The Marketing Mix

Promotion

Aims of today’s lesson:

To have an understanding of the marketing mix and the role of promotion

To understand the difference between above and below the line promotion

Starter

How would you

‘define’

PROMOTION?

Promotion is …

Communication techniques to get

information, influence and persuade

customers.

Or…. Getting a way to spread your

idea/product to customers!

…its all about persuasion!

Viral Marketing…..

From web.

From laptop.

So what methods of promotion did this video show

us that are traditionally

used?

Promotional methods

Main methods include:

Advertising Sales promotion Personal selling Public Relations Direct mail Sponsorship

It depends on Stage in the life

cycle Budget Target market Nature of the

product Competition

To the DVD

Working Lunch – best of DVD!

Session 5 _ brand management

What are the Objectives of promotion?

Increase sales New customers Retain existing

customers Encourage a trials To inform To remind To assure

To encourage brand switching

To create an image To encourage

customer contact.

You will need to use these ‘objective’

terms for the following few slides / tasks

What’s the Marketing objective?

Cola – be yourself

Lynx

What’s the Marketing objective?Stroke Sign of

adviceCitroen C4

Robotic dancing

What’s the Marketing objective?

Two ‘types’ of promotion…

Above the line …. Uses independent media Aimed at a wide audience

Below the line…. Uses media that the company has

some form of control

Above the line

This uses advertising…

Advertising is using any paid form of non-personal presentation.

Uses media that company has little direct control over.

Below the Line Uses all forms other

than advertising

Includes Direct mail Exhibitions Sales promotion Branding Merchandising Packaging Sponsorship

Exhibitions don’t have to be boring…

You decide on which factors are + or – for above / below the line… Adaptable Can only reach a limited

number of customers. Control the message Expensive High cost Higher customer

attention Impersonal Interactivity Labour intensive Lacks flexibility

Limited capacity to close the sale

Message is customised One way communication Opportunity to close a

sale Potential to develop a

relationship Repetition Used to build brand

loyalty Wide coverage

Benefits and Problems for Above the line promotion

Advantages

Wide coverage Control the

message Repetition Used to build brand

loyalty

Disadvantages

Expensive Impersonal One way

communication Lacks flexibility Limited capacity to

close the sale

Benefits and Problems for Below the line promotion

Advantages Higher customer

attention Message is customised Interactivity Potential to develop a

relationship Adaptable Opportunity to close a

sale

Disadvantages High cost Labour intensive Expensive Can only reach a limited

number of customers.

Markets & Media activity

You need your whiteboard & pen

No cheating… quick fire round

Put down your immediate thoughts…

Quick fire activity

Tell me your immediate thought of the

target market and promotional method used….

For the following items….

For example - Playstation

Target market = teenage boys

Promotional method = Games magazines

Quick fire starts here… Bowling Toothpaste Airline travel Dishwasher liquid Crisps Stanna stair lift Local pub quiz Dating Agency Local Farmers market

target market

and

promotional method used….

Viral Marketing – e-commerce!

network-enhanced word of mouth

Amazon.com encourages their customers to "send a book to a friend".

Best example of viral marketing?

Cadbury’s – king of viral?

What benefits have Cadbury’s gained from

these marketing campaigns?

More from the DVD

Best of Working Lunch - Advertising

Homework…. Read article & answer Q’s

What is Viral Marketing? Identify 5 traditional Marketing promotional

methods. What is a ‘brand’? Select one well known brand, describe how

it has maintained its brand leadership. What is a ‘sneezer’? Do you know of any ‘sneezer’ promotions

that have caught your attention?

Plenary Other than advertising, how else can

a business promote its goods & services?

Can you name me 3 promotional objectives?

What is the difference between above & below the line promotions?

Other good clips…

Sheila’s wheels

Ipod shuffle

IphoneGuinness

A later homework Q….

To what extent is…….?

To what extent is PROMOTION the most

important ingredient of the marketing mix?

Exam Skills

How best to answer this question?

Knowledge = DEFINE….

What is the marketing mix?

what are the 4 ‘ingredients’ of the marketing mix

Application & Analysis

Application

Use REAL business examples…

Analysis

Why IS promotion SO IMPORTANT to a business

Why is promotion NOT the most important…

Aka. Why are the other features as or more important?

Evaluation

You decide….. Do you think promotion is the most (or not) important part of the marketing mix?

It is possible to provide a 2 sided conclusion – by using real business examples where promotion IS and in another case IS NOT important!

Homework….

To what extent is PROMOTION the most important ingredient of the marketing mix?

(15 marks)K= 3, Ap = 3 An = 4 E=5