Promotion

Focus

PromotionAdvertising Sales promotionPersonal sellingPublic relation

Promotion Promotion is one of the major

elements of the marketing mix of the business. It’s a form of persuasive communication, informing, and influencing the consumer’s purchase decision.

There are many different tools used by business to enhance the image of the product.

Promotion is an important part of a business strategy in surviving today’s competitive marketplace.

Objectives of Promotion Provide information to consumers and

others; Increase demand; Differentiate a product; Accentuate a product’s value; Build up brand equity

Advertising

Paid, non-personal communication through various media by a business firm, not-for-profit organization, or individual identified in the message with the hope of informing or persuading members of a particular audience.

Advertising is a mass-mediated communication.

It can reach large numbers of consumers who are geographically dispersed.

Products can be dramatized through the use of color, sound and visual. It is effective at building awareness and knowledge for the product.

Effective, Economic, Efficiency

Catalogs of Advertising

According to the different objectives, an advertising program can be classified into three catalogs:

Informative advertising Persuasive advertising Reminding advertising

Informative advertising

It’s used to inform consumers about a new product or feature and to build primary demand. It’s highly used in the pioneering period. It often explains how the product works, describes available services, reducing buyers’ fears and building a company image.

Persuasive advertising

It’s used to build selective demand for a brand by persuading consumers that it offers the best quality for their money.

It’s about building brand preference, encouraging switching to the brand.

Reminder advertising

It’s for mature product. The object is to remind people about the brand.

How could Shangwutong ( 商务通 )create a brand new market?????

1. It created a new market in one year.

2. Its brand position

3. Its advertising strategy

4. Problems

Keep- warm underwear

1． Ad 2． Stars effect 3.conception

科技概念 专家说法 融入南极 1 号天然微元生化材料，能治多种疾病。

衣服不能治病，最多有辅助作用。

远红外涂层改善微循环，有利健康。 只要能保暧就能促进微循环。

内衣中融入了抗菌剂，能杀 11种病菌。

能和内衣融和不是抗菌剂。没有融合，一洗就没了。

100% 棉并具超弹性。 全棉和超弹性不可兼得。

“莱卡”弹性纤维 其实就是涤沦，到处都有。

超保暧、超保湿 无此方面的标准。

Where is the way of ad out?

Popular stars Authorities Emotion Internet Cell phone Buses

Sales Promotion

Sales promotion is shot-term incentives to encourage the purchase or sale of a product.

It can be classified into two catalogs:

Trade promotion Consumer promotion

Trade Promotion

Trade promotion activities are designed to encourage companies, sales forces or other members of distribution channels to sell products more aggressively.

Trade allowance/Trade discount cooperative advertising payments

Consumer Promotions

Consumer promotions like coupons, free trials, displays, rebate, sweepstakes, offer an extra incentive to make immediate purchases.

Notes

Sales promotions help boost short-term sales. Consumers can be urged to make stronger and quicker response. They are effective at inducing trial.

successful sales promotions must promote customer relationship building in the sense that they support the brand image of the product.

Personal Selling

Personal selling is the direct effort made by a salesperson to convince a customer to make a purchase.

It is a personal (face-to-face, telephone, or internet chat) presentation for the purpose of making sales and building relationships.

Personal selling is unique because it involves personal contact. It is the two-way marketing communications tool, and it is also the tool that most often brings the buying decision process to a satisfactory conclusion for both buyer and seller.

It is flexible and provides immediate feedback.

Personal selling is often used in situations where the target market is concentrated, where products are high in value or orders are large, when the product is technically complex, or when the differential advantage is difficult to explain.

Public Relations

PR entail a variety of functions and activities that are directed at fostering harmonious interactions with an organization’s publics( customers, employees, stockholders, governments, and so forth). It is an efficient indirect promotional alternative. It improves companies’ prestige and image with the public.

