PROMOTION

INTRODUCTION
It means to push forward or to advance an idea, to gain its
acceptance and approval.
It is the co-ordinated, self-initiated efforts to establish
channels of information, influence and persuasion to
facilitate or foster the sale of goods and services.

PROMOTION MIX
Ingredients include:
Advertising
Publicity
Personal Selling and
Sales Promotion

PROMOTION MIX
CHART
PERSONAL
SELLING

CONSUMER
PROMOTION
AIDS

MARKETING
CHANNNEL
CONSUMER
CITIZEN
DEALER
PROMOTION
AIDS

ADVERTISING
AND
PUBLICITY

WAYS OF PROMOTION MIX

ADVERTISING

PUBLICITY

PERSONAL
SELLING

W
EXHIBITION
AND FAIR

WINDOW
DISPLAY

SALES
PROMOTION

FASHION
SHOWS

ADVERTISING
DEFINITION:
It is as any paid form of non-personal
presentation and promotion

OBJECTIVES
Increasing the usage of a certain product .
Creating new customers .
To obtain feedback from customers .
To indicate introduction of new products

ADVANTAGES
Can be used to educate and motivate the
public.
It is a powerful media.
These ads have been successful in connecting
the user with the information he requires.
It is mandatory for broadcasters to air some
advertisements related to consumer interest.
Public advertisements educate a number of
social and moral issues.

DISADVANTAGES

The impact that advertisements cause

depends on the state of mind of an
individual and his past experiences.
increase in consumption of substances like
alcohol and cigarettes after viewing the ads.
Excessive advertising has become a
nuisance in most cities.
Manufacturers easily make false claims
about any product.

DIFFERENCES
Advertising

Sales Promotion

1. By using a variety of persuasive

appeals.

1. They offer incentive to the consumers

to buy the product or service now.

2. Appeals are emotional or

functional in nature.

2. Appeals are rational.

3. Time-frame is long term.

3. Time frame is short term.

4. The primary objective is to create

an enduring brand image.

4. To get sales quickly or to induce trial.

5. Indirect and subtle approach.

5. Direct in approach to induce

consumers to buy a product or service.

PUBLICITY
It is a non personal stimulation of demand
for a product service or a business client.

 It is the best means of oral and face to

face communication.

SALES PROMOTION
It is one of the four aspects of promotional mix.
(The other three parts of the promotional mix are
advertising, personel selling, and publicity/ public
relations.)
Media and non-media marketing communication are
employed .
It can be directed at the customer, sales staff, or
distribution channel members .
It is targeted at retailers and wholesale are called trade
sales promotions.

TYPES OF SALES
PROMOTION

Consumer Promotion Tools:

SAMPLES.
COUPONS.
CASH REFUNDS.
PRICE PACKS.
PREMIUMS.

 Consumer Promotion Tools:

ADVERTISING SPECIALITIES.
PATRONAGE REWARDS.
POINT-OF-PURCHASE.
CONTEST, SWEEPSTAKES AND GAMES.

 Dealer Promotion Tools

Trade Promotion Tools

 Also termed as personnel selling.

Should also take into account the customers
need.
Two concepts of salesmanship:
1. Has to win customer confidence by first
judging the customer.
2. Then puts forth his product and tells the good
points of his product.

Advantages: Establish a rapport face to face.

Instant feedback
Helps in building customers loyalty.
Clears up misunderstandings.
Its flexibility.

AIDAS FOR
SALESMANSHIP

WINDOW DISPLAY
It

is a window in a shop displaying items

for sale or otherwise designed to attract
customers to the store.

OBJECTIVES
To attract persons into the store
Attractive window display is a very vital factor in
effective sales.
Sales on modern lines have realized .
Display also performs a service to the public.
The success will also depend upon the setting and
general environment.
should be changed at least once a week if not every
two or three days.
It should never be repeated.

EXHIBITION AND
FAIRS

EXHIBITION AND FAIRS

DEFINITION:
EXHIBITION: It is direct, face-to-face medium.
FAIRS: A gathering held at a specific time & place for
buying & selling of goods

CHARACTERISTICS OF
EXHIBITIONS
Anyone can attend members of the public and trades people.
Admission may be free or more likely by ticket purchased in
advance or arrival.
Such exhibitions can be held outdoor or indoors.
Public shows considered to be local restricted to nearby residents.
Events can be run by trade associations or professional exhibition
organizers.
Admission is often by invitation only.
They are normally set up and administered .
Many shows have close links with a trade newspaper or magazine.
Private shows may be arranged.

