1、Unit 2 Creating effective promotion strategiesPromotion MixTo promote your products,a marketing specialist should specify o how much attention to pay to each of the four subcategories(Advertising,Personal Selling,Sales Promotion and Public Relation)o how much money to budget for each o Major conside
2、ration:costs&effectivenessPromotion MixA promotional plan can have different objectives:o Sales increases special discounts for more saleso New product acceptance free sampleso Creation of corporate image advertising brand onlyo Positioning priced higher or lower than a competing product Advertising
3、More suitable for following circumstances:o Consumer productso A large number of consumerso Low value or low priceo Low tech&low complexityExamples:food,cosmetics,clothing,home appliancesAdvertising Budgeto Budgeting:Predict how much nomey you need for advertsing for next yearo Make a reporto How mu
4、ch can your company allocate for the purposeo What kinds of media do you choose TV,Newspaper,Sports events?etcSales PromotionSales promotion may include:oCoupons ticket or document that can be exchanged for a financial discount or rebate when purchasing a product oFree samplesoBuy one-get-one free p
5、ackageoBonus points an extra amount of money designed to encourage more spendingoTrade shows or exhibitions maybe placed under another promotion sub-categoryPublic Relationo Primary role:a positive public image of the company o A third party advertising more convincing than tradtional advertisingo L
6、ower costso Another role:crisis handling Samlu milk sandal(2008)Shuanghui Lean meat powder(2011)Importance of Different Promotion tools for consumer products One promotion tool may be more important than another:Advertising Sales Promotion Personal Selling Public Relation ImportanceImportance of dif
7、ferent promotion tools for Industrial products Personal Selling Sales Promotion Advertising Public Relation ImportanceCase Study:Siemens Nixdorf China Banking Systems Promotion Budget for FY 2000(in yuan)o 5M for Personal selling(salary,travel expenses,entertainment,etc):10 sales people,4 marketing
8、specialistso 3M yuan for trade show:a 100 square meter exhibition area for the three-day CIFTEEo 1M for Advertising at a few professional magazines or newspaper(Computer World,Financial Daily)o 0.5M for PR gifts,entertainments,etcIdentify some promotion tooks used by following o McDonalds couponso Y
9、onghui Supermarket bonus points to be exchanged for gifts special discountso Walmart Buy-one-get one free package daily discountsTrade shows:CIFTTEE vs Canton Fair.Which is suitable for Kiosks?o The productso The exhibitorso The participantsCIFTEE Canton FairBanking Consumer IndustrialIT vendors Non_IT vendors Banks Others
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