Promotion & Strategies of Promotion PDF

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Promotion & Strategies of Promotion By Qazi Muhammad Haris Promotion & Strategies of Promotion in Marketing Sir Jamal Ahmad PROMOTION Starting from the name of allah the most beneficent and merciful. Promotion! What is promotion? How does it work? How to get beneficial from it? How many bene...

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Promotion & Strategies of Promotion

By

Qazi Muhammad Haris Promotion & Strategies of Promotion in Marketing Sir Jamal Ahmad

PROMOTION Starting from the name of allah the most beneficent and merciful. Promotion! What is promotion? How does it work? How to get beneficial from it? How many benefits it worths? What type of characteristics is has and what it lacks? How wide is it’s boundry? There may be also some disadvantages of promotion. All sort of questions come in a students mind. Let have the rid from them!

PROMOTION IN ENGLISH Actually the word “Promotion” is derived from a latin word called “Promovere” which means to move forward. In English literaly Promotion means to support or encourage a cause, an activity or an organization or even a soul. It is also used as a term used as forwarding something. Such as promoting of bills, letters etc. Promotion means to raise someone to a higher rank of a position.

PROMOTION IN MARKETING According to me: “Promotion is an effort taken for some sort of activites taken in order to promote the event, product or organization to achieve goals.” Promoting the product or organization means to move forward the product or organization. Moving forward doesn’t mean to push a product in front of you! It means to increase sales, increase demand, make the publicity of a product or organization. These are specific goals for an organization & they could be achieved with the help of promotion. Promotion is the part of Marketing. It is placed called marketing mix. Product, price, promotion, & sales channels.

PROMOTION IN HR In HR Promotion is defined as “The advancement of employee’s position within the organization due to skills, knowledge, effectiveness and effeciency etc.” Simply to raise someone (employee) to a higher position or rank is called promotion in the language of HR. The promotion should be made through a proper reason. May be an employee is talented, skillful, effective, efficient or honorable.

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GENERAL MEANING OF PROMOTION Generally promotion is a sort of communication dealt with the public may be common or specific. One by one (indivisualy) or to a group. That communication is made in order to influence the people (customers/consumers) towards the product/services or towards your organization.

HOW PROMOTION WORKS??? How Promotion works? Means what is the Role of Promotion? The Role of promotion is very vast. It is a part of marketing. Due to promotion an organization can reach the peak & also can reach the hell if he doesn’t have the skills of promotion. Reaching the hell means that the company will sit down if there is no activity of promotion. There are two sorts of roles of promotion. 1. 2.

Internal Role. External Role.

INTERNAL ROLE OF PROMOTION The Role of promotion is in two shapes. One internally and another is externally. Internal role helps/benefits the organization internally. It effects it’s environment, employees, stakeholders, marketing familiers etc.  Role of Promotion on Employees of an Organization

Promotion helps to utilize the skills of employees within the organization. It makes the understandings between the employer & employee. Skills & knowledge are used in a good manner that the objective should be gained is possible through promotion. It makes the employee faith full to the organization. Some sort of meetings, bonuses, honors are given to the employees. Here are some points. 1. To Utilize the skills of employees. It helps to utilize the skills in a good way. 2. To make understandings between the Organization and Employees.

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When the employees feel the organization as their home then that would be a great matter of succes. 3. Trust building Every one should be encouraged. Through encouragement trusts are made. There would be no excuse if employees trust each other & also have a trust on their boss. 4. Friendly Environment Employees need friendly environment. In the matter of jobs they also preffer that organization which has friendly environment.

 Stakeholders Stakeholders become relaxed that their organization sounds good. But how that is possible??? Stakeholders always try to be bulls & bears all the time however places doesn’t matter.

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1. Happy to see a successful business The promotion makes a business successful and all the stock holders proud to be a part of that business. 2. Glad due to environmental effects If the environment is good then there is no place to create problems. 3. Shining profit in eyes.  Making Familarity with stock holders.

