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8/14/2019 Services Marketing - Promotion
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Team 4 :
Abhishek ParijaAmit Kumar Vishwakarma
Ananya PalMd.Awesh
Rubina RizwanSanthosh Anandan
Shaik Naseema Tasneem
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Promotion is any form of communication abusiness or organization uses to inform, persuade orremind people about its products or Service andimprove its public image .
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How to use the productWhere the product is available
The quality of the productOther important information:
▪ Price
▪
Materials or Ingredients▪ Warnings or Hazards
▪ Sizes, Colors, Styles
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To create wide awareness about the service.
To convert a certain percentage of the aware customers
into buyers of the service brand
To keep reminding the consumers of our existence.
To retain existing customers and build new ones.
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An action oriented objective mayrequire an incentive to act as a part
of the message.Major components of a servicepromotion plan:
Selection of media.
Selection of message.
Deciding on a promotion cycle.
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Optimize the media mix across channels formaximizing the performance.
Determine the appropriate share of each
media in Campaigns.Reaching right Target segment.Less cost.Less time.More clear message.
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TelevisionPrint – newspaperPrint – magazines
& journalsHoarding &
Billboards
Cinema theatrecommercials
Posters/lampshades/bus stops
Direct marketing
Event sponsorshipsFlyersPersonal visits for
promotions sales
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BENEFITS
Wider audience
reachinstantaneously. Visualize the
services. Celebrity charisma. Cost effective for
mass appeal & widetarget.
LIMITATIONS
Fleeting
Expensive
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BENEFITS
Longer life
An Ad is read & re-read
Used for longexplanations.
Used to lureconsumers withdiscount coupons.
LIMITATIONS
Slightly inferior to TV interms of visual appeal& charm.
Yellow Pages -Frequency of printingand distributions is
highly irregular.
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BENEFITS
Can target a
specific group of people.
Longer life
Better paperquality &printing.
LIMITATIONS
Expensive
compared to thenewspaper.
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BENEFITS
Useful for local
companies.Effective for in-
coming visitors .Very effective for
the regularvisitors.
LIMITATIONS
Very expensive
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BENEFITS
Good for regular movie-goers.
Size of the image is larger
compared to the TV.Useful for services that are
aspirational in nature.
Stresses on strong visuals oremotions to make an impact.
LIMITATIONS
Limited target
market.Can be used
only for services
benefiting theyouth.
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BENEFITS
Access to large
and variety of people.
Strong repetitioneffect for regular
visitorsRelatively cheap
medium.
LIMITATIONS
Can have a
negative effectby watchingregularly.
Do not have along lifeDurability is a
big question.
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BENEFITS
Good with limitedpromotion budgets &well segmentedpopulation .
Very cost effective. Company is in control
of the effort at alltimes.
Effectiveness can bemeasured in a moredirect way.
LIMITATIONS
It requires a gooddatabase on potentialcustomers.
Requires persuasion toconvert the potentialcustomer to a buyer.
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BENEFITS
Beneficial if event isrelevant to the targetaudience.
Good way to earn thebrand recognition.
High visibility to the
service provider
LIMITATIONS
Can be very
expensive attimes as well.
SAMBHAV = MAKING THEIMPOSSIBLE : POSSIBLE !!
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Good Times :Adds to the usefulness of othertools being used by the service company.
Bad Times : Useful to counter criticism .
Keeping public informed about your activities.Maintaining media relations
Getting involved with causes and taking actionswhich keep the public informed about youractivities.
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Above the line …. Above the line ….
Uses independent media. Aimed at a wider and varied audience. Eg: advertisements via TV, print, flyers.
Below the line….Below the line….
Uses media via which it can have a controlthe selection of target audience.
Eg: exhibitions, bid n win, sponsorship,
direct mail, sponsorships, personal visits.
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The timing and frequency of repetition or
follow-up.
Timely information presented in anattractive manner can be critical.
Eg: film promotions
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Three ways :
Objective or need based
Percentage of expected sales
Competition based
• Geographical spread is an important criteriafor deciding the media and budget
• Objective behind the budget
▪ Awareness▪ Interest
▪ Desire
▪ Action
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“Below the line media “for promotions
Bid and Win.
Auctioning for the flight seats.
Sahara sponsoring the Indian cricket &Hockey team.
• Promotion through Co-branding
▪ American express with Indian Airlines▪ Air Sahara with standard chartered Bank
▪ Discounts
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Promotion through co-brandingCrafting the message for promotionsFirst time customer.Business customers.General purpose brand building.Announcing an Achievement, or new
product launch.
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