Transcript PROMOTION AS AN ELEMENT OF MARKETING MIX

PROMOTION AS AN ELEMENT OF MARKETING MIX
NEED AND COMPONENTS
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PROMOTION IS VITAL FOR COMMUNICATING SERVICES AND ITS
POSITIONING
PROMOTION CAN ADD TANGIBILITYAND HELP CUSTOMER TO
EVALUATE SERVICES
THERE ARE MANY ALTERNATIVES AVAILABLE FOR PROMOTION—
1) ADVERTISING
2) PERSONAL SELLING
3) SALES PROMOTION
4) PUBLIC RELATIONS
5) WORD OF MOUTH
6) DIRECT MAIL
OBJECTIVES OF PROMOTION
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SOME OF THE OBJECTIVES CAN BE
1) TO CREATE WIDE AWARENESS
2) TO CONVERT SOME AWARE CUSTOMERS INTO BUYERS
3) REMINDING CUSTOMERS
4) INFORMING CUSTOMERS ABOUT CHANGES/IMPROVEMENT IN THE
PRODUCTS
5) INFORM CUSTOMERS ABOUT CHANGES IN PRICE
6) ADDITIONS TO SERVICES
7) FRANCHISEE/AGENTS/CHANNEL PARTNERS.
8) ENHANCING BRAND/IMAGE
PROMOTION PROGRAMME
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IDENTIFICATION OF TARGET RECEIVERS
DETERMINE PROMOTION OBJECTIVES
DEVELOPING MESSAGE—CONTENT, STRCTURE,STYLE
SELECTION OF COMMUNICATION MIX
PROMOTION CYCLE
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FACTORS THAT AFFECT COMMUNICATION MIX—
1) TYPF OF SERVICE (2)CONSTRAINTS/RESTERICTIONS
3) INTENSITY OF COMPETITION
4) GEOGRAPHIC SPREAD OF MARKET
5) CUSTOMS AND PRACTICES IN THAT SECTOR
6) SOPHISTICATION OF MANAGERS/CUSTOMERS.
GUIDELINES FOR SERVICES COMMUNICATIONS
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PROVIDE TANGIBLE CLUES
MAKE THE SERVICE UNDERSTOOD
COMMUNICATION CONTINUITY
PROMIXING WHAT IS POSSIBLE
CAPITALIZING ON WORD OF MOUTH
COMMUNICATION TO AND THROUGH EMPLOYEES