3. All those measures which
normally motivate the customers to
buy more, and thus increase sales of
the product.
Other examples are:
lakhpati bano
win a tour to singapore
30% extra on a pack of one kg etc.
4. OBJECTIVES:
To introduce new products
e.g.; free samples
To attract new customers and retain the
existing ones
e.g.; discounts, prize
To maintain sales of seasonal products
e.g.; off-season discount
To meet the challenge of competition.
5. TOOLS IN S.P :
Free samples:
e.g.; shampoos, book on web (pdf)
Premium or bonus offer:
e.g;toothbrush with toothpaste
Exchange schemes:
e.g.; old watches with new titan watch
Price-off offer:
e.g.; Rs. 2 off on purchase of a lifebuoy
soap
6. Coupons:
e.g.; show this and get Rs. 15off on
purchase of 5 kg. of Annapurna Atta
Fairs & Exhibitions:
e.g.; International
Trade Fair
Scratch & win offer
8. IMPORTANCE
From manufacturer‟s point of view:
helps to increase sales in a competitive market and
thus, increases profits
helps to introduce new products in the market
by drawing the attention of potential customers
when a new product is introduced or there is a
change of fashion or taste of consumers, existing
stocks can be quickly disposed off
it stabilizes sales volume by keeping its
customers with them.
9. From customer‟s point of view:
the consumer gets the product at a cheaper rate
it gives financial benefit to the customers by way
of providing prizes and sending them to visit
different places
the consumer gets all information about the quality,
features and uses of different products
creates confidence in the mind of customers about
the quality of goods, e.g.; money back offer
it helps to raise the standard of living of people,
e.g.; exchange offer.
10. Retailer-originated SP
Window displays:
e.g.; jewelers, booksellers, chemists, etc‟
In-store displays:
Mass displays: displaying a product already on
the shelf
Multiple product promotions: e.g; food and wine
from Italy
Demonstrations (exhibition): e.g; fashion shows
11.
12. Price promotions:
e.g; in clothing sector, annual or half-
yearly sales
Store loyalty cards/Trading stamps
Free gift
In-storedisplay material:
E.g; window posters
13.
14. PUBLIC RELATION
“Public Relations is the deliberate,
planned and sustained effort to
establish and maintain mutual
understanding between an
organization and its public.”
- Institute of Public Relations, USA
15. ORIGIN OF PUBLIC
RELATION
Thomas Jefferson (1807) used the phrase “public relation”
in the place of “state of thought “ while writing his seventh
address to the us congress.
In India, Great Indian Peninsular Railway Company
Limited (GIP Railways) carried on publicity in Public.
Relations campaign in England for promote tourism to India
through mass media and pamphlets
.
During the time of First World War a central publicity board
was set up at Mumbai for disseminating war news to the
public and press.
After Second World War the Public Relations activity gained
importance both privates as well as Government started
Public Relations campaigns.
16. FUNCTION OF PUBLIC
RELATION
Promote goodwill
Promote product, service, corporate
image
Corporate communication
Lobbying
17. ADVANTGES
CREDIBILITY
COST
AVOIDANCE OF CLUTTER
IMAGE BUILDING
ABILITY TO REACH SPECIFIC GROUP
18. DISADVANTAGES
Difficult to quantify PR benefits
Lack of control
„Deft‟ management required
19. MARKETING,
ADVERTISING,
PUBLIC RELATION
ARE THEY SAME ????????
20. The answer is……not really!
Marketing and advertising traditionally
promote products and services.
Public relations promotes the entire
organization.
23. Awareness: To create a positive image of
an organization, the message must reach
the public. Information must reach in its
desired form for effective public relation.
Acceptance: The audience must
understand what the message intends to
communicate. They ought to agree with
the message.
Action: The audience ought to give
feedback to the organization accordingly.