Promotion leads the product/organization familier with the public and also makes the organization familier with the stock holders that deals with the selling and purchasing of stocks. And it makes easier to gain capital.

EXTERNAL ROLE OF PROMOTION Promotion effects the organization more externaly than internaly. Mainly it is preffered for external purpose more than internal purpose. Internaly it is easy but externaly it needs great efforts.  Develops creative approaches to sales

Promotion makes creative approaches to increase or make sales. It makes the employees to think for the best effective and efficiently how to make sales? How to increase sale?  Develop Creative approachers to services

Same like sales it creates new new approaches to services also.  Increasing Demand

Due to promotion people (customers/consumers) are aware about product. They are made to be familier with the organization. People will then preffered the organization and will demands for the product.  Understanding the customer/client/consumer

It’s better to understand the mood, like & dislikes, preference, life style etc to launch a product which would be good there to be sold. Different seminars, functions, surveys are made for these activites to judge the clients/customers/consumers.

PROMOTION AND SOCIETY Promotion plays a vital (important) role in the society. To turn society towards healthy, beneficial activities. To turn youth towards motivation and education. To bring changes in society what you want promotion is necessary. Those people who hate education how you will turn them towards it??? Simply!!! You will make seminars & confrences. That is too a part of promotion. Voters advertise in news papers, banners, charts before the election.

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We can see the struggle for health. Such as our govt is spending much time on polio. How to stop polio? Govt is awaring people through advertisement and seminars. Here are some benefits or role of promotion in the society. 1. 2. 3. 4. 5. 6.

It brings awareness to people about which they are unaware & these things are important to know about it. Such as diseases etc. Provides beneficial knowledge about product, health, humanity, education etc. Makes the society well educated. Makes the markets to run. Makes the demands & supply in the market. Makes the economy boost.

PROMOTION AS COMMUNICATION Communication is the exchange of ideas, thoughts, knowlegde from one to another. Communication is based on six functions. 1. 2. 3. 4. 5. 6.

Encoding Medium Decoding Message Channel Feedback

 Encoding

Encoding or Encoder is also called Sender. A person who sends message to another  Medium

Medium means source. That you are sending your message through what? Air or cable? Etc.  Decoding

Decoder or Reciever is a person which receive the message of sender. He decode that message in his own words.  Message

The message is the thing which is communicated between 2 persons.  Channel

Channel Means a pathway. That which one way should be selected that send my message secure, fast, accurate, and less costly. Example Television is expensive than a newspaper. But newspaper is not so fast.  Feedback

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Feedback is the responce of the receiver. If his response is in positive it means we succeded in our communication. But if we failed to understand him then we may say that our communication was weak therefore the feedback is nil. Promotion is a communication. Forexample a seminar is held in a city to tell people about a product. The communicator communicates with the people. He is sharing his knowledge with the people. The knowledge about the product. So it is communication.

PROMOTIONAL MIX Promotional mix is the mixture of many promotional activities. For example one method is advertisement and another is personal sellings. So if we do both then its called a mixture. Promotional mix is a subset of Marketing mix. Actually promotional mix is the specific combination of promotional methods choosen for a product to acheive the organizational goals. Promotional mix is the combination of markeing activities. Here are some elements of promotional mix.

ELEMENTS OF PROMOTIONAL MIX There are variety of approaches. These approaches make you to reach the customers. And makes the customer to do what you want. The selection of these approaches based on experiences. That which path should be choosen for an activity. News, email, radio etc? Example of a C.V is good. If you send a cv by post office. It will take much time. And maybe your cv will be late. But if you send it through email that is the matter of seconds. Here are some elements of Promotional mix.  Public Relations

 Personal Sellings  Campaign  Email

 Direct Mail

 Persuasives

 Advertisement

 Direct Marketing  Sales Promotion

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 Publicity Some are discussed as.

