MARKETING MIXThe marketing mix principles (also known as the 4 P’s.) are used by business as tools to assist them in pursuing their objectives.

Promotion

Promotion activities are meant to communicate & persuade the target market to buy the company’s products

This is done by???

Marketing Mix (4p’s) Promotion

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Promotional Mix

Advertising

Public Relations

Sales Promotion

Personal Selling

DirectMail

Internet/E-commerce

A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organisations promotional mix can consist of:

 Promotion Strategies A successful product or service means nothing unless the benefit

of such a service can be communicated clearly to the target market. An organisations promotional strategy can consist of:

Advertising:  Is any non personal paid form of communication using any form of mass media.

Public relations: Involves developing positive relationships with the organisation media public. The art of good public relations is not only to obtain favorable publicity within the media, but it is also involves being able to handle successfully negative attention.

Sales promotion: Commonly used to obtain an increase in sales short term. Could involve using money off coupons or special offers.

Personal selling: Selling a product service one to one. Direct Mail: Is the sending of publicity material to a named

person within an organisation. There has been a massive growth in direct mail campaigns over the last 5 years.

Personal selling Personal Selling: Face to face personal

communication Advertising- Mass communication

efforts through media Sales Promotion- Communication

through contests, trade shows, free samples, yellow pages, call helplines

Personal Selling

Personal Selling

Nokia

Nokia

Messages

Fly High

Examples-LuxSame theme over the years

Celebrity endorsement

Using famous people to attract target segment

Discount coupons

TV Channels

TV Channels

TVC

More than just news

Entertaining information to add spice

First thing in the morning

Print Media

Newspapers & Magazines

Radio channels

Meow targets at women

Websites

Videos can be uploaded

Companies upload their corporate films

www.youtube.com

Public Relations Public relations are where the

communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events.

Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum.

Message Strategy What message are you trying to put

across to your target audience? How will you deliver that message? Will

it be through the appropriate use of branding?

Logos or slogan design? The message should reinforce the

benefit of the product and should also help the company in developing the positioning strategy of the product.

Media Strategy Media strategy refers to how the organisation is

going to deliver their message. What aspects of the promotional mix will the

company use to deliver their message strategy. Where will they promote? Clearly the company must take into account the

readership and general behaviour of their target audience before they select their media strategy.

What newspapers do their target market read? What TV programmes do they watch?

Press Conference

Spokesperson of the company talks to the press

Client Meetings

Word of mouth publicity

Word of mouth publicity

Word of mouth is a reference to the passing of information from person to person.

Originally the term referred specifically to oral communication but now includes any type of human communication, such as face to face, telephone, email, and text messaging

Sales Promotion

Outdoor

Hoarding/Billboard

Point of Sales Point of sales (POS) or checkout refers to

both a checkout counter in a shop, and the

location where a transaction occurs

POS Display

T-Shirts

T-Shirts with company & Logo message

Push & Pull Strategies

Push strategy

A push strategy is where the manufacturer concentrates some of their marketing effort on promoting their product to retailers to convince them to stock the product.

A combination of promotional mix strategies are used at this stage aimed at the retailer including personal selling, and direct mail.

The product is pushed onto the retailer, hence the name push.

Pull strategy

A pull strategy is based around the manufacturer promoting their product amongst the target market to create demand.

Consumers pull the product through the distribution channel forcing the wholesaler and retailer to stock it, hence the name pull strategy.

Organizations tend to use both push and pull strategies to create demand from retailers and consumers.