Promotion of new product

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M.Venkatasami,
Ph.D. (Processing and Food Engineering)
Department of Food Process Engineering
AEC&RI, TNAU.
PROMOTION OF A
NEW FOOD PRODUCT

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INTRODUCTION
 Considered to be a promotional activity related to personal
and mass sale, which includes publicity, advertisements,
and sales promotion
COMMUNICATION
The promotional mix The marketing communications program
Advertising tools Personal sales Sales promotion Public relations
One of the four components of the marketing mix Product, price, place, promotion

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CONT…
Sources of information
 Producers offer
 Reaction of customer
COMMUNICATION
 Inform
 Convince
 Remind
 Goods
 Services
 Image
 Community involvement
Traditionally, the promotion was aimed at attracting new customers

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CONT…
 Modern promotion will stimulate, develop and direct the needs of consumers
The essential features of promotion are,
Direct, immediate, concrete
character
Presence of an advantage, addition,
supplement
Ephemeral character
Exceptional and unusual character
Connection with a defined product
Origin (manufacturer, distributor,
professional organization)
Various targets (consumers)
Link to the marketing mix as a
whole.

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CONT…
In modern terms, promotion is a complex concept because:
• Form of communication
1
• Aims at an immediate and direct change of demand
• Acceleration, growth, regulation
2
• Targets an immediate change in the behavior of the client, distributor, etc
3
• Seeks a positive and temporary change in consumer supply, terms of
intervention, distributors, etc
4
• The effect of promotion is direct, when it addresses directly to consumers and
indirectly to intermediaries
5

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PROMOTIONAL ACTIONS
Media
 Advertising
Point of sale
 Direct promotion
Imitator of promotional activities
Active promotion Passive promotion
 Manufacturer  Distributor
Influence the behavior of people so as to increase the volume of sales of the goods of the
respective producer

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 Promotion carries out a series of economic and social functions that highlight its
usefulness, such as
CONT…
 Providing information to both
the buyer and the seller
 Neutralizing unfavorable
information that spreads mainly
through rumors
 Stimulating demand, which is
the immediate direct goal
 Mitigating demand fluctuations,
especially for seasonal products
 Product differentiation,
especially of brands
 Recalling the benefits of
products to loyal consumers

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 Promotion carries out a series of economic and social functions that highlight its
usefulness, such as
CONT…
Counteracting
competitors
Influencing
decision-
makers
Influencing
public
behavior
Forming
an image
Justifying
the prices
of goods
and
services
Raising
public
awareness

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 Define the promotional goals
 Determine the promotional techniques
CONT…
Manager
There are two types of promotional strategies:
The push strategy
 Aims at passing the product through
distribution channels, forcing the
dealer to find solutions to sell the
product faster.
 Industrial goods
The attraction strategy
 Directly targets the end consumer who
needs to be attracted, causing them to
make the purchase
 Consumer goods
 Achieve the proposed goals

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PROMOTION SALES
 It captures the consumer’s attention with clear and precise information;
 It generates interest and emotions, providing convincing elements;
Attracting
customers
by offering
something
Maintaining
loyalty
Creating
interest
Attracting
intermediari
es
Short-term
effectiveness
Flexibility
To increase the speed or volume of sales
A faster and stronger reaction from
consumers
Inconveniences
Effects are
temporary
Continuity
sometimes lacks

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PUBLIC RELATIONS
 A deliberate, planned and sustained effort
 To establish and maintain a mutual understanding
(between the organization and its public)
Informative
Personalized tailored
communication
A unique and credible
message
PR
 It carries information through:
Spokespersons
Press
conferences
Advertising
materials
Special
events
Donations
 The disadvantages of using public relations are that the life of the message is limited, and they are
not controllable.

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PERSONAL SALES
PS
 A leading role to the salesperson
 Personal sale
 Direct interpersonal communication
 Direct feed-back
 Support for sales force
 Recruiting
 Preparing
Most expensive
method
Leads to a large
number of
customers
Customers can
see the product
Product trials
Complementary
to advertising
Relative importance
The nature of the product and the behavior of the
consumer
Role of the
organization
 Remunerating
 Motivating
 Evaluating the activity

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PUBLICITY
 To make products or services known
 Appreciated by consumers/ users
 To form favorable attitudes towards an idea, action, theory, etc
 Changes the image of the brand
 Aims to make the product desirable
 Attracting the consumer
 A “message paid by a sponsor, in most cases mediated by means
of mass communication and has the function of convincing a
certain audience”
Paid publicity
Specific tools
 Advertisements
 Posters
 Catalogs
 Packaging
 Press
 Radio
 Television
 Cinema
 Exhibitions
 Fairs

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 Attracting attention
 Determining and triggering the purchase decision
 Changing customer attitudes
CONT…
Ads
 Raising awareness about the existence of the product
 Disseminating credible information about the product or service in question
 Waking up interest in a product
 Influencing consumer preferences to achieve their loyalty
 Stimulating purchase decision
Functions

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CONT…
 The information channels and technical means of realization that distinguish advertising:
Graphics – by printing; by light effects; live radio combined – television, cinema; by displaying products
– showcases, exhibitions; through services and bonuses offered to the buyer;
 The receptor sensory organ – differentiates advertisements:
Visual – newspapers, catalogs, prospectuses, calendars, parades, demonstrations, fairs, exhibitions, panels,
packaging; auditory – radio; audiovisual – televisions, movies;
 The geographical area – differentiates between: local, regional, national, global;
 The sponsor – differentiates the ad sponsored by: manufacturer, intermediary, other agents.
Types of advertising

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CONT…
 Shops
 Exhibitions
 Fairs
 Buildings
 Constructions
 Means of transport
 Sports halls
 Stadiums
Advertisers
 The advertisers are also of great diversity, according to: the nature of the products, the
receiver and their degree of culture, etc
 Newspapers
 Magazines
 Radio
 Television
 Cinema

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THANK YOU