direct marketing, sales promotion & managing public relation

8/14/2019 DIRECT MARKETING, SALES PROMOTION & MANAGING PUBLIC RELATION

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UPER SIX

:Presentation on

, &DIRECT MARKETING SALES PROMOTIONMANAGING PUBLIC RELATION

:roup Membersohit Ranjanlpesh Patel

ashi GuptaHariprasathulbul Singhalhinmay


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DIRECT MARKETING

It is use of consumer-direct channels to reach &deliver goods & services to customers without

using marketing middlemen.

Kiosk
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Channels :

Telemarketing Email Marketing Direct Mail Catalog Marketing Other Media for Direct- Response

Marketing


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Direct mail:

Sending offer, announcement,reminder using letters, foldouts,

CDs, DVDs.For effective Direct-mail consider: objective target market offer element testing elements measuring campaign

success.


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Catalog Marketing:

Send full-line merchandise catalogs,consumer catalog, business

catalog.Success depends on managingcustomer lists carefully to avoidduplication, controlling inventory,

offering quality merchandise &projecting a distinctive image.

Eg: futurebazaar.com,

phoolwala.com.


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Benefits of DirectMarketing

It made ordering fast and easy. It helps marketers to find their

prospective customer.Direct marketing can reachprospects at right time.

It helps in maintaining interaction

with customer.


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Sales Promotion:

Mass communication technique thatoffers short-term incentives toencourage purchase or sales of aproduct or service.

Rapid growth in the industry has

been achieved because: Product managers are facing more

pressure to increase their currentsales,

Companies face more competition,


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Consumer - Promotion

Entice Consumers toTry a New Product

Entice Consumers toTry a New Product

Lure Customers AwayFrom Competitors

Products

Lure Customers AwayFrom Competitors

ProductsGet Consumers to Load

Upon a Mature Product

Get Consumers to Load

Upon a Mature ProductHold & Reward Loyal

Customers

Hold & Reward LoyalCustomers

Consumer RelationshipBuilding

Consumer RelationshipBuilding

onsumerromotionObjective

Point-of-

PurchaseDisplays

Point-of-

PurchaseDisplays

PremiumsPremiums

Price PacksPrice Packs

CashRefunds

CashRefunds

CouponsCoupons

SamplesSamples

GamesGames

SweepstakesSweepstakes

ContestsContests

AdvertisingSpecialties

AdvertisingSpecialties

PatronageRewards

-onsumer PromotionTools


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Trade - Promotion

Persuade Retailers orWholesalers to Carry a

Brand

Persuade Retailers orWholesalers to Carry a

BrandGive a Brand Shelf SpaceGive a Brand Shelf Space

Promote a Brand inAdvertising

Promote a Brand inAdvertising

Push a Brand to ConsumersPush a Brand to Consumers SpecialtyAdvertising

Items

SpecialtyAdvertising

ItemsContestsContests

Free GoodsFree Goods

Buy-BackGuarantees

Buy-BackGuarantees

AllowancesAllowances

Price-OffsPrice-Offs

Push MoneyPush Money

DiscountsDiscounts

PremiumsPremiums

Displays

Trade-PromotionObjectives

Trade-Promotion Tools


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Developing the SalesPromotion Program

DecideontheSizeoftheIncentiveDecideontheSizeoftheIncentive

SetConditionsforParticipationSetConditionsforParticipation

EvaluatetheProgramEvaluatetheProgram

DetermineHowtoPromoteandDistributethePromotionProgram

DetermineHowtoPromoteandDistributethePromotionProgram

DeterminetheLengthoftheProgramDeterminetheLengthoftheProgram


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Public Relation

Building good relations with thecompanys various publics byobtaining favorable publicity, buildingup a good corporate image andhandling or heading off unfavorablerumors, stories and events.

Major functions are:

Press Relations Product Publicity Public Affairs Lobbying Investor Relations

Development


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SpecialEvents

SpecialEvents

WrittenMaterials

WrittenMaterials

CorporateIdentityMaterials

CorporateIdentityMaterials SpeechesSpeeches

NewsNews

Audiovisual

Materials

Audiovisual

Materials

PublicService

Activities

PublicService

Activities

Web SiteWeb Site

M a jo r To o ls in M a rke tin g Pu b lic

R e la tio n


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Major Decisions InMarketing PR

SettingPublicRelationsObjectivesSettingPublicRelationsObjectives

ChoosingthePublicRelationsMessagesandVehicles

ChoosingthePublicRelationsMessagesandVehicles

ImplementingthePublicRelationsPlanImplementingthePublicRelationsPlan

EvaluatingPublicRelationsResultsEvaluatingPublicRelationsResults


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direct marketing, sales promotion & managing public relation

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