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  • Pijush Roy... Chapter 11: Promotion Decisions ________________________________________ Chapter Objectives Structure Of The Chapter The nature of global promotion Global promotion Campaign design Chapter Summary Key Terms Review Questions Review Question Answers Carmel of Israel References Bibliography ________________________________________ Products or services will not sell unless people are told about them. It is true that few companies from developing countries are global in operation, so much of the promotion process is limited to either third party advertising (for example the Dutch advertising Kenya grown flowers) or taking part in international exhibitions (for example the Zimbabwe International Trade Fair in Bulawayo). As many primary products of developing countries become the end products of developed countries, most promotion is limited to mentions of origin in developed country promotion. Nonetheless, the rules still apply for effective promotion, whether

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    Chapter 11: Promotion Decisions ________________________________________ Chapter Objectives Structure Of The Chapter The nature of global promotion Global promotion Campaign design Chapter Summary Key Terms Review Questions Review Question Answers Carmel of Israel References Bibliography ________________________________________ Products or services will not sell unless people are told about them. It is true that few companies from developing countries are global in operation, so much of the promotion process is limited to either third party advertising (for example the Dutch advertising Kenya grown flowers) or taking part in international exhibitions (for example the Zimbabwe International Trade Fair in Bulawayo). As many primary products of developing countries become the end products of developed countries, most promotion is limited to mentions of origin in developed country promotion. Nonetheless, the rules still apply for effective promotion, whether it is of limited or more extensive nature. Most basic marketing textbooks cover the "ground" rules for effective advertising and promotion and so the reader is referred to these rather than repeat these again here. It is usual to distinguish between "advertising " and "promotion". Advertising is defined as: "Any form of communication in the paid media". Promotion, on the other hand, is defined as: "An incentive, usually at the point of sale, intended to enhance the intrinsic value of a product or service". Other expressions in common use are "above the line" and "below the line", the line being an imaginary one, defining the boundary between promotion from the retailer to consumer and the other from manufacturer to retailer. Chapter Objectives The objectives of this chapter are: • To show the benefits of global advertising and promotion • To identify the special problems in international promotion • To describe the steps involved in designing a promotion campaign. Structure Of The Chapter The chapter starts by looking at the nature of global promotion and the special difficulties involved when sending messages across global boundaries. These are related to translation and transmission problems (non-availability of media) and cultural interpretations. The chapter then goes on to describe briefly the main steps involved in a communications campaign design. The nature of global promotion Generally advertising is used primarily for low cost, mass volume consumer products. Products like fertilizers, canned and fresh produce and tobacco - all products which are used by end consumers - are the subject of heavy promotion. In intermediate products like timber, leather and cotton the advertising may be more limited in nature due to the fewer end purchasers of the raw material. Until recently, per capita GNP and advertising were directly correlated, due to the more widespread availability of media and higher incomes, giving a larger potential market for products. This is no longer the case. Optimal levels of advertising occur where the advertising/sales overseas effect is equal to the marginal advertising expenditure. The problem is in estimating the levels of each. Global expenditure on advertising is believed to be more than US$ 200 billion, with the US the largest spender and Japan next. Individual companies like General Motors and IBM are each spending billions on advertising per annum. Worldwide, although less in Africa, the average advertising expenditure as a percentage of GNP is around 1.4% The major expenditure is on the television medic, the USA spending over US$ 30 billion on this medium. In many African countries radio is widely used, especially where television is not available, as in Malawi. Global programmes like CNN news and MNet television have dramatically increased the global advertising and direct selling possibilities via satellite. Print advertising continues to be a major medium in Africa. Global promotion When organisations adverti

