Understand the communication process. Understand different types of message problems. Why do companies select different types of media for what may be perceived as similar messages?
Everyone has to devise a mix depending upon the situation. It has to be tailor-made depending upon the characteristics of the situation.
Push and Pull Strategies: The purpose of promotion is to motivate and persuade not only the ultimate consumers, but also to the intermediaries who are available involved in making available goods finally to consumers. It of personal selling along with advertising and other trade promotional measures.
The-manufacturer promotes goods to wholesalers, wholesalers in turn promote to the retailers and retailers persuading the consumers to buy.
On the other hand, if the customer demands particular goods from the retailer and the retailers want the same from the wholesalers and the wholesalers in turn asking the manufacturers to provide that kind of goods.
Thus here it is the customer to wholesaler who is pulling the cord. The advertising by the manufacturer may persuade the consumer to ask for the goods to their retailers. Retailers in turn will ask the wholesalers and the wholesalers to manufacturer. The marketing manager will have to decide whether to use push or pull strategy.
The objectives of pull marketing communication are to build awareness, attraction, and loyalty and to reduce search costs. When pull communications are successful, customers will seek out certain products or services and, in essence, by the interest they create, and pull the product through the channel.
On the other hand, push communications are directed at channel intermediaries. The objective is to motivate channel intermediaries to carry certain products to make available to customers. If successful, push communication strategies result into a wider range of availability, fewer stockouts, greater merchandising shelf spaceand a greater marketing effort.
It would have been achieved with little or no push communication. However, to be more successful, a combination of the two is required. Use of a particular tool of promotion mix depends upon the type of goods to be marketed. For industrial products more of personal selling is required. For highly image- oriented products like fashion garment the presence of designers or celebrities inside the store is required.
For goods where not much difference is there in features and performance more of sales promotion is required. Where the organisation is equally important, the public relations become more important.
For seasonal products, off-season sale is very important, but advertising is required for sale round the year sale. This is why the retailers of full sleeve shirts and sweaters and suits organise sale in the month of January. For high-priced products, personal selling is important to mitigate risk.
For low convenience goods marketers use advertising rather than personal selling. For products, where customers do not want to talk with the salesperson like Viagra, condom, hair colour by a senior citizen the advertising is more important.
Stage of the Product Life Cycle: In different phases of a product life cycle, different tools of promotion mix become more effective.
In the introductory stage to create awareness among the customers including business customers and distributors advertising has to be undertaken in a big way.
Free samples may be distributed to the consumers and trade promotion may be undertaken to motivate distributors to stock the goods. In the growth stage, the consumers have already heard of the product. Promotion has to be directed at specifying product benefits.
Advertising increases whereas sales promotion declines.Here are 10 critical factors that could be constraining your growth Every business is affected by unique constraints, and much of the art and science of management is associated with identifying and eliminating these barriers to growth.
Factors Influencing the Promotion Mix A marketing manager from one company might decide to focus on social media, whereas a marketing manager from another company might decide to focus her company’s efforts on television commercials. Types of Sales promotions – Sales promotion techniques.
Below are some of the most common type of sales promotion techniques used across all industries. Some industries, like FMCG, see a lot of these techniques being implemented simultaneously mainly because of the sheer volume of business as well as because of the competition in FMCG.
sales promotion.(Hellman, ) In order to develop a successful sales promotion strategy a clear definition of the targeted market must be included. Factors Affecting Promotion Mix Definition: The Promotion Mix is the blend of several promotional activities (Advertising, personal selling, sales promotion, public relations, direct marketing) used by business to create, maintain and increase the demand for a product.
led to changing factors that effect the purchasing behavior of the customers. The customers priorities are changed due to increased awareness in the market through good dealer network and high promotion & advertisements. The medias using by the companies are that are mainly used by the people of that area.