Description
This Presentation explaining on promotions and packaging.
Group No. 4 Promotion Tools and Importance of Packaging
Promotion ka Safar
? ? ? ?
Need and Importance of Promotion Promotion Budget. Tools used in Industrial Promotion. Tools in Details
?
?
Effectiveness Matrix
Importance of Packaging
Need of Industrial Products Promotion
General Needs
?
? ?
To create awareness To generate leads… To support on field sales team
Specific Needs
?
?
?
Highly Technical Nature of Product Less number of Industrial Buyer Complex Organizational Buying Process
Deciding Promotion Budget
?
Affordable Method Percentage of Sales Method Competitive-Parity Method Objective and Task Method
?
?
?
Tools used in Promotion
? ?
Media Directories
?
Samples Promotional Novelties Sponsorship Entertainment
?
?
?
Mailers
Trade shows & Exhibition Catalogues
? ?
?
Public Relation
Internet
?
?
Media Advertising
Print Media:
?
?
Newspaper – Economic Times. Journals / Magazines – E.g.: Sanghi Organization
Audio / Visual Media:
?
?
TV Commercial – E.g. Ad on CNBC of ABG Commercial During the related events - During Trade Shows and Exhibitions
Directories
?
Related Industrial Directory. E.g.: 1) Directory of Industrial Gas Manufacturer. 2) Directory of Indian Aluminum Manufacturer.
?
Region or Country wise Directory. E.g.:
1) Trade India 2) Exim India 3) Indian exporters Directory 4) Kompass Directory.
Mailers
It is the combination of following:
1.
Promotional Letters
2.
Product Leaflets
Catalogues CD’s / DVD
3.
4.
Trade Shows & Exhibitions
Trade Shows & Exhibitions
Trade shows and Exhibition
Benefits:
1.
2. 3.
To Introduce products
To Reach large Target Audience in a short duration Establish Personal contacts with customers
4.
5.
Can meet directly with Decision Makers
Spot Orders
Trade shows and Exhibition
Benefits . . .Contd..
6. Display / Demo
7.
8. 9.
Evaluation of Competition
Discovering new suppliers/agents New Product ideas / Modification in your product
Trade shows and Exhibition
Benefits. . .Contd..
10. To Build Second Sales Line
? ?
Most favourable mode for Industrial Product. Gives the live experience.
Catalogues
Exhibit (Miniature Model)
One to One Discussion
Introduce New Product
Trade shows and Exhibition
Short Comings:
?
High costs of setups and exhibits Personal Travel/Lodging and boarding Pre-trade show promotion cost
?
?
Catalogues
Types of Catalogues:
1) General Catalogues : Extensive product E.g. NRB Bearings (complete product range) 2) Specific Catalogues : Specific product, specific category of customers E.g. Two Wheeler, Three Wheeler etc.
Samples
Use of Samples for promotion and evaluation of alternates :
?
Trial Runs Lab Testing
?
?
To have a feel of Product
Promotional Novelties
‘Out of sight is Out of Mind’
1) Key Chains 2) Wallets 3) Calendars 4) Pen Sets 5) Diaries / Planners.
An effective promotional novelty should be
1) 2) 3) 4)
Inexpensive, Unusual, Eye-catching Useful.
Sponsorship
Very effective mode of Promotion in key location area. 1) Industrial Map 2) Social Events 3) Cultural Events 4) City Center Gardens
Entertainment
To entertain customers during :
? ? ?
Trade meet Annual Sales conference Buyer – Seller meet
Entertaining industrial customers can have positive or negative effects
Public Relation
To maintain good relations and to create image of the organization with stakeholders 1. 2. 3. 4. 5. 6. 7. 8. Customers Suppliers Shareholders Employees Press Legislators Government Officials Public Interested Groups
Internet
1. Own Web Site.
(http://www.hindalco.com/products/foil_packaging.htm)
2. Ad in other search engines – E.g. Google 3. Ad in Web directories – E.g. Trade India (http://www.tradeindia.com)
Internet
Advantages
1. 2. 3. 4.
5. 6.
Low Cost Instant Communication Market Penetration Traditional Print media is one time promotion, whereas in case of Internet there is no additional charges for repeat / new product promotion. Just you need to update your web-page. Internet gives 24x7x365 availability. You can reach infinite numbers of potential customers.
