Pushpendra Atri

8/8/2019 Pushpendra Atri

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SERVICE PROMOTION

Pushpendra Kumar Atri (66)

Sandeep Sharma (76)

Rakesh Bhardwaj (72)

Tarun Garg (90)

Presented ByPresented To

Mr. Sanjeev Kumar Singh

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Marketing Mix (7ps)

The marketing mix principles are controllable variableswhich have to be carefully managed and must meet theneeds of the defined target group. All elements of the

mix are Linked and must support each other.

Product Price Place Promotion People ProcessPhysical

Evidence

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Promotions

is a vehiclethat

Carries the message about theservices, products, and programs;

Positions them in the market; and

Develops the appropriate image forthe services, products, and programs.

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OBJECTIVES FOR PROMOTION

BUILD AWARENESS

CREATE INTEREST

PROVIDE INFORMATION

STIMULATE DEMAND

REINFORCE THE BRAND

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AdvertisingPersonal

sellingPublicity

Salespromotion

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any paid form of nonpersonal presentation andpromotion of ideas, goods, or services by an

identified sponsor.

Advertising

eg. Tec niq es incl de billboardads and T commercials

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Advantages of Advertising

A large number of people usuallysee the advertisers message

Costs per potential customer are

usually lower than other forms ofpromotion

Can choose the most appropriatemedia to reach target mkt

Can control the content of an

advertisement Ads can presale products

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Disadvantages ofAdvertising

1. Cannot focus well onindividual needs

2. Some forms of advertisingcan be too expensive for

many businesses 3. Sometimes advertising is

wasteful and inefficient -message may be spent onnon-potential customers

4. Advertising must be brief

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Rel tio ship between Advertising nd the

Product Life Cycle

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Placing newsworthy information about acompany, product, or person in the media.

Can be used to promote particular events andpromote particular products.

The main purpose of publicity is to build animage. Image - the way a business or

organization is defined in peoples minds.

Publicity

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Advantages ofPublicity

Publicity is free;advertising is not

Can be used to

create a positiveimage within thecommunity

Viewed as beingmore credible or

believable thanadvertising

Viewed as news,people moreattention to

publicity

Disadvantagesof Publicity

Give up uchof your

control of

your ess ge

Not llpublicity is

positive

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Famous person photographed using your product

Your product mentioned inNational News ina positive

way

Your product fea

tured ina

m

ovie

TV commentary about aspects of your product trade

magazines carryinga story

Examples of Publicity

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Next Part will be presented

by Sandeep Sharma

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making an oral sales presentation to oneor more potential buyers.

On a per contact basis, personal selling is

the most expensive form of promotion.

Direct communication between seller and buyer

face2face contactUsually used to sell industrial goods and services

Also used to sell some expensive consumer items, eg.Cars, computer systems

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All marketing activities, other than personal selling,advertising, and publicity, that are used to stimulate

consumer purchasing and sales effectiveness.

Sales Promotion

Increase salesInform customers about new products/schemes

Create a positive store or corporate image

Objectives of SalesPromotion

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Short term activities

Offers some type of incentive/discount

Can be successfully used in all channels of distribution

Characteristics

Sales promotion can be either consumer or trade oriented

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Trade Promotions - sales promotion activities designed to gainmanufacturers, wholesalers, and retailers support for a product. More

money is spent on promoting to businesses than to consumers.

1. Slotting allowances

2. Buying allowances

3. Sales incentives

Consumer Sales Promotions - designed to encourage customers to buy a product.

1. Visual Merchandising and Displays

2. Premium and Incentives

3. Product Samples

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Promotion People

SalesManagers

AdvertisingManagers

SalesPromotionManagers

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Promotion

of Tourism

in in India

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Tourism in India


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Tourism is the largest service industry

in India, with a contribution of 6.23%to the national GDP and 8.78% of the

total employment in India. India

witnesses more than 5 million annualforeign tourist arrivals and 562 million

domestic tourism visits.


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The tourism industry in India generated about

US$100 billion in 2008 and that is expected to

increase to US$275.5 billion by 2018 at a 9.4%annual growth rate. The Ministry ofTourism is

the nodal agency for the development and

promotion of tourism in India and maintainsthe "Incredible India" campaign.

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The 'Incredible India' campaign, launched in

2002, was a major initiative by the

Government of India, to promote India as a

tourist destination. The first marketing

initiative of its kind, Incredible India was

conceptualized in 2002 by Ministry ofTourism.

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The primary objective of this branding

exercise was to create a distinctive identityfor the country.

The Incredible India campaign is an

integrated marketing communication effort

to support the Indian tourism industrys efforts

to attract tourists to the country. The campaign

projected India as an attractive tourist

destination by showcasing different aspects ofIndian culture and history like yoga,

spirituality, art & culture, people & lifestyle,

festivals & cuisines, geography & language etc24


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Road Shows Mass Media Communication

ATITHI DEVO BHAVAH

'Atithi Devo Bhavah' a Social Awareness

Campaign involves Sensitization, Screening,

Induction, Training & Orientation, Certification

and Feedback.

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Tools used by Tourism India


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QuestionsQuestions


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(2)The role of Customers in the service is knownas which

of the following?

(a)Direct Marketing

(b)People Marketing

(c)Reactive Marketing(d)Interactive Marketing

(e)Selective Marketing


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(3)This is a characteristic ofa service, namely that they

do not have physical attributes and so therefore cannot

be perceived by the senses - cannot be tasted, seen,

touched, smelt or possessed:

(a)Inseparability

(b)Intangibility

(c)Perishability

(d)Variability


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(4) Which of the following is theapplication ofmarketing

concepts and principles withinan organisation?

(a)Internal marketing

(b)Customer service

(c)External marketing(d)Relationship marketing


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(5) Which of the following is anevent that occurs when

a customer interacts directly with a service?

(a)Good usage

(b)Servicescape

(c)Service mix(d)Service encounter


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(6) Which of the following is anevent that occurs whena

customer's expectations ofa serviceencounter arenotmet?

(a)Service encounter

(b)Servicescape(c)Service failure

(d)Service mix


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(7)The intangibility ofa servicemeans that it is important

to provide tangible cues for potential customers to deducethe product quality. This is called:

(a)Physical evidence

(b)People

(c)Processes

(d)Intangiblity


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