RETAIL PROMOTION MIX

BY:
SHANKAR RAO
CHETAN SARASWAT
 INTRODUCTION
• The Marketing Communications Mix
is the specific mix of advertising,
personal selling, sales promotion,
public relations, and direct marketing
a company uses to pursue its
advertising and marketing objectives.
PROMOTION MIX
ADVERTISING
• Advertising - Any
paid form of no
personal presentation
and promotion of
ideas, goods, or
services by an
identified sponsor.
 ADVANTAGE
• Reaches large, geographically dispersed
audiences, often with high frequency; Low
cost per exposure, though overall costs are
high; Consumers perceive advertised goods
as more legitimate; Dramatizes
company/brand; Builds brand image; may
stimulate short-term sales; Impersonal, one-
way communication; Expensive
 SALES PROMOTION
• Sales promotion -
Short-term
incentives to
encourage the
purchase or sale of a
product or service.
 ADVANTAGE
• May be targeted at the trade or ultimate
consumer; Makes use of a variety of
formats: premiums, coupons, contests, etc.;
Attracts attention, offers strong purchase
incentives, dramatizes offers, boosts sagging
sales; Stimulates quick response; Short-
lived; Not effective at building long-term
brand preferences
 PUBLIC RELATIONS
• Public relations - Building
good relationships with
the company’s various
publics by obtaining
favorable publicity,
building up a good
"corporate image", and
handling or heading off
unfavorable rumors,
stories, and events.
• BY THE WAY OF PR
THE ORGANISATION
STRIVES TO CREATE
AND SUSTAIN A
FAVOURABLE IMAGE
WITH CONSUMERS ,
SHAREHOLDERS,
SUPPLIERS , AND THE
PUBLIC AT LARGE .
WHICH THERE BY
AIMS AT FOSTERING
GOODWILL .
 ADVANTAGE
• Highly credible; Very believable; Many
forms: news stories, news features, events
and sponsorships, etc.; Reaches many
prospects missed via other forms of
promotion; Dramatizes company or
product; Often the most under used element
in the promotional mix; Relatively
inexpensive (certainly not 'free' as many
people think--there are costs involved)
PERSONAL SELLING
• Personal selling -
Personal presentation
by the firm’s sales
force for the purpose
of making sales and
building customer
relationships.
ADVANTAGE
• Most effective tool for
building buyers’
preferences, convictions,
and actions; Personal
interaction allows for
feedback and
adjustments;
Relationship-oriented;
Buyers are more
attentive; Sales force
represents a long-term
commitment; Most
expensive of the
promotional tools
 MEANING
• Direct marketing - Direct communications
with carefully targeted individual consumers
to obtain an immediate response and cultivate
lasting customer relationships.It attempts to
send its messages directly to consumers,
without the use of intervening media. This
involves commercial communication (direct
mail, e-mail, telemarketing) with consumers or
businesses, usually unsolicited.
 ADVANTAGE
• Many forms: Telephone marketing, direct
mail, online marketing, etc.; Four
distinctive characteristics: Nonpublic,
Immediate, Customized, Interactive; Well-
suited to highly-targeted marketing efforts
THANK YOU