46h April 2012 Promotion – and Mix.

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Presentation transcript:

46h April 2012 Promotion – and Mix

The Marketing Mix – the 4 to 7 P’s The 4 P’s: Product Price Place/distribution Promotion/communication People or staff Physical (presence/location/decoration) Process 15. maj 2018

The promotion mix Budget Mix Online Marketing Advertising Sales Promotion PR Sponsoring Individual sale Direct Marketing Online Marketing 15. maj 2018

Budget for promotion mix What can we afford (It all ends up here…) Percentage of sales Compared to competitors Objectives and activities 15. maj 2018

Budget Matters Market Share Stage in PLC Competition Situation Advertising Budget Stage in PLC Product Differentiation Advertising Pressure Competition Situation Market Share 15. maj 2018

Communication Objectives Stimulate demand Create attention Create Awareness Establish Brand Position Defend Brand Position Establish Preference and loyalty Keep high level of awareness Defend Brand Pos. Loyalty Programmes Increase client satisfaction Tell about impro- vements/changes New ways of use Refresh brand knowledge Attract new clients 15. maj 2018

The Decision-making Process Initiator Decision-maker Influent Buyer Consumer 15. maj 2018

Stages in the buying process Problem recognition Information search Evaluation of alternatives Purchase deceision Postpurchase evaluation 15. maj 2018

Little difference between brands Buying Behavior Involvement factor High involvement Low involvement Brand differientation Great difference between brands Extensive decision Impulse buying Little difference between brands Limited decision Routine response TYPES OF CONSUMER PROBLEM-SOLVING PROCESSES routenized used when buying frequently purchased, low cost items used when little search/decision effort is needed e.g., buying a quart of orange juice once per week limited problem solving used when products are occasionally purchased used when information is needed about an unfamiliar product in a familiar product category extended problem solving used when product is unfamiliar, expensive, or infrequently purchased e.g., buying a new car once every five years 15. maj 2018

It’s all about minimizing risk Economic risk Functional risk Physical risk Social risk Psychological risk 15. maj 2018

Relative importance Individual sale Advertising Sales Promotion Direct Marketing PR PR Consumers market B2B market 15. maj 2018

Push or Pull Strategy Push Stratgy Promotion Promotion Producer Resellers Consumers Demand Demand Pull Strategy Demand Demand Producer Resellers Consumers Promotion 15. maj 2018