Pdf - Week 11b Promoting Product

Exclusively prepared & presented by: Anna Riana Putriya

Integrating the Company’s Offer and Access

Promoting Products

Place

ACC

OFFER

Product

Chapter 13

ESS

Promotion

Price

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What is Promotion ?

Information and Exchange Values Promotions seek to accomplish four goals:

Aspect of the marketing mix concerned with the most effective techniques for selling a product

Make potential customers aware of products Make them knowledgeable about products 3. Persuade them to like products 4. Persuade them to purchase products 1. 2.

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Promotional Objectives 1. 2.

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Promotional Strategies 1. Pull strategy appeals directly to consumers

Communicating Information Positioning Products

who will demand the product form retailers

Product


Positioning is the process of establishing an identifiable

product image in the minds of consumers 3. 4.

Adding Value Controlling Sales Volume 2. Push strategy encourages wholesalers or retailers to market products to consumers

Product

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The Promotional Mix

Consumer Buying Process & Promotional Mix

Four types of promotional tools : 1. 2. 3. 4.

Advertising Personal Selling Sales Promotions Publicity and Public Relations

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What is Advertising ?

Advertising Strategies

Promotional tool consisting of paid, non-personal communication used by an identified sponsor to inform an audience about a product.

• Persuasive advertising seeks to influence consumers to buy a company’s products rather than its rivals’

• Comparative advertising directly compares two or more products

• Reminder advertising helps to keep the product name in the consumer’s mind

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Six Steps in Preparing the Advertising Campaign

What is Advertising Media ? Variety of communication devices for carrying a seller’s message to potential customers

Identify Target Set Budget

 Television  Newspapers  Direct Mail  Radio  Magazines

 Internet Advertising 

Data Mining and Date Warehousing for Internet Advertising

 Virtual Advertising  Other Advertising Channels

 Outdoor Advertising

Define Objectives Create Message ID Media

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Evaluate [email protected]

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Quoted from: Mr. Attan (2005)

Quoted from: Mr. Attan (2005)

The Building Block in Ad

How to make a Headline

WHAT TO SAY + IDE = HOW TO SAY

Unique Selling Proposition (USP)

The Ads where there is something to say

Client

• • • •

Agency

Terus Terang Philips Terang Terus Kartunya Satu ATM nya Banyak Gantinya Ngopi / Kopi Banget Harga Wah Semurah Curah

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Showmanship

The Ads where there’s nothing to say • Bikin motor Kamu secepat

Beckham • Asyik Berat Beng Beng • Sekuat Macan • Nyikat Gigi Nggak Nyiksa Gusi

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Quoted from: Mr. Attan (2005)

Unique Selling Preposition (USP)

Quoted from: Mr. Attan (2005)

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Quoted from: Mr. Attan (2005)

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Showmanship

Quoted from: Mr. Attan (2005)

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3

Quoted from: Mr. Attan (2005)

Advertising Agency Menjawab creative brief dari client Membuat ide/konsep yang unik dan relevan • Menang pitching • Dapat award • Bonus lancar • •

Quoted from: Mr. Attan (2005) anna [email protected]

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Quoted from: Mr. Attan (2005)

Quoted from: Mr. Attan (2005)

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What is Personal Selling ?

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Personal Selling Situations

Promotional tool in which a salesperson communicates one-on-one with potential customers 

Retail selling

What is Telemarketing ? Use of telephone solicitations to conduct the personal selling process

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Industrial selling

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4

The Personal Selling Process 1.

Prospecting and Qualifying

2.

Approaching

3.

Presenting and Demonstrating

4.

Handling Objections

5.

Closing Following Up

6.

What is a Sales Promotion ? Short-term promotional activity designed to stimulate consumer buying or cooperation from distributors, sales agents or other members of the trade

Types of Sales Promotions





Coupons Point-of-Purchase (POP)



Premiums



Trade shows



Contests



Personal Selling Tasks Order processing

Creative selling  Missionary selling 

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COUPON

$

1

00 OFF

Any Brewed Coffee

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What is Publicity ?

International Promotional Strategies

Promotional tool in which information about a company or product that is transmitted by general mass media

Emergence of the Global Perspective •

Global perspective is a philosophy that directs marketing toward a worldwide rather than local or regional markets

The Movement toward Global Advertising Four factors to consider:  Product Variations  Language Differences

What is Public Relations ?

•

Company-influenced publicity directed at building goodwill with the public or dealing with unfavorable events

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•

Cultural receptiveness, image differences

Universal Messages and Regional Advertising Skills [email protected]

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