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STRATEGIC MARKETING

Presented To
SIR ISMAT HUSSAIN
Presented by
Fatima Akhtar
B.B.A -V
Sana Imtiaz
B.B.A- VII
Promotion , Advertising and
Sales promotion Strategies
CONTENTS
• Promotion strategy • Sales promotion
strategy
iii. Advertisement
iii. Sales promotion strategy
v. Personal selling
v. Nature and scope of sales
vii.Sales promotion promotion

ix. Direct marketing vii.Sales promotion activities and


types.
xi. Interactive/internet
marketing ix. Advantages and limitation of
sales promotion
xiii.Public relation
PROMOTION STRATEGY
 Promotion strategy consists of
planning, implementing, and
controlling an organizations to its
customers.
 The responsibility of this strategy
is that to plan and control and
selecting the specific strategies.
PROMOTION STRATEGY
THE COMPOSITION OF PROMOTION
STRATEGY:-
Advertising
Personal Selling
Sales Promotion
Direct marketing
Interactive or internet Marketing
Public Relations
ADVERTISING
 Advertising is a paid, one-way
communication through a medium.
 It is any form of non personal
communication concerning an
organization , product paid by a
specific sponsor.
 The advertising industry is large
and growing.
PERSONAL SELLING

 Personal Sales are the activities


involved in selling products or
services in return of compensation.

 It consists of verbal
communication between a sales
person and one or more
prospective customers.
SALES PROMOTION

 Sales promotion consists of


various promotional activities.
 Sales promotion expense are
greater than advertising.
 Media and non-media marketing
communications are employed for
a pre- determined , time to
increase consumer demand.
DIRECT MARKETING

 It includes the various


communication channels that
enables companies to make direct
contact with individual buyers.
 Examples:-telemarketing,
television selling,
radio/magazine/newspaper selling
Etc.
INTERACTIVE/INTERNET
MARKETING
 It enables the buyers and sellers
to interact.
 Internet provides the platform for
a complete business strategy in
internet business.
 It has become an important
component of communication
channels.
PUBLIC RELATIONS

 It makes an important contribution


to promotion strategy when the
activity is planned & implemented
to achieve objectives.
 The objective is to encourage
relevant media to include company
released information.
SALES PROMOTION
STRATEGY
 Nature and Scope of sales
promotion
 Sales promotion activities
 Advantages and limitations of sales
promotion
 Sales promotion strategy
Sales Promotion Strategy
The steps in developing sales
promotion strategy are as follows:-
ii.First define the communication tasks.
iii.Specific promotion objectives.
iv.To evaluate the relative cost
effectiveness of feasible sales
promotion methods.
v.The programs is implemented and
evaluated.
Nature and Scope of Sales
Promotion
 Sales promotion activities are
growing day by day more than
advertisements.
 The manufacturers of the
companies are giving importance
to sales promotion to boost
productivity and reduce cost.
Contd…
 The total expenditure by business
and industry in U.S is more than
the amount spent on advertising.
 The chief marketing executive
should assign responsibility for
coordination and evaluation of
sales promotion activities.
Sales Promotion Activities
Sales promotion activities fall in
three categories:-
iii.Incentives. (contests , trips ,
bonuses, prizes etc)
iv.Promotional pricing. (coupons
,allowances , rebates, cash)
v.Informational activities. (displays,
demonstration, trade shows)
Types of Sales Promotion
Activities
I. Promotion to consumer
targets:-
Sales promotion is used in
marketing of many goods and
services. The main concern is to
evaluate the effectiveness of
promotional activities such as
coupons , rebates , contests etc.
Contd…

I. Promotion to industrial
targets:-
Sales promotion programs that
targets industrial buyers consume
a large portion of marketing than
advertising. They support
personal selling strategies.
Contd..
I. Promotion to Value-Chain
members:-
Sales promotion is an important
part of manufacturers marketing
efforts to wholesalers and
retailers. Various incentives are
popular in marketing to value-
chain members.
Contd…

I. Promotion to the sales force:-


Many companies use motivation
programs for their employers to
work more efficiently like
choosing ” sales person of the
year” , presentation helps sales
people in describing about the
new products.
Advantages and Limitations
of Sales Promotion
Advantages:-
ii.It has the flexibility to contribute
to various marketing objectives.
iii.A marketing manager can target
buyers, channels members, etc to
determine sales promotion
effectiveness.
Contd…
Disadvantages:-
ii.Value-added resellers may build
inventories on product receiving
manufacturers discounts.
iii.Incentives and price promotional
activities needs to be monitored.
iv.The cost of development must be
evaluated in advance.
THANK YOU FOR
LISTENING US PATIENTLY
QUESTIONS????