PROMOTION PRESENTATION

Group 7’s presentation MEMBERS: TRAN NGOC THUY DUONG LAM THANH THAO LUU NHU THUY NGUYEN KY NAM TRAN VAN TAM TOPIC: PROMOTION GENERAL CONTENTS PROMOTION STRATEGY DEFINITION ROLES HOW TO CREATE PROMOTION MIX AFFECTING FACTORS… TRADE FAIRS 1 DEFINITION ELEMENTS EXPLAINING FACTORS EXPLAINING DEFINITION PROS AND CONS EXERCISES PROMOTION STRATEGY Definition A promotion strategy is defined by the plan and tactics you implement in your marketing plan, in order to increase the demand for your product or service The role of promotion strategy   o Play a vital role in the mix of marketing o Draw the attention of your target o Create interest in your products and services o Generate demands,and encourage them to purchase from you How to create a promotion strategy Identify your target audience (Potential customers): Group of people who are mostly to be interested in your service or product What kind of customer you want to business with and what their interest How to create a promotion strategy Consider your Budget: is generally a list of all planned expenses and revenues It is a plan for saving and spending for the near future Determining how much you are willing to invest, advertise, sponsor,… How to create a promotion strategy Create the optimal message to impact your target buyers: Create a clear, brief and memorable message by using keywords, slogans and visual images that correspond to your business value proposition How to create a promotion strategy Create a strategy and make it clear: You need to write down • Who your target buyers are • What your competitive environment is ( Is it a young, friendly, casual environment ? Or is it a more reserved, traditional environment ?) • What the major differences are between you and others Example My target customers: teenagers, children, young people My competitive environment: My differences: Flavor, topping Public relations • It is information about a firm's products and services carried by a third party in an indirect way • This includes free publicity and paid efforts to stimulate discussion and interest It can be accomplished by planting a significant news story indirectly in the media • Examples: newspaper and magazine articles… The difference between advertising and PR Advertising Public relations • Paid Space • Creative Control • Duration of coverage: to be shown in the media as many times as your budget allows • Less credibility • The target audience is particular • Free Coverage • No Control • Duration of coverage: depending on journalists who will then publish your story idea • More credibility • The target audience is various Direct Marketing • It is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate directly to the customer, with methods such as mobile messaging, email, interactive consumer websites… Benefits of direct marketing • Improve customer loyalty • Create new business • Test and measure your products and sales performance • Market on a budget • Target your ideal customers AFFECTING FACTORS Nature of Product Nature of Market Stage of Product’s Life Cycle Availability of Funds Nature of Technique Promotional Strategy Readiness of Buyer Nature of Product •The different type of product requires different promotional tools Nature of Product The consumer goods, especially the convenient goods Advertising and publicity are more suitable  Nature of Market • The number and location of customers greatly influence the promotion mix Nature of Market • The type of customers influences the managerial decisions of the promotion mix Stage of Product’s Life • The promotion mix changes as the product moves along its life cycle Availability of Funds The marketing budget also decides the promotion mix Nature of Technique • Each element of the promotional mix has unique features that significantly influences the purpose of promotion Promotional Strategy The promotion mix largely depends on the company’s promotional strategy, i.e whether it accepts the Push Strategy or a Pull Strategy Readiness of Buyer • Different promotional tools are required at different stages of buyer readiness EXERCISES Promotion mix used: In order to meet the needs about clean ingredients and food of customers, we Price: aim to deliver our products and services to many retailers Use widespread In addition we will issue membership cards, accumulating points into the Company’s name: H&B company advertising campaign through media and social networks, to reach users more coupon Product and services: easily.(personal selling) o Specializes in providing quality diets with high nutrient content for all In addition, we also use the PR method, we will hire celebrities with the best ages body and beauty possible o Providing a variety of fresh materials harvested directly from the farm Price: o Supporting professional advice on nutritious diets for people who are We will take into consideration the psychology of Vietnamese people, prefer obese, foods, to buy onediabetic, or two orallergic more, to wemany always offer a combo price, a serving that will Slogan: healthy and balance( bringing every Vietnamese family food include many dishes with different ways of cooking As for freshhealthy ingredients, to their nutrition that body absorbed raisecertainly the Vietnamese webalance will optimize the production process, but ittowill be more longevity.) expensive than the prices of fresh but unknown ingredients ... environment: My differences: Flavor, topping PROMOTION MIX DEFINITION AND IMPORTANCES THE ELEMENTS PROMOTION PROMOTION MIX ELEMENTS OF PROMOTION MIX Promotion Definition: A type of communication... CONTENTS PROMOTION STRATEGY DEFINITION ROLES HOW TO CREATE PROMOTION MIX AFFECTING FACTORS… TRADE FAIRS 1 DEFINITION ELEMENTS EXPLAINING FACTORS EXPLAINING DEFINITION PROS AND CONS EXERCISES PROMOTION. .. improve the public image of a company Promotion mix Importance: • Improves the effectiveness of promotion It refers to the blend of campaigns several promotional tools used by the business to