COMMUNICATION MIX

OF A PRODUCT

Presented by

: Mayank kumar gupta : Nikhil ashok mukund

W HAT

IS COMMUNICATION MIX ?

Marketing Communication Mix is the "Promotion" of the Marketing Ps and covers every method and medium of communicating with your target audience. In many ways, the marketing communication mix is the heart of your marketing strategy around which everything else in sales and marketing is predicated. If business consists of creating value and creating customers, Marketing Communication (MARCOM) covers exactly how you are going to create customer by taking your value message to the market.

D EVELOPING

AND MANAGING THE

ADVERTISING CAMPAIGN

1.S ETTING ADVERTISING OBJECTIVES

An advertising goal is a specific communication task and achievement level to be accomplished with a specific audience in a specific period.

Advertising objectives can be classified as:

Informative advertising persuasive advertising Reminder advertising Reinforcement advertising

T HE FIVE M S OF ADVERTISING
MESSAGE
Message generation

MONEY
Factor to consider Stage in PLC

message evaluation and selection Message execution Social responsibility review

MISSION Sales communicati on

Market share & consumer base Competitors and clients Advertising frequency Product substitutes

Measuremen t
Commerciali zation Sales impact

MEDIA
Reach frequency & impact Major media types Specific media vehicles Media timing Geographical media allocation

2.D ECIDING THE ADVERTISING BUDGET

Product life cycle stage

Market share and consumer base

Competition and clutter

Advertising frequencies

Product substitutability

3.C HOOSING THE ADVERTISING MESSAGE

Message generation

Message evaluation and selection

Message execution

Social responsibility review

4. D EVELOPING MEDIA STRATEGIES

Deciding on reach, frequency and impact

Selecting media and vehicle

Deciding on media timing

Deciding on geographical allocation

E VALUATING ADVERTISING EFFECTIVENESS

Copy testing
1.pretesting 2. post testing

Sales impact

S ALES

PROMOTION

W HAT

IS SALES PROMOTION ?

Sales promotion is any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product or service.

Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase.

T ECHNIQUES

Price discounts or price-off deals, Bonus pack and Banded pack, Coupon, Contests, Sampling, Free gifts etc. Suppose you go to the market to buy soap. The shopkeeper suggests that if you buy two soap cakes, an extra soap cake will be given to you free of cost under buy 2 get 3 scheme. You feel attracted to buy as by doing so you are saving money on one soap. Moreover, soap is an item which is required on a regular basis, and so you can keep the extra two cakes to be used later .

P URPOSE

OF SALES PROMOTION

To attract new tries.

To reward loyal customers.

To increase the repurchase rates of occasional users.

To attract the brand switchers.

To promote high sales.

S ALES P ROMOTION S TRATEGIES

1.P USH

STRATEGY

Taking the product to the customer

A push strategy involves convincing trade intermediary channel members to "push" the product through the distribution channels to the ultimate consumer via promotions and personal selling efforts. The company promotes the product through a reseller who in turn promotes it to yet another reseller or the final consumer.

Typical tactics employed in push strategy are: Direct selling, buy-back guarantees, free trials, contests, specialty advertising items, discounts, displays, and premiums.

2. P ULL

STRATEGY

"Getting the customer to come to you"

A pull strategy attempts to get consumers to "pull" the product from the manufacturer through the marketing channel. The company focuses its marketing communications efforts on consumers in the hope that it stimulates interest and demand for the product at the end-user level. This strategy is often employed if distributors are reluctant to carry a product because it gets as many consumers as possible to go to retail outlets and request the product, thus pulling it through the channel. Typical tactics employed in pull strategy are: samples, coupons, cash refunds and rebates, premiums, advertising specialties, loyalty programs/patronage rewards, contests, sweepstakes, games, and point-of-purchase (POP) displays.

M AJOR DECISIONS IN SALES PROMOTION

Establishing objectives Selecting consumer promotion tools 1 samples 2.coupons

3. cash refund offers(rebates)

4. price packs 5.premium

6.frequency programs
7. prizes 8. warranties

C ONT ..
9. Tie up promotions

10. Cross Promotion

Selecting trade promotional tools Selecting business and sales force promotional tools Developing the program Pretesting the program Implementation and evaluating the program

THANK YOU