RECAP

Dear participants,

Here is the RECAP of the last marketing management-2 class held on 26-11-11 …..

1^st of all we’ve discussed about PROMOTION MIX, it consists of 3 parts:

1.       Advertisement

2.       Sales Promotion (It’s a booster of sales)

3.       PR (it’s the most important part of Promotion Mix)

Now these all are part of IMC. (Integrated Marketing Communication)

The major learning of last class: 

1.       Differentiation & Integration.

2.       Integration: It integrated all the communication channels & uses it in a very efficient ad objective manner so as to market a product.

3.       We’ve also covered how promotion & TRP are related

4.       We’ve also discussed few challenges of PR

5.       Integrated communication is is like a funnel, which integrated all information & delivers that information.

6.       Sales promotion can go single handedly

LOYALITY CARDS:

The main objects of a loyalty card are:

1.       Prioritization

2.       Customer retention

3.       CRM

4.       Repetitive benefits

5.       Depository

6.       Profiling

Main Challenges of LOYALTY CARDS:

1.       Customers don’t fill the form correctly

2.       Ignorance of the organization

3.       Inadequate follow up by the organization

We’ve also covered customerization & customization:

Customerization : It’s for individual customer

Customization: it’s for the clustered customers

Lastly we’ve discussed the major components of an AD & the challenges of the same.

Components:

1.       Message

2.       Theme

3.       Logo

4.       Jingle

5.       Catch line

6.       Product description

7.       Communication

8.       Celebrity

9.       Offerings

10.   Concept

Challenges of an AD:

The main challenges which an AD has to face are:

1.       OTS (Opportunity To See):  Inadequate opportunity of visibility to the customers

2.       ZIPPING: To skip the AD Customers frequently change the channel when there is an AD going on. (Its applicable, when a customer is watching a  live show or unrecorded show )

3.       ZAPPING:  To skip the AD Customers fast forward their recorder show, its known as ZAPPING.

(It’s applicable when a customer is watching a recorded show)

ALL THE BEST FOR EXAM

-Participant,

ANIK KAR

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