Scheme of Work WeekTopic 1 Introduction: The Marketing & Marketing Mix; 7 P’s 2 The fundamental Promotion: Segmentation, Targeting, Positioning; Promotion Plan 1 3 Promotion Plan 2 4 The fundamental Promotion Decisions: Objective and budgeting 5 Advertising Management : Overview, Styles of Creative Ads, Message Appeals 6 Sales Promotion Management: Capabilities and Limitation, SP for trader 7 Digital Marketing: Web Objectives, Web 1.0 & 2.0, Internet advantage & Disadvantage 8 Mid Examination 9 Review Promotion Plan Project 10 Class Presentation 1 11 Class Presentation 2 12 Review and Evaluation of Group Presentation 13 Outdoor signage, POP Materials 14 Word of Mouth Marketing 15 Review 16Final Examination

The Promotion Plan - Objective Objectives are the formal statement of goals that the various promotion elements aspire to achieve individually or collectively during a scope of time, for example: a business quarter or yearly goals. Objectives provide the foundation for all remaining decisions.

2 types of objectives are examined here: 1.Marketing Objectives: refer to sales, market share, distribution penetration, launching a number of new products 2.Promotion Objectives: refer to how communications should affect the mind of the target audience, eg: generate awareness, attitudes, interest or trial. The Promotion Plan - Objective

The mental stages of buying process: DAGMARAIDADentsu Unawareness-- AwarenessAttention ComprehensionInterest ConvictionDesireSearch Action --Search The Promotion Plan - Objective

The mental stages of buying process reveals that the choice of promotion objective depends on the target audience’s degree of experience with the brand prior to commencing a promotional campaign. The Promotion Plan - Objective

Requirements for setting suitable objectives: 1.Must include a precise statement of Who, What and When 2.Be quantitative and measurable 3.Specify the amount of change 4.Realistic 5.Internally consistent 6.Must be clear and in writing The Promotion Plan - Objective

Examples of Objective: To increase awareness from 35% to 50% within 8 weeks Reach target audience and inform them about the features and benefits of our product and its competitive advantage, resulting in a 5% increase in units sold in six months. To position the service as the friendliest on the market within a 12-month period among 70% of heavy chocolate users To reposition Guinness from an old unfashionable, older man’s drink over 2 years among all 25-to-45 yo male drinkers To maintain brand X as the preferred brand of photocopiers among at least 50% of current buyers The Promotion Plan - Objective

Promotion Budgeting Establishing a budget is the most important promotion decision. The implications of spending too little or too much are considerable. If too little is invested in promotion, sales volume will not achieve its potential and profits will be lost. If too much spent, unnecessary expenses will reduce profits. Budgeting is not only the most important decision but also it is the one of the most complicated. The Promotion Plan - Budgeting

Budgeting in practice The practical budgeting method most frequently used by B2B companies and consumer goods firms in US, Europe and China: 1.Percentage of sales method A company sets a brand’s promotion budget by simply establishing the budget as a fixed percentage of past or anticipated sales volume (future). 2.Objective and task method The manager must specify what role they expect of promotion element to play for a brand and then set the budget accordingly. The role is typically identified in term of communication objective The Promotion Plan - Budgeting

3.Competitive parity method The method sets the budget by examining what competitors are doing. Armed with information on competitors’ spending, a company decides not merely to match but also to exceed the expenditures that competitors are committed. 4.Affordability method A firms spends on promotion only those funds that remain after budgeting for everything, as a result when this method used promotion elements are relegated to a position of comparative insignificance and considered relatively unimportant to a brand present success and future growth. The Promotion Plan - Budgeting

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