right  fashion ,

If the sales people have high communication   ability.

To be more specific  the large size courier originations may engage  agents , trade representative for developing  contact with the  target prospects .

If the sales personal have high communication ability.

Attractive personality and commitment to profession ,the dialogues can be transformed into a deal.

We can’t deny the fact that the courier organizations need to  recruit and train quality sales people for that very purpose .

The instrumentality of messengers acting as couriers have been accepted by all.

If the couriers, agents, representatives narrate to the prospects right things in a right fashion ,we find enough scope for  stimulation.

2)publicity

We are aware of the fact that publicity occupies  a  place of significance because the courier organizations are not supposed to make any financial  provision for publishing   their services.

Being an unpaid from of persuasive communication ,the  publicity makes it essential that the professionals attempt 

To develop a rapport with the media  people and  organize a get-together and offer to them lunch, dinner and the small  gifts to influence them to write articles and  news items in favour  

If the media people are found satisfied  with the quality of services offered by them, they may give suitable coverage as a news item which would considerable  be

 

Instrumental in sensitizing the prospects .

The publicity measures are found more effective since  the prospects at large feel that media people are presenting right things regarding the services of courir organitions.

Thus the courier organization may also use this component of promotion  mix.

3).Advertising 

The first constituent of promotion ,i.e advertising plays an effective role promoting the business.

To be more specific the present age of sophisticated technologies .we find advertisement instrumental in promotion the business of courier organizations.

In this context, they need to advertise through  print media. Broadcast media  and the telecast media.

The professional are supposed to judge their potentials vis –a-vis the  requirements and have to use the

The media found instrumental in proportioning the business .

Of late, the courier organizations find print effective because the sophistication in the development of print technology has opened  doors for creativity.

The off-set print ,screen print laser –print are some of the latest devices to be used  By the courier  organization for that purpose.

It is also right to mention that the availability of quality materials is found injecting  additional attractions  while advertising through the target prospects .

The newspaper .magazines in big circulation may be effective since the services are used by almost all the segments of the market.

The marketing professionals and to be more specific the advertising professional bear the responsibility of  composing creation  slogans so that messages , themes and appeals are found instrumental in  sensitizing the prospects.

We can’t deny that the frequency of advertisement would be determined by the intensity of competition .

Conclusion 

• Advertising :any paid from of non personal  presentation and promotion of ideas  ,good or services by an identified sponsor .
• Personal selling : oral presentation in a conversation with a one or more prospective purchasers for the purpose of marketing sales.
• Publicity :nonpersonal stimulation of demand for a product ,services or business unity by  plaiting commercial significant news about it in a published medium or obtaining favorably  presentation of it upon radio, television ,or stage that is not paid for by the sponsor. 
•   Sales promotion  :those marketing actives .other than personal selling ,advertising ,and publicity that stimulate consumer purchasing and dealer effectiveness ,such as display ,shows and exhibition  ,demonstration ,and various no recurrent  selling efforts not in the ordinary routine.

BIBLIOGRAPHY 

1 )Services marketing

        Tata mc g raw

         hill publishing company limited

         new Delhi  

2) Marketing management 

        Phliipkotler 

3) Marketing management

     S.A sherlikar 

     Himalaya publish  house Mumbai