Promotion

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Promotion
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Focus

• Promotion
• Advertising
• Sales promotion
• Personal selling
• Public relation

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Promotion

• Promotion is one of the major elements of the
  marketing mix of the business. Its a form of
  persuasive communication, informing, and
  influencing the consumers purchase decision.
• There are many different tools used by business
  to enhance the image of the product.
• Promotion is an important part of a business
  strategy in surviving todays competitive
  marketplace.

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Objectives of Promotion

• Provide information to consumers and others
• Increase demand
• Differentiate a product
• Accentuate a products value
• Build up brand equity

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Advertising

• Paid, non-personal communication through various
  media by a business firm, not-for-profit
  organization, or individual identified in the
  message with the hope of informing or persuading
  members of a particular audience.

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• Advertising is a mass-mediated communication.
• It can reach large numbers of consumers who are
  geographically dispersed.
• Products can be dramatized through the use of
  color, sound and visual. It is effective at
  building awareness and knowledge for the product.
• Effective, Economic, Efficiency

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Catalogs of Advertising

• According to the different objectives, an
  advertising program can be classified into three
  catalogs
• Informative advertising
• Persuasive advertising
• Reminding advertising

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Informative advertising

• Its used to inform consumers about a new product
  or feature and to build primary demand. Its
  highly used in the pioneering period. It often
  explains how the product works, describes
  available services, reducing buyers fears and
  building a company image.

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Persuasive advertising

• Its used to build selective demand for a brand
  by persuading consumers that it offers the best
  quality for their money.
• Its about building brand preference, encouraging
  switching to the brand.

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Reminder advertising

• Its for mature product. The object is to remind
  people about the brand.

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• How could Shangwutong (???)create a brand new
  market?????
• It created a new market in one year.
• Its brand position
• Its advertising strategy
• Problems

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Keep- warm underwear 1.Ad
2.Stars effect 3.conception

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Where is the way of ad out?

• Popular stars
• Authorities
• Emotion
• Internet
• Cell phone
• Buses

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Sales Promotion

• Sales promotion is shot-term incentives to
  encourage the purchase or sale of a product.
• It can be classified into two catalogs
• Trade promotion
• Consumer promotion

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Trade Promotion

• Trade promotion activities are designed to
  encourage companies, sales forces or other
  members of distribution channels to sell products
  more aggressively.
• Trade allowance/Trade discount
• cooperative advertising payments

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Consumer Promotions

• Consumer promotions like coupons, free trials,
  displays, rebate, sweepstakes, offer an extra
  incentive to make immediate purchases.

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Notes

• Sales promotions help boost short-term sales.
  Consumers can be urged to make stronger and
  quicker response. They are effective at inducing
  trial.
• successful sales promotions must promote customer
  relationship building in the sense that they
  support the brand image of the product.

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Personal Selling

• Personal selling is the direct effort made by a
  salesperson to convince a customer to make a
  purchase.
• It is a personal (face-to-face, telephone, or
  internet chat) presentation for the purpose of
  making sales and building relationships.

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• Personal selling is unique because it involves
  personal contact. It is the two-way marketing
  communications tool, and it is also the tool that
  most often brings the buying decision process to
  a satisfactory conclusion for both buyer and
  seller.
• It is flexible and provides immediate feedback.

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• Personal selling is often used in situations
  where the target market is concentrated, where
  products are high in value or orders are large,
  when the product is technically complex, or when
  the differential advantage is difficult to
  explain.

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Public Relations

• PR entail a variety of functions and activities
  that are directed at fostering harmonious
  interactions with an organizations publics(
  customers, employees, stockholders, governments,
  and so forth). It is an efficient indirect
  promotional alternative. It improves companies
  prestige and image with the public.

