Transcript Trade Promotion

Promotion
Focus
Promotion
Advertising
Sales promotion
Personal selling
Public relation
Promotion
 Promotion is one of the major
elements of the marketing mix of
the business. It’s a form of
persuasive communication, informing,
and influencing the consumer’s
purchase decision.
 There are many different tools used by
business to enhance the image of the
product.
 Promotion is an important part of a
Objectives of Promotion
 Provide information to consumers and
others;
 Increase demand;
 Differentiate a product;
 Accentuate a product’s value;
 Build up brand equity
Advertising
 Paid, non-personal communication
through various media by a business
firm, not-for-profit organization, or
individual identified in the message
with the hope of informing or
persuading members of a particular
audience.
 Advertising is a mass-mediated
communication.
 It can reach large numbers of consumers
who are geographically dispersed.
 Products can be dramatized through the
use of color, sound and visual. It is
effective at building awareness and
knowledge for the product.
 Effective, Economic, Efficiency
Catalogs of Advertising
 According to the different objectives, an
advertising program can be classified
into three catalogs:
 Informative advertising
 Persuasive advertising
 Reminding advertising
Informative advertising
 It’s used to inform consumers about a
new product or feature and to build
primary demand. It’s highly used in
the pioneering period. It often
explains how the product works,
describes available services, reducing
buyers’ fears and building a company
image.
Persuasive advertising
 It’s used to build selective demand
for a brand by persuading
consumers that it offers the best
quality for their money.
 It’s about building brand preference,
encouraging switching to the brand.
Reminder advertising
 It’s for mature product. The object is to
remind people about the brand.
How could Shangwutong ( 商 务
通)create a brand new market?????
1. It created a new market in one year.
2. Its brand position
3. Its advertising strategy
4. Problems
Keep- warm underwear
1．Ad
2．Stars effect
科技概念
3.conception
专家说法
衣服不能治病，最多有辅
融入南极1号天然微元生化
材料，能治多种疾病。
助作用。
远红外涂层改善微循环，有
只要能保暧就能促进微循环。
利健康。
内衣中融入了抗菌剂，能杀 能和内衣融和不是抗菌剂。没
11种病菌。
有融合，一洗就没了。
100%棉并具超弹性。
全棉和超弹性不可兼得。
“莱卡”弹性纤维
其实就是涤沦，到处都有。
超保暧、超保湿
无此方面的标准。
Where is the way of ad out?
 Popular stars
 Authorities
 Emotion
 Internet
 Cell phone
 Buses
Sales Promotion
 Sales promotion is shot-term
incentives to encourage the
purchase or sale of a product.
 It can be classified into two
catalogs:
 Trade promotion
 Consumer promotion
Trade Promotion
 Trade promotion activities are designed
to encourage companies, sales forces
or other members of distribution
channels to sell products more
aggressively.
 Trade allowance/Trade discount
 cooperative advertising payments
Consumer Promotions
 Consumer promotions like coupons,
free trials, displays, rebate,
sweepstakes, offer an extra
incentive to make immediate
purchases.
Notes
 Sales promotions help boost short-term sales.
Consumers can be urged to make stronger and
quicker response. They are effective at inducing
trial.
 successful sales promotions must promote
customer relationship building in the sense that
they support the brand image of the product.
Personal Selling
 Personal selling is the direct effort made
by a salesperson to convince a
customer to make a purchase.
 It is a personal (face-to-face, telephone,
or internet chat) presentation for the
purpose of making sales and building
relationships.
 Personal selling is unique because
it involves personal contact. It is the
two-way marketing communications
tool, and it is also the tool that most
often brings the buying decision
process to a satisfactory conclusion
for both buyer and seller.
 It is flexible and provides immediate
feedback.
 Personal selling is often used in
situations where the target market is
concentrated, where products are
high in value or orders are large,
when the product is technically
complex, or when the differential
advantage is difficult to explain.
Public Relations
 PR entail a variety of functions and
activities that are directed at fostering
harmonious interactions with an
organization’s publics( customers,
employees, stockholders, governments,
and so forth). It is an efficient indirect
promotional alternative. It improves
companies’ prestige and image with the
public.
Public Relations
 Firm’s communications and
relationships with its various
publics.
