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Marketing of

Financial

Products

1 MoFP for

TKW’s

Lecture – 7 Parveen Sharma

2 MoFP for

TKW’s

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Contents

Promotion Strategy

The Concept

Importance of Promotion

Components of Promotion Advertising

Public Relation

Sales Promotion

Personal Selling & Telemarketing

Cause Related & Sponsorship

Web & Online

Word of Mouth

Selecting Media

Promotion & Image Building

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N

N

Promotion Strategy: The Concept

MoFP for

TKW’s

Promotion is considered to be a device to communicate the

outstanding properties of different mixes to the customers with the

motto of influencing them.

Promotion is a managerial process to inform, sense, sensitize,

persuade and transform the potential customers to actual and habitual

customers.

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N

N

Promotion Strategy: The Concept

MoFP for

TKW’s

Aims of Promotion

Persuasion

Informing

Reminding

Reinforcing

Awareness Interest Desire Action

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N

N

Promotion Strategy: The Concept

MoFP for

TKW’s

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N

N

Promotion Strategy: The Concept

MoFP for

TKW’s

7

N

N

MoFP for

TKW’s

Components of Promotion

Advertising Public

Relation Sales

Promotion Personnel

Selling Tele-

marketing Web/online marketing

Cause Related &

Sponsorship

Word of Mouth

Components of Promotion

Sales Promotion is a part of Promotion

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N

N

MoFP for

TKW’s

Components of Promotion

Advertising

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N

N

Advertising Process

MoFP for

TKW’s

Setting the Objective

Finalizing Advertising Budget

Creating Campaign

Selecting Media

Evaluating Campaign

Pre-testing & Post-testing advertisement

Components of Promotion

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N

N

MoFP for

TKW’s

Components of Promotion

Public Relation

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N

N

MoFP for

TKW’s

PR & Its Dimensions

Press Meets

Speeches

Seminars

Annual Reports

Donations

Sponsorships

Lobbying

Identity Media

Components of Promotion

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N

N

MoFP for

TKW’s

Components of Promotion

Sales Promotion

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N

N

Importance of Sales Promotion

MoFP for

TKW’s

Encouraging to try out new scheme

Enticing customer for existing scheme

Providing customer a reason for buying

Encouraging frequent purchases

Counteracting downward trend in demand

Increase business

Fighting competition

Components of Promotion

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N

N

MoFP for

TKW’s

Components of Promotion

Personal Selling & Telemarketing

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N

N

MoFP for

TKW’s

Web & Online

Components of Promotion

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N

N

MoFP for

TKW’s

Reliance Mutual Fund : Quotivation

ICICI Prudential : Financial Friday

Components of Promotion

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N

N

MoFP for

TKW’s

Cause Related & Sponsorship

Components of Promotion

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N

N

MoFP for

TKW’s

Cause Related & Sponsorship

Also visit:

https://www.youtube.com/watch?v=jWpWtC

eIvUA

Components of Promotion

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N

N

MoFP for

TKW’s

Word of Mouth

Building a volunteer marketing force

'seeding' a message in a network,

rewarding regular consumers to engage in WOM,

employing WOM 'agents‘

Creating buzz

Components of Promotion

Increasing numbers of consumers

are turning to friends and family

as their primary source of trusted

information on buying financial

products.

N

N

20 MoFP for

TKW’s

Selecting Media

An Optical Mix

Coverage

Frequency

Cost effectiveness

Type of Products

Type of Massage

Budget Constraints

vs

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N

N

Promotion & Image Building

MoFP for

TKW’s

Max Life Insurance

advertisement campaign

“ Aapke Sache Advisors”.

ICICI Lombard’s “Vaade

Vahi Jo Nibhaye Jaye”.

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N

N

MoFP for

TKW’s

Promotion & Image Building

23 MoFP for

TKW’s

N

N

? ueries Q

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Contact me @ +91-9050050288

or

Email to parveen_72@yahoo.in

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Thank

You MoFP for

TKW’s

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