Unit 18 LA A T1

Unit 18 creative  promotion
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Slide 1: Slide
EconomieMBOStudiejaar 1

This lesson contains 40 slides, with interactive quizzes, text slides and 5 videos.

time-iconLesson duration is: 45 min

Items in this lesson

Unit 18 creative  promotion

Slide 1 - Slide

Slide 2 - Slide

Slide 3 - Slide

Slide 4 - Video

Learning aims
A: Explore the role of integrated marketing communications in creative promotion;

B: Review the effectiveness of the promotional mix used by different businessess

C: Create a plan for a promotional campaign

Slide 5 - Slide

A: Explore the role of integrated marketing communications in creative promotion;

Slide 6 - Slide

What is promotion?

Slide 7 - Mind map

Slide 8 - Slide

How a business presents itself to the world

Slide 9 - Slide

Slide 10 - Slide

Slide 11 - Video

Possible objectives

- Clarify customer needs
- Increase brand awareness
- Increase product-knowledge
- Improve brand image
- Improve company image
- Stimulate search behaviour

- Increase trial process
- Increase repeat purchase rate
- Increase word of mouth reputation
- Improve financial position
- Increase flexibility of image
- Increase co-operation from the trade

Slide 12 - Slide

Slide 13 - Video

Promotional objectives
 the marketing department needs to translate the financial objective into their own objectives:
  
- Raising awareness,
- Creating distinctive market presence
- Increasing market share

Slide 14 - Slide

How can you raise the awareness of your brand? 

Slide 15 - Slide

Explore the MC activities

four major marketing tools /the four P’s”
  • PRODUCT
  • PRICE
  • PROMOTION
  • PLACE

To market services you need an extended mix and have to add:
  • PEOPLE
  • PROCESSES
  • PHYSICAL EVIDENCE

Slide 16 - Slide

Product
  • New product development; (new colour, package, product)
  • Quality, style and associated services and benefits in promotion;
  • Product features and variations (USP)
  • Quantity and timing of promotional activity

Slide 17 - Slide

Slide 18 - Video

Mrs. Designs (https://mrsdesigns.nl or @mrsdesigns)
1. Do they launch 'new' products on their website/instagram? (yes? which products) 
2. What is the quality and style of the products? 
3. What is unique if you look at the products?
4. Do they have seasonal products? (give an example)
timer
2:00

Slide 19 - Slide

Price
Price desisions affect profit, volume, share of market and peceptions that customers have.

Pricing strategies: 
  • Competitor-based pricing;
  • Demand pricing;
  • Skim pricing;
  • Penetration pricing;

Slide 20 - Slide

Place
Product in the right place at te right time;

  • Wholesale (Sligro, fashion stock, Makro) 
  • retail (Coca-cola, Lays, Rituals) 
  • Direct selling

Slide 21 - Slide

Slide 22 - Link

Mrs. Designs (https://mrsdesigns.nl or @mrsdesigns)
5. What can you say about the prices of the products? (cheap, expensive why?)

6. Where is Mrs. Desings selling her products? 

7. What type of direct selling do you recognize? 
timer
2:00

Slide 23 - Slide

Promotion 
More details about promotion and the promotional mix is following in the course of next weeks. 

Slide 24 - Slide

Mrs. Designs (https://mrsdesigns.nl or @mrsdesigns)
8. What is your impression of the company Mrs. Designs? How is is this business presenting itself to the world?
timer
2:00

Slide 25 - Slide

People
Businesses need to provide a service to build repeat business from customers;

  • Training and development;
  • Consistency of image;

Slide 26 - Slide

Processes
User friendly websites;

http://www.marketingteacher.com/process-marketing-mix/


Slide 27 - Slide

Physical evidence
Physical environment can help to present a specific image ; 

Slide 28 - Slide

Which store is selling the most expensive products?

Slide 29 - Poll

Promotional objectives
 the marketing department needs to translate the financial objective into their own objectives:
  
- Raising awareness,
- Creating distinctive market presence
- Increasing market share

Slide 30 - Slide

Possible objectives

- Clarify customer needs
- Increase brand awareness
- Increase product-knowledge
- Improve brand image
- Improve company image
- Stimulate search behaviour

- Increase trial process
- Increase repeat purchase rate
- Increase word of mouth reputation
- Improve financial position
- Increase flexibility of image
- Increase co-operation from the trade

Slide 31 - Slide

Slide 32 - Video

Slide 33 - Slide

Promotional mix
1. Personal Selling
2. Sales Promotion
3. Public Relations (PR)
4. Direct Marketing
5. Trade Fairs and Exhibitions
6. Advertising
7. Sponsorship


Slide 34 - Slide

Slide 35 - Link

Choose a business
  • Illustrate the marketingmix for this company; 
  • Show us a creative promotion; (video, poster, package)
  • What is the effect of this promotion;  
  • Explain one element of the promotional mix

Slide 36 - Slide

Unit 18 creative product promotion

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Unit 18 creative product promotion

Slide 38 - Slide

Unit 18 creative product promotion

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Unit 18 creative product promotion

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