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 Promotion is one of the major elements of the marketing mix of the business. It ’ s a form of persuasive communication, informing, and influencing the consumer ’ s purchase decision.
 There are many different tools used by business to enhance the image of the product.
 Promotion is an important part of a business strategy in surviving today ’ s competitive marketplace.

 Provide information to consumers and others;
 Increase demand;
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Differentiate a product;
Accentuate a product
’ s value;
 Build up brand equity

 Paid, non-personal communication through various media by a business firm, not-for-profit organization, or individual identified in the message with the hope of informing or persuading members of a particular audience.

 Advertising is a mass-mediated communication.
 It can reach large numbers of consumers who are geographically dispersed.
 Products can be dramatized through the use of color, sound and visual. It is effective at building awareness and knowledge for the product.
 Effective, Economic, Efficiency

 According to the different objectives, an advertising program can be classified into three catalogs:
 Informative advertising
 Persuasive advertising
 Reminding advertising

 It ’ s used to inform consumers about a new product or feature and to build primary demand. It ’ s highly used in the pioneering period. It often explains how the product works, describes available services, reducing buyers ’ fears and building a company image.

 It’s used to build selective demand for a brand by persuading consumers that it offers the best quality for their money.
 It’s about building brand preference, encouraging switching to the brand.

 It’s for mature product. The object is to remind people about the brand.

商 务
通
1. It created a new market in one year.
2. Its brand position
3. Its advertising strategy
4. Problems

Keep- warm underwear
1 ． Ad 2 ． Stars effect 3.conception
科技概念 专家说法
融入南极1号天然微元生化
材料，能治多种疾病。
衣服不能治病，最多有辅
助作用。
远红外涂层改善微循环，有
利健康。
只要能保暧就能促进微循环。
内衣中融入了抗菌剂，能杀
11种病菌。
能和内衣融和不是抗菌剂。没
有融合，一洗就没了。
100%棉并具超弹性。 全棉和超弹性不可兼得。
“ 莱卡”弹性纤维 其实就是涤沦，到处都有。
超保暧、超保湿 无此方面的标准。

 Popular stars
 Authorities
 Emotion
 Internet
 Cell phone
 Buses

 Sales promotion is shot-term incentives to encourage the purchase or sale of a product.
 It can be classified into two catalogs:
 Trade promotion
 Consumer promotion

 Trade promotion activities are designed to encourage companies, sales forces or other members of distribution channels to sell products more aggressively.
 Trade allowance/Trade discount
 cooperative advertising payments

 Consumer promotions like coupons, free trials, displays, rebate, sweepstakes, offer an extra incentive to make immediate purchases.

 Sales promotions help boost short-term sales.
Consumers can be urged to make stronger and quicker response. They are effective at inducing trial.
 successful sales promotions must promote customer relationship building in the sense that they support the brand image of the product.

 Personal selling is the direct effort made by a salesperson to convince a customer to make a purchase.
 It is a personal (face-to-face, telephone, or internet chat) presentation for the purpose of making sales and building relationships.

 Personal selling is unique because it involves personal contact. It is the two-way marketing communications tool, and it is also the tool that most often brings the buying decision process to a satisfactory conclusion for both buyer and seller.
 It is flexible and provides immediate feedback.

 Personal selling is often used in situations where the target market is concentrated, where products are high in value or orders are large, when the product is technically complex, or when the differential advantage is difficult to explain.

 PR entail a variety of functions and activities that are directed at fostering harmonious interactions with an organization’s publics( customers, employees, stockholders, governments, and so forth). It is an efficient indirect promotional alternative. It improves companies’ prestige and image with the public.

 Firm ’ s communications and relationships with its various publics.
 Press conference, speech, seminar, annual report, charitable donation, community relation, company magazine, home page;

 Build media relations
 Create trust and harmony
 Articulate and influence public opinion
 Anticipate conflicts and resolve disputes

Nature of Each Promotion Tool
Advertising
Reaches Many Buyers, Expressive
Impersonal
Personal Selling
Personal Interaction, Builds Relationships
Costly
Sales Promotion
Provides Strong Incentives to Buy
Short-Lived
Public Relations
Believable, Effective, Economical used by Many Companies

•
Push Strategy “Pushing” the
Product Through Distribution
Channels to Final Consumers.
• Pull Strategy Producer Directs It’s
Marketing Activities Toward Final
Consumers to Induce Them to Buy the Product.

 In 1884, William Hesketh Lever, founder of Lever Bros, wrote down his ideas for Sunlight Soap – his revolutionary new product that helped popularise cleanliness and hygiene in Victorian England.
 It was 'to make cleanliness commonplace; to lessen work for women; to foster health and contribute to personal attractiveness, that life may be more enjoyable and rewarding for the people who use our products'.

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1963
Cornetto, the first packaged and branded ice cream cone, begins its launch in
Europe .

 Unilever's history in China can be traced back to 80 years ago, when Lever Brother established its first operation in Shanghai in
1923 and became the largest soap maker in the Far East.
 In 1986, Unilever re-established itself in
Shanghai, committed to building and maintaining a successful business in China.

 Unilever has introduced over 20 brands to
Chinese consumers, covering home and personal care, food and beverages and ice cream.
 From 1986 to 2001, the breadth of the involvement in China adds up to about
US$1 billion in investment, the introduction of more than 100 types of advanced technologies, creation of 14,000 job opportunities and more than 4000 local employees.

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Home and personal care-Unilever Co. Ltd. Brands include: Zhonghua, Hazeline, Lux, Pond’s, Dove,
Vaseline, Omo etc;
Foods-Unilever Foods China. A wholly owned company by Unilever, producing soups, sauces, dressing and peanut butter, Lipton black tea, green tea, jasmine tea, and ready-to-drink tea beverages.
Ice cream-Wall's China. A wholly owned company by Unilever, producing Cornetto and other ice cream.

 In 2004, Unilever made the decision to build its own office building in Shanghai as regional headquarter.
 Unilever believes that successful localization starts with the localization of employees. An outstanding local team can better understand and meet the needs of Chinese consumers. In Unilever, 90% managers are recruited and trained locally.

 1879
James Norris Gamble, son of the founder and a trained chemist, developed an inexpensive white soap equal to high-quality, imported castiles.
Inspiration for the soap's name — Ivory —came to
Harley Procter, the founder's son, as he read the words "out of ivory palaces" in the Bible one
Sunday in church. The name seemed a perfect match for the white soap's purity, mildness, and longlasting qualities.

 1896
P&G's first color print advertisement —an ad for Ivory —appeared in
Cosmopolitan magazine picturing this "Ivory Lady."
 Just five months after the introduction of television in the U.S.,
P&G aired its first TV commercial (for Ivory soap) during the first televised Major
League baseball game.

 1955
CREST the first toothpaste with fluoride clinically proven to fight cavities, was introduced.

 1961
Pampers entered a test market in Illinois.
Though the first test was unsuccessful, it led to an improved
Pampers product at a lower cost that eventually replaced cloth diapers as the preferred way to diaper babies.

 1984
Liquid Tide introduced.
This represented the results of global development with surfactants developed in
Japan, fragrance in
Europe, and packaging from the United States.

 1986
The Company developed a new technology that enabled consumers to wash and condition their hair using only one product. Pert
Plus/Rejoice shampoo quickly became one of the leading worldwide shampoo brands.

 1988
 The Company announced a joint venture to manufacture products in
China. This was the Company's first operation in the largest consumer market in the world.

 1992
PANTENE was introduced, and it became the fastest growing shampoo in the world.