國(guó)際商務(wù)洽談口語(yǔ)教程Unit-2-Creating-effective-promotion-stratgies精課件

1、Unit 2 Creating effective promotion strategiesUnit 2 Creating effective prPromotion MixTo promote your products, a marketing specialist should specify how much attention to pay to each of the four subcategories(Advertising, Personal Selling, Sales Promotion and Public Relation)how much money to budg

2、et for each Major consideration: costs & effectivenessPromotion MixTo promote your Promotion MixA promotional plan can have different objectives:Sales increases special discounts for more salesNew product acceptance free samplesCreation of corporate image advertising brand onlyPositioning priced hig

3、her or lower than a competing product Promotion MixA promotional plaAdvertisingMore suitable for following circumstances:Consumer productsA large number of consumersLow value or low priceLow tech & low complexityExamples: food, cosmetics,clothing,home appliancesAdvertisingMore suitable for fAdvertis

4、ing BudgetBudgeting: Predict how much nomey you need for advertsing for next yearMake a reportHow much can your company allocate for the purposeWhat kinds of media do you choose TV, Newspaper, Sports events? etcAdvertising BudgetBudgeting: P國(guó)際商務(wù)洽談口語(yǔ)教程Unit-2-Creating-effective-promotion-stratgies精課件國(guó)

5、際商務(wù)洽談口語(yǔ)教程Unit-2-Creating-effective-promotion-stratgies精課件Sales PromotionSales promotion may include:Coupons ticket or document that can be exchanged for a financial discount or rebate when purchasing a product Free samplesBuy one-get-one free packageBonus points an extra amount of money designed to

6、encourage more spendingTrade shows or exhibitions maybe placed under another promotion sub-categorySales PromotionSales promotionPublic RelationPrimary role: a positive public image of the company A third party advertising more convincing than tradtional advertisingLower costsAnother role: crisis ha

7、ndling Samlu milk sandal(2008) Shuanghui Lean meat powder (2011)Public RelationPrimary role: aImportance of Different Promotion tools for consumer products One promotion tool may be more important than another: Advertising Sales Promotion Personal Selling Public Relation ImportanceImportance of Diff

8、erent PromotImportance of different promotion tools for Industrial products Personal Selling Sales Promotion Advertising Public Relation ImportanceImportance of different promotCase Study: Siemens Nixdorf China Banking Systems Promotion Budget for FY 2000 (in yuan)5M for Personal selling(salary, tra

9、vel expenses, entertainment, etc): 10 sales people, 4 marketing specialists3M yuan for trade show: a 100 square meter exhibition area for the three-day CIFTEE1M for Advertising at a few professional magazines or newspaper (Computer World, Financial Daily)0.5M for PR gifts, entertainments, etcCase St

10、udy: Siemens Nixdorf ChIdentify some promotion tooks used by following McDonalds couponsYonghui Supermarket bonus points to be exchanged for gifts special discountsWalmart Buy-one-get one free package daily discountsIdentify some promotion tooks Trade shows: CIFTTEE vs Canton Fair. Which is suitable for Kiosk