The Marketing Mix

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The Marketing Mix

• Promotion

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Aims of todays lesson

• To have an understanding of the marketing mix and
  the role of promotion
• To understand the difference between above and
  below the line promotion

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Starter
How would you define PROMOTION?
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Promotion is

• Communication techniques to get information,
  influence and persuade customers.
• Or. Getting a way to spread your idea/product to
  customers!
• its all about persuasion!

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Viral Marketing..
So what methods of promotion did this video show
us that are traditionally used?
From laptop.
From web.
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Promotional methods

• Main methods include
• Advertising
• Sales promotion
• Personal selling
• Public Relations
• Direct mail
• Sponsorship

• It depends on
• Stage in the life cycle
• Budget
• Target market
• Nature of the product
• Competition

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To the DVD

• Working Lunch best of DVD!
• Session 5 _ brand management

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What are the Objectives of promotion?

• Increase sales
• New customers
• Retain existing customers
• Encourage a trials
• To inform
• To remind
• To assure

• To encourage brand switching
• To create an image
• To encourage customer contact.

You will need to use these objective terms for
the following few slides / tasks
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Whats the Marketing objective?
Cola be yourself
Lynx
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Whats the Marketing objective?
Stroke Sign of advice
Citroen C4 Robotic dancing
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Whats the Marketing objective?
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Two types of promotion

• Above the line .
• Uses independent media
• Aimed at a wide audience
• Below the line.
• Uses media that the company has some form of
  control

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Above the line

• This uses advertising
• Advertising is using any paid form of
  non-personal presentation.
• Uses media that company has little direct control
  over.

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Below the Line

• Uses all forms other than advertising
• Includes
• Direct mail
• Exhibitions
• Sales promotion
• Branding
• Merchandising
• Packaging
• Sponsorship

Exhibitions dont have to be boring
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You decide on which factors are or for above
/ below the line

• Adaptable
• Can only reach a limited number of customers.
• Control the message
• Expensive
• High cost
• Higher customer attention
• Impersonal
• Interactivity
• Labour intensive
• Lacks flexibility

• Limited capacity to close the sale
• Message is customised
• One way communication
• Opportunity to close a sale
• Potential to develop a relationship
• Repetition
• Used to build brand loyalty
• Wide coverage

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Benefits and Problems for Above the line promotion

• Disadvantages
• Expensive
• Impersonal
• One way communication
• Lacks flexibility
• Limited capacity to close the sale

• Advantages
• Wide coverage
• Control the message
• Repetition
• Used to build brand loyalty

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Benefits and Problems for Below the line promotion

• Advantages
• Higher customer attention
• Message is customised
• Interactivity
• Potential to develop a relationship
• Adaptable
• Opportunity to close a sale

• Disadvantages
• High cost
• Labour intensive
• Expensive
• Can only reach a limited number of customers.

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Markets Media activity

• You need your whiteboard pen
• No cheating quick fire round
• Put down your immediate thoughts

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Quick fire activity

• Tell me your immediate thought of the
• target market
• and
• promotional method used.
• For the following items.

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For example - Playstation

• Target market teenage boys
• Promotional method
• Games magazines

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Quick fire starts here

• Bowling
• Toothpaste
• Airline travel
• Dishwasher liquid
• Crisps
• Stanna stair lift
• Local pub quiz
• Dating Agency
• Local Farmers market

target market and promotional method used.
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Viral Marketing e-commerce!

• network-enhanced word of mouth
• Amazon.com encourages their customers to "send a
  book to a friend".

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Best example of viral marketing?
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Cadburys king of viral?
What benefits have Cadburys gained from these
marketing campaigns?
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More from the DVD

• Best of Working Lunch - Advertising

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Homework.

• Read article answer Qs
• What is Viral Marketing?
• Identify 5 traditional Marketing promotional
  methods.
• What is a brand?
• Select one well known brand, describe how it has
  maintained its brand leadership.
• What is a sneezer?
• Do you know of any sneezer promotions that have
  caught your attention?

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Plenary

• Other than advertising, how else can a business
  promote its goods services?
• Can you name me 3 promotional objectives?
• What is the difference between above below the
  line promotions?

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Other good clips
Iphone
Guinness
Ipod shuffle
Sheilas wheels
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A later homework Q.
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To what extent is.?
Exam Skills

• To what extent is PROMOTION the most important
  ingredient of the marketing mix?

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How best to answer this question?

• Knowledge DEFINE.
• What is the marketing mix?
• what are the 4 ingredients of the marketing mix

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Application Analysis

• Application
• Use REAL business examples

• Analysis
• Why IS promotion SO IMPORTANT to a business
• Why is promotion NOT the most important
• Aka. Why are the other features as or more
  important?

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Evaluation

• You decide.. Do you think promotion is the most
  (or not) important part of the marketing mix?
• It is possible to provide a 2 sided conclusion
  by using real business examples where promotion
  IS and in another case IS NOT important!

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Homework.

• To what extent is PROMOTION the most important
  ingredient of the marketing mix?
• (15 marks)
• K 3, Ap 3 An 4 E5