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    Chapter 11: Promotion Decisions ________________________________________ Chapter Objectives Structure Of The Chapter The nature of global promotion Global promotion Campaign design Chapter Summary Key Terms Review Questions Review Question Answers Carmel of Israel References Bibliography ________________________________________ Products or services will not sell unless people are told about them. It is true that few companies from developing countries are global in operation, so much of the promotion process is limited to either third party advertising (for example the Dutch advertising Kenya grown flowers) or taking part in international exhibitions (for example the Zimbabwe International Trade Fair in Bulawayo). As many primary products of developing countries become the end products of developed countries, most promotion is limited to mentions of origin in developed country promotion. Nonetheless, the rules still apply for effective promotion, whether it is of limited or more extensive nature. Most basic marketing textbooks cover the "ground" rules for effective advertising and promotion and so the reader is referred to these rather than repeat these again here. It is usual to distinguish between "advertising " and "promotion". Advertising is defined as: "Any form of communication in the paid media". Promotion, on the other hand, is defined as: "An incentive, usually at the point of sale, intended to enhance the intrinsic value of a product or service". Other expressions in common use are "above the line" and "below the line", the line being an imaginary one, defining the boundary between promotion from the retailer to consumer and the other from manufacturer to retailer. Chapter Objectives The objectives of this chapter are: • To show the benefits of global advertising and promotion • To identify the special problems in international promotion • To describe the steps involved in designing a promotion campaign. Structure Of The Chapter The chapter starts by looking at the nature of global promotion and the special difficulties involved when sending messages across global boundaries. These are related to translation and transmission problems (non-availability of media) and cultural interpretations. The chapter then goes on to describe briefly the main steps involved in a communications campaign design. The nature of global promotion Generally advertising is used primarily for low cost, mass volume consumer products. Products like fertilizers, canned and fresh produce and tobacco - all products which are used by end consumers - are the subject of heavy promotion. In intermediate products like timber, leather and cotton the advertising may be more limited in nature due to the fewer end purchasers of the raw material. Until recently, per capita GNP and advertising were directly correlated, due to the more widespread availability of media and higher incomes, giving a larger potential market for products. This is no longer the case. Optimal levels of advertising occur where the advertising/sales overseas effect is equal to the marginal advertising expenditure. The problem is in estimating the levels of each. Global expenditure on advertising is believed to be more than US$ 200 billion, with the US the largest spender and Japan next. Individual companies like General Motors and IBM are each spending billions on advertising per annum. Worldwide, although less in Africa, the average advertising expenditure as a percentage of GNP is around 1.4% The major expenditure is on the television medic, the USA spending over US$ 30 billion on this medium. In many African countries radio is widely used, especially where television is not available, as in Malawi. Global programmes like CNN news and MNet television have dramatically increased the global advertising and direct selling possibilities via satellite. Print advertising continues to be a major medium in Africa. Global promotion When organisations adverti

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    Pijush Roy... Chapter 11: Promotion Decisions ________________________________________ Chapter Objectives Structure Of The Chapter The nature of global promotion Global promotion Campaign design Chapter Summary Key Terms Review Questions Review Question Answers Carmel of Israel References Bibliography ________________________________________ Products or services will not sell unless people are told about them. It is true that few companies from developing countries are global in operation, so much of the promotion process is limited to either third party advertising (for example the Dutch advertising Kenya grown flowers) or taking part in international exhibitions (for example the Zimbabwe International Trade Fair in Bulawayo). As many primary products of developing countries become the end products of developed countries, most promotion is limited to mentions of origin in developed country promotion. Nonetheless, the rules still apply for effective promotion, whether