Tools Vs. Objective
Tools Personal Selling Objectives NOT PROMOTIONAL TOOL
?Image
Effectiveness 100
Media
Directories / mailers
Building ?Mass and Class Reach
?Educating
38
39
and awareness ?Conversion of Leads ?Reminders (Repeat orders)
?Educating
Trade shows and Exhibition Catalogues Samples
and converting customers within specific Industries ?Relationship building
?Educating
35
and conversion ?Introduction of company
?Conversion
46 34
of potential customers
Tools Vs. Objective
Tools Promotional Novelties
?Constant
Objectives awareness of supplier’s
Effectiveness 24
identity ?For Cementing Long-Term relationship Sponsorship
?Awareness
?Image
Not Known
building ?Long-term effect
Entertainment
Public Relation Internet
?Knowing
each other and relationship building
?Image ?Direct
26
31 Not known
building
Contact ?Mass Reach ?No Intermediary
Importance of Packaging
Importance of Packaging
STANDARD NUMBER
BAR CODED LABEL
LABEL001
HINDALCO INDUSTRIES LIMITED, XXX Customer name Destination PO Number Date of Packing Product name
: : : : Operator number :
:
100 mm
Net weight : (Kg) Gross weight (Kg) : Foil gauge (mm) Number of reels CARTON/BOX
: :
Reel width (mm):
Bar Coding (EAN)
IDENTIFICATION NUMBER
100 mm
Importance of Packaging
? ? ? ? ? ? ?
Objective : Protecting goods and delivering it in the same condition as it was produced. 1. Containment of product 2. Protection of Product Buying decision does not depend on packaging Package is assessed as satisfactory Package should offer economy of handling storage and transportation. Pallettisation / Containerization is more important than graphic design and sales appeal.
Importance of Packaging
?
?
? ? ?
? ? ? ?
Packaging depends on following factors Kind of product Handling methods Mode of transport Climatic condition of place of manufacturing and place of destination Physical Hazards that are likely to occur during transit Selection of packaging material Package Design Product Identification
THANK YOU
doc_761327282.ppt
This Presentation explaining on promotions and packaging.
Group No. 4 Promotion Tools and Importance of Packaging
Promotion ka Safar
? ? ? ?
Need and Importance of Promotion Promotion Budget. Tools used in Industrial Promotion. Tools in Details
?
?
Effectiveness Matrix
Importance of Packaging
Need of Industrial Products Promotion
General Needs
?
? ?
To create awareness To generate leads… To support on field sales team
Specific Needs
?
?
?
Highly Technical Nature of Product Less number of Industrial Buyer Complex Organizational Buying Process
Deciding Promotion Budget
?
Affordable Method Percentage of Sales Method Competitive-Parity Method Objective and Task Method
?
?
?
Tools used in Promotion
? ?
Media Directories
?
Samples Promotional Novelties Sponsorship Entertainment
?
?
?
Mailers
Trade shows & Exhibition Catalogues
? ?
?
Public Relation
Internet
?
?
Media Advertising
Print Media:
?
?
Newspaper – Economic Times. Journals / Magazines – E.g.: Sanghi Organization
Audio / Visual Media:
?
?
TV Commercial – E.g. Ad on CNBC of ABG Commercial During the related events - During Trade Shows and Exhibitions
Directories
?
Related Industrial Directory. E.g.: 1) Directory of Industrial Gas Manufacturer. 2) Directory of Indian Aluminum Manufacturer.
?
Region or Country wise Directory. E.g.:
1) Trade India 2) Exim India 3) Indian exporters Directory 4) Kompass Directory.
Mailers
It is the combination of following:
1.
Promotional Letters
2.
Product Leaflets
Catalogues CD’s / DVD
3.
4.
Trade Shows & Exhibitions
Trade Shows & Exhibitions
Trade shows and Exhibition
Benefits:
1.
2. 3.
To Introduce products
To Reach large Target Audience in a short duration Establish Personal contacts with customers
4.
5.
Can meet directly with Decision Makers
Spot Orders
Trade shows and Exhibition
Benefits . . .Contd..
6. Display / Demo
7.
8. 9.
