Promotion Strategies 促销策略

Promotion Strategies 促销策略 Promotion Strategies A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organisations promotional strategy can consist of: Advertising: Is any non personal paid form of communication using any form of mass media. Public relations: Involves developing positive relationships with the organisation media public. The art of good public relations is not only to obtain favorable publicity within the media, but it is also involves being able to handle successfully negative attention. Sales promotion: Commonly used to obtain an increase in sales short term. Could involve using money off coupons or special offers. Personal selling: Selling a product service one to one. Direct Mail: Is the sending of publicity material to a named person within an organisation. There has been a massive growth in direct mail campaigns over the last 5 years. Spending on direct mail now amounts to ?18 bn a year representing 11.8% of advertising expenditure ( Source: Royal Mail 2000). Organisations can pay thousands of pounds for databases, which contain names and addresses of potential customers. Direct mail allows an organisation to use their resources more effectively by allowing them to send publicity material to a named person within their target segment. By personalising advertising, response rates increase thus increasing the chance of improving sales. Message & Media Strategy An effective communication campaign should comprise of a well thought out message strategy. What message are you trying to put accross to your target audience?. How will you deliver that message? Will it be through the appropiate use of branding? logos or slogan design?. The message should reinforce the benefit of the product and should also help the company in developing the positioning strategy of the product. Companies with effective message strategies include: Nike: Just do it. Toyota: The car in front is a Toyota. Media strategy refers to how the organisation is going to deliver their message. What aspects of the promotional mix will the company use to deliver their message strategy. Where will they promote? Clearly the company must take into account the readership and general behaviour of their target audience before they select their media strategy. What newspapers do their target market read? What TV programmes do they watch? Effective targeting of their media campaign could save the company on valuable financial resources. Push & Pull Strategies Above a pull strategy (left) push strategy (right). Communication by the manufacturer is not only directed towards consumers to create demand. A push strategy is where the manufacturer concentrates some of their marketing effort on promoting their product to retailers to convince them to stock the product. A combination of promotional mix strategies are used at this stage aimed at the retailer including personal selling, and direct mail. The product is pushed onto the retailer, hence the name. A pull strategy is based around the manufacturer promoting their product amongst the target market to create demand. Consumers pull the product through the distribution channel forcing the wholesaler and retailer to stock it, hence the name pull strategy. Organisations tend to use both push and pull strategies to create demand from retailers and consumers. Communication Model - AIDA AIDA is a communication model which can be used by firms to aid them in selling their product or services. AIDA is an Acronym for Attention, Interest, Desire, Action.. When a product is launched the first goal is to grab attention. Think, how can an organisation use it skills to do this? Use well-known personalities to sell products? Once you grab attention how can you hold Interest, through promoting features, clearly stating the benefit the product has to offer? The third stage is desire, how can you make the product desirable to the consumer? By demonstrating it? The final stage is the purchase action, if the company has been successful with its strategy then the target customer should purchase the product. Promotion through the Product life cycle As products move through the four stages of the product lifecycle different promotional strategies should be employed at these stages to ensure the healthy success and life of the product . Stages and promotion strategies employed. Introduction When a product is new the organisations objective will be to inform the target audience of its entry. Television, radio, magazine, coupons etc may be used to push the product through the introduction stage of the lifecycle. Push and Pull Strategies will be used at this crucial stage. Growth As the