    Uploaded by

    Pijush Roy
    Chapter 11: Promotion Decisions ________________________________________ Chapter Objectives Structure Of The Chapter The nature of global promotion Global promotion Campaign design Chapter Summary Key Terms Review Questions Review Question Answers Carmel of Israel References Bibliography ________________________________________ Products or services will not sell unless people are told about them. It is true that few companies from developing countries are global in operation, so much of the promotion process is limited to either third party advertising (for example the Dutch advertising Kenya grown flowers) or taking part in international exhibitions (for example the Zimbabwe International Trade Fair in Bulawayo). As many primary products of developing countries become the end products of developed countries, most promotion is limited to mentions of origin in developed country promotion. Nonetheless, the rules still apply for effective promotion, whether it is of limited or more extensive nature. Most basic marketing textbooks cover the "ground" rules for effective advertising and promotion and so the reader is referred to these rather than repeat these again here. It is usual to distinguish between "advertising " and "promotion". Advertising is defined as: "Any form of communication in the paid media". Promotion, on the other hand, is defined as: "An incentive, usually at the point of sale, intended to enhance the intrinsic value of a product or service". Other expressions in common use are "above the line" and "below the line", the line being an imaginary one, defining the boundary between promotion from the retailer to consumer and the other from manufacturer to retailer. Chapter Objectives The objectives of this chapter are: • To show the benefits of global advertising and promotion • To identify the special problems in international promotion • To describe the steps involved in designing a promotion campaign. Structure Of The Chapter The chapter starts by looking at the nature of global promotion and the special difficulties involved when sending messages across global boundaries. These are related to translation and transmission problems (non-availability of media) and cultural interpretations. The chapter then goes on to describe briefly the main steps involved in a communications campaign design. The nature of global promotion Generally advertising is used primarily for low cost, mass volume consumer products. Products like fertilizers, canned and fresh produce and tobacco - all products which are used by end consumers - are the subject of heavy promotion. In intermediate products like timber, leather and cotton the advertising may be more limited in nature due to the fewer end purchasers of the raw material. Until recently, per capita GNP and advertising were directly correlated, due to the more widespread availability of media and higher incomes, giving a larger potential market for products. This is no longer the case. Optimal levels of advertising occur where the advertising/sales overseas effect is equal to the marginal advertising expenditure. The problem is in estimating the levels of each. Global expenditure on advertising is believed to be more than US$ 200 billion, with the US the largest spender and Japan next. Individual companies like General Motors and IBM are each spending billions on advertising per annum. Worldwide, although less in Africa, the average advertising expenditure as a percentage of GNP is around 1.4% The major expenditure is on the television medic, the USA spending over US$ 30 billion on this medium. In many African countries radio is widely used, especially where television is not available, as in Malawi. Global programmes like CNN news and MNet television have dramatically increased the global advertising and direct selling possibilities via satellite. Print advertising continues to be a major medium in Africa. Global promotion When organisations adverti

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    of 12

    BBA

    (BACHELOR OF BUSINESS ADMINISTRATION)

    AN INDUSTRIAL PROJECT

    ON MARKETING MANAGEMENT

    BY: SUBMITTED PIJUSH ROY ROLL: 09/BBA NO: 080050 REG.NO:O90310

    ACKNOWLEDGMENT
    It was a great opportunity for me to get an industrial training at lexicon motor under the care of TATA MOTORS; I would like to thank Mr. Shersang Tamang !ork manger of "exicon motors #under the care of TATA MOTORS$ for the help and his %alua&le suggestion to make this pro'ect easy.

    I want to express my %iews of our honoura&le external guide Mr.San'i& (as#In)charge$for his help and ad%ice during the preparation of this report and I am also %ery much thankful to e%ery faculty mem&er and staff of **A department of Sukanta Maha%idyalaya who had helped me in e%ery steps to complete my pro'ect.

    PIJUSH ROY SUKANTA MAHAVIDAYALYA UNIRVERSITY OF NORTH BENGAL

    CONTENT Introdu t!on B"#! $no%&'d(' o)t"!n O)*' t!+'# H'"&t, "nd #"-t. /on &u#!on

    BUSINESS INTRODUCTION
    Business is very important for the human being survival, where seller and the buyer must have a mutual understanding of there trade, Seller should have their principle for the better trading; and the customer must have the general ideas for buying the product. For the protection of the buyer our government has implemented the effective rules such as consumer protection act, where the seller have there own setup of chamber of commerce. The technology of business has been developed very faster, and the requirement of product is very much high due to growth of population,

    BASIC KNOWLEDGE OBTAIN


    Product management A product which has been manufacture for the buyers must be perfect in quality, must have a better performance, specification, recycling.

