integrated marketing communication mix
DESCRIPTION
TRANSCRIPT
METHODS OF MARKETING COMMUNICATION
What is Marketing Communication Mix ?Also known as a promotional mix, a marketing communications mix is a term used to describe the varied strategies used to advertise and promote a business or its product line.
The marketing communications mix focuses on four broad classes of approaches that may be used to alert consumers to the benefits and availability of products.
The five essential aspects of this type of communications mix include Sales Promotions, Personal selling, Direct marketing efforts, General Advertising, and Public Relations.
Elements of Marketing Communication Mix
ADVERTISING
Origin Latin Word “ad verter” which means to attract.
Advertising objective can be categorized based on whether the companies goal is to
1) INFORM
2) PERSUADE
3) REMIND
4) REINFORCE
Definitions
According to American marketing association
“Any paid form of non personal presentation and promotion of Goods, Services or Ideas by an
identified sponsor.”
Acc. To Philip Kotler,
“Advertising is non-personal form of communication conducted through
paid media under clear sponsorship.”
ADVERTISMENT OF PARLE - G
Features of Advertising
Paid Form
Non- Personal
PresentationPromotional
Identified Sponsor
Features of Advertisement
1. Paid form2. Non Identified Sponsor 3. Any form 4. Goods, Services, Ideas5. Can be used by any organization6. Speedy Communication7. Mass Communicating8. Advertising is an art9. Advertising is not exact science10. An Important Element of Promotion
Mix11. Motivate and inspires12. Controlled
IMPORTANCE OF ADVERTISING
Crucial for a launch or announcement.
Source of revenue for publishers.
Promotes goods, services, ideas and events.
Helps in increasing the sales.
Maximizes the profit of an advertiser.
Creates consumer awareness.
Educate society.
Monitoring of demand and supply.
Builds brand's image.
Generates employment.
Sales promotions
Sales Promotion Offers incentives such as coupons, discount vouchers, and short-term sale prices which often tempt to consumers into buying a product.
Definition of Sales Promotion
The American Marketing Association (AMA), defines sales promotion as
“Media and Non-media marketing pressure applied for a predetermined,
limited period of time in order to stimulate trial, increase consumer
demand, or improve product availability.“
Characteristics of a successful Sales Promotion
Value REDUCED
PRICE
FREE GIFTS
ASSOCIATION
INCREASED (REAL) VALUE
Engagement
Urgency
TYPES OF Sales Promotion
Consumer Sales Promotions. Sales promotions targeted at the consumer.
Trade Sales Promotions Sales promotions targeted at retailers and wholesale
Outside sales promotion activities include advertising, publicity, public relations activities, and special sales events.
Inside sales promotion activities includes window displays, product and promotional material display and promotional programs such as premium awards and contests
TOOLS OF SALES PROMOTION
Stimulation of sales achieved
through
ContestGames
Giveaways,
Premium and Bonus
Offer
Exchange Schemes
Price off offer
Coupons
Fair and Exhibition
Trading Stamps
Scratch and Win Offer
Money Back Offer
MERI MAGGI CONTEST
https://www.youtube.com/watch?v=JIbZgZPgIls
https://www.youtube.com/watch?v=nWa3tUtQ5OU
From Me & Meri Maggi to Meri Maggi – 2 minute mein khushiyan, India’s favourite noodle brand strives hard to remain her favourite. The brand has roped in India’s favourite superstar ‘Amitabh Bachchan’ to herald the new positioning of ‘2 minute mein kushiyan’.
Big B acts as the storyteller in the newly launched TV commercials narrating real life stories of Maggi loyalists and how it helped bring 2 minutes of happiness into their lives. Taking this message further by building excitement around fans is the new opportunity proposed by Big B – Fans can now feature on the Maggi noodles pack and ad, by sharing how they created 2 minutes of kushiyan with Maggi. For this the brand has created an app on their Facebook page titled ‘’ which is a 4-month long cam Share your Maggi moment capaign.
Importance of Sales Promotion
1. Importance of sales promotion to producers
Attracts new customers + Increase in demand for old products.
Increase in volume of production and sales
Decreases per unit cost. As a result, profit increases.
+Also increases effectiveness of personal selling, advertisement and goodwill of the firm.
IMPORTANCE TO SALES PROMOTION CONTINUED…
2. Importance of sales promotion to intermediaries
No need to inform consumers about the features, utility, price, etc of the products.
This saves labor and time.
As the businessmen get trade discount, gift, bonus, etc from producers.
Sales volume increase
It results in more profit. 3. Importance of sales promotion to consumers
Direct benefits • Free distribution of samples,• Reduction in price,• Coupon, • Participation in competition etc.
Indirect benefits
• Increases their loyalty to the product and firm, • Knowledge about the products, • Improvement in their living standards etc. • Availability of goods at cheaper price
EUREKA FORBES VIDEO
https://www.youtube.com/watch?v=DK2jpPpct9w
https://www.youtube.com/watch?v=RYl9mN3ONSI
Personal selling
DefinitionFace-to-face selling in which a seller attempts to persuade a buyer to make a purchase.
Personal selling ( Sometimes referred to as personalized selling )
An approach and efforts of a salesperson
To establish and grow rapport with a specific customer.
To know the customer, assess his or her needs and addressed.
For example. a real estate broker would use a different sales presentation for a couple looking for their first home than for a couple looking for their second home.
Characteristics of Personal Selling
1. Feedback
2. Persuasion
3. Flexibility
4. Builds relationships
5. Efficient communicative interchange
6. Dyadic communication
7. Mutual benefit
8. Supplies of information
9. Promotes sales
10. Expensive
11. Assures the buyers
IMPORTANCE OF PERSONAL SELLING
1. It is a flexible tool
2. It involves minimum wasted effort
3. It results in actual sale
4. It provides feedback
5. It complements advertising
6. It educates customers
7. It assists the society
Direct Marketing
Direct Marketing is one to one approach.In direct marketing , the marketer and the prospective customer directly interact without the presence of any intermediary like a wholesaler, retailer, etc.
Various vehicles of Direct Marketing.•Direct mail, •Direct response television or radio, •Mail-order catalogues, •Direct email,•Internet, •Telemarketing, etc,
Examples of Direct Marketing
CHARACTERISTICS OF DIRECT MARKETING
Measurable Response
Database
Transaction Medium
Response Mechanism
Interactive
IMPORTANCE OF DIRECT MARKETING
Quicker Sales
Better Targeting
Tailored Messages
Relationship Building
Predictable Investment and
Returns
Enhance Profit
Aide to Market Research
Public Relations VEDIO on Bollywood’s FILM release or IPL VIDEO LINK
Public RelationsBuilding good relations with the company’s various publics by obtaining favourable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.
Many people confuse public relation with publicity, one of the tools of achieving the former.
While publicity is primarily concerned with influencing audience by generating and distributing newsworthy information through the media,Public relations does much more than that, like participation in community affairs, fund-raising, sponsorship of events, publicity of special publications or even advertising.
The result of public relations activities may be publicity.
Features of Public Relations
Securing Cooperation of
Public
Successful relation with
Public
Satisfying different Groups
Engaging in Dialogue
Ongoing Activity
Specialized Activity
IMPORTANCE OF PUBLIC RELATIONS
Assisting in the launch of new products
Assisting in repositioning a mature
product
Building interest in a product category
Influencing specific target
groups
Defending products that
have encountered
public problems
Building the corporate image in a way that reflects
favorably on its products
COKE COLA PROMOTIONAL MIX
..\Relevant PPT\ppt of coke cola promotional mix.pptx