3. • Promotion is the function of informing,
persuading, and influencing a consumer
decision.
• Important for non profit organizations and a
profit oriented company.
7. - Objectives
Providing
Information
Stabilize sales Promotion Product
objectives Differentiation
Increase sales
8. - Tools
Advertising
Direct Sales
Marketing Promotion
Personal Marketing Events and
Selling Communications Experiences
Program
Word of Public
Mouth Relations and
Marketing Publicity
Direct and
Interactive
Marketing
16. Advertising
Public Promotion Personal
Relations Mix Selling
Sales
Promotion
17. Advertising
Public Promotion Personal
Relations Mix Selling
Sales
Promotion
18. Advertising
Public Promotion Personal
Relations Mix Selling
Sales
Promotion
19. Advertising
Informative
Persuasive
Reminder
Institutional
Advocacy • Informing a target market about the benefits
offered by a new product or
Comparative innovation.
• Unfamiliar product or service to the market
Surrogate
Covert
20. Advertising
Band Aid
Informative
Persuasive
Reminder
Institutional
Advocacy
Comparative PEPSI mini cans
Surrogate
Covert
29. Advertising
• Develop goodwill for a company rather than to
sell a specific product.
• To improve the advertiser's image and reputation
Informative
P & G – Thank You, Mom
Persuasive
Reminder
Institutional
Advocacy
Comparative
Surrogate
Covert
31. Advertising
• This advertising is used to publicize a particular
cause.
• All the social ads fall into this category
Informative
Persuasive
Reminder
Institutional
Advocacy
Expedia ‘Give Them Wings’
Project
Comparative
Surrogate
Covert
32. Advertising
The Bloodline Club, A Tata Docomo Initiative
Informative
Persuasive
Reminder
Institutional
Advocacy
Comparative
Surrogate
Covert
33. Advertising
Ford India “I Pledge To Drive Safe”
Informative
Persuasive
Reminder
Institutional
Advocacy
Comparative
Surrogate
Covert
34. Advertising
• Emphasizes on negative attributes of the competitors
product instead of focusing on positive attributes of
own products
Informative
Persuasive
Complan vs Horlicks
Reminder
Institutional
Advocacy
Comparative
Surrogate
Covert
35. Advertising
Informative The Hindu vs TOI
Persuasive
Reminder
Institutional
Advocacy
Comparative
Surrogate Verizon vs AT&T
Covert
36. Advertising
• Surrogate Advertising is a form of advertising which is
used to promote banned products like Cigarettes and
alcohol
Informative
Persuasive
Reminder Bagpiper – Club soda
Institutional
Advocacy
Comparative
Surrogate Imperial Blue – Music Cd’s
Covert
37. Advertising
Informative Aston Martin – Casino Royale
Persuasive
Reminder
Institutional
Advocacy
Comparative
Surrogate
Covert
51. Public Service Activities
• Flood relief: donation by SBI officers - lakhs
of Rupees are contributed to the PMRF
52. DIRECT CONSUMER CONTACT
• Swasthya Chetana -18000 villages - 70 million
consumers - rural health & hygiene
programme in India.
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61. Public
Relations
Sales Promotion
Advertising
Promotion Mix
Personal
Selling
62. Public
Relations
Sales Promotion
Advertising
Promotion Mix
Personal
Selling
63. Personal
Selling
Promotion Sales
Advertising Mix Promotion
Public
Relations
64. Personal
Selling
• One to one presentation of ideas, goods, services
Personal Selling • For attitudinal change
• Personalized form of communication
Advantages
• Face to face
Disadvantages • Presents features and benefits of products/services
• Three main areas:
Changes
• Retail Selling, B2B and Direct Selling
Retail • Integral part of Marketing Communications
B2B
•Clinches the Deal!