    Quality Quality must have a suitability test; material manufacturer must have a sound technology modern concept of higher testing de%ice to consider for the super +uality. Introducing energy)sa%ing cleaner technologies minimi,ing waste and utili,ing &y)products. Enhancing capacity to meet international standards and client quality. If a product -onsider that the product is of accepta&le or e%en high +uality. that the +uality of a product may &e defined as .its a&ility to fulfill the -ustomer/s needs and expectations0. 1uality needs to &e defined firstly in terms of parameters or characteristics which %ary from product to product &y there performance relia&ility safety and appearance. And the 2arameters such as physical and chemical characteristics medicinal effect toxicity 3or a food product they will include taste nutritional properties texture and shelf life and so on where the +uality can measure.

    Quality control tools


    The +uality control tools were de%eloped &y 4aoru Ishikawa 5 known as the .father of +uality control circles0. It has &een the 6apanese experience that 78 per cent of pro&lems in the workshop can &e sol%ed &y using the following se%en simple +uality control tools and &y the effecti%e working of +uality circles9 _ 2rocess flow charts _ -heck sheets _ :raphs _ 2areto analysis _ -ause and effect diagrams _ Scatter diagrams _ -ontrol charts

    Performance
    The act of performing; the carrying into execution or action; execution; achievement; accomplishment; representation by action; as, the performance of an undertaking of a duty. That which is performed or accomplished; a thing done or carried through; an achievement; a deed; an act; a feat; an action of an elaborate or public character. Every act you have ever performed since the day you were born was performed because you wanted something. So every business policy has a performance, without performance business cannot be mobilized little ahead.

    Specifications 0,' #1' !-! "t!on# "nd dr"%!n(# 1rodu 'd ). t,' d'#!(n'r #,ou&d #,o% t,' 2u"&!t. St"nd"rd d'3"nd'd ). t,' u#to3'r or 3"r$'t1&" ' !n &'"r "nd 1r' !#' t'r3#. E+'r. 4!3'n#!on #,ou&d ,"+' r'"&!#t! to&'r"n '# "nd ot,'r 1'r-or3"n ' r'2u!r'3'nt# S,ou&d ,"+' 1r' !#' &!3!t# o- " '1t")!&!t. #o t,"t t,' 1rodu t!on t'"3 "n 3"nu-" tur' t,' 1rodu t #tr! t&. " ord!n( to #1' !-! "t!on "nd dr"%!n(#. 0o " ,!'+' t,' ")o+'5 t,o#' r'#1on#!)&' -or d'#!(n5 1rodu t!on "nd 2u"&!t. #,ou&d )'

    /on#u&t'd -ro3 t,' #"&'# n'(ot!"t!on #t"(' on%"rd#. 0,' o+'r"&& d'#!(n o- "n. 1rodu t !# 3"d' u1 o- 3"n. !nd!+!du"& ,"r" t'r!#t! #. 6or '7"31&' t,'#' 3". )': _ Dimensions5 #u , "# &'n(t,5 d!"3't'r5 t,! $n'## or "r'"8 _ Physical properties5 #u , "# %'!(,t5 +o&u3' or #tr'n(t,8 _ Electrical properties5 #u , "# r'#!#t"n '5 +o&t"(' or urr'nt8 _ Appearance5 #u , "# -!n!#,5 o&our or t'7tur'8 _ Functional qualities5 #u , "# out1ut or $!&o3'tr' 1'r &!tr'8 _ Effects on service5 #u , "# t"#t'5 -''& or no!#' &'+'&. 9"nu-" tur!n( dr"%!n(# "nd #1' !-! "t!on# "r' 1r'1"r'd ). t,' d'#!(n'r# "nd t,'#' #,ou&d !nd! "t' to t,' 1rodu t!on t'"3 1r' !#'&. %,"t 2u"&!t. !# r'2u!r'd "nd %,"t r"% 3"t'r!"&# #,ou&d )' u#'d

