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