• A business with the best products/services will fail if customers are not
informed and persuaded
• The task of informing the customers that such products and services are
available and persuade them to buy is called PROMOTION
• An entrepreneur should know what promotion is and how it can help him
increase his sales and get the profit that he aims
• There are some reasons why customers buy the products/services
- They like the product itself
- The place of the business can easily be reached (convenient location)
- The appearance of the business in any promotional activities (like
advertisement)
WORD OF
MOUTH
ADVERTISING
SALES
PROMOTION
PERSONAL
SELLING
PUBLICITY
• A large portion of the most valuable potential customers are spending
much time and attention on Facebook
• Not only are the young people fully engaged in Facebook, but adults, and
professionals from around the world constitute a substantial Facebook
userbase
• Notes and Photos are two Facebook applications that allow you to share
product information and product photos with your friends.
FACEBOOK NOTES
• As for notes, provide some useful
information related to your product
• This kind of instructions is more
attractive and popular with Facebook
friends
• In this way, you will get lots of loyal
fans, and then you can recommend
your product accordingly
• So for you guys, your groups could
probably make these facebook’s
notes, and from there, you can tag
your friends (inviting them to come to
your businesses)
FACEBOOK PAGES
• Facebook pages provide an easy
way for businesses to establish a
presence on Facebook
• You can customize pages by
adding Flash and other
Facebook applications
accordingly
• Facebook page is the platform for
your loyal clients, where they can
leave a message and get involved
with your business totally
• So for your class, each business
group can probably create your own
facebook page
FACEBOOK GROUPS
• Facebook Group is a community for
customers, partners, and friends to
participate in conversations about your
products. Therefore, this is closed to
public
• You can easily send news and
updates to your group members easily
– messages will arrive in their Facebook
inbox
• The best part about group message is
that you can send as often as you like
for free.
• Facebook Group is a viral marketing way for your products. Once
member joined in your group, they can easily invite their friends to join in
group. If the members are satisfied with your group, it can grow rapidly.
FACEBOOK EVENTS
• Facebook Events are free
application to promote products’
events, new product launch, and
other marketing events
• It is very easy to create a new
event, which includes a wall,
discussion, photos, and links
• This type is suitable if you are
organizing an event that happens on
a specific time
• You can easily invite all of your Facebook friends, and the friends
going to the event can also invite their friends to join in.
• Facebook Events enables you to ‘INVITE’ your friends and they can
decide whether to click ‘I’M ATTENDING’, ‘MAYBE’ or ‘NO’
TWITTER
1.Create a twitter account with url related to your business. Make sure that your
business or website name included in it.
For example http://www.twitter.com/webapprater
2.Upload image for your twitter profile and optimize the image using free twitter
tools.
3.Add your corporate business website’s address in profile, so that visitors come
to know your website presence
4.Promote your twitter presence by adding twitter link on websites, email
signatures, customers newsletter and so on
5.Do not forget to include your brand name as the title of your profile.
TWITTER
6.Use Free Google keyword tool to select keywords related to your
business and add it with your tweets using the “#” symbol before it.
7.Use your keyword in first 30 characters of your tweet which will be
easily track by google real time search engine.
8.Select some important keywords of your business and include in your
“bio” section.
9. Post tweets about useful links, resources, images, info graphs related
to your business
10. Send direct message to the people about your product or service
11.Increase sales using twitter by giving special offers and coupons to
your followers
EXAMPLES OF BRANDS USING TWITTER AS THEIR
MARKETING TACTIC
McDonalds
Coca Cola
Burberry
BLOGS
Answer Community Questions or Comments – No doubt, your business
constantly receives questions and comments from your community.
Instead of passing these questions off to a file you leave at work go
ahead and write about them on the blog.
Talk about a new Product Release – If there is a new product or service
being release at your business than create a blog post. Although not
everyone will find direct value in the post if they aren’t your customers
you can still excite others that have been waiting for a new feature,
product or service from your business!
Share Exclusive Discounts and Promos – Hold a contest, exclusive
event or a gift back to your community while pushing out a new blog
post. Customers love when there are ways to interact with your
business such as participating in a poll in exchange for a prize. You
could also use your blog to push out new coupon codes to ignite sales
in new and old products.
BLOGS
Highlight a Great Customer – Have a customer that’s been with you for
years? Highlight them by sharing a small story about them on your blog.
Show your customers that you care about them.
Share Reviews and Feedback – If a customer leaves a great testimonial
than share it with the rest of the community! Reviews can be a great
way to share what others have to say about your business and it
doesn’t come across as forceful marketing
Connect with other Bloggers – Connecting with other bloggers to extend
your network can help promote your product when there is an equal
exchange of value between two parties. If another blogger thoroughly
enjoys your products, they’re likely to write about your business on their
own blog.
