FACTORS INFLUENCING PROMOTION MIX - CHAPTETR - NOTES

*******************************************************************************
Factor influence promotion mix *******************************************************************************
*******************************************************************************
size of incentive *******************************************************************************
A. for promotion campaign to be successful the size of promotional incentive is very important it should not be too small or to insignificant example rupees one of on 200 grams Colgate worth 50 rupees will be insignificant and non attractive
*******************************************************************************
B conditions for participation *******************************************************************************
promotional incentives might be offered to everyone or to selected group targeting young people middle age people or female class only
*******************************************************************************
C. Duration of promotion
*******************************************************************************
according to one research optimal frequency should be for 3 weeks in one quarter and optimal duration should be length of average purchase cycle
*******************************************************************************
D. distribution vehicle
*******************************************************************************
the marketer should use a proper distribution vehicle example rs 10 off coupon can be distributed in the package or in stores or by mail or through advertising in newspapers
*******************************************************************************
E. Timing of promotion
*******************************************************************************
marketing manager must established the timing of promotion that is promotional would likely be more effective in certain time when initiated and would this be more successful as compared to other period
*******************************************************************************
F total sales promotion budget
*******************************************************************************
This is the most important factor influencing a promotion mix the cost of particular promotion consists of the administrative cost and the incentive cost multiplied by the expected number of unit to be sold on the deal
*******************************************************************************