Direct Selling
65. Personal
Selling
• Face to face
Personal Selling • Customizable sales message
• Two way nature sales process
Advantages • Fast Feedback
Disadvantages • Long term relationships
• For reaching customers who are not easily
Changes
reached through other methods
Retail • The best example is in selling to the
business market
B2B
Direct Selling
66. Personal
Selling
• The degree to which this promotional method is
Personal Selling misunderstood
• High cost per contact
Advantages
• Training cost
Disadvantages • When salesperson leaves the jobs
Changes
Retail
B2B
Direct Selling
67. Personal
Selling
• Since 70’s personal selling has gone through
Personal Selling following stages:
- Consultative
Advantages
- Strategic
Disadvantages - Relationship
Changes
Retail
B2B
Direct Selling
68. Personal
Selling
- Single or repeat transactions at point-of-
purchase
Personal Selling - Knowledgeable, efficient and courteous service
• Single transaction
Advantages
- Sales person spends time with customer
Disadvantages - Close sale on the spot
• Repeat transaction
Changes
- Relationship between buyer and seller
Retail - Customer returns
B2B
Direct Selling
69. Personal
Selling
1. Uses ‘The Apple
Store’ to bring
customers in
Personal Selling 2. Knowledgeable
sales staff
Advantages 3. In-store
comparative
Disadvantages
selling to other
Changes brands
4. Strong advertising
Retail The Apple Store and online
integration
B2B 5. User friendly
Direct Selling
70. Personal
Selling
Personal Selling
Advantages
Disadvantages
Changes
Retail
B2B
Tanishq Showroom,
Direct Selling Lucknow
71. Personal
Selling
- Lucrative sale
- Highly trained sales people
- Build relationships with customers
Personal Selling
• Field sales force
Advantages - Organization’s external sales representatives
- Call customers to pursue orders
Disadvantages
• Inside sales force
Changes - Order takers
Retail
- Accept orders from customers by phone or
other means
B2B
Direct Selling
72. Personal
Selling
1. Announced entry
in B2B in
June,2012
2. Estimated
Personal Selling integrated display
market is around
Advantages Rs 2,500 crore at
25% growth
Disadvantages
• Digital menu
Changes boards for
During the launch of business restaurants,
solutions simplified with LG
Retail • Video
B2B Technology Products in
New Delhi on Tuesday. conferencing
B2B solutions
• Commercial
Direct Selling
LG commercial monitor displays and
surveillance
cameras
73. Personal
Selling
Personal Selling
Advantages
Disadvantages
Changes Dell PowerEdge T605 Cisco WRV200
Wireless-G VPN
Retail Router
B2B
Cisco 7970G IP
Direct Selling Phone
74. Personal
Selling
Deloitte's How-to Guides
Personal Selling
Advantages
Disadvantages
Changes
Retail
B2B
Direct Selling
75. Personal
Selling
- Contact customers directly
-Effective database management systems
Personal Selling - Expected be become Rs 10,844 crore industry (organised
and unorganised) - growth of 20%
Advantages
• Telemarketing
Disadvantages - Telecommunications to promote products/services of a -
- business
Changes
• Online sales
Retail
• Use internet to conduct sales
B2B
Direct Selling
76. Personal
Selling
1. Founded in 1886
2. Began as door-to-door
Personal Selling sales business
3. Maintains large staff
Advantages of personal sellers (3
million worldwide)
Disadvantages 4. Online integration
with personal selling
Changes
5. Advertising
Retail involvement with
personal selling
B2B 6. Ad states where to call
for available sales
Direct Selling representatives
77. Personal
Selling
1. Founded in 1946
2. Best known for its plastic
Personal Selling bowls and storage
containers
Advantages 3. Independent sales
force(1.9 million
Disadvantages
worldwide)
Changes 4. Women – Prime sellers
5. Print advertising
Retail Tupperware party in 1960s involvement with
personal selling
B2B 6. Dealers earned 25%
commission on sales
Direct Selling
78. Personal
Selling
1. Founded in 1959
Personal Selling 2. Country's largest
direct selling
Advantages
company
Disadvantages 3. Maintains large
staff - 20,000
Changes
Retail
B2B
Direct Selling
79. Personal
Selling
Promotion Sales
Advertising Mix Promotion
Public
Relations
80. Sales
Promotion
Personal Promotion Public
Selling Mix Relations
Advertising
81. BOGOF Discounts
Trials and Free Gifts
Demonstrations
Sales
Promotion CRM
Merchandising
Finance Deals
Lucky Draw
Free Samples Joint
Promotions
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82. • To provide incentive
• Direct action oriented
• Short term
• Time bound
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83. BOGOF Discounts
Trials and Free Gifts
Demonstrations
Sales
Promotion CRM
Merchandising
Finance Deals
Lucky Draw
Free Samples Joint
Promotions
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84. Buy one get one FREE !! (BOGOF)
INDIAN INSTITUTE OF MANAGEMENT
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85. Buy one get four FREE !!
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86. BOGOF Discounts
Trials and Free Gifts
Demonstrations
Sales
Promotion CRM
Merchandising
Finance Deals
Lucky Draw
Free Samples Joint
Promotions
INDIAN INSTITUTE OF MANAGEMENT
86
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