LEAFLET
• Leaflets & flyers are one of the most popular
ways of promoting a business
• Leaflets are not expensive and can be an
extremely good way of targeting your target
market through placing information about your
company directly into their hands
LEAFLET
HOW TO DO IT?
• Create a catchy heading
• Be precise with the rest of the content, include a couple of interesting
photos or graphics, and finally ask for action
• Tell the recipient what you want them to do or they simply won’t do it.
There are a number of different distribution options available to
you:
• Through letterboxes
• Placed in magazines
• Included in mail shots
• Placed on car windscreens
• Handed out to passers-by
• Left in public places for people to pick up
LEAFLET
HOW TO DO IT?
• Create a catchy heading
• Be precise with the rest of the content, include a couple of interesting
photos or graphics, and finally ask for action
• Tell the recipient what you want them to do or they simply won’t do it.
There are a number of different distribution options available to
you:
• Through letterboxes
• Placed in magazines
• Included in mail shots
• Placed on car windscreens
• Handed out to passers-by
• Left in public places for people to pick up
UNIQLO (Clothing)
-Through newspaper
-Targeting customers who are; multi-national
(Asian, African, Caucasian, Latinos, etc), likes
clothing that are simple and colourful, prefer
colourful hoodie
Pedigree (Pet food)
-Through billboard
-Targeting customers who are;
pet owners, animal lovers
John Lewis (UK’s dept. store)
-Through television
-Targeting customers who are;
people who celebrate Christmas,
age group is quite wide as this
celebration-themed advert will
appeal to people who have
Christmas spirit
Coca Cola
-Through public transportation
(bus)
-Targeting customers who are;
people who enjoy drinking Coke,
bus riders and pedestrians
Various ads in Yellow Pages
-Through Yellow Pages
(telephone directory book)
-Targeting customers who are;
Yellow Page’s users, people who
are looking for services like
cleaning services, insurance,
plumbing, etc
Hotel
-Through catalogues/leaflets
-Targeting customers who are;
wants to go for a holiday, wants
to stay in an affordable yet nice
hotel, probably youngsters with
limited budget
Dior Addict lipstick
-Through Vogue Magazine
-Targeting customers who are;
Dior cosmetic’s users, Kate Moss’
fans, young adults (female) who
are quite well-off (due to high
price range of these lipsticks)
Nando Restaurant
-Through leaflet
-Targeting customers who are;
looking for gourmet fast-food
(high quality and quite
expensive), family with kids, periperi lovers
PERSONAL SELLING
(Retail Selling)
Make up counters and clothes shop
PERSONAL SELLING
(Field selling)
Door-to-door selling and road shows
PERSONAL SELLING
(Telemarketing selling)
Buying goods from TV and then, order by telephone
SALES PROMOTION (Premium)
Example
Buy colgate toothpaste, get one free
toothbrush
SALES PROMOTION (Trading stamps)
Example
Usually in dept store
Collect 10 stamps- 5% discount
20 stamps- 10% discount
30 stamps- 15% discount
SALES PROMOTION (Sampling)
Example
Sample sized
beauty products in
magazines
SALES PROMOTION (Buyer Contests)
Example
MATTA Fair’s visitors (and buyers) can get a
chance to win various prizes
WORD OF MOUTH
-A method of promotion that encourages people to tell other people
products/services they have enjoyed
-When people have nice experiences about a product/service, they have a
tendency to tell this to their friends
-It is believed that word-of-mouth is the most powerful information for
buyers/customers because it involves friends viewed as trustworthy
-Positive word-of –mouth is the result of the following:
1) Competent employees
2) Proper treatment of people
3) Not overcharging
4) Not using false claims in advertising
5) Having good products/services
6) Keeping customers happy
SELECTING A DISTRIBUTION OUTLET
-DISTRIBUTION OUTLET- shops responsible for the physical transfer of goods
from producers/manufacturers to customers/buyers
-A business should properly plan to ensure that their products are available
in the proper quantities at the right time and at the right place
-Three types of distribution outlets:
1) Direct marketing (business communicates directly with the customers to
sell their products/services)
2) Wholesalers/retailers (Manufacturers sell to wholesalers, then, wholesalers
to retailers. Then, retailers to customers)
3) Agents (Agents are the ones who are in contact with the wholesaling
companies and are paid commission on their sales
PRODUCER
CONSUMER
PRODUCER
PRODUCER
PRODUCER
RETAILER
WHOLESALER
AGENT
WHOLESALER
CONSUMER
RETAILER
RETAILER
CONSUMER
CONSUMER
STAGES IN CONSUMER DECISION MAKING
PROCESS
-An individual who purchases products/services from the market for his/her
own personal consumption is called as consumer
FOR EXAMPLE; Tim went to a nearby retail store to buy a laptop for himself.
