Scribd
Upload
117 views21 pages

Product and Brand Management

Promotional strategies play an important role in building brands. Effective promotion involves developing the right message strategy to position the brand and selecting appropriate media channels to deliver the message to the target audience. Promotion also utilizes push and pull strategies to create demand from both retailers and consumers. Common promotional tools include advertising, public relations, sales promotions, personal selling, direct marketing, and sponsorship.

Uploaded by

Neha Singh
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 PPTX, PDF, TXT or read online on Scribd
117 views21 pages

Product and Brand Management

Promotional strategies play an important role in building brands. Effective promotion involves developing the right message strategy to position the brand and selecting appropriate media channels to deliver the message to the target audience. Promotion also utilizes push and pull strategies to create demand from both retailers and consumers. Common promotional tools include advertising, public relations, sales promotions, personal selling, direct marketing, and sponsorship.

Uploaded by

Neha Singh
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 PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 21

ROLE OF PROMOTIONAL STRATEGIES IN BUILDING BRANDS

 
PRODUCT AND BRAND MANAGEMENT  
 

SUBMITTED BY
NEHA BHAN- 15
NEHA JAMWAL - 16
 
Promotion
• Promotion is one of the four elements of marketing mix. It is the
communication link between sellers and buyers for the purpose of
influencing, informing, or persuading a potential buyer's purchasing
decision A successful product or service means nothing unless the
benefit of such a service can be communicated clearly to the target
market. An organization's promotional strategy can consist of:
• Advertising
• Public relations
• Sales promotion
• Personal selling
• Direct Mail
Branding
• A brand is the identity of a specific product, service, or business. A
brand can take many forms, including a name, sign, symbol, color
combination or slogan.
• The word branding began simply as a way to tell one person's cattle
from another by means of a hot iron stamp.
Factors influencing the Branding
strategy
Brand Building
• Factors important for brand building are-
Message & Media Strategy 
• An effective communication campaign should comprise of a well
thought out message strategy. This promotional strategy influences
the positioning of the brand. What message are you trying to put
across to your target audience?. How will you deliver that message?
Will it be through the appropriate use of branding? logos or slogan
design?
• The message should reinforce the benefit of the product and should
also help the company in developing the positioning strategy of the
product. Companies with effective message strategies include:
• Nike: Just do it.
• Toyota: The car in front is a Toyota.
Contd..
• Media strategy refers to how the organization is going to deliver
their message. What aspects of the promotional mix will the
company use to deliver their message strategy. Where will they
promote?
• Clearly the company must take into account the readership and
general behaviour of their target audience before they select their
media strategy. What newspapers do their target market read?
What TV programmes do they watch? Effective targeting of their
media campaign could save the company on valuable financial
resources.
Push & Pull Strategies
Contd..
• Communication by the manufacturer is not only directed towards
consumers to create demand.
• A push strategy is where the manufacturer concentrates some of their
marketing effort on promoting their product to retailers to convince them
to stock the product. A combination of promotional mix strategies are
used at this stage aimed at the retailer including personal selling, and
direct mail.
• A pull strategy is based around the manufacturer promoting their
product amongst the target market to create demand. Consumers pull the
product through the distribution channel forcing the wholesaler and
retailer to stock it.
• Organizations tend to use both push and pull strategies to create demand
from retailers and consumers.
Communication Model - AIDA

AIDA is a communication model which can be used by firms to aid


them in selling their product or services. AIDA is an Acronym for
Attention, Interest, Desire, Action.
Promotion through the Product life cycle
Internet Promotion
• The development of the world wide web has changed the business
environment forever. Shoppers can now purchase from the comfort of
their home 24 hours a day 7 days a week.
• Owning a website is a now a crucial ingredient to the marketing mix
strategy of an organization. Consumers can now obtain instant
information on products or services to aid them in their crucial
purchase decision.  Sony Japan took pre-orders of their popular
Playstation 2 console over the net, which topped a 1 million after a few
days,  European football stars are now issuing press releases over the
web with the sites registered under their own names.
• Advertisers have now moved their money over to the internet as
customers are on average spending more time online then watching TV.
Popular ways to advertise seem to be with banners and pop ups.
Personal Selling
• Personal selling involves selling a product or service on a one to one
basis. This can either be done face to face or over the phone.
• If the organization is using a pull strategy to sell the product a sales
force will be required to make sure that retail outlets are looked
after well, that they have enough stock, are trained well so they can
push the product onto the consumer.
• With a push strategy the sales force will need to try and persuade
retail outlets to carry stock of your product.
Direct Marketing
• The aim of direct marketing is to create one to one relationships with
the organization's target market.
• Direct marketing can come in the form of post, email, telephone calls
and mail order. The company usually contacts a named person at the
address.
• Direct mail allows an organization to use their resources more
effectively by allowing them to send publicity material to a named
person within their target segment. By personalizing advertising,
response rates increase thus increasing the chance of improving
sales.  Listed below are links to organization who's business involves
direct mail.
Advertising
Advertising can be defined as placing your message in any form of paid
media. Advertising can have a number of objectives, these usually are
• To promote
• To remind
• To support
• To compete
• To persuade
There are two types of advertising.
•  Above the line advertising is advertising placed in TV, radio, newspaper
and cinema.
• Below the line advertising is based around advertising via direct mail,
sponsorship and sales promotion.
Sales Promotion
• The aim of sales promotion is to increase short term sales and increase
instore or web traffic. The tactics used for this include loyalty cards,
coupons, price promotions eg BOGOF, point of sales, packaging
promotion or web coupons.

Public Relations
• Managing public relations is very important for the organization. Having
a good image helps the organization develop a trust and a bond between
themselves and their customers. Public relations activities include, press
releases. company literature, videos, websites and annual reports.
Sponsorship
• Sponsorship is about providing money to an event, in turn the product or
company is acknowledged for doing so. Sponsorship helps the company
improve its image and public relations within the market and usually the
company attempts to sponsor a person or event that mirrors the image they
are trying to aim for. Nike for example have successfully sponsored the golfer
Tiger Woods for many years.

Viral Marketing
• Viral marketing occurs when consumers pass on or recommend your
product/company/website to others. This could be via email, or bulletin
boards or word of mouth. The Blair Witch Project and the establishment of
Hotmail are a leading free email provider.

You might also like