Press conference, speech, seminar,
annual report, charitable donation,
community relation, company magazine,
home page;
Global PR
 Build media relations
 Create trust and harmony
 Articulate and influence public
opinion
 Anticipate conflicts and resolve
disputes
制定促销组合
Nature of Each Promotion Tool
Advertising
Reaches Many Buyers, Expressive
Impersonal
Personal Selling
Personal Interaction, Builds Relationships
Costly
Sales Promotion
Provides Strong Incentives to Buy
Short-Lived
Public Relations
Believable, Effective, Economical
used by Many Companies
Promotion Strategy
Push Strategy - “Pushing” the
Product Through Distribution
Channels to Final Consumers.
•
•Pull Strategy - Producer Directs It’s
Marketing Activities Toward Final
Consumers to Induce Them to Buy
the Product.
 In 1884, William Hesketh Lever,
founder of Lever Bros, wrote down
his ideas for Sunlight Soap – his
revolutionary new product that
helped popularise cleanliness and
hygiene in Victorian England.
 It was 'to make cleanliness
commonplace; to lessen work for
women; to foster health and
contribute to personal attractiveness,
that life may be more enjoyable and
rewarding for the people who use
our products'.
 1963
 Cornetto,
 the first
packaged and
branded ice
cream cone,
begins its
launch in
Europe.
Unilever's history and development
in China.
 Unilever's history in China can be traced
back to 80 years ago, when Lever Brother
established its first operation in Shanghai in
1923 and became the largest soap maker in
the Far East.
 In 1986, Unilever re-established itself in
Shanghai, committed to building and
maintaining a successful business in China.
 Unilever has introduced over 20 brands to
Chinese consumers, covering home and
personal care, food and beverages and ice
cream.
 From 1986 to 2001, the breadth of the
involvement in China adds up to about
US$1 billion in investment, the introduction
of more than 100 types of advanced
technologies, creation of 14,000 job
opportunities and more than 4000 local
employees.
Unilever's business in China mainly
covers 3 areas:
 Home and personal care-Unilever Co. Ltd. Brands
include: Zhonghua, Hazeline, Lux, Pond’s, Dove,
Vaseline, Omo etc;
 Foods-Unilever Foods China. A wholly owned
company by Unilever, producing soups, sauces,
dressing and peanut butter, Lipton black tea,
green tea, jasmine tea, and ready-to-drink tea
beverages.
 Ice cream-Wall's China. A wholly owned company
by Unilever, producing Cornetto and other ice
cream.
 In 2004, Unilever made the decision to build
its own office building in Shanghai as
regional headquarter.
 Unilever believes that successful localization
starts with the localization of employees. An
outstanding local team can better
understand and meet the needs of Chinese
consumers. In Unilever, 90% managers are
recruited and trained locally.
 1879
James Norris Gamble, son
of the founder and a
trained chemist, developed
an inexpensive white soap
equal to high-quality,
imported castiles.
Inspiration for the soap's
name—Ivory—came to
Harley Procter, the
founder's son, as he read
the words "out of ivory
palaces" in the Bible one
Sunday in church. The
name seemed a perfect
match for the white soap's
purity, mildness, and longlasting qualities.
 1896
P&G's first color print
advertisement—an ad
for Ivory—appeared in
Cosmopolitan
magazine picturing
this "Ivory Lady."
 Just five months after
the introduction of
television in the U.S.,
P&G aired its first TV
commercial (for Ivory
soap) during the first
televised Major
League baseball game.
 1955
CREST the first
toothpaste with fluoride
clinically proven to fight
cavities, was introduced.
 1961
Pampers entered a
test market in Illinois.
Though the first test
was unsuccessful, it
led to an improved
Pampers product at a
lower cost that
eventually replaced
cloth diapers as the
preferred way to diaper
babies.
 1984
Liquid Tide introduced.
This represented the
results of global
development with
surfactants developed in
Japan, fragrance in
Europe, and packaging
from the United States.
 1986
The Company
developed a new
technology that
enabled consumers to
wash and condition
their hair using only
one product. Pert
Plus/Rejoice shampoo
quickly became one of
the leading worldwide
shampoo brands.
 1988
 The Company announced a joint
venture to manufacture products in
China. This was the Company's first
operation in the largest consumer
market in the world.
 1992
PANTENE was
introduced, and it
became the fastest
growing shampoo in the
world.
非常荣幸曾是您生活的一部分
友谊地久天长