TRINITY INSTITUTE OF PROFESSIONAL

STUDIES

MARKETING
MANAGEMENT
MAHTAB ALAM
Assistant Professor
Management & Commerce Department
Programme BBA(G) BBA(B&I)
Paper ID 17205 18205
Paper Code BBA205 B&I 205
Semester IIIrd Sem IIIrd Sem
Credit 04 04
Marks Internal :25 Internal :25
External:75 External:75

Suggested Readings:
S.No Book Name Author Book Publisher Cos
Category
1 Principles of Kotler & Text Pearson 525
Marketing Armstrong Education
2 Marketing T.N Others Dhanpat 210
Management Chhabra Rai & Co.
3 Marketing C.N Others Kalyani 295
Management Sontakki Publisher
UNIT-IV
 Promotion
Introduction
Meaning of promotion:
Meaning: Promotions refer to the entire set of
activities, which communicate the product, brand or
service to the user. The idea is to make people aware,
attract and induce to buy the product, in preference
over others

Definition:
“A company’s total marketing communications mix, or
promotion mix, consists of the specific blend of
advertising, personal selling, sales promotion, and public
relations tools that the company uses to pursue its
advertising and marketing objectives”
------Philip Kotler-----
 Promotion Mix
The Promotion Mix is the integration of
Advertising, Personal Selling, Sales Promotion,
Public Relations and Direct Marketing. The
marketers need to view the following
questions in order to have a balanced blend
of these promotional tools.

Elements of Promotion Mix

 Factors Responsible for
Selecting Promotion Mix
 Nature of Product
 Overall Marketing Strategy
 Buyer Readiness Stage
 PLC Stage
 Company Market Rank
 Advertising
Meaning: Advertising is derived from a Latin word
‘advertere’ which means ‘to turn the attention’.
So, all types of advertisements made using different
media try to turn the attention of the reader or
listener towards the product, service or idea being
offered in the advertisement. It is an act of persuading
the customer to buy the product or service being
offered which will give him satisfaction and profit to
the manufacturer.
 Definition of Advertisement
“Advertising is any paid form of non-
personal presentation and promotion of
ideas, goods and services by an identified
sponsor”.
American Marketing Association

“Advertising consists of all the activities involves

in presenting to a group, a non-personal, oral or
visual, openly sponsored message regarding
disseminated through one or more media and is
paid for by an identified sponsor”.
William J. Stanton
Features of Advertising
 Mass Communication Process
 Paid form
 Identified Sponsor
 Non personal presentation
 Informative in action
 Persuasive Act
 Competitive Act
 Not a part of the product
 Difference Between
Advertising & Sales Promotion
 Objectives of Advertising
 Introduction of New Product
 Support Personal Selling
 Mass Reach
 Entry in New Market
 Fight Competition
 Enhance Goodwill
 Improve dealer relation
 Protection against imitation
Functions of Advertising
 Promotion of Sales
 Introduction of new product
 Creation of Good Public image
 Mass Selling & Production
 Research
 Education of people
 Support to press
 Benefits of Advertising

Benefits to Manufacturers and Traders

 Introduction of new product
 Creates new taste among customer
 Increase the sale of existing product
 Create steady demand of the product
 Fight competition
 Increase employee’s morale
Benefits to Customers
 Multiple product existence awareness
 Educate people diverse uses of product
 Utility of existing product
 Qualitative products

Benefits to Society
 Provides employment
 Promotes Standard of living
 Awareness in society
 Source of income for press & media
 Criticism of Advertising

 Multiplies the needs

 Makes the products more costly
 Increase in demand at the cost of another
manufacturer.
 Creates Brand monopoly
 Every Advertisement is not creative
 Undermines morale values
 Corrupt the minds of youngsters.
 Kinds of Advertising
 Product Advertisement
◦ Primary/Pioneer
Advertisement

◦ Selective Competitive
Advertisement
◦ Reminder
Advertisement
 Institutional Advertisement
HERO MotoCorp, Reliance, Dabur etc.
https://www.youtube.com/watch?v=gMuHE_liLnE
 Comparative Advertisement

 Shortage Advertisement
 Co-operative Advertisement

 Commercial Advertisements :

◦ Consumer
Advertisement
◦ Industrial
Advertisement

◦ Trade
Advertisement
◦ Professional
Advertisement

◦ Farm Advertisement
 Non-Commercial Advertisement
 Media of Advertising
 Press Advertising or Print Media
◦ Newspaper Advertising

◦ Magazine Advertising

BIKE Magazine by Next Gen Publishing Ltd

◦ Pamphlets & Posters

◦ Signboards & Hoardings

Hoardings
Signboards
 Radio Advertising

Bajaj Mixer Radio Ad

https://bit.ly/3mhv8K8

 Film Advertising
 Television Advertising
Fevicol Advertisement (Humorous appeal)
https://bit.ly/3pUh3EZ

 Direct Mail Advertising

 Digital Media Advertising

 Social Media Advertising

5 M’s of Advertising
 Sales Promotion

Meaning
Sales promotion is a marketing strategy where the
product is promoted using short-term attractive
initiatives to stimulate its demand and increase
its sales. Sales promotion is the process
of persuading a potential customer to buy the
product. Sales promotion gives incentive to buy.

