nullPromote Products and Services
BSBCMN409APromote Products and Services
BSBCMN409AThe aim of promotional activities are to: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: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 planPreparing a marketing planPromotional activities include: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
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 discountingMarketing plan should contain a budget eg producing brochureMarketing plan should contain a budget eg producing brochureAction Plan: drawn up once promotional activities finalisedAction Plan: drawn up once promotional activities finalised