Promotion

Why promote??
 Objective
 Intended to change customer behaviour
 Building brands
 Can be used in longterm
 Introducing new brands.

 Through advertising and promotion
Consumer promotion- types
 Product placement
 Coupons
 Price off deals
 Premiums
 contests/sweepstakes
 Samples and trail offers
 Refunds and rebates
 Frequency programs
Trade promotion -types
Promotion at different stages of
PLC
Introduction Growth maturity Decline
Introduction: Heavy promotion to create brand awareness

Growth: Promotion be to capture mass market
Maturity: Higher promotion –brand retention and competition
Decline: To retain loyal customers.
Considerations while designing
a sales promotion program
 The main aim of the promotion is to wean
away users from competition and create
new users
 Excessive promotion may lead to
diminishing returns and may devaluate
the brand
 It must be novel and attractive
 Must be with in legal boundries
Marketing Communications
Mix
 The specific mix of advertising, personal
selling, sales promotion, and public
relations a company uses to pursue its
advertising and marketing objectives.
Integrated Marketing
Communications
ADVERTISING
What is Advertising???
Advertising is a form of communication indented
to persuade an audience( viewers, readers or
listeners) to purchase or take some action upon
products, ideas or services
According to Philip Kotler and Gary Armstrong

Advertising is any paid form of non personal
presentation and promotion of ideas, goods or
services by an identified sponsor.
Six Point Advertising Strategy
1. Primary Purpose - What is the primary purpose of our
ad?
2. Primary Benefit - What unique benefit can we offer
customers?
3. Secondary Benefit - What other key benefits will
customers receive from our products or services?
4. Target Audience - At whom (what market segments) are
we aiming this ad?
5. Audience Reaction - What response do we want from our
audience?
6. Company Personality - What image do we want to
convey in our ads?
Types of advertising
Digital advertising
 Television advertising / Music in
advertising
Ex: Cadbury dairy milk
Aaj pehli taareekh hain’, ‘Kuch meetha ho
jaye’, ‘Pappu pass ho gaya
 Radio advertising: Radio advertising is a
form of advertising via the medium
of radio
 Product placements: Covert advertising,
also known as guerrilla advertising, is
when a product or brand is embedded in
entertainment and media
 Online advertising: Online advertising is
a form of promotion that uses the Internet
and World Wide Web for the expressed
purpose of delivering marketing messages
to attract customers
B. Physical Advertising
 Press advertising: Press advertising describes
advertising in a printed medium such as
a newspaper, magazine, or trade journal
 In-store advertising: In-store
advertising is any advertisement
placed in a retail store
 Coffee cup advertising: Coffee cup

advertising is any advertisement placed upon
a coffee cup that is distributed out of
an office, café,
or drive-through coffee shop
 Street advertising: to create
outdoor advertising on
street furniture and
pavements
 Mobile billboard advertising: Mobile billboards are

generally vehicle mounted
billboards or digital screens.
Setting the communication
Budget and Mix
 Setting the Overall Promotion Mix
Determined by the nature of each promotional tool
and the selected promotion mix strategy.
 Promotional tools
 Advertising
 Personal Selling
 Sales Promotion
 Public Relations
 Direct Marketing
Parameters advertising Personal Sales Public Direct
selling promotion relations marketing
Reach Wide reach Wide reach Wide reach Wide reach Wide reach
Cost High cost Very high cost Medium cost High cost Low cost
Effect on sales Temporary Increase in Short term Increase in Short term

long term sales sales increase long term sales
Brand building Helps in brand Helps in brand Yes Helps in brand No

building building building
Relationship Plays no role Improves No Improves Improves

management relations with relations with relations with
coustomers coustomers coustomers
Perseverance Improves the Will not help in no Will help in no

of customers perseverance improving improving
perseverance perseverance
of customers
Promotion Mix Strategies
o Push strategy: trade promotions and
personal selling efforts push the product
through the distribution channels.
o Pull strategy: producers use advertising and
consumer sales promotions to generate
strong consumer demand for products.
Integrating the Promotion Mix
 Analyze trends (internal and external)

 Audit communications spending
 Identify all points of contact
 Team up in communications planning
 Make all communication elements compatible
 Create performance measures
 Appoint an IMC manager
Products studied
 Surf excel  Kingfisher airlines

Surf excel history
 A 52% owned subsidiary of Anglo Dutch
giant Unilever.
 India – 1888
 largest FMCG company with 100 factories
 Touching 2 out of 3 consumer .
 20 distinct categories – Home and personal
care products, food and beverages.
SURF EXCEL CATEGORIZED INTO:
 Surf Excel quick wash

 Surf Excel Blue
 Surf excel matic
 Liquid & Detergent
Promotion
 HLL launched a promotional campaign,

'Win with Stains', targeted at women
and school-going children.
 Celebrities in Promotional Campaigns.
 Educational scholarships as a sales
promotional tool.
Personal selling
Order takers:
Company has employees who perform the activity of order taking
from different areas to facilitate the retailers.
There usually one day company perform the activity of order taking
and very next day they deliver the Surf Excel to the destination.
Stalls:
Company arranges their stalls in the exhibition at which the products
are displayed.
　
Public relations
 Through Events:
 Surf Excel is creating the relation ship with
peoples as associating as considering the kids
importantly because they know that when
they will capture the feelings of the kids they
have the strong grounds as this segment is
more favorable.
 Surf Excel game masti is a chain of public
relations which held over year. Last year it
was hold at Race Course Park.
Advertising
 Surf excel matic with its unique low foam

formulation has been specifically designed
to provide the most effective clean in a
washing machine.
Public relations-kingfisher
 Long association with sports at both

domestic and international level
 Was the official airline of the DLF IPL 08
 Depika padukone-brand ambassador
Advertising
kingfisher
 offer LIVE TV with 16 channels of live &

exciting content
 27 awards for innovation, customer
responsiveness and was voted the
“Best New Airline of the Year” within
months of its launch.
 KFA was promoted by UB group and
offered a single class- “Kingfisher Class”.
 appealing promotional line “Fly the good
times”
 launched Kingfisher express in order to
tap into the growing LCC segment.
 best services to its customers
 The company started addressing its
customers as “GUEST” rather than
passengers.
 The company made its mark by
providing its guests with more legroom
and bigger seats so as to provide better
comfort.
Publicity
kingfisher
 Ndtv good times-india’s first lifestyle

channel
Thank You

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Why promote??

 Introducing new brands.

Introduction Growth maturity Decline

Introduction: Heavy promotion to create brand awareness

According to Philip Kotler and Gary Armstrong

 Coffee cup advertising: Coffee cup

 Mobile billboard advertising: Mobile billboards are

Effect on sales Temporary Increase in Short term Increase in Short term

Brand building Helps in brand Helps in brand Yes Helps in brand No

Relationship Plays no role Improves No Improves Improves

Perseverance Improves the Will not help in no Will help in no

 Analyze trends (internal and external)

 Surf excel  Kingfisher airlines

 Surf Excel quick wash

 HLL launched a promotional campaign,

 Surf excel matic with its unique low foam

 Long association with sports at both

 offer LIVE TV with 16 channels of live &

 Ndtv good times-india’s first lifestyle

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