工商管理科特勒chaptersalespromotionPRpage.ppt

Sales promotion and public relations Kotler chapter 18 page 554-569Agenda:What is sales-promotion,and how are sales-promotion decisions made?How can companies use events and public relations in their marketing-mix?2024/5/22 周三1BWJSales promotionDefinition:Incentive tools,mostly short term,designed to stimulate the purchase of products by consumers or the retailersPurpose:AIDA model late stagesAdjusts seasonal fluctuations in salesEncourages consumer trialCan,in some cases,increase awareness2024/5/22 周三2BWJSales promotionPros:Creates awarenessStrong in last stages of the AIDA modelImmidiate incentiveStrong tool when combined with loyalty programsCons:Limited coverage in the target groupHeavy usage of sales promotion can erode brand loyalty2024/5/22 周三3BWJSales-promotion objectives and tools1.Establish objectives:Build trial,attract brand switchers,off-season buying,loyalty programs etc.2.Consumer promotion:See table 18.5,page 557 and next slide3.Trade promotion:Price-off,allowances etc.See table 18.6,page 5584.Business and sales force promotion:E.g.Sales contests(See table 18.7 page 559)2024/5/22 周三4BWJConsumer and trade promotionsMoney offFree samplesPrize promotionsLoyalty cardsFree goodsAllowancesBonus packsPremiumsCouponsPrice discountsCompetitionsConsumerpromotionsTradepromotions2024/5/22 周三5BWJDeveloping the sales-promotion programDecisions:Size of the incentiveConditions for participationDurationDistributionTiming og total budget2024/5/22 周三6BWJEvaluation Pre-test:The program is tested in a certain area and/or among target customersImplementationEvaluation of results:Measure sales before and afterCustomer panelsInterviews Experiments2024/5/22 周三7BWJEvents and experiencesPossible objectives:Identify with targets markets or life stylesIncrease awareness of company or brandBrandingCorporate imageShowing commitmentEntertain or reward key stakeholders2024/5/22 周三8BWJEvents major decisionsChoosing event opportunities:Audience match with target groupCreating favorable attentionUniquenessBranding issuesDesigning sponsorship programsMeasuring sponsorship activities:Supply side media coverageDemand side consumer research2024/5/22 周三9BWJValues transferred from sponsorship categoriesHealthyYoungEnergeticFastVibrantMasculineSophisticatedEliteDiscriminatingUp-marketSeriousPretentiousYoungAccessibleFriendlyCurrentInnovativeCommercialAdmirableConcernedCaringIntelligentExplosiveCaringConcernedExplosiveSportsHigh-browartsMass artsSocialcausesEnvironmental programs2024/5/22 周三10BWJPublic relations(PR)Definition:A variety of programs designed to promote and/or protect a companys image or its individual productsPR is considered more trustworthy than e.g.advertising,as an independent sender is communicating the message2024/5/22 周三11BWJ2024/5/22 周三12Public relationsPros:PR is trustworthyCan reach potential customers that avoids ads and sales peopleBrandingCheaper than direct mail and adsCons:PR is difficult to handle,often reactiveNo control on what is published in mediaDifficult to measure resultsBWJDeveloping effective PRObjectives:Specific objectives for each campaign must be setChoice of message and media:See tools in table 18.8,page 568Press relases,events,general company communication(annual reports etc.),lobbyismImplementationEvaluation:Difficult to measure the effect of PRPossibilities:Number of exposures,sales,measuring awareness after campaigns2024/5/22 周三13BWJ