Public Relations

Firm’s communications and relationships with its various publics.Press conference, speech, seminar,

annual report, charitable donation, community relation, company magazine, home page;

Global PR

Build media relationsCreate trust and harmonyArticulate and influence

public opinionAnticipate conflicts and

resolve disputes

制定促销组合制定促销组合Nature of Each Promotion Tool

AdvertisingReaches Many Buyers, Expressive

Impersonal

AdvertisingReaches Many Buyers, Expressive

Impersonal

Personal SellingPersonal Interaction, Builds Relationships

Costly

Personal SellingPersonal Interaction, Builds Relationships

Costly

Sales PromotionProvides Strong Incentives to Buy

Short-Lived

Sales PromotionProvides Strong Incentives to Buy

Short-Lived

Public RelationsBelievable, Effective, Economical

used by Many Companies

Public RelationsBelievable, Effective, Economical

used by Many Companies

Promotion Strategy Promotion Strategy

• Push Strategy - “Pushing” the Product Through Distribution Channels to Final Consumers.

•Pull Strategy - Producer Directs It’s Marketing Activities Toward Final Consumers to Induce Them to Buy the Product.

In 1884, William Hesketh Lever, founder of Lever Bros, wrote down his ideas for Sunlight Soap – his revolutionary new product that helped popularise cleanliness and hygiene in Victorian England.

It was 'to make cleanliness commonplace; to lessen work for women; to foster health and contribute to personal attractiveness, that life may be more enjoyable and rewarding for the people who use our products'.

1963 Cornetto, the first packag

ed and branded ice cream cone, begins its launch in Europe.

Unilever's history and development in China.

Unilever's history in China can be traced back to 80 years ago, when Lever Brother established its first operation in Shanghai in 1923 and became the largest soap maker in the Far East.

In 1986, Unilever re-established itself in Shanghai, committed to building and maintaining a successful business in China.

Unilever has introduced over 20 brands to Chinese consumers, covering home and personal care, food and beverages and ice cream.

From 1986 to 2001, the breadth of the involvement in China adds up to about US$1 billion in investment, the introduction of more than 100 types of advanced technologies, creation of 14,000 job opportunities and more than 4000 local employees.

Unilever's business in China mainly covers 3 areas:

Home and personal care-Unilever Co. Ltd. Brands include: Zhonghua, Hazeline, Lux, Pond’s, Dove, Vaseline, Omo etc;

Foods-Unilever Foods China. A wholly owned company by Unilever, producing soups, sauces, dressing and peanut butter,  Lipton  black tea, green tea, jasmine tea, and ready-to-drink tea beverages. 

Ice cream-Wall's China. A wholly owned company by Unilever, producing Cornetto and other ice cream.

In 2004, Unilever made the decision to build its own office building in Shanghai as regional headquarter.

Unilever believes that successful localization starts with the localization of employees. An outstanding local team can better understand and meet the needs of Chinese consumers. In Unilever, 90% managers are recruited and trained locally.

1879James Norris Gamble, son of the founder and a trained chemist, developed an inexpensive white soap equal to high-quality, imported castiles. Inspiration for the soap's name—Ivory—came to Harley Procter, the founder's son, as he read the words "out of ivory palaces" in the Bible one Sunday in church. The name seemed a perfect match for the white soap's purity, mildness, and long-lasting qualities.

1896P&G's first color print advertisement—an ad for Ivory—appeared in Cosmopolitan magazine picturing this "Ivory Lady."

Just five months after the introduction of television in the U.S., P&G aired its first TV commercial (for Ivory soap) during the first televised Major League baseball game.

1955CREST the first toothpaste with fluoride clinically proven to fight cavities, was introduced.

1961Pampers entered a test market in Illinois. Though the first test was unsuccessful, it led to an improved Pampers product at a lower cost that eventually replaced cloth diapers as the preferred way to diaper babies.

1984Liquid Tide introduced. This represented the results of global development with surfactants developed in Japan, fragrance in Europe, and packaging from the United States.

1986The Company developed a new technology that enabled consumers to wash and condition their hair using only one product. Pert Plus/Rejoice shampoo quickly became one of the leading worldwide shampoo brands.

1988 The Company announced a joint

venture to manufacture products in China. This was the Company's first operation in the largest consumer market in the world.

1992

PANTENE was introduced, and it became the fastest growing shampoo in the world.

非常荣幸曾是您生活的一部分

友谊地久天长