DIRECT MARKETING, SALES PROMOTION & MANAGING PUBLIC RELATION
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Transcript of DIRECT MARKETING, SALES PROMOTION & MANAGING PUBLIC RELATION
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8/14/2019 DIRECT MARKETING, SALES PROMOTION & MANAGING PUBLIC RELATION
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UPER SIX
:Presentation on
, &DIRECT MARKETING SALES PROMOTIONMANAGING PUBLIC RELATION
:roup Membersohit Ranjanlpesh Patel
ashi GuptaHariprasathulbul Singhalhinmay
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DIRECT MARKETING
It is use of consumer-direct channels to reach &deliver goods & services to customers without
using marketing middlemen.
Kiosk
http://clarkandchristopher.com/images/Telemarketing.gifhttp://images.google.co.in/imgres?imgurl=http://www.onlinestrategiesmag.com/uploadImages/os09su_mobile_head.jpg&imgrefurl=http://www.onlinestrategiesmag.com/os09su_mobile/&usg=__hgNaJJHHfz87jWL9ZNuCuy9z6uk=&h=230&w=558&sz=134&hl=en&start=29&itbs=1&tbnid=rBxZ77eYb2IsCM:&tbnh=55&tbnw=133&prev=/images?q=direct+marketing+by+mobile+devices&gbv=2&ndsp=18&hl=en&sa=N&start=18http://images.google.co.in/imgres?imgurl=http://www.onlinestrategiesmag.com/uploadImages/os09su_mobile_head.jpg&imgrefurl=http://www.onlinestrategiesmag.com/os09su_mobile/&usg=__hgNaJJHHfz87jWL9ZNuCuy9z6uk=&h=230&w=558&sz=134&hl=en&start=29&itbs=1&tbnid=rBxZ77eYb2IsCM:&tbnh=55&tbnw=133&prev=/images?q=direct+marketing+by+mobile+devices&gbv=2&ndsp=18&hl=en&sa=N&start=18http://buffalomarketingadvertising.com/images/directmail.jpghttp://clarkandchristopher.com/images/Telemarketing.gif -
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Channels :
Telemarketing Email Marketing Direct Mail Catalog Marketing Other Media for Direct- Response
Marketing
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Direct mail:
Sending offer, announcement,reminder using letters, foldouts,
CDs, DVDs.For effective Direct-mail consider: objective target market offer element testing elements measuring campaign
success.
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Catalog Marketing:
Send full-line merchandise catalogs,consumer catalog, business
catalog.Success depends on managingcustomer lists carefully to avoidduplication, controlling inventory,
offering quality merchandise &projecting a distinctive image.
Eg: futurebazaar.com,
phoolwala.com.
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Benefits of DirectMarketing
It made ordering fast and easy. It helps marketers to find their
prospective customer.Direct marketing can reachprospects at right time.
It helps in maintaining interaction
with customer.
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Sales Promotion:
Mass communication technique thatoffers short-term incentives toencourage purchase or sales of aproduct or service.
Rapid growth in the industry has
been achieved because: Product managers are facing more
pressure to increase their currentsales,
Companies face more competition,
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Consumer - Promotion
Entice Consumers toTry a New Product
Entice Consumers toTry a New Product
Lure Customers AwayFrom Competitors
Products
Lure Customers AwayFrom Competitors
ProductsGet Consumers to Load
Upon a Mature Product
Get Consumers to Load
Upon a Mature ProductHold & Reward Loyal
Customers
Hold & Reward LoyalCustomers
Consumer RelationshipBuilding
Consumer RelationshipBuilding
onsumerromotionObjective
Point-of-
PurchaseDisplays
Point-of-
PurchaseDisplays
PremiumsPremiums
Price PacksPrice Packs
CashRefunds
CashRefunds
CouponsCoupons
SamplesSamples
GamesGames
SweepstakesSweepstakes
ContestsContests
AdvertisingSpecialties
AdvertisingSpecialties
PatronageRewards
-onsumer PromotionTools
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Trade - Promotion
Persuade Retailers orWholesalers to Carry a
Brand
Persuade Retailers orWholesalers to Carry a
BrandGive a Brand Shelf SpaceGive a Brand Shelf Space
Promote a Brand inAdvertising
Promote a Brand inAdvertising
Push a Brand to ConsumersPush a Brand to Consumers SpecialtyAdvertising
Items
SpecialtyAdvertising
ItemsContestsContests
Free GoodsFree Goods
Buy-BackGuarantees
Buy-BackGuarantees
AllowancesAllowances
Price-OffsPrice-Offs
Push MoneyPush Money
DiscountsDiscounts
PremiumsPremiums
Displays
Trade-PromotionObjectives
Trade-Promotion Tools
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Developing the SalesPromotion Program
DecideontheSizeoftheIncentiveDecideontheSizeoftheIncentive
SetConditionsforParticipationSetConditionsforParticipation
EvaluatetheProgramEvaluatetheProgram
DetermineHowtoPromoteandDistributethePromotionProgram
DetermineHowtoPromoteandDistributethePromotionProgram
DeterminetheLengthoftheProgramDeterminetheLengthoftheProgram
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Public Relation
Building good relations with thecompanys various publics byobtaining favorable publicity, buildingup a good corporate image andhandling or heading off unfavorablerumors, stories and events.
Major functions are:
Press Relations Product Publicity Public Affairs Lobbying Investor Relations
Development
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SpecialEvents
SpecialEvents
WrittenMaterials
WrittenMaterials
CorporateIdentityMaterials
CorporateIdentityMaterials SpeechesSpeeches
NewsNews
Audiovisual
Materials
Audiovisual
Materials
PublicService
Activities
PublicService
Activities
Web SiteWeb Site
M a jo r To o ls in M a rke tin g Pu b lic
R e la tio n
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Major Decisions InMarketing PR
SettingPublicRelationsObjectivesSettingPublicRelationsObjectives
ChoosingthePublicRelationsMessagesandVehicles
ChoosingthePublicRelationsMessagesandVehicles
ImplementingthePublicRelationsPlanImplementingthePublicRelationsPlan
EvaluatingPublicRelationsResultsEvaluatingPublicRelationsResults
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