PROMOTION AS AN ELEMENT OF MARKETING MIX

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PROMOTION AS AN ELEMENT OF MARKETING MIX
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NEED AND COMPONENTS

• PROMOTION IS VITAL FOR COMMUNICATING SERVICES AND
  ITS POSITIONING
• PROMOTION CAN ADD TANGIBILITYAND HELP CUSTOMER TO
  EVALUATE SERVICES
• THERE ARE MANY ALTERNATIVES AVAILABLE FOR
  PROMOTION
• 1) ADVERTISING
• 2) PERSONAL SELLING
• 3) SALES PROMOTION
• 4) PUBLIC RELATIONS
• 5) WORD OF MOUTH
• 6) DIRECT MAIL

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OBJECTIVES OF PROMOTION

• SOME OF THE OBJECTIVES CAN BE
• 1) TO CREATE WIDE AWARENESS
• 2) TO CONVERT SOME AWARE CUSTOMERS INTO BUYERS
• 3) REMINDING CUSTOMERS
• 4) INFORMING CUSTOMERS ABOUT CHANGES/IMPROVEMENT
  IN THE PRODUCTS
• 5) INFORM CUSTOMERS ABOUT CHANGES IN PRICE
• 6) ADDITIONS TO SERVICES
• 7) FRANCHISEE/AGENTS/CHANNEL PARTNERS.
• 8) ENHANCING BRAND/IMAGE

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PROMOTION PROGRAMME

• IDENTIFICATION OF TARGET RECEIVERS
• DETERMINE PROMOTION OBJECTIVES
• DEVELOPING MESSAGECONTENT, STRCTURE,STYLE
• SELECTION OF COMMUNICATION MIX
• PROMOTION CYCLE
• FACTORS THAT AFFECT COMMUNICATION MIX
• 1) TYPF OF SERVICE (2)CONSTRAINTS/RESTERICTIONS
  
• 3) INTENSITY OF COMPETITION
• 4) GEOGRAPHIC SPREAD OF MARKET
• 5) CUSTOMS AND PRACTICES IN THAT SECTOR
• 6) SOPHISTICATION OF MANAGERS/CUSTOMERS.

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GUIDELINES FOR SERVICES COMMUNICATIONS

• PROVIDE TANGIBLE CLUES
• MAKE THE SERVICE UNDERSTOOD
• COMMUNICATION CONTINUITY
• PROMIXING WHAT IS POSSIBLE
• CAPITALIZING ON WORD OF MOUTH
• COMMUNICATION TO AND THROUGH EMPLOYEES