    Recycling Product recycle is very vital to avoid garbage s, it minimi!e the manufacturing cost. "elp to clean the environment pollution. #t support the cure our health care by clean and green environment. #t protects the valuable resources. $conomic growth, increase on production, solving the unemployment problem. %rowth on currency value, minimi!e the suitable product cost,

    OBJECTIVES
    &ustomer satisfaction The biggest management challenge in the liberaliz ation and globalization for a business is

    to serve and maintain good relationship with the ing ! the customer. "n the past producers too their customers for granted, because at that time the customers were not demanding nor had alternative source of supply or suppliers. But today there is a radical transformation. The changing business environment is characterized by economic liberalization, increasing competition, high consumer choice, demanding customer, more emphasis on quality and value of purchase etc. #ll these changes have made today$s producer shift from traditional mar eting to modern mar eting. %odern mar eting calls for more than developing a product, pricing it, promoting it and ma ing it accessible to target customer. "t demands building trust, a binding force and value added relationship with the customers. The &ustomer satisfaction is a technique in mar eting where the mar eter tries to develop long term relationship with the customers to develop them as life time customers.

    The company first tries to determine who are li ely prospects i.e. the people who have a strong potential interest in the product and ability to pay for it. The company hopes to convert many of its qualified prospect into first time customers and then to convert those first time customers into repeat customers. Then the company tries to convert these repeat customers into clients ! they are those people who buy only from the company in the relevant product categories. The ne't challenge for the company is to convert this client into advocates. #dvocates are those clients who praise the company and encourage others to buy from it.

    Why CUSTOMER SATISFACTON


    Cu !"#$% &!' (&)!'"* ' & +'!&, !"-') .h')h %$/u'%$ !h$ $+$%y !$- "( 0u '*$ 1 '! -,&y !h$ '#-"%!&*! %",$ '* &*y !y-$ "( #&%2$!'*31 '! 4$-$*4 "* #&* !" #&* -",')'$ &*4 !h$'% &4#'*' !%&!'"*1 !h$ (",,".'*3 &%$ !h$ "#$ 2$y !" &!' ('$4 !h$ )u !"#$% .h')h .$ 0$,'$+$ "* '!5 C"u%!$ y1 /u')2 $%+')$1 %$& "*&0,$ -%')$1 $%+')$ 3u&%&*!$$ !$,$-h"*') )"*!&)! ("% $%+')$ %$#'*4$% &*4 -%"4u)! '*!%"4u)'*31 2*".'*3 )u !"#$% "-'*'"* ("% u-,'(!#$*!1 &*&,y6$ !h$ )u !"#$% +'$. &*4 "-'*'"*1 '#-,$#$*!&!'"* "( $(($)!'+$ )u !"#$% +'$. &*4 "-'*'"*5

    75 C"u%!$ y
    C"u%!$ y ' & #" ! -".$%(u, ."%4 .h')h )"*+$%! !h$ '#-" '0,$ !" $+$%y -" '0','!y5 I! h$,- !" '##$4'&!$ #&3')&, 3%".!h '* %$,&!'"* h'- .'!h -$"-,$ !" -$"-,$1 $+$* !h$ 3%$&!$ ! $8)u $ .',, 3$! ("% !h$ "#$ ,'#'!1 )"u%!$ y -,&y +$%y +'!&, %",$ '* $+$%y 0u '*$ 3%".!h 5

    95 :u')2 $%+')$
    I* !h$ -%$ $*! "+$%&,, 3,"0&, ,'($ !y,$ ' "u% %$/u'%$#$*!5 T'#$ )"* u#-!'"* ' ,$ )u !"#$% )&* $*;"y !h$ 0$*$('! 0y !h' +$%y )"#-$!'!'+$ &*4 (& ! " $+$%y

    $8-$)!&!'"* "( hu#&* 0$'*3 ' /u')2 $%+')$1 /u')2 $%+')$ -%"+'4$ !h$ (u,(',,'*3 "( " !h$ +",u#$ "( ."%2 )&* 0$ 4"*$5 M& $%+')$5