BENEFITS OF
EXHIBITIONS
Helps to establish, change or maintain your reputation.
Absence could be viewed correctly or incorrectly.
Products can be displayed.
It may also be demonstrated, touched, tested, examined and operated by
visitors.
You can create the perfect sales environment.
Gives you the opportunity to research your market.
A show enables you to learn all about your trade in a short space of time.
Trade exhibitors generally tend to have smaller, tighter attendance
containing a higher percentage of potential customers.

DRAWBACKS OF
EXHIBITIONS

A show may be set for the wrong reasons.

It could be organized simply.
It might fill a venue during a seasonal lull.
Various organizers take bookings and payments for
events.
Numerous contractors-employed to bring the exhibition
and exhibitors stands to fruition.
You will find it difficult to choose the best exhibitions,
book a quality site, create and design a winning stand.

DRAWBACKS OF
EXHIBITIONS
Being on display hour after hour, day after day can be
both a blessing and a curse.
If products begin to look tatty.
Visitors are also unwilling to place orders on site,
preferring to see several stands and gather their
thoughts together before making decisions.
If there are large numbers of visitors, it is likely that
only a very small percentage of them will be interested.
It may be hard to attract visitors, unless a rival event is
been staged nearby.

DETAIL PLANNING
FROM INITIAL BRIEF TO OPENING
DAY

THE SCALE OF OPERATION.

CHOOSING A DESIGNER.
THE BRIEF.
THE BUDGET.
THE TIME SCHEDULE.
FREIGHT AND TRANSPORT COST.
DOCUMENTATION.
PACKAGING.

CASE MARKING.
CUSTOMS.
INSURANCE.
STAFF ACCOMODATION AND TRAVEL.
CONSTRUCTION OF THE STAND.
SOME DESIGN POINTS.
ELECTRICAL REQUIREMENTS.
EXHIBITING CONSUMER GOODS.
BEING PREPARED.
FLOWER AND PLANTS.
PHOTOGRAPHY AND OPENING DAY.

TYPES OF TRADE
FAIRS
Trade fairs can be broadly divided into
types:
General Fairs: In such fairs all types of goods are
exhibited.
Specialized Fairs- In such fairs only specific products
exhibited.

ADVANTAGES
It helps to meet potential customers.
Provide an opportunity to know the latest developments
and trends in the industry.
In certain countries media advertising is not allowed so
trade fairs play an important means of promoting
goods.
Trade fairs and exhibitions enable to clear
misconception.
They enable the participants to book direct orders and
also bring in good name and reputation.

CHECKLIST
BEFORE THE FAIR:Prepare Market Research Report.
Draw up Marketing Plan.
Obtain Clearance from the Government for
participation.
Reservation of Site/Location.
Prepare a list of Prospects orusers and issue invitation.
Appoint agents to clear the goods from the customs.
Appoint personnel to handle exhibition, if required.
Finalise Budget.
Prepare Advertising and Publicity Material.

CHECKLIST
DURING THE FAIR:

Ensure proper organisation of the stand, hospitality to the

visitors,availablity of sales literature.
Prepare a list of visitors at the stall.
Visit other stands to establish personal contacts.
Collect necessary information about competitors.
Prepare a report of daily business, if trading is conducted.
Report to the press/ media.
Inform the organisers of any difficult problem.

CHECKLIST

AFTER THE FAIR:-

Arrange disposal of stands.

Compile reports of orders/inquiries.
Fellow up inquiries.
Despatch thanks letters.
Make payments to the temporary employees,
organisers.
Collect incentives, if any from the governments.

FORTHCOMINGS EXHIBITIONS
AND FAIRS OF 2009
SR.NO

NAME

VISITOR
INFORMATION

ORGANIZER

1.

India knit fair

Tirrupur
7th 9th October
2009
(Apparel &
clothing)

Representatives
of fashion &
clothing
industries &
general public.

Apparel
Export
Promotion
Council,
New delhi,
India.

FORTHCOMINGS EXHIBITIONS
AND FAIRS OF 2009
SR.NO

2.

NAME
Dye+Chem India 2009
International Expo,
Bandra-kurla Complex,
Mumbai
22nd-25th October
(dyes)

VISITOR
INFORMATION

ORGANIZER

Industry sectors of India

CEMS INDIA
and South Asian
nations like
Bangladesh, Sri Lanka
and Pakistan,
consisting of Operation
/ Managers, Senior
Production
Representatives,
Purchase Departments
of Processing Industry,
Decision makers and
Traders.

FORTHCOMINGS EXHIBITIONS
AND FAIRS OF 2009
SR.NO

3.

NAME

India International
Yarn ExhibitionYARNEX 2009
India Knit Fair
Complex,
Tirrupur
4th-6th September
(yarns)

VISITOR
INFORMATION

ORGANI-ZER

The
S.SMedia &
manufacturers
Marketing,
of yarns, both
Banglore.
natural and
man-made fiber
types, from
across the
country and
overseas.