Evaluation of Competition
Discovering new suppliers/agents New Product ideas / Modification in your product
Trade shows and Exhibition
Benefits. . .Contd..
10. To Build Second Sales Line
? ?
Most favourable mode for Industrial Product. Gives the live experience.
Catalogues
Exhibit (Miniature Model)
One to One Discussion
Introduce New Product
Trade shows and Exhibition
Short Comings:
?
High costs of setups and exhibits Personal Travel/Lodging and boarding Pre-trade show promotion cost
?
?
Catalogues
Types of Catalogues:
1) General Catalogues : Extensive product E.g. NRB Bearings (complete product range) 2) Specific Catalogues : Specific product, specific category of customers E.g. Two Wheeler, Three Wheeler etc.
Samples
Use of Samples for promotion and evaluation of alternates :
?
Trial Runs Lab Testing
?
?
To have a feel of Product
Promotional Novelties
‘Out of sight is Out of Mind’
1) Key Chains 2) Wallets 3) Calendars 4) Pen Sets 5) Diaries / Planners.
An effective promotional novelty should be
1) 2) 3) 4)
Inexpensive, Unusual, Eye-catching Useful.
Sponsorship
Very effective mode of Promotion in key location area. 1) Industrial Map 2) Social Events 3) Cultural Events 4) City Center Gardens
Entertainment
To entertain customers during :
? ? ?
Trade meet Annual Sales conference Buyer – Seller meet
Entertaining industrial customers can have positive or negative effects
Public Relation
To maintain good relations and to create image of the organization with stakeholders 1. 2. 3. 4. 5. 6. 7. 8. Customers Suppliers Shareholders Employees Press Legislators Government Officials Public Interested Groups
Internet
1. Own Web Site.
(http://www.hindalco.com/products/foil_packaging.htm)
2. Ad in other search engines – E.g. Google 3. Ad in Web directories – E.g. Trade India (http://www.tradeindia.com)
Internet
Advantages
1. 2. 3. 4.
5. 6.
Low Cost Instant Communication Market Penetration Traditional Print media is one time promotion, whereas in case of Internet there is no additional charges for repeat / new product promotion. Just you need to update your web-page. Internet gives 24x7x365 availability. You can reach infinite numbers of potential customers.
Tools Vs. Objective
Tools Personal Selling Objectives NOT PROMOTIONAL TOOL
?Image
Effectiveness 100
Media
Directories / mailers
Building ?Mass and Class Reach
?Educating
38
39
and awareness ?Conversion of Leads ?Reminders (Repeat orders)
?Educating
Trade shows and Exhibition Catalogues Samples
and converting customers within specific Industries ?Relationship building
?Educating
35
and conversion ?Introduction of company
?Conversion
46 34
of potential customers
Tools Vs. Objective
Tools Promotional Novelties
?Constant
Objectives awareness of supplier’s
Effectiveness 24
identity ?For Cementing Long-Term relationship Sponsorship
?Awareness
?Image
Not Known
building ?Long-term effect
Entertainment
Public Relation Internet
?Knowing
each other and relationship building
?Image ?Direct
26
31 Not known
building
Contact ?Mass Reach ?No Intermediary
Importance of Packaging
Importance of Packaging
STANDARD NUMBER
BAR CODED LABEL
LABEL001
HINDALCO INDUSTRIES LIMITED, XXX Customer name Destination PO Number Date of Packing Product name
: : : : Operator number :
:
100 mm
Net weight : (Kg) Gross weight (Kg) : Foil gauge (mm) Number of reels CARTON/BOX
: :
Reel width (mm):
Bar Coding (EAN)
IDENTIFICATION NUMBER
100 mm
Importance of Packaging
? ? ? ? ? ? ?
Objective : Protecting goods and delivering it in the same condition as it was produced. 1. Containment of product 2. Protection of Product Buying decision does not depend on packaging Package is assessed as satisfactory Package should offer economy of handling storage and transportation. Pallettisation / Containerization is more important than graphic design and sales appeal.
Importance of Packaging
?
?
? ? ?
? ? ? ?
Packaging depends on following factors Kind of product Handling methods Mode of transport Climatic condition of place of manufacturing and place of destination Physical Hazards that are likely to occur during transit Selection of packaging material Package Design Product Identification
THANK YOU
doc_761327282.ppt