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Public Relations

• Firms communications and relationships with its
  various publics.
• Press conference, speech, seminar, annual report,
  charitable donation, community relation, company
  magazine, home page

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Global PR

• Build media relations
• Create trust and harmony
• Articulate and influence public opinion
• Anticipate conflicts and resolve disputes

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Nature of Each Promotion Tool
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Promotion Strategy

• Push Strategy - Pushing the Product Through
  Distribution Channels to Final Consumers.
• Pull Strategy - Producer Directs Its Marketing
  Activities Toward Final Consumers to Induce Them
  to Buy the Product.

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• In 1884, William Hesketh Lever, founder of Lever
  Bros, wrote down his ideas for Sunlight Soap
  his revolutionary new product that helped
  popularise cleanliness and hygiene in Victorian
  England.
• It was 'to make cleanliness commonplace to
  lessen work for women to foster health and
  contribute to personal attractiveness, that life
  may be more enjoyable and rewarding for the
  people who use our products'.

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• 1963
• Cornetto,
• the first packaged and branded ice cream cone,
  begins its launch in Europe.

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Unilever's history and development in China.

• Unilever's history in China can be traced back to
  80 years ago, when Lever Brother established its
  first operation in Shanghai in 1923 and became
  the largest soap maker in the Far East.
• In 1986, Unilever re-established itself in
  Shanghai, committed to building and maintaining a
  successful business in China.

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• Unilever has introduced over 20 brands to Chinese
  consumers, covering home and personal care, food
  and beverages and ice cream.
• From 1986 to 2001, the breadth of the
  involvement in China adds up to about US1
  billion in investment, the introduction of more
  than 100 types of advanced technologies, creation
  of 14,000 job opportunities and more than 4000
  local employees.

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Unilever's business in China mainly covers 3
areas

• Home and personal care-Unilever Co. Ltd. Brands
  include Zhonghua, Hazeline, Lux, Ponds, Dove,
  Vaseline, Omo etc
• Foods-Unilever Foods China. A wholly owned
  company by Unilever, producing soups, sauces,
  dressing and peanut butter,  Lipton  black tea,
  green tea, jasmine tea, and ready-to-drink tea
  beverages. 
• Ice cream-Wall's China. A wholly owned company by
  Unilever, producing Cornetto and other ice cream.

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• In 2004, Unilever made the decision to build its
  own office building in Shanghai as regional
  headquarter.
• Unilever believes that successful localization
  starts with the localization of employees. An
  outstanding local team can better understand and
  meet the needs of Chinese consumers. In Unilever,
  90 managers are recruited and trained locally.

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• 1879James Norris Gamble, son of the founder and
  a trained chemist, developed an inexpensive white
  soap equal to high-quality, imported castiles.
  Inspiration for the soap's nameIvorycame to
  Harley Procter, the founder's son, as he read the
  words "out of ivory palaces" in the Bible one
  Sunday in church. The name seemed a perfect match
  for the white soap's purity, mildness, and
  long-lasting qualities.

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• 1896PG's first color print advertisementan ad
  for Ivoryappeared in Cosmopolitan magazine
  picturing this "Ivory Lady."
• Just five months after the introduction of
  television in the U.S., PG aired its first TV
  commercial (for Ivory soap) during the first
  televised Major League baseball game.

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• 1955CREST the first toothpaste with fluoride
  clinically proven to fight cavities, was
  introduced.

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• 1961Pampers entered a test market in Illinois.
  Though the first test was unsuccessful, it led to
  an improved Pampers product at a lower cost that
  eventually replaced cloth diapers as the
  preferred way to diaper babies.

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• 1984Liquid Tide introduced. This represented the
  results of global development with surfactants
  developed in Japan, fragrance in Europe, and
  packaging from the United States.

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• 1986The Company developed a new technology that
  enabled consumers to wash and condition their
  hair using only one product. Pert Plus/Rejoice
  shampoo quickly became one of the leading
  worldwide shampoo brands.

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• 1988
• The Company announced a joint venture to
  manufacture products in China. This was the
  Company's first operation in the largest consumer
  market in the world.

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• 1992PANTENE was introduced, and it became the
  fastest growing shampoo in the world.

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