1. PROMOTIONAL
TECHNIQUES

2. WHAT IS PROMOTION?
Promotion is an element of the marketing mix
.
All communication from the marketer to the
environment regarding the marketing org:
or regarding the product is a promotional
activity.

3. PURPOSE
 CREATE AWRENESS
 MAKE A FAVOURABLE ENVIRONMENT
MEANS:-
 customers buy product
 Employee prefer to work for org:
 Suppliers be happy to provide raw
materials
 Financiers offer finance for operation

4. AIMS:-
 Inform about product and services
 Inform changes in the product
 Generate interest
 Persuade customers

5. 5 DECISIONS TO MAKE
PROMOTION PLANNING
 OBJECTIVE OF PROMOTION
 CHOISE OF MIX
 SELECTION OF MEDIA
 FORMULATION OF MESSAGE
 TIMING AND INTENSITY OF CAMPAIGN

6. Promotion mix
4 TOOLS:
 ADVERTISING
 PERSONAL SELLING
 SALES PROMOTION
 PUBLICITY

7. 1. ADVERTISING
Advertisements are paid non personal form of
presenting information regarding a product or
service or idea.
Message passed through media. Such as,
 Newspapers
 Magazines
 Journals
 Radio
 Television
 Posters
 Hoardings
 Cinema slides etc..

8. 2.PUBLICITY
 It is an unpaid form of promotion. It refers
to the mention of product or service in any
published media like newspapers or trade
journals.

9. Different kinds of publicity
a.) MEDIA
 Press release
 Conference
 Presentations
 articles

10. b) ORAL
It is the way of mouth publicity and it is very
effective message pass through
 Intimate family
 Personal friends
 Professional colleagues
 Retailers representatives
 Producers representatives

11. c) PUBLIC RELATIONS
public relations is the deliberate, planned and
sustained efforts to establish and maintain
mutually beneficial relationships between
organisation and public.
Tools
 journals?/ news letters
 Sponsored visits
 Sponsorship activities
 Special drivers
 Interst group meetings

12. 3.PERSONAL SELLING
Personal selling implies face to face
communication between a seller and a
buyer.
FEATURES
 Personal communication
 Oral messages
 Flexible
 Contact with limited number of people

13. PROCESS
 Find prospects
 Approach
 Presentation
 Close sale
 After sale service

14. QUALITIES OF A GOOD SALES MAN
 Physical qualities
 Social qualities
 Mental qualities
 Other qualities

15. 4. SALES PROMOTIONIt is the process of stimulate sales by offering
several incentives .it is mainly stimulate short term
sales.
SALES PROMOTION TECHNIQUES
 Point of purchase
 Trade shows
 Samples
 Premiums
 Coupons
 After sale services

16. Matching funds
Matching funds are the funds providing by
government tourism agency for tourist
promotion.

17. Government grants
These grants are mainly using for
 Tourist information centre
 Printed advertising
 Directional signs to tourist attract

18. Public promotion:
Promotion which is geographically broad
such as regional, state, or national
promotion can be effectively accomplished
by govt: tourism organistion.

19. Private promotion
 Private organisations such as public
carriers, hotels and tour companieshas
promoting tourism

20. Geographical promotion
According to segments
 Income and price class
 Cultural interest
 Age
 Service desired
 Length of stay

21. What is price?
Price is the amount that a person
have to spend for acquiring some
product or service.

22. Pricing acquires when the firm acquires a
new product, when it introduces its regular
product in to a new distribution channel or
geographical area or when it enters in a
new contract.

23. Factors have to be considered before
pricing
 Objectives of setting the price
 Demand for the product
 Total expense of the product
 Price of similar products
 Selecting a pricing method
 Selecting the final price

24. Selecting the price objective
 Survival
 Maximum current profit
 Maximum current revenue
 Maximum sales growth
 Maximum market skimming
 Product quality leadership
 Other pricing objectives

25. Determinants demand
 Current market demand
 Future demand
Demand varied according to:
 Nature of the product
 Price of the product
 Change in trends
 Season
 quality of the product
 Substitutes

26. Method of estimating demand
 Demand schedule
 Price elasticity of demand
= %change in quantity demanded
%change in price

27. Estimating costs
The company wants to charge a price that covers
cost of producing, distributing, selling the
product.
 Types of cosTs:
 Fixed cost
 Variable cost
 Total cost

28. Price of similar products
 Identify competitors
 Analyse competitors costs, prices, and
offers
 Compare costs

29. Selecting a pricing method
 Psychological pricing
 Geographical pricing
 Promotional pricing
 Discriminatory pricing
 Product mix pricing

30. Responding to price changes
 Customers reactions to price change
 Competitors reaction to price change

31. Reaction of firm
 Maintain price
 Raise perceived quality
 Reduce price
 Increase price and improve quality
 Launch low price fighter line