Promotional Strategies

Presented By: Leena Sachdeva

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Content
Concept of Promotion Characteristics of Promotion Objectives of Promotion Role of Promotion in Marketing Promotional Strategies

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Concept of Promotion
The term promotion refers to the range of methods used

by an organization in order to communicate with its customers both actual & potential , & includes advertising , publicity, personal selling & sales promotion.
It is a communication process , by which the producers of

the products or services draw attention of the consumers & prospective consumer towards their product & services.

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Characteristics of Promotion

Consumers are informed about the product

or services of the company, either at the time of introduction of a new product into a market or when any change is made in the existing product. services of the company.

Customers are reminded of the products & Customers are requested or persuaded to

purchase the products & services of the company.

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Promotion includes , advertising , personal Promotion activities are performed by the

selling & other sales promotion techniques. manufacturer.

It is responsibility of the producer to get

information about consumers & prospective consumers , so that the necessary product may be served to meet their demands.

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Objectives of Promotion

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Role of Promotion in Marketing

Sales Promotion Advertising Salesmanship Public relations Publicity

Acc. to Phillip kotler, promotion consist of , &

combines in it , the functional elements of :

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sales Promotio n

Salesman ship

Consume r

Advertisin g

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Public Relations & Publicity

Significance of Elements of Promotion Mix for Consumer Goods High Adv.

S.P P.S P.R

Low
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Significance of Elements of Promotion Mix for Industrial Goods P.S

High S.P Adv. P.R

Low

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Concept of Promotional Strategies

In recent times a 360* degree coverage of

customer mind space holds the keys of effective sales promotion. main kinds of promotional strategy :

Marketing theory distinguishes between two Push Strategy Pull Strategy

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Push Strategy
Marketing
Firm

Marketing
Channel Intermediary End Custo Product mer

Comm. Product Push

Comm.

Push

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Situation for Effective Push Strategy

Lack of product differentiation. Weak brand Identity. Low Brand Loyalty. Difficulty in appreciating Product benefits. Industrial Products. Lack of access to advertising media. Low Promotional Budget. Short & Direct marketing channels.
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Pull Strategy

Firm

Product Request

Channel Intermediary

Product Request

End Custom er

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Marketing Communication

Situations for Effective Pull Strategy

Perceived Product Differentiation. Strong Brand Identity. High Brand Loyalty. High Promotional Budgets. Self Service in retail system i.e. supermarket

culture.

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Ques. & Ans.

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Thank You

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