Definition
“Sales promotion consists of a diverse collection of
incentive tools, mostly short term, designed to
stimulate quicker or greater purchase of particular
products or services by consumers or the trade”.
---Philip Kotler---
 Features of Sales Promotion
 Short Term
 Incentive Tools
 Quicker Response
 Non recurrent in nature
 Target Consumer, Traders & Sales force
 Customer excitement
 Sales increment techniques
Objectives of Sales Promotion
 Advantages of Sales Promotion

 Attracting attention
 Highlighting utility of the product.
 Demand stimulation of new product
 Product differentiation
 Synergy in promotional activities
 Stabilization of Sales volume
 Performance appraisal or Marketing Control
 Disadvantages of Sales Promotion

 No real incentives
 Shoddy products are passed off
 Short term perspective
 Mostly switches the demand
 Reflection of crisis
 Time consuming & expensive
 Types of Sales Promotion
Techniques
 Consumer Sales Promotion Techniques

 Dealer Sales Promotion Techniques

 Sales Force Sales Promotion Techniques

Consumer Sales Promotion
Techniques
 Free Sampling Distribution

 Rebate or Price off offer

 Cash Back Offer

 Discount Coupons

 Packaged Premium (Gift inside packets)

 Container Premium

 Exchange Offer

 Product combination or Free

 Lucky Draw

 Finance Schemes

 Contests
Dealer Sales Promotion Techniques

 Buying Allowance Discounts(Deductions in

Invoice )
 Buy Back Allowance (Discount on
completion of Buying Target in a period)
 Display and Advertising Allowance
 Dealer listed promotion
 Incentives
 Contests
 Free Gifts
 Advertising materials
 Credit Facilities
Salesforce Promotion Techniques

 Incentives
 Bonus
 Prize Contests
 Recognition Contests
 Foreign Delegation in conferences or
Trade meets.
 Increments
 Promotions
Major Decisions in Sales Promotions
 Establishing Objectives (Trial Purchase, Large
Quantity sale, Branding, Off season buying)
 Selecting the Tools of Sales Promotion
◦ Consumer Sales Promotion
◦ Dealer Sales Promotion
◦ Salesforce Sales Promotion
 Developing the Programme
◦ Size/Quantity
◦ Duration
◦ Condition
◦ Timings
◦ Budget
 Pretesting the Programme
 Implementing and Controlling the Programme
 Evaluating results
Meaning & Definition
“Personal Selling is the process of two way
communication between seller and prospective buyer
with the purpose of selling product or service at a
profit to seller and benefit to buyer. It is an art to
persuade probable customer for buying decision”.
Key points:-
 Buyer & Seller.
 Two way communication.
 Purpose to sell.
 Profit to seller & benefit to buyer.
 An art of persuading.
Objectives of Personal Selling
 Creation of Demand
 Educating Customers
 Handling Customer objections
 Exploring Hidden words
 Building relationships
 Source of Feedback
 Personal Touch with Professionalism
Process of Personal Selling
Prospects—Identifying & Qualifying
Presentation & Demonstration
Handling objections
Closing the sales
Follow-up
Importance of Personal Selling
• Benefits to Society
• Benefits to Company
• Benefits to Consumers
• Benefits to Sales Force
• Benefits to Marketing Department

Kinds of Personal Selling

 Outside/Field selling
 Across the counter selling
 Types of Personal selling
 Transactional Selling
(One Time Selling)

 Relationship Selling
(Believe in Long
Term Relationships

 Value added selling

(Value to the customer
Petrol + Electricity is
Value addition in single price
 Team selling
(Sales expert,
Finance expert, Technical expert,
Negotiation expert, Manager etc.)
 System selling
Relationship Selling Vs Transactional
Selling
Functions of Public Relation
Tools of Public Relation
 Publications (Reports, Brochures, Articles,
Newsletters etc.)
 Events (Seminar, Conferences, exhibition)
 News (Favourable news of product,
achievements, future plans etc.)
 Speeches
 Public service Activities (Charity, Community
support etc.)
 Identity media ( Visibility of logos on
Business cards, stationaery, Building, uniform
etc.)
 Direct Marketing
Meaning & Concept
 Direct Marketing is a tool of Promotion mix which
focuses on direct interaction between producer and
consumer.
 There is no middlemen or reseller between the two.
 The Producer creates a link with the customers
directly through door to door, advertising, postal mail,
e-mail, telephone etc.
Definition of Direct Marketing
 Direct Marketing
Advantages & Disadvantages
Methods/Tools of Direct Marketing
Digital Marketing
Definition of Digital Marketing
Advantages & Disadvantages of
Digital Marketing
Advantages Disadvantages
Process of Digital Marketing
Challenges of Digital Marketing
 Push Vs Pull
Marketing Strategy
 Difference between Push & Pull
Strategy
Basis Push Strategy Pull Strategy
Target Group Distributor Wholesaler & Retailer End user
Purpose Product Selling Demand creation
Primary Product Suitability Industrial Product & Consumer Durables Consumer Goods
Product Availaibiltiy Already Availaible Need Reinforcement else product failure
Promotional effort
Advertising Specific Magazines & Trade Journals TV, Newspaper, Radio

Sales Promotion Dealer Sales Promotion Consumer Sales Promotion

Personal Selling Meeting Dealers for Sales meetings Meeting Consumers for Sales meetings

Speed of Promotion Slow Fast