product becomes accepted by the target market the organisation at this stage of the lifecycle the organisation works on the strategy of further increasing brand awareness to encourage loyalty. Maturity At this stage with increased competition the organisation take persuasive tactics to encourage the consumers to purchase their product over their rivals. Any differential advantage will be clearly communicated to the target audience to inform of their benefit over their competitors. Decline As the product reaches the decline stage the organisation will use the strategy of reminding people of the product to slow the inevitable Internet Promotion The development of the world wide web has changed the business environment forever. Dot com fever has taken the industry and stock markets by storm. The e-commerce revolution promises to deliver a more efficient way of conducting business. Shoppers can now purchase from the comfort of their home 24 hours a day 7 days a week. However, particularly in the UK the e-commerce revolution is hindered by two factors. Firstly the cost of logging on to the net. Consumers are still weary of the time-spent surfing, the high cost is slowing down the take-up. The number of homes that are linked to the web in the UK is only 25% of all house owner. If e-commerce businesses are to succeed the home penetration rate of internet access must also increase. Secondly, most homes are linked to modems of 56K. As the growth of people signing on-line grows the access speed slows down. In America most consumers only spend 10 seconds browsing on a web page, before they change sites, within the UK it is 2 minutes. The future seems to be with ADSL networks which will speed up access to the Internet dramatically running at 512K per second. However, again whether this format is adapted depends much on the cost. Owning a website is a now a crucial ingredient to the marketing mix strategy of an organisation. Consumers can now obtain instant information on products or services to aid them in their crucial purchase decision. Sony Japan took pre-orders of their popular Playstaion 2 console over the net, which topped a 1 million after a few days, European football stars are now issuing press releases over the web with the sites registered under their own names. Hit rates are phenomenal. 一个成功的产品或服务没有任何意义，除非有利于这种服务可以 传达明确的目标市场。一个组织的宣传策略可以包括： 1. 广告：任何非个人支付的通讯形式使用任何形式的大众媒体。 2. 公共关系：涉及发展中国家的关系，积极组织新闻媒体公开。艺 术的良好的公共关系，不仅获得良好的媒体宣传，但它也涉及到 能够成功地处理消极的注意。 3. 促销：常用来取得的销售额却提高短期。可能涉及使用钱券或特 殊优惠。 4. 个人销售：销售产品的服务12时59分。 5. 直接邮寄：是否发送宣传材料给有名有姓的人在一个组织。出现 了大幅的增长，直接邮寄运动在过去的5年。支出直接邮寄现在 数额一八英镑亿元一年相当于11.8 ％的广告支出（资料来源：英 国皇家邮政2000年） 。团体可支付数千英镑的数据库，其中所 包含的姓名和地址的潜在客户。 直接邮件允许一个组织利用自己的资源更有效地让他们发送宣 传材料给有名有姓的人在其目标市场。通过个性化的广告，回应率增 加从而增加了机会，提高销售额。 混合促销 方案 气瓶 现场处置方案 .pdf气瓶 现场处置方案 .doc见习基地管理方案.doc关于群访事件的化解方案建筑工地扬尘治理专项方案下载 广告 公共关系 个人销售 直邮 网络营销 促销 一个有效的宣传运动应包括的一个考虑周全的信息战略。什么样 的信息是您试图把跨越到您的目标受众？ 。您将如何实现这一信 息？将它通过适当利用品牌？标志或标语设计？ 。邮件应加强有利于产品，也应有助于该公司在发展战略定位的产品。公司战略与有效 的信息包括： 1. 耐克：只要做到这一点。 2. 丰田：前面的赛车是丰田。 媒体战略是指如何组织将提供他们的信息。哪些方面的促销组合 将使用该公司提供的信息战略。它们会在何处促进？显然，该公司必 须考虑到读者和一般行为，其目标对象，然后选择媒体战略。什么报 纸尽其目标市场的阅读？什么电视节目，他们看？有效地针对他们的 媒体宣传活动，可以节省公司的宝贵的财政资源。 推进战略 发展万维网已经 改变了商业环境制造商 永远。网络版发 促 销 以上的拉动战略（左）推进战略（右） 。 通信制造商不仅是针对消费者创造需求。推动战略是集中在一些 制造商的营销努力，促进其产品的零售商，以说服他们库存的产品。 相结合的促销组合策略的使用在此阶段旨在零售商包括个人销售，并 直接邮寄。该产品是推落零售商，因而得名。上拉战略的基础是围绕 促进其产品的制造商之一的目标市场，创造需求。消费者拉动的产品 通过分销渠道迫使批发商和零售商的股票它，因此得名拉动战略。组 织往往使用推拉战略，以创造需求从零售商和消费者。 - 注意力 兴趣 渴望 行动 亚洲基础设施发展联盟是一个通信模型，可用于企业，以帮助他 们在销售其产品或服务。亚洲基础设施发展联盟是一个缩写注意，兴 趣，欲望，行动..当一个产品是推出了首个目标是吸引注意。想想，怎样才能使用它的组织能力做到这一点？使用知名人士出售的产 品？一旦你抓住注意你怎么能保持，通过促进特点，明确指出该产品 的利益所提供的？第三阶段是希望，你怎么能够使产品对消费者的理 想？通过证明它？最后阶段是购买的行动，如果该公司已成功地与它 拉动战略 的战略目标客户则应该购买产品。 发展万维网已经 改变了商业环境制造商 永远。网络版发 促 随着移动产品通过4个阶段的产品生命周期不同的促销策略应批发商 烧已采取行业和 采用在这些阶段，以确保成功和健康生活的产品。 股票市场的风零售商 销 阶段和促进就业的战略。 暴。电子商务革 导言 命的承诺，提供消费者 当一个产品是新的组织的目标将是向目标受众的条目。电视，广更加有效的方式 播，杂志，优惠券等可能被用来推动产品通过引进阶段的生命周期。开展业务。消费 推拉策略将被用于在这一关键阶段。 者现在可以购买 增长 到舒适的家园每 作为产品成为接受了该组织的目标市场在此阶段的生命周期的天24小时每周7组织 工程 路基工程安全技术交底工程项目施工成本控制工程量增项单年度零星工程技术标正投影法基本原理 策略的进一步加强品牌意识，鼓励忠诚度。 天。然而，特别 成熟 是在英国电子商 在这一阶段的竞争日益激烈的组织是否有说服力的策略，以鼓励务革命是受到两 个因素的影响。 首先成本登录到 网络上。消费者 消费者购买他们的产品比他们的对手。任何差别优势将明确地传达给 目标受众通知其好处超过其竞争对手。 下降 作为产品，达到了下降阶段，组织将使用的战略，提醒人们对产 品的必然缓慢 发展万维网已经改变了商业环境永远。网络版发烧已采取行业和 股票市场的风暴。电子商务革命的承诺，提供更加有效的方式开展业 务。消费者现在可以购买到舒适的家园每天24小时每周7天。然而， 特别是在英国电子商务革命是受到两个因素的影响。首先成本登录到 网络上。消费者仍感到厌倦的时间花在上网，成本高是减缓采取行动。 房屋数量有联系的网站在英国只有25 ％的房屋所有者。如果电子商务企业要取得成功的家庭安装了互联网接入也必须增加。其次，大多 数家庭都与调制解调器的56k的。随着经济增长的人签署的在线增长 制造商 的存取速度变慢。在美国，大多数消费者只花10秒浏览的网页上，他们改变之前，网站，在英国这是2分钟。未来似乎与ADSL网络将加快进入互联网急剧运行512K每秒。然而，这种形式又是否适合很 大程度上取决于成本。 拥有一个网站是一个现在是一个关键因素的营销组合战略的一 个组织。消费者现在可以获取即时信息的产品或服务，以帮助他们购 买决策的关键。索尼日本预购其受欢迎的Playstaion 2游戏机在网络上，其中超过100万几天之后，欧洲足球明星，现在新闻发布在网上 的网站注册自己的名字。命中率是惊人的。