推销产品与服务英文课件UndertakingMarketingActivities.ppt

Promote Products and ServicesBSBCMN409A The aim of promotional activities are to: Increase sales Increase knowledge of the organisation, product, service Create an image Change consumer attitudes to a product, service or brand Improve or maintain market share Provide a reason by buy a product or service Research is needed to ascertain the following: Who is your customer? Influences way you promote, package, price g services What is the customer demographic? What does the customer want? Eg size, colour, cost, quality, ease of use etc Cost effectiveness of strategies Optimum timing Market trends and developments New and emerging markets Competitor’s performance Preparing a marketing plan Promotional activities include: Advertising Focus on how the product will benefit the customer Why do they need it Needs to create desire to buy grab their attention Sales Promotion Eg special offers, discounts, trade fairs, functions, presentations, seminars, free samples, competitions Direct Marketing Eg telemarketing, catalogues, brochures, pamphlets Internet Available 24/7, can offer much information about the products, specials, current developments Promotions must be in line with organisational policies and procedures Look at previous promotional campaigns Check procedures for branding material eg co colours, logo, what must be included Consider OH S requirements, copyright infringements, privacy confidentiality Be familiar with current prices and policy on discounting Marketing plan should contain a budget eg producing brochure Action Plan: drawn up once promotional activities finalised * * Survey customers sales figs High cost/high profile promotion 75% ? in 3 months ? Brand awareness Analyse sales figures Target them with specials, Personal letter 25% repeat within 6 months ? Return custom Analysis of sales figures Mix of emailout /mailout Specials 20% ? in 12 months ? sales Measure-ment Activity Objective Need $102.56 Postage 20 pcs*$0.50 Printing 20 pcs