Chapter 5 :- Promotion

Chapter 5 :- Promotion

Promotion

Marketing communication consist of  the messages and related media used to communicate with the market

About the price or any other offering that you want to communicate with the market

MAR- COM

Marketing + communication

Nowadays lot of information is available it is also called info revolution

It is also called third revolution in the world

Novefos revolution was agriculture revolution

It was spread over hundred and thousands of year

Second revolution was industrial revolution

We started to used wheel

All machineries are made up of gears and gears are made up of rounds and wheel

Third revolution info evolution has started 60/ 70 years back

We are apart and we are seeing it happening third evolution

Before 50 years when Indian cricket team used to visit other countries to play cricket 2nd day we used to get information what happened during the match but now now you can watch live cricket match with 14/15 cameras from various angles with lot of higher technology

Marketing communication has gained tremendous importance over a period of time

Those who perform this duty is called marketing communicator

In this we have mass advertising, publicity, public relation sales promotion etc 

Marketing manager has to be vigilant, alert, updated and has to keep updated himself with the changes in the world

He should also know effect of the changes on his product, Company,  his activity, his business

Ultimate aim of any business is to bring satisfaction to the customers

There is no product manufactured in the world or known in the world or probably will be manufactured in any future date which will satisfy human demand under 100 percent

Communication is more important because we can convey the information about product, features, price, its quality questions,  characteristics

Whatever you convey that builds the demand

Lot of time fake advertisement shown in the television

There is a bucket full of water with one or two spoon detergent 

if we dip dirty cloth in this bucket for a minute and take out it will be absolutely white

This is impossible because cloths need to be washed properly by hands even after that you will not get absolute whiteness

We are showing exaggeration  showing in TV advertisement the convenience of the the customer

This is over statement/ wrong communication/ over commitment

We should be very watchful in what we are communicating to the customer

Don't or built the expectation of the customers 

If you commit it with your detergent packet 50 clothes are are washed in reality if 60 clothes are washed customer will be happy

If you commit 100 clothes are washed with the same packet and if 90 clothes are washed customer will be unhappy because of over commitment

Promotion comprises for subcategories

Advertising

Personal selling

Sales promotion

Publicity and public relation

Marketing communication planning framework

Initially we have to do context analysis

We have to decide promotional goals

Where to prepare promotional strategies

Where to carry out coordinated communication

We have to  implement all these strategies

We have to control and evaluate the whole process

This process is called integrated Marketing communication

Marketing communication is not enough it should be integrated and coordinator it has to be cohesive

Because of integrated Marketing communication or IMC

Results will be easily achieved

Money will be less spend

Will have success factor

Model for integrated Marketing

1. Customer database

Please build customer database

Customer information into form of data

2. Strategies

Strategies to use this database

a good marketing manager is one who can develop his or her strategies based on customer database

a. Strategies towards customer satisfaction

b. Strategies to provide more services to customers

Etc.

3. Tactics

4. Evaluate results

5. Complete the loop and start again at number 1