Transcript Module 11 - Binus Repository

Module 11
Promotion Mix
Elements of The Marketing Mix
PROMOTION
Communicating the offer of a travel and tourism
product/service to customers and the methods
used
PROMOTION cont.
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Advertising
Endorsements
Sponsorship
Methods – use of different media,
brochures/leaflets, public relations, sales
promotion, press releases
• To gain attention/interest/desire/action
PEOPLE
• People represent the business
☻The image they present can be important
☻First contact often human – what is the
lasting image they provide to the customer?
☻Extent of training and knowledge of the
product/service concerned
☻Mission statement – how relevant?
☻Do staff represent the desired culture of the
business?
PEOPLE cont.
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Employees
Management
Culture of organisation
Attitude to customer
service
PROCESS
• How do people consume
services?
• What processes do they have to
go through to acquire the
services?
• Where do they find the
availability of the service?
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Contact
Reminders
Registration
Subscription
Form filling
Degree of technology
Physical Environment
• The ambience, mood or
physical presentation of the
environment
– Smart/shabby?
– Trendy/retro/modern/old
fashioned?
– Light/dark/bright/subdued?
– Romantic/chic/loud?
– Clean/dirty/unkempt/neat?
– Music?
– Smell?
ACTIVITY
Tasks:
• To what extent do you think that Anantara's
Marketing Mix (product and price elements)
reflects the organisation's mission statement?
• Outline some of the issues that you would
expect to have affected Anantara's marketing
efforts in the past two years.
• What kind of market research activities do you
think Anantara would have carried out before
offering the elephant camp experience?
• Produce a one-page leaflet promoting the
services offered by the Elephant Camp.
Module 12
Promotion Mix
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What’s Inside?
1. Definition of Promotion Mix
2. Application of Promotion Mix
• Definition
“The various communication techniques
such as advertising, personal selling, sales
promotion, and public relations/product
publicity available to a marketer that are
combined to achieve specific goals. “
American Marketing association
Promotion Mix
• Advertising is "any paid form of non-personal
presentation and promotion of ideas, goods, or
services by an identified sponsor." Specific
media tools include print (magazines,
newspapers, direct mail), broadcast (television,
radio), and display (billboards, signs,
posters).With the exception of advertising for
specific events (e.g. "Presidents' Day" sales),
most advertising campaigns have a relatively
long time frame. They are often intended to
convey a consistent, enduring image that
continually reinforces the positioning of the
product or company (e.g. "The Pepsi
Generation").
With the growth of the Internet, the line
between "advertising" and just plain
"information" is becoming even more
blurry. Does the above definition still hold
in today's environment?
Sales promotion is the use of "short-term
incentives to encourage the purchase or sale of
a product or service."
The key term is "short-term," as most sales
promotions have a finite time frame when the
terms of the offer are in force. Sales promotions
aimed at the consumer are often communicated
at the point-of-sale (e.g. via in-store displays or
on-package mentions), conveying a "Buy me
NOW!" message.
Other sales promotion tools include premiums,
discounts, coupons, cash rebates, "free" goods,
specialty advertising, and demonstrations. Although this
is also a non-personal form of communication, many
sales promotion themes are intended to spark personal
interest in the product or service being promoted.
Sales promotions are not directed solely toward the end
user. Often, there is an underlying promotion directed
toward company employees and trade factors
(distribution channel members), using the same
promotion theme. For example, a sales promotion
offering consumers a trip to London may offer the same
trip to the top-performing salesperson in the company, or
the retail outlet selling the most merchandise during the
promotion's duration.
"Two-way communication for the purpose of making
sales and building customer relationships." Obviously,
this form of communication is "personal." It provides a
forum for immediate exchange of needs, goals, ideas,
and feedback.A good salesperson listens to the
customer and reacts to the information being
conveyed. Product-related information can be tailored to
the individual (or group), and presented in a way that is
meaningful and pertinent to the situation.
Personal selling tools include sales presentations, trade
shows, and incentive programs.
Public relations is intended to build good
relations with the company's various publics by
obtaining favorable publicity, building up a good
"corporate image," and handling or heading off
unfavorable rumors, stories, and events.Public
relations offers several unique qualities. It is
very believable -- news stories, features, and
events seem more real to readers than ads
do. Public relations can also reach many
prospects who avoid salespeople and
advertisements; the message gets to the buyer
as "news" rather than as a sales-directed
communication. Like advertising, public
relations can dramatize a company or product.
The "news" quality of public relations has
also served to blur the distinction between
"advertising" and information posted on
the Internet. Although some initial
postings resulted in the company in
question being "spammed," a great many
initial "information- only" postings about
products on the Internet were nothing
more than public relations pieces. Once
the door was open, it wasn't long before
unabashed advertising took hold.