PERSONAL SELLING Personal selling is the direct presentation of a product to a customer/consumer. The representatives of organization do that.  Nature of Personal Selling

It is one of the oldest profession in the world. The people who do this job are named as sales person, sales representative, agent etc.

 Sales Person

Sales Person is an indivisual representator of an organization performing some activities. These activities are: Prospecting, Communicating, selling, servicing, information gathering and relationship building.

SALES PROMOTION Sales promotion is an aspect of Promotional mix. Sales promotion main target is increasing of sales. How to increase sales? Maybe through wholeselling, retailing, discounts, etc some sort of incentives are used such as buy one get one free, free gifts are also given and free samples etc. Sales promotion consists of these incentives which encourages sales or purchases. From the point view of customer is encourages customers to purchase much more as possible & the employees to sell much more as possible.

ADVERTISEMENT Literaly advertisement is a latin word “vertere” which means to turn towards. Advertisement is the paid announcement. It is non personal. It is used generaly. The message is broadcasted through a T.V or radio is called advertisement. It may be a news paper, sign board, Magzine, or Internet or pictures on a t-shirt etc.

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PUBLIC RELATIONS

To mentain and make a faverable relation between the public and organization is called public relations. It also increases the demand & sales of a product. It turns the people to organization very swiftly.

PUBLICITY To make the organization famous publicity is used. The oganization tries to be famous to people. People try to get the products of a famous company. People trust on the fame of an organization. Because becoming famous is not an easy job.

CAMPAIGN Some sort of campaigns are made for the sake of organization to acheive it’s organizational goals.

EMAILING & MESSAGING Emailing & Messaging is a good way. Because mobiles and internet mailing is the most frequent using activity by the public. Emailing is fast, accurate, and you can share videos, audios too to the customer. Customer can ask querries & information at any time and at anywhere. Emailing and messaging is a faster medium for communication.

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DIRECT MARKETING Direct marketing is the direct selling of a product by an organization to its consumer. There is no third party involve in it. The Organization directly interacts/interface the consumers. It is easy to sell products and also is less costly.

SUCCESSFUL MARKETING PROMOTION To make your promotion as successful marketing promotion here are some rules to be followed. It will beneficialize all of your works. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Integrate online and offline efforts. Maintainance/Regularity. Aggregative organization efforts. Rewards for (employees, customers & agents). Achievable goals & objectives. Supervision. Reports. Adjustment. DBMS. Achievements.

INTEGRATE ONLINE & OFFLINE EFFORTS The availability to the customers/consumers for querry & information, or for sales online & offline integration is must. It is not just based on providing services to customers. Data base should also be integrated. All the system either manually or computerized should be equally operationalized. The record of manual must be same as the record kept in computerized. Similarity is the need.

MAINTAINANCE/REGULARITY The activities should be regular & must be on time. If activities are held on non-suitable time or place. So all the strugle is made would be useless. Time & place also needs a focus. Forexample the advertisement of cold drinks in winter. Or of warm clothes in summer is the wastage of time. That strategy will fail all the strugle.

AGGREGATIVE ORGANIZATIONAL EFFORTS Our elders said “Union is strength”.

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If there is no unity in departments of an organization it is very hard that they may achieve their goals & objectives. All the plannings, activities, goals & objectives should not be scattered. They all should be on one path.

REWARDS Rewards encourage people. Skills of employees could be utilize in an excellent manners if there is reward for them on there extra talent or hardworking. Reward for the customers make them/enforces them to make sales from this organization. Reward for agents will make a good deal in the matters of organization for organization. People will be sincere if there is any sort of reward.

ACHIEVABLE GOALS & OBJECTIVES Goals and objective should be according to the status of the organization. Same as the case when a good actor starts acting more than the need so people called him as over actor & his publicity goes down. Same like medicine when used more than it’s need then in place of action it makes over reaction.

