Transcript Promotional Tools

Unit 12
Promotional
Tools
Teaching Objective
This unit aims to help students to
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gain knowledge of different promotional tools
and promotion strategies; and
learn how to promote various new products or
services
Unit content
1. Promoting a new product
2. promotional strategies
The project to be accomplished
In a small group of 4-5 classmates, choose one product from
the list below, decide what is special about it, and which
tools you would use to promote it. Imagine that you have
a generous budget, and are thus able to employ several
different tactics.
Prepare a 10-minute presentation about your work results.
1. A new, up-market health and fitness club
2. A new brand of jeans, manufactured by a new (and
therefore unknown) company
3. A new, fashionable but inexpensive range of quartz
watches
4. Potatoes, to be sold in supermarkets
5. A new taxi company in your city.
Company Orientations
Towards the Marketplace
Production Concept
Consumers prefer products that are
widely available and inexpensive
Product Concept
Consumers favour products that
offer the most quality, performance,
or innovative features
Selling Concept
Consumers will buy products only if
the company aggressively
promotes/sells these products
Marketing Concept
Focuses on needs/ wants of target
markets & delivering value
better than competitors
The Four Ps
Marketing
Mix
Place
Product
Customer
Solution
Price
Customer
Cost
ConvenPromotion ience
Communication
Marketing Mix
Product
Price
Place
Promotion
Process
Participation
Physical
Evidence
Product Life Cycle
Sales and Profits Over the Product’s Life From
Introduction to Decline
Sales and
Profits ($)
Sales
Profits
Time
Product
Development
Losses/
Investments ($)
Introduction
Growth
Maturity
Decline
Major Promotional Tools
Personal
Selling
Advertising
Public
Relations
Sales
Promotion
Major Public Relations Tools
Web Site
Public
Service
Activities
News
Speeches
Corporate
Identity
Materials
Audiovisual
Materials
Written
Materials
Special
Events
Sales Promotions
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Free samples
Coupons
Price reductions
Competitions
…
Customer Promotions
Consumer-Promotion
Objectives
Entice Consumers to
Try a New Product
Lure Customers Away
From Competitors’ Products
Get Consumers to “Load Up’
on a Mature Product
Hold & Reward Loyal
Customers
Consumer Relationship
Building
Consumer-Promotion
Tools
Samples
Coupons
Cash Refunds
Advertising
Specialties
Patronage
Patronage
Rewards
Rewards
Contests
Price Packs
Premiums
Sweepstakes
Games
Point-of-Purchase
Displays
Trade Promotions
Trade-Promotion
Objectives
Trade-Promotion
Tools
Persuade Retailers or
Wholesalers to Carry a Brand
Price-Offs
Premiums
Give a Brand Shelf Space
Allowances
Patronage
Displays
Rewards
Promote a Brand in
Advertising
Buy-Back
Guarantees
Discounts
Push a Brand to Consumers
Free Goods
Contests
Push Money
Specialty
Advertising
Items
1. Promoting a new product
1a Listening
Listen to Jogishwar Singh explaining the
promotional strategies for the trial launch of
Fresh Fries. Tick the topics mentioned in the
interview
1b. Comprehension
1). What do you think Jogishwar means by
“launching a media blitz”?
2). When will the company start to use
advertising?
3). According to Jogishwar, what is the
difference between advertising and publicity?
2. Promotional strategies
2a Reading and text exploring
 Read the text and filling in the missing
words.
Paragraph 1
1.
2.
3.
4.
5.
Marketing concept: the marketing idea of
‘make what you can sell rather than sell what you
make’
attractively priced product
PLC: product life cycle (introduction, growth,
maturity, decline) 产品生命周期
product / brand awareness 产品/品牌意识
inform the potential customers about …
Paragraph 2
1. 4Ps formulation (marketing mix): product,
place, promotion, price 市场营销组合
2. major promotional tools: advertising,
public relations, sales promotion, personal
selling.
3. marketers have to decide which tools to
use, and in what proportion.
Paragraph 3
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2.
3.
4.
public relations (PR) 公共关系
publicity: 宣传推广
medium: 媒介 (pl) media / mediums
public awareness
Paragraph 4
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2.
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8.
9.
tactics: the art of using existing means to get a desired
result 策略，手段
stimulate: to increase in activity 增强，促进。。。之活
动
The cold air stimulates the blood
generate: to cause to exist
the initial trial of a new product: buy/try a new product
for the first time
try out: to test (sb. Or sth) by use and experience 考验
The idea seems fine but we need to try it out in practice.
brand-conscious brand-switchers:
to counter a promotion by a competitor
10. loss-leader pricing 亏本出售
Paragraph 5
1. off-season: 淡季
2. brand loyalty: 品牌忠诚
Paragraph 6
1. sparingly 节俭地，少量地使用 to praise ~ 吝于
赞美
2. complement: n. (~ to) sth that completes or
makes perfect 补充物，使完备之物
3. A fine wine is a ~ to a good meal 美食加上美酒
才算完备
4. Complement: v. to make sth complete 使完备
5. This wine ~s the food perfectly. 用这酒配这菜，
相得益彰。
6. channel of information: 信息渠道
2b. Summarizing
 Complete the sentences to summarize the text:
1.
When a new product is launched, the producer has to inform
customers about its existence and develop brand awareness.
2.
Promotion is one of the four elements of the marketing mix;
sales promotions are one of four different promotional tools.
3. The advantages of publicity include the fact that it is much
cheaper than advertising, and can have a better impact,
because it seems that people are more likely to read and
believe publicity than advertising.
4.
The four stages of the standard product life cycle
(excluding the pre-launch development stage) are
introduction, growth, maturity and decline.
5.
Reasons to offer temporary price reductions include
attracting price-conscious brand-switchers, offsetting a
promotion by a competitor, and, for stores, attracting
customers by way of “loss leaders”.
6.
Sales promotions need not only be aimed at customers;
they can also be used with distributors, dealers and
retailers, and with a company’s sales force.
7.
Apart from selling a company’s products, sales
representatives bring information back to a company
form its customers, including ideas for new products.
2c. Discussion
 What kind of sales promotions are you
receptive to?
1. coupons giving a price reduction?
2. free samples?
3. discounts for buying a large quantity?
4. price reductions in shops?
5. packets offering “20% Extra”?
6. competitions?
2d. Vocabulary
keys:
1. competitors
2. word-of-mouth advertising
3. brand-switcher
4. points of sale
5. brand name
6. line-stretching
7. packaging
8. product improvement
9. media plan
10. packaging
2e. Case study: Promotional strategies
In a small group of 4-5 classmates, choose one product from
the list below, decide what is special about it, and which
tools you would use to promote it. Imagine that you have
a generous budget, and are thus able to employ several
different tactics.
Prepare a 10-minute presentation about your work results.
1. A new, up-market health and fitness club
2. A new brand of jeans, manufactured by a new (and
therefore unknown) company
3. A new, fashionable but inexpensive range of quartz
watches
4. Potatoes, to be sold in supermarkets
5. A new taxi company in your city
Project time!!