The store manager showed him all the latest models and after few rounds of
negotiations, Tim immediately selected one for himself
STAGES IN CONSUMER DECISION MAKING PROCESS
Tim= CONSUMER
Laptop=PRODUCT
WHY DOES HE WANTS TO BUY A NEW LAPTOP?
1) His old laptop was giving him problems
2) He wanted a new laptop to check his personal mails at home
3) He wanted to give laptop to his wife as a gift
4) He needed a new laptop to start his own business
COULD BE ONE OF THESE REASONS
The store manager showed Tim all the
samples available with him and explained
him the features and specifications of each
model (INFORMATION)
Tim before buying the laptop checked few
options as well (newspaper, websites,
magazines, advertisements, billboards, etc)
Need is the most important factor which
leads to buying of products/services
An individual who buys cold drinks or a bottle of mineral water identifies
his/her need as thirst
However in such cases steps such as information search and evaluation of
alternatives are generally missing
Information search might be done if products involve are high-priced
products like cars, laptops, mobile phones, etc
When an individual recognizes his need for
a particular product/service he tries to
gather as much information as he can
An individual can acquire information through any of the following sources:
 Personal Sources- Discussion of his need with friends, family, co workers, etc
 Commercial Sources- Advertisements by shops that might tempted him
 Experiential Sources- Individual’s own experience, prior handling of a
particular product
Evaluate the various alternatives available in the market
After going through all the above stages, customer finally purchases the product
The purchase of the product is followed by post purchase evaluation
SIGNIFICANCE OF VALUE
In management, business value is an informal term that includes all forms
of value that determine the health and well-being of the firm in the long
run
Business value expands concept of value of the firm beyond economic
value (also known as economic profit, economic value added
and shareholder value) to include other forms of value such as employee
value, customer value, supplier value, channel partner value, alliance
partner value, managerial value, and societal value
Many of these forms of value are not directly measured in monetary
terms
SIGNIFICANCE OF QUALITY
Aristotle once said, “Quality is not an act, it is a habit.”
In almost every part of business, from the products and processes to the
human resources and the whole management team, quality is always a
big issue. And why not? Quality affects your success (or failure) in business.
When your quality is so-so, you expect a so-so business. But when you
have the best quality there is, you will have the best and profitable
business
SIGNIFICANCE OF QUALITY
-A client who is satisfied and happy with the first buying experience
needs and wants to be equally happy on each further occasion
-The only time when inconsistency is welcome is when quality improves
-Going below the standards is unacceptable and may take your
business to ruins
-Most clients who really care about quality are willing to pay a bit more
to obtain it and see ‘the extras’ as worth the additional expense
SIGNIFICANCE OF QUALITY
- In large companies, quality is so important that many they have a
separate quality assurance department. This is to make sure that the
company’s products and services meet the required quality standards
- These large companies give a lot of attention to quality because they
know that the quality of the product or service that they provide
ultimately impacts their brand
- Providing quality products and services can set your business apart in
the market teeming with low-class products
SIGNIFICANCE OF QUALITY
Here are some tips to bring some quality to your business:
STUDY TRENDS
Do what works best for your client and what you know will last longer. It pays to acquire the
skill of foresight
WORK SMART
Working smart is a good idea. This means that you are taking full advantage of the tools
and resources that you have to do the most efficient job possible
SET PROPER RATES
If you price your products and services too cheaply you may be tempted not to apply the
quality processes needed to produce the kind of quality that stands out.
SIGNIFICANCE OF CUSTOMER SATISFACTION
Why is customer satisfaction so important today?
Quite often the difference between those that simply survive in
business and those that thrive is keeping abreast of, and adjusting
to, the ever changing attitudes and expectations of the market
place
One such change has been the significant change in attitudes of
customers over the last 10 years
There was a time when customers were less critical and vocal if
not totally satisfied when dealing with a business. This is not the
case today
SIGNIFICANCE OF CUSTOMER SATISFACTION
Today, customers are becoming increasingly more demanding, less
tolerant and very critical when not having their expectations met
There was a time when the choices available on where and who
to deal with was limited. The power belonged to the business
owner, customers had nowhere else to go and therefore customer
satisfaction was not so important
Today, customers have lots of choice on where and who to deal
with. As a result the power has now shifted to the customer. If they
feel you can not satisfy their expectations they will simply vote with
their feet and deal with someone who will.