SUPERVISION Supervision is important. Time to time checking is a necissity. If the organization supervise its matters time to time. So with the passage of time it can settle it’s matters easily. The organization can recover its self if it is updated time to time.

REPORTS Reports are important for further plannings. What steps should be taken through our current circumstanses reports help you to understand the current situation & then you can make a right decission for the right time.

ADJUSTMENTS When reports are submitted then if there is any mis-understandings can be recovered easily by making adjustments. All the remaining activities should be adjusted carefully. Make sure that they may not interrupt you running acitivities. For example you are running a business you are making sales, purchases etc. Being bussy in sales you forgot to purchase raw materials. When you got information about raw material that the stockpile is empty thus you will become worry about raw material and without improper dealing you will buy raw material costly. And if you forgot the reserve for raw materials then that would be again stressful.

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DBMS DBMS stands for Database Management System. It is a system which retrive data, collect data, integrate, remove, improve or update the data easily. Means your data must be strong. The information system should be strong that may inform all the departments of your organization right on time about any situation.

ACHIEVEMENTS All sort of goals & objectives should be glanced. That how much percentage we got & how much we lost & how much remaining & how much we can gain in future after this strategy also. What you achieved should be disclosed to the people or employees or to the stackholders according to their interest or status.

MARKETING STRATEGIES & PROMOTIONAL STRATEGIES Strategies means more thinkings in less time. To make the step by step plannings for an organization in each and every moment is called strategy. Objectives are made through strategies and then goals are made through objectives. But strategies are used in objectives and also in goals. Marketing is super set & Promotion is a subset.

MARKETING STRATEGIES The strategies which occurs in the field of marketing are: 1.

Cause Marketing.

In it the cause should be identified about which both the organization & customer care. 2.

Relationship Marketing.

Making relationship is more important than sales for an organization. Sales could be made but relationship is hard to be made easy. Because relations worth more than every thing. 3.

Offline Marketing.

The integration of offline marketing with online marketing is important. To gain control on virtual markets & the real markets. 4.

Digital Marketing.

Digital devices are the necessity of todays era. Digital sign boards, Computers and internet is important in todays runway. 5.

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Scarcity.

Make the products accessable to your customers. Otherwise alternatives will take your place. 6.

Diversity Marketing.

Diversity means change in culture, belief, expectation, mood, taste & need. Time to time it is required to be studied. Because every thing has its own weather but it is only human being which is changeable without the weather. 7.

Transactional Marketing.

Encourage the customers at the time of transactions will makes the sales more than what you think of.

PROMOTIONAL STRATEGIES Promotional strategies are less time taking as compared to the marketing. They can be made by the promotional tools. Through possible promotional tools a strategy can be derived easily. Here are some issues of promotional strategy.

WHAT IS THE GOAL OF PROMOTION? If there is no goal than for what the promotion is adopted? There is a logic beyond every step of an organization. Objectives and goals will bring the organization to the peak. Excellent objectives & excellent goals should be made, created or selected.

WHAT TYPES OF PROMOTION SHOULD BE USED? What types of promotional methods, techniques, or tools should be used? It depends on your logic & past experiences. Always select the effective & efficient promotional type/tool.

WHAT EFFECT SHOULD BE MADE ON THE CUSTOMER THROUGH PROMOTION? After selecting and applying the activities of promotion now its the time to see the result. Is there any effect on the customer by our efforts? The feedback sounds good or nill.

THE COMPARISON OF COST ON PROMOTION & ITS FEEDBACK/BENIFITS. The comparison of promotion of one department or organization with another, the comparison of past/current/future planing promotional activities is important. What would be its feedback or what feedback we got from current or past promotional activities.

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SUCCESFUL PROMOTION. How we got success or how we will have to be succeded in the promotional goals.

FAILED PROMOTION ACTIVITIES. What are the reasons & causes of promotional activities that we are failed in our objectives is necessary. It is important to remember them not to make these blunders again. On first attemp it is mistake but on second it is a blunder.

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