RETAIL PROMOTION MIX

BY:
SHANKAR RAO
CHETAN SARASWAT
 INTRODUCTION
• The Marketing Communications
Mix is the specific mix of
advertising, personal selling,
sales promotion, public relations,
and direct marketing a company
uses to pursue its advertising
and marketing objectives.
PROMOTION MIX
ADVERTISING
• Advertising -
Any paid form of
no personal
presentation and
promotion of
ideas, goods, or
services by an
identified
sponsor.
 ADVANTAGE
• Reaches large, geographically dispersed
audiences, often with high frequency;
Low cost per exposure, though overall
costs are high; Consumers perceive
advertised goods as more legitimate;
Dramatizes company/brand; Builds
brand image; may stimulate short-term
sales; Impersonal, one-way
communication; Expensive
 SALES PROMOTION
• Sales
promotion -
Short-term
incentives to
encourage the
purchase or sale
of a product or
service.
 ADVANTAGE
• May be targeted at the trade or
ultimate consumer; Makes use of a
variety of formats: premiums,
coupons, contests, etc.; Attracts
attention, offers strong purchase
incentives, dramatizes offers, boosts
sagging sales; Stimulates quick
response; Short-lived; Not effective
at building long-term brand
preferences
 PUBLIC RELATIONS
• Public relations - Building good
relationships 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.
• BY THE WAY OF PR
THE ORGANISATION
STRIVES TO CREATE
AND SUSTAIN A
FAVOURABLE IMAGE
WITH CONSUMERS ,
SHAREHOLDERS,
SUPPLIERS , AND
THE PUBLIC AT
LARGE . WHICH
THERE BY AIMS AT
FOSTERING
GOODWILL .
 ADVANTAGE
• Highly credible; Very believable; Many
forms: news stories, news features, events
and sponsorships, etc.; Reaches many
prospects missed via other forms of
promotion; Dramatizes company or product;
Often the most under used element in the
promotional mix; Relatively inexpensive
(certainly not 'free' as many people think--
there are costs involved)
PERSONAL SELLING
• Personal selling -
Personal
presentation by
the firm’s sales
force for the
purpose of making
sales and building
customer
relationships.
ADVANTAGE
• Most effective tool for
building buyers’ preferences,
convictions, and actions;
Personal interaction allows
for feedback and
adjustments; Relationship-
oriented; Buyers are more
attentive; Sales force
represents a long-term
commitment; Most expensive
of the promotional tools
 MEANING
• Direct marketing - Direct communications with
carefully targeted individual consumers to obtain
an immediate response and cultivate lasting
customer relationships.It attempts to send its
messages directly to consumers, without the use
of intervening media. This involves commercial
communication (direct mail, e-mail,
telemarketing) with consumers or businesses,
usually unsolicited.
 ADVANTAGE
• Many forms: Telephone
marketing, direct mail, online
marketing, etc.; Four distinctive
characteristics: Nonpublic,
Immediate, Customized,
Interactive; Well-suited to
highly-targeted marketing
efforts
THANK YOU