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    Marketing Management: Click To Edit Master Subtitle Style

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    Arsh Koul
    The document discusses promotion and positioning in marketing. It defines promotion as activities used to communicate with customers through different media. Positioning is described as how consumers perceive and believe a brand, which influences buying behaviors. Successful positioning requires clarity, consistency, credibility, competitiveness, and differentiation from competitors. The document also covers integrated marketing communication, which uses a mix of advertising, sales promotion, public relations, direct marketing, and other channels to inform, persuade, and remind customers about a brand.

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    Marketing Management: Click To Edit Master Subtitle Style

    Uploaded by

    Arsh Koul
    8 views12 pages
    The document discusses promotion and positioning in marketing. It defines promotion as activities used to communicate with customers through different media. Positioning is described as how consumers perceive and believe a brand, which influences buying behaviors. Successful positioning requires clarity, consistency, credibility, competitiveness, and differentiation from competitors. The document also covers integrated marketing communication, which uses a mix of advertising, sales promotion, public relations, direct marketing, and other channels to inform, persuade, and remind customers about a brand.

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    Promotion Lec 6

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    The document discusses promotion and positioning in marketing. It defines promotion as activities used to communicate with customers through different media. Positioning is described as how consumers perceive and believe a brand, which influences buying behaviors. Successful positioning requires clarity, consistency, credibility, competitiveness, and differentiation from competitors. The document also covers integrated marketing communication, which uses a mix of advertising, sales promotion, public relations, direct marketing, and other channels to inform, persuade, and remind customers about a brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    8 views12 pages

    Marketing Management: Click To Edit Master Subtitle Style

    Uploaded by

    Arsh Koul
    The document discusses promotion and positioning in marketing. It defines promotion as activities used to communicate with customers through different media. Positioning is described as how consumers perceive and believe a brand, which influences buying behaviors. Successful positioning requires clarity, consistency, credibility, competitiveness, and differentiation from competitors. The document also covers integrated marketing communication, which uses a mix of advertising, sales promotion, public relations, direct marketing, and other channels to inform, persuade, and remind customers about a brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    Download as pptx, pdf, or txt
    of 12

    Marketing Management

    Lec-6

    Click to edit Master subtitle style

    Sanmandeep Kaur 4/16/12

    Promotion : Positioning , Integrating Marketing communication

    4/16/12

    Promotion

    Every activity undertaken to communicate with target and prospective customers using different media options.

    4/16/12

    Positioning
    Perception Belief

    of consumers.

    of customers.

    Buying

    behaviors depends a lot on the positioning of a product.

    4/16/12

    Elements of Positioning
    1.Target Market Right market Right segment Special competencies Target mkt alternatives :a)Undifferentiated targeting Mass market strategy Unified market 4/16/12 Homogeneous needs

    b)Concentrated Targeting Single segment Needs of target customers c)Multi-segment Targeting Two or more segments High sales , profits, market share , economies of scale. High exp also-production , promotion 4/16/12 , inventory , market

    2. Differential Advantage Advantage over competitor. 3. Communicating the differential advantage to customers. Appropriate Offering Promotional activities

    4/16/12

    Positioning , Differentiation & Marketing Mix Product differentiation


    Promotional Distribution Price

    differentiation differentiation

    differentiation

    4/16/12

    Criteria for successful Positioning


    1.Clarity 2.Consistency 3.Credibility 4.Competitiveness 5.Sine-Qua Non of positioning Dos & Donts of successful positioning:a)Clear & Precise b)Different positioning appeal 4/16/12 c)Different from competitors

    Integrated Marketing Communication


    Inform

    , Persuade , remind customers about the brand of the brand

    Voice

    Customers

    understand-What , who and whereabouts of the brand & the company.


    4/16/12

    Marketing communication mix


    1.Advertising 2.Sales promotion 3.Events & Experiences 4.Public relations & publicity 5.Direct Marketing 6.Interactive Marketing 7.Word-of-Mouth marketing 8.Personal Selling
    4/16/12

    Integration of Communication Channels


    Personal

    communication is more effective than mass communication but mass communication has to be strong to give the right message.

    4/16/12

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