Module 11 Promotion Mix

Elements of The Marketing Mix

PROMOTION Communicating the offer of a travel and tourism product/service to customers and the methods used

PROMOTION cont. Advertising Endorsements Sponsorship Methods – use of different media, brochures/leaflets, public relations, sales promotion, press releases To gain attention/interest/desire/action

PEOPLE People represent the business ☻ The image they present can be important ☻ First contact often human – what is the lasting image they provide to the customer? ☻ Extent of training and knowledge of the product/service concerned ☻ Mission statement – how relevant? ☻ Do staff represent the desired culture of the business?

PEOPLE cont. Employees Management Culture of organisation Attitude to customer service

PROCESS How do people consume services? What processes do they have to go through to acquire the services? Where do they find the availability of the service? –Contact –Reminders –Registration –Subscription –Form filling –Degree of technology

Physical Environment The ambience, mood or physical presentation of the environment –Smart/shabby? –Trendy/retro/modern/old fashioned? –Light/dark/bright/subdued? –Romantic/chic/loud? –Clean/dirty/unkempt/neat? –Music? –Smell?

ACTIVITY Tasks: To what extent do you think that Anantara's Marketing Mix (product and price elements) reflects the organisation's mission statement? Outline some of the issues that you would expect to have affected Anantara's marketing efforts in the past two years. What kind of market research activities do you think Anantara would have carried out before offering the elephant camp experience? Produce a one-page leaflet promoting the services offered by the Elephant Camp.

Module 12 Promotion Mix

What’s Inside? 1.Definition of Promotion Mix 2.Application of Promotion Mix

Definition “The various communication techniques such as advertising, personal selling, sales promotion, and public relations/product publicity available to a marketer that are combined to achieve specific goals. “ American Marketing association

Promotion Mix Advertising is "any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor." Specific media tools include print (magazines, newspapers, direct mail), broadcast (television, radio), and display (billboards, signs, posters).With the exception of advertising for specific events (e.g. "Presidents' Day" sales), most advertising campaigns have a relatively long time frame. They are often intended to convey a consistent, enduring image that continually reinforces the positioning of the product or company (e.g. "The Pepsi Generation").

With the growth of the Internet, the line between "advertising" and just plain "information" is becoming even more blurry. Does the above definition still hold in today's environment?

Sales promotion is the use of "short-term incentives to encourage the purchase or sale of a product or service." The key term is "short-term," as most sales promotions have a finite time frame when the terms of the offer are in force. Sales promotions aimed at the consumer are often communicated at the point-of-sale (e.g. via in-store displays or on-package mentions), conveying a "Buy me NOW!" message.

Other sales promotion tools include premiums, discounts, coupons, cash rebates, "free" goods, specialty advertising, and demonstrations. Although this is also a non-personal form of communication, many sales promotion themes are intended to spark personal interest in the product or service being promoted. Sales promotions are not directed solely toward the end user. Often, there is an underlying promotion directed toward company employees and trade factors (distribution channel members), using the same promotion theme. For example, a sales promotion offering consumers a trip to London may offer the same trip to the top-performing salesperson in the company, or the retail outlet selling the most merchandise during the promotion's duration.

"Two-way communication for the purpose of making sales and building customer relationships." Obviously, this form of communication is "personal." It provides a forum for immediate exchange of needs, goals, ideas, and feedback.A good salesperson listens to the customer and reacts to the information being conveyed. Product-related information can be tailored to the individual (or group), and presented in a way that is meaningful and pertinent to the situation. Personal selling tools include sales presentations, trade shows, and incentive programs.

Public relations is intended to build good relations with the company's various publics by obtaining favorable publicity, building up a good "corporate image," and handling or heading off unfavorable rumors, stories, and events.Public relations offers several unique qualities. It is very believable -- news stories, features, and events seem more real to readers than ads do. Public relations can also reach many prospects who avoid salespeople and advertisements; the message gets to the buyer as "news" rather than as a sales-directed communication. Like advertising, public relations can dramatize a company or product.

The "news" quality of public relations has also served to blur the distinction between "advertising" and information posted on the Internet. Although some initial postings resulted in the company in question being "spammed," a great many initial "information- only" postings about products on the Internet were nothing more than public relations pieces. Once the door was open, it wasn't long before unabashed advertising took hold.