promotion strategy second submission by group 5

1. Niraj Kumar Nayan (PGP30003)
Divya Jaiswal (PGP30018)
Sanjay Kujur (PGP30222)
B. Shivakotesh (PGP30305)
Comes of Age!!...
Group- 5

4. MARKETING MIX
PRODUCT PRICE PLACE PROMOTION
Integrated
marketing
communications
MASS MEDIA
Mass media
Direct promotion
Sales promotion
Public Relations

5. An applied social science that influences behavior and
policy, when communicated effectively, motivates an
individual or group to a specific course of action by
creating, changing or reinforcing opinions and attitudes.
Its ultimate objective is persuasion that results in a
certain action which, to succeed, must serve the public
interest
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6. 1. Media mentions 2. Word of mouth

9. • Promoted Tweets are ordinary
Tweets purchased by
advertisers who want to reach
a wider group of users or to
spark engagement from their
existing followers.
• Promoted Tweets are clearly
labeled as Promoted when an
advertiser is paying for their
placement on Twitter. In every
other respect, Promoted
Tweets act just like regular
Tweets and can be retweeted,
replied to, liked and more.

11. Word of Mouth
The act of consumers providing
information to other
consumers

12. •Word of Mouth Marketing
–Giving people a reason to talk
about your products and services,
and making it easier for that
conversation to take place.

13. Word of mouth marketing isn’t about creating word of mouth
It's learning how to make it work within a marketing objective
Word of mouth can
be encouraged and facilitated
* make people happier
* listen to consumers
* make it easier to tell friends
* make certain influential individuals know about
you

14. WOMMin action
• Give your customers a voice: Provide something worth talking about
and provide tools that make it easier for them to share their opinions
• Engage the community: Find the right people and connect them to
each other
• Help form new communities
• Participate in and support existing communities and conversations

16. Modern
Public
Relation
Activities
Event
Sponsorship
Stunt
Marketing
Charitable
Donations
Product
Placement

17. Event Sponsorship
• Sponsoring major sporting,
cultural and civic events such
as cricket, IPL, beauty
contest, concerts, college
fests etc.
• Buying naming rights of
stadiums
• Provides the corporate with
name recognition
• The corporate sponsor is
perceived in a favorable
context

18. Few Sponsors of Sporting Events

19. Few Sponsors of non-sporting events

20. Why Sponsor an event?
Enhance credibility
of the company
Increases brand
awareness
Media Exposure
Targeted
Marketing
Community
involvement and
giving back to
society

21. Effective Sponsorship
Strategic
Fit
Choose
events
carefully
Avoid
cluttering
http://www.iplt20.com/videos/media/id/4254504351001/m60-mi-vs-csk-post-match-presentation

24. Choose events
carefully that
matches firm’s
promotional
goal
Avoid cluttering:
Names
mentioned with
too many
sponsor does
great impact
Coordinate mass
media
advertising and
be alert for
hijacking of
event’s image

25. A planned event designed to attract public attention that are
professionally organized.
By: Microsoft

26. Stunt Marketing
• Pseudo-event aimed at attracting
press coverage
• Provokes positive emotional
response
• Best suited for early part of
product life cycle
• Attract people of target group
• Should serve some social purpose
• Cannot convey complex
information https://www.youtube.com/watch?v=ZrDXSuS-RLE

27. Coca-Cola happiness without border
https://www.youtube.com/watch?v=ts_4vOUDImE

28. ALS ice bucket challenge
https://www.youtube.com/watch?v=d3woRu4biM0&amp#t=12

30. Focus the firms’ donation in few areas
Initiative by Tata in Jamshedpur, India

38. Develop possible list of target celebrities

44. Think through the desired end result: AIDA framework