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Course Outline: - Planning

This document outlines a course on product promotion and positioning. It covers topics like setting objectives, identifying customer benefits and target markets, developing promotion strategies, and implementing promotional tactics like advertising, sales promotions, public relations, exhibitions, and packaging. The goal is to help companies develop effective promotion plans to build awareness and drive sales of their products.

Uploaded by

Sherif Elkady
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© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
24 views

Course Outline: - Planning

This document outlines a course on product promotion and positioning. It covers topics like setting objectives, identifying customer benefits and target markets, developing promotion strategies, and implementing promotional tactics like advertising, sales promotions, public relations, exhibitions, and packaging. The goal is to help companies develop effective promotion plans to build awareness and drive sales of their products.

Uploaded by

Sherif Elkady
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Course Outline

• Planning
o Positioning
o Setting Objectives
o Benefits
o Strategy
• Promotion
o Promotion mix
o Sales promotion
o Exhibitions
Planning
• Positioning
• Setting Objectives
• Benefits
• Strategy
Positioning
Top of Mind’ Awareness is owning the space
that your product or service occupies
between your potential customer’s ears. That
way, when they’re ready to buy, they think of
your product first.
Creating ‘Top of Mind’ Awareness

Today’s Consumers Have Changed


• They’re skeptical
• They’re cautious
• They’re tired of selling and sales pressure
• They’re busy
• They’re confused
Maintaining ‘Top of Mind’ Awareness

• Get in at the beginning of the consumer’s


decision making process, when the
consumer is gathering facts relating to
her/his problem or need.
• Stay There
• Keep in touch through the mail, phone,
email.
• Identify your best prospects
Identifying Your Best Prospects

Your best prospects are always:


• Your current best customers, and
• Other people that look like them
Target Market promotion questions

• 1- Who is the target customer you want


• 2- Where are they
• 3- What do they want
• 4- What tone will work best
• 5- What type of promotion activity will reach
your Target customers
• 6- How much will it cost
Setting Objectives
• Importance of setting objectives
• Make your objective more Specific
Benefits
• Promote Benefits Not Features
• Identify the key benefits for your target
customer
• Support your key benefits
Strategy
• 1- Target Customers
• 2- Objectives
• 3- Key Benefits
• 4- Make key benefits Believable
• 5- The Tone you will adapt
Promotion
• Promotion mix
• Sales promotion
• Public Relation
• Exhibitions
Promotion mix
Advertising Public Relations

PROMOTION MIX

Sales Personal
Promotion Direct Selling
Marketing
Setting the Promotion Mix
Reach Many Buyers, Repeat Message
Advertising Many Times, Impersonal, Expensive

Personal Personal Interaction, Relationship


Selling Building, Most Expensive Promo Tool

Sales Wide Assortment of Tools, Rewards


Promotion Quick Response, Efforts Short-Lived

Public Very Believable, Dramatize a Company


Relations or Product, Underutilized

Direct Nonpublic, Immediate, Customized,


Marketing Interactive
Factors in Setting Promotion Mix

Strategy
Selected
Strategy that Depends Strategy that
Calls for on: Calls for Using
Spending A Lot Type of the Salesforce
on Advertising Product- and Trade
and Consumer Market & Promotion to
Promotion to Product Push the Product
Build Up (Pull) Life-Cycle Through the
Consumer Stage Channels.
Demand.
Factors in Setting Promotion Mix
• Buyer Readiness State
o Awareness
o Liking, Preferences, and Conviction
o Purchase
• Product-Life-Cycle Stage
o Introduction
o Growth
o Mature
o Decline
Setting the Total Promotion Budget
One of the Hardest Marketing Decisions Facing a
Company is How Much to Spend on Promotion.
Percenta
Affordabl ge of
e Sales
Based on Based on a
What the Certain
Objective
Company Competiti
Percentage
-and-Task
Can Afford of Current or
ve-Parity
Based on Forecasted
Based on
Determining Sales
the
Objectives & Competitor’s
Tasks, Then Promotion
Estimating Budget
Costs
Sales promotion
Sales promotion is a marketing communication tool
that offer sales-related incentives to generate a
specific, measurable action or response
Sales Promotional ways
• Coupons, discounts, refunds, rebates,
contests, premiums, gifts, samples, event
marketing, others…
Developing a Sales Promotion Plan
• 1- Identify the Pressure points
• 2-Decide the Budget
• 3- Set Objectives
• 4- Choose Techniques
• 5-Decide Timing
• 6-Test it
• 7-Evalute Test
• 8-Plan full campaign
• 9-Do It
• 10- Evaluate
Sales Promotion
Cut back promotions
Trap
Maintain Promotions

Cut back Higher profits for all Market share goes to our
promotions Firm
firmA

Maintain Market share goes to other Market share consistent,


promotions firms lower profits for all
Competition
Public Relation
Improving the Relations between your Company and it’s
Publics

( Customers , Staff, Opinion Formers, Shareholders ,


Government )

• Simple: Making your company look good by


promoting its work, programs, products, people,
etc.
Public Relation Examples
• News Releases
• Sponsorship
• Demonstrations
• Journal
• Press Conference
Exhibitions Plan
• Preparation
• Deal with Visitors
• Gain Visitors
• Stand and Stuff
• Conversation
Product Promotion -- Packaging

• Have a beautiful product, including jar and


label
• Use expensive beautiful glass
• Go to trade shows to show product as well
as find out what the competition is doing
• Make your product presentation count-
90%of the purchases of niche products is
based on product presentation.
Packaging
• First Line of Promotion is Product
Packaging and is your silent salesperson
• Evaluate your target market and create a
package that is consistent with their
expectations
• Packaging should reflect a product’s
desired personality
• Packaging Considerations (size, plastic
glass, dressy)

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