    <5 :u&,'!y $%+')$


    :u&,'!y )&**"! 0$ )"#-%"#' $ 0y !h$ )u !"#$%1 /u&,'!y $%+')$ 3%&4u&,,y h$,- !" '*)%$& $ !h$ *u#0$% "( )u !"#$% " !h$ 3%".!h "( 0u '*$ ' 4$('*'!$5

    =5 RESONABLE PRICE
    R$& "*&0,$ -%')$ '*)%$& $ !h$ $,,'*3 /u&*!'!'$ "( !h$ -%"4u)!1 '! h$,- !h$ %&-'4 '*)%$& $ !h$ $)"*"#') 3%".!h1 it co%ers the selling cost with reasona&le margin. The %olume of customer growth future marketing planning wills stonger.

    >5 SERVICE GUARNTEE


    Today, teams and organizations face ra id c!ange "i#e ne$er %efore& '"o%a"ization !as increased t!e mar#ets and o ort(nities& So ser$ice g(arantee is a most $ita" t!ing in modern mar#eting& It means to create t!e tr(st of t!e rod(ct to c(stomers

    ?5 TELEPHONIC CONTACT

    eminder is highly important to keep the consumer thinking about the product.

    )it! t!e c!anging

    scenarios of times and c!anging trends of communication, t!e (se of te"e !one !as %ecome an inse ara%"e art of e$eryone*+s "ife& In t!is fast ,or"d, communication "ays a $ery im ortant ro"e in t!e fie"d of mar#eting& Modern Ad$ancements in t!e fie"d of communication !as made t!is ,or"d a g"o%a" $i""age ,!erein anot!er -(ic#"y& eo "e from a"" aro(nd t!e g"o%e can comm(te ,it! one

    @5 KNOWING CUSTOMERS OPINIONS


    .no,ing C(stomer o inions a"so a""o,s com anies to %etter (nderstand !o, c(stomers rate and (se t!eir rod(cts $ers(s com etiti$e rod(cts& It is $ita" in determining ,!ere a com any+s rod(cts and ser$ices e/ce" or fa"" s!ort com ared to a"ternati$es on t!e mar#et& T!e feed%ac# ,o("d s(ggest t!at t!e first com any s!o("d add some sty"is! feat(res to t!eir rod(ct "ine& A5 ANALYSISE THE CUSTOMERS VIEWS AND OPINIONS A-t'r ('tt!n( t,' u#to3'r:# o1!n!on# "nd +!'%#5 "n"&.#!# t,' u#to3'r# +!'%# !# " +!t"& t,!n( -or 3"r$'t d'+'&o13'nt5 B. "n"&.;!n( o- t,'!r +!'%# o31"n. "n '"#!&. und'r#t"nd t,'!r # o1' "nd o11ortun!t!'#. 0,rou(, t,!# +!t"& o1!n!on 'nt!r' 1! tur' o- 1rodu t "nd our )u#!n'## "d3!n!#tr"t!on "n )' o)#'r+'d "nd d'-!n'd.

    A5 IMPLIMENTATION OF EFFECTIVE CUSTOMERBS VIEWS $ffective customer views provides the business growth without any error. #t helps to develop the concept of the modern business technology.

    H'"&t, "nd #"-t.


    0,' 1r" t! ' o- ,'"&t, "nd #"-'t. !# " +!t"& r'2u!r'3'nt o- t,' ,u3"n )'!n(5 !t !# #tr! t&. o31u&#or. A11&!'d !n t,' 3"tt'r o- t,' )u#!n'##5 '+'r. )u.'r "nd u#to3'r "n not )' o31ro3!#' t,' ,'"&t, "nd #"-'t. 1o&! . "nd 1ro 'dur'5 t,' 1rodu t 3u#t )' 'rt!-. ). t,' d'1"rt3'nt o- ,'"&t, "nd #"-'t.5 -or %,! , !# not ,"r3-u& -or t,' u#to3'r5 1rodu t #,ou&d )' -!r' 1rot' t!on5 "&&'r(! -r''5 "nd ,.(!'n! "&&. 1roo-.

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