3. Special Studies in Marketing

BMS 2012

Reema Rijhwani

Promotion

Terminologies

• ATL vs BTL BTL uses less conventional methods than the

usual specific channels of advertising to promote products, services, etc

ATL include activities such as advtg, direct mail, public relations and sales promotions for which a fee is agreed upon and charged up front

• Push vs Pull Strategy Pushing the products to the consumers

through channel sales. Ex. Heavy equipments, machinery, etc

Consumers pulling the products through channels post communication/awareness. Ex. FMCG products, etc

Tools

• Sales Promotion• PR• Direct Marketing• Personal Selling • Adtvg• MLM• Trade Fair/Expo

Sales Promotion

• Consumer Promotion tools Samples, Cash Refunds, Prizes (contests,

sweepstakes, games), Frequency Program, Patronage Awards, Product Warranties, Cross Promotion, POP, Gifts, Price Packs

• Trade Promotion ToolsPrice Off, Allowance, Free Goods

• Sales Force Promotion ToolsSales Contests, Specialty Adtvg / Souvenirs

Importance• To get customers• New trials, repeat purchase, encourage

switchers• Compete with similar products• Adjust demand and supply

Public RelationsUse / Importance • To maintain Press relations• Publicity (company, product & brands)• Corporate Communications• Lobbying • Counseling• Building Credibility & Positive outlook• Increase bottom line• Marketing Public Relations – Combining

marketing activities with public relations

• Tools Publications (advertorials, Infomercials),

Events, Sponsorships, News, Speeches, Public service activities, Identity Media

Corporate Communications

• Promoting understanding of the organization through internal and external comm.

• Via AGM, Speeches, Adtvg, Trade participation, etc

• Helps in building corporate Image

Direct Marketing

• Direct – Fax mail, Email, Voice mail, Tele-calling (Database etc)

• Catalogue • CRM

Objective/Role/Importance• Home or convenience shopping• Personalize targeting• Target niches• Digital utilization• Frugal promotions

Personal Selling

• Presentations• Demonstration• Samples at Kiosks

Importance/ Role• Technical information• Personal element • Quick feedback• Building Image of the company• Interactive

Advertising

• Television• Radio• OOH • Print• Electronic

Multi Level Marketing

• Residual Income• Network• Commission

Trade Fair / Expo• Demonstration / Tech Info• Brochures• Networking

 India International Leather Fair     

                                                  Delhi Book Fair 2011 

    Pharmac India              Times Utsav

(Pragati Maidan, BKC, MMRDA, Palace Grounds, etc) 

E-Commerce

• Marketing + Trading + Transacting online• Via internet – globalisation • Operating in marketspace

Guidelines• Interactive, ease in response, personalize

content, extra offer

Process

• Define Objective• Budget or % of sales• Method selection with Target Audience• Test • Measure Effectiveness

Thank You