Subject Name: Marketing Management

Department of Management Studies

Created By: Ms. Anu Bhardwaj

Jagannath International Management School

Vasant Kunj, New Delhi - 110070
(Affiliated to Guru Gobind Singh Indraprastha University, New Delhi)
Recognized u/s 2(f) by UGC & Accredited with ‘A’ Grade by NAAC
Participant of UNGC & UNPRME, New York
ISO 9001:2015 Quality Certified
Programme : BBA
Semester : III
Subject Code : BBA-203
Subject : Marketing Management
Topic : Promotion Mix
Lecture No. : 23
Faculty : Ms. Anu Bhardwaj
Promotion Mix

Lecture 23

Anu Bhardwaj
 Topics to be Covered
• Promotion Objectives
• Promotion Mix
• Relative apposition of Promotion Mix
• Factors Affecting Promotion Mix
 Promotion
Promotion Decision- Promotion Mix
4th P of Marketing
• Companies need to communicate with present and potential customers about
products and services.
• Promotion is the element in an organisation’s marketing mix (4Ps) that serves to
inform, persuade and remind the market of product and or the organization
selling it in the hope of influencing the recipient / customer’s feeling, beliefs or
behavior
• To be decided- what to say, to whom, how to say and how often
• The promotion mix is the combination of all the tools / methods, a company uses
to promote the product.
 Promotion- Introduction
• PROMOTION is a process of communication involving information,
persuasion and influence.
• It includes all kinds of personal or impersonal communication with-
customers and middlemen.

Effective Promotion helps in: AIDA

• Gaining Attention of receiver/ customer/ middlemen
• Creating Interest of the receiver
• Stimulating needs to obtain the product
 Objective of Promotion
• To provide information
• To stimulate demand
• To differentiate product
• To highlight the utility of product
• To counter competition and stabilize sales
• Creating Image
 Promotion Mix
Promotion Mix is used to refer to combination of different kinds of promotional tools
used by a firm to advertise and sell its products. 
Elements/ Tools of Promotion- Mix
• Advertising: any paid form of non- personal presentation and promotion of ideas,
goods, or services by an identified sponsor
• Sales Promotion- A variety of short-term incentives to encourage trial or purchase
of a product or service.
• Public Relation and Publicity- A variety of programs designed to promote or
protect a company’s image or its individual products.
• Personal Selling: Face- to – Face interaction with one or more prospective
purchasers for the purpose of making presentations, answering questions, procuring
orders.
• Direct Marketing- Use of mail, telephone, fax, e-mail, Internet to communicate
directly with specific customers or prospects.
 
 Relative Position of Promotional Methods
Promotional Scope Cost Advantage Disadvantage
Method
Advertising Mass Relatively Allows Hard to measure results
inexpensive expressiveness and
per contact control over
message

Publicity Mass Inexpensive Has high degree of Not easily controlled as

credibility other forms
Sales Mass Can be costly Gains attention & Easy for others to imitate
Promotion has immediate
effect

Personal Personal Expensive per Permits flexible Cost more than all other
Selling contact presentation and forms per contact
gains immediate
response
 Factors Affecting Promotion Mix Decisions

1. Product Considerations
• Nature of Product- Industrial/ Consumer.
• Consumer- FMCG, Shopping, Specialty, Unsought goods etc.
• Product Image
• Stage of PLC
• Degree of Customization

2. Pricing Policy
Price Sales Prom. Advertising/ Pub P.S
Low Heavy- Medium As per S P Low
Medium Medium-low Heavy Low-Med
High Low low Heavy
 Factors Affecting Promotion Mix
3. Distribution
Type Sales Prom Adv. & Pub P .S.
Intensive Most Heavy Least
Selective Medium Heavy Medium
Exclusive Least Medium Most
 
4. Target Market Characteristics
• Level of Competition
• Geographic Coverage
• Buyer Readiness Stage
• Promotional Budget
Thank You !!