PROMOTION MIX

Factors affecting promotion mix

• Promotional objective
• giving information
• Persuasion
• demand modification
• building brand image
• initiate trial

• Budget
• financial capacity of firm , advertising is expensive

• Stage in product lifecycle

• different opportunities and threats
• Introduction – adv + PS
• maturity – adv + SP
• Decline – SP + (PS)
• Type of product
• Technical or expensive product
• convenience goods
• branded vs unbranded
• Necessities
• Luxuries

• Target market and buyer readiness

• Age , gender ,lifestyle ,income ,knowledge
• size of the market : high turnover versus limited market
• Location
• buyer readiness
• comprehension stage
• conviction stage
• Consumer preferences for various media
• Competitors promotion mix
• Level of competition

• Regulatory and environmental factors

• Example weak economy

• Availability of media
 PROMOTION STRATEGY
• Push vs Pull strategy : how the consumers are approached
• Push Strategy :
• “ taking product to the customer”
• Outlets need to Persuade the customer to buy and stock the
product
• Trade shows, direct selling, POS displays, Sales promotion and
trade discounts
• perfumes, new products/brands also do to generate exposure
• Pull strategy
• Motivating the customers to seek out your brand in an active process.
• “ getting the customer come to you”
• Advertising, CRM, sales promotion

• when push strategy is implemented with a well designed and executed pull
strategy , consumer demand is generated.

• Differences b/w pull vs push strategy

• Meaning
• Objective
• Tactics
• Suitability
• Lead time
• USP
• https://www.youtube.com/watch?v=AOc14_JZZuw
• Production process
• https://www.youtube.com/watch?v=PlkNpcRbmB8
• Humor mixed with fear
• https://www.youtube.com/watch?v=iEEBk9IKIeM
• Fevicol free store
• https://www.youtube.com/watch?v=LlDglr5Ah7o