projects4mp
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In today's scenario of cutthroat competition, managing Integrated Marketing Communications (IMC) optimally is highly imperative. IMC is a way of looking at the whole gamut of the Marketing process from the viewpoint of the receiver, says Philip Kotler.
Companies must allocate the promotion budget over the 5 promotional tools – Advertising, Sales promotion, PR, Publicity, Sales Force and Direct Marketing. Within the same industry, companies can differ considerably in their allocations. Avon concentrates on Personal selling while Revlon spends heavily on Advertising. To each one his own success formula.
The basic fundamentals of The Promotional concoction of that magical Marketing potion have been dealt with at length. This theoretical knowledge has been supplemented with a live Sales promotion activity description conducted for Nestle India Limited.
Beyond the obvious benefits that Promotion and particularly Sales promotions render towards meeting marketing goals, I have endeavoured to ponder over certain pertinent questions arising on the flipside too.
Do frequent sales promotions hurt the brand equity or do they enhance the value delivered to the customers?
How can marketers plan their sales promotions so that they can increase and bolster the brand equity at the same time?
This project delves into these and other issues and endeavours to provide befitting answers.
Companies must allocate the promotion budget over the 5 promotional tools – Advertising, Sales promotion, PR, Publicity, Sales Force and Direct Marketing. Within the same industry, companies can differ considerably in their allocations. Avon concentrates on Personal selling while Revlon spends heavily on Advertising. To each one his own success formula.
The basic fundamentals of The Promotional concoction of that magical Marketing potion have been dealt with at length. This theoretical knowledge has been supplemented with a live Sales promotion activity description conducted for Nestle India Limited.
Beyond the obvious benefits that Promotion and particularly Sales promotions render towards meeting marketing goals, I have endeavoured to ponder over certain pertinent questions arising on the flipside too.
Do frequent sales promotions hurt the brand equity or do they enhance the value delivered to the customers?
How can marketers plan their sales promotions so that they can increase and bolster the brand equity at the same time?
This project delves into these and other issues and endeavours to provide befitting answers.
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