Planning a promotion

Planning a promotion

1. Prof. Savica Dimitrieska PLANNING A PROMOTION

2. 1. CHARACTERISTICS OF PROMOTION PLANNING

3. What is a promotion planning ? Optimization of the usage of marketing tools, strategies and resources for the promotion of products and services in order to increase demand and achieve the company's goals

4. What is a promotion planning ? It shows where , when and how to use advertising, personal sales, sales promotion, publicity, public relations and direct marketing

5. Goals of the promotion Increasing sales Competitive advantage Launcing new products Increasing demand Consumer’s education Greater differentiation Building image

6. 2. PROCESS OF PLANNING THE PROMOTION

7. Process of planning Defining the problem Setting goals Decision on promotional mix Defining a programme Pre-testing Realization Control and evaluation

8. Process of planning Defining the problem Analysing of the competition Analysing the possibilities Analysing the target market Analysing the consumers Analysing the positioning What is the need for promotion ?!

9. Process of planning Setting the goals New consumers Current consumers New market Awareness ?! Reminder ?!

10. Process of planning Promotional mix Costs and effects of each element of the promotional mix

11. Process of planning Promotion programme Time of promotion Money for promotion

12. Process of planning Pre-testing Are there any problems ? Selection of market segment

13. Process of planning Realization 5М Mission Money Message Media Measurement

14. Process of planning Control and evaluation Setting benchmarks Corrective actions

15. 3. PROMOTION STRATEGIES

16. Push & Pull strategies Depending on the approach to consumers

17. Push strategy Demand for products through intermediaries M anufacturer – Wholesaler – Retailer – Buyer Product is pushed through distribution channels Advertising via TV, radio Direct marketing Sales displays Little loyalty Unknown products More substitutes on the market Relatively new product Unplanned purchases Some basic knowledge about the product

18. Pull strategy Demand for products initiatied by consumers Buyer – Wholesaler – Trader - Manufacturer Consumers are looking for products Sales promotion Social media Word-of-mouth Great loyalty Knowledge of the product High level of involvement Brand commitment Looking for the brand Great demand

19. Differences between Push & Pull

20. Differences between Push & Pull strategies Basis for comparison Push strategy Pull strategy Meaning Directing promotional activites to channels of distribution Directing promotional activites to the final conusmers What is it ? A third party stores the company’s products Buyers are looking for products from traders Objectives Consumer awareness for products Encouraging consumers to look for the product What they use Sales forces, trade promotion, money Advertising and other forms of promotional communication Convenience The level of loyalty to products is low The level of loyalty to products is high Period Long Short

21. 4. PROMOTION BUDGET

22. Promotion budget Financial means for promotion of products and attracting consumers!

23. Factors that influence the budget Frequency of promotional activities The size of competition Product’s share on the market Phase of product life cycle

24. M ethods for calculating the budget Percentage of sales Method of funds availability C ompetiotion parity Arbitrary method Method of goals and objectives

25. 5. CREATIVITY IN PROMOTION

26. Creativity in promotion To create something new, interesting and attractive with the help of IT technology and staff knowledge

27. Creativity in promotion Inventive people Knowledge! Thinking Creation According to the needs and wants of consumers!

28. Creativity in promotion IT Technology Computer desing Special effects Virtual reality According to the needs and wants of consumers! Multimedia Fast picutres

29. Questions Concept of planning Creativity Budget Strategies Planning steps