PROMOTION MIX ,
INTERNAL AND EXTERNAL
COMMUNICATION
Group 12:-
Venkata Suuresh -40
Nandita Sadani - 48
Dinesh R -
Mithun Kumar Patnaik -
INTEGRATED SERVICES MARKETING
COMMUNICATION
When using multiple channels , message needs to unified
Customer of service is target of two types of
communication : External Communication , Interactive
Marketing communication ( Employee gives to customer )
Challenge :-
1. Inadequate Management of services promises
2. Inadequate management of customer expectation. Eg :
Mcdonalds Smiling ad
3. Inadequate customer education
4. Inadequate internal Marketing Communication
Service Marketing Triangle
Approaches for Integrating Services
Marketing Communication
Internal Communication
A comapnies internal customers includes its
front line personnel’s , its employees, different
functional departments and management.
Internal communication is the function
responsible for effective communication
among participants within an organization.
Internal communication enhance
understanding and cooperation among the
employees of same departments and between
the employees of different departments.
Types of Internal Communications
Emails
Newsletters
Internal storyboards
Memos
Colorful letters created by digital printing
The modes of IC practice, arranged along a
spectrum from the tactical to the strategic
Benefits of effective internal communication
Employee can make more decisions
Staff can identify better with the goals, mission
and procedures of the organisation
Programmes and departments share more
resources and information
Day-to-day conflict can be reduced
Main principles of effective internal
communication
Develop a long-term focus
Identify clear values for your organisation
Define the specific goals for your internal
communication strategy
Use comprehensive, pervasive methods
Be consistent in your messages
• Maintain a customer focus throughout all functions 7.
• Create cross-functional teams of sales, service, and operations people when developing new 6.
services or engaging in service improvements
• Align back-office and support personnel with external customers through interaction or 5.
measurement
• Create effective horizontal communications 4.
• Create effective upward communication 3.
• Sell the brand inside the company 2.
• Create effective vertical communications 1.
communication
Approaches to manage internal
External Communication
The exchange of information and messages
between an organization and other organizations,
groups, or individuals outside its formal structure.
Goals :- To facilitate cooperation with groups such
as suppliers, investors, and stockholders, and to
present a favorable image of an organization and
its products or services to potential and actual
customers and to society at large.
Channels used for external Communication
Face-to-face meetings
Print or broadcast media
Electronic communication technologies such as
the Internet.
External communication includes the fields of PR,
media relations, advertising, and marketing
management.
Modes and Media of Communication
Type of communication Internal External
Communication Communication
Oral Communication Intercom (Phones) Call Center, Telephone
Written Communication Internal memos , Notice Magazine, Companies
Board Newsletters, Reports
Face to Face Presentations, Seminars , Presentations, Seminars ,
Communication Meetings Meetings
Media Communication Internet, Intranet, E-mail, Internet, E-mail, Office
Website Website
Online Communication Nil Advertisement on Print
media, TV, Radio
Promotion
Promotion is one of the four elements of marketing mix
(product, price, promotion, distribution). It is the
communication link between sellers and buyers for the
purpose of influencing, informing, or persuading a
potential buyer's purchasing decision.
The term "promotion" is usually an "in" expression used
internally by the marketing company, but not normally to
the public or the market - phrases like "special offer" are
more common. An example of a fully integrated, long-term,
large-scale promotion are My Coke Rewards and Pepsi
Stuff. The UK version of My Coke Rewards is Coke Zone.
Promotion Includes
Informing, educating, persuading, reminding customers
Marketing communication tools
Media elements (print, broadcast, outdoor, retail, the Internet, etc.)
Personal selling, customer service
Sales promotion
Publicity/PR
Imagery and recognition
Branding
Corporate design
Content
Information, advice
Persuasive messages
Customer education/training
Three basic objectives of promotion
To present information to consumers as well as
others
To increase demand
To differentiate a product
Types of Promotion
Above the line Promotion:- Promotion in the
Media
Below the line Promotion:-All other Promotion.
Eg. Sponsorship, Sales Promotion, Product
placement, Endorsements, Promotion ,
Merchandising, Direct Mail, Personal Selling,
Public Relations, Trade shows
Steps for Developing Promotional Strategy
Figuring out who Decide on your Deciding the
are you product target audience
What do you
Deciding how to Getting your want to
say it message across accomplish your
strategies
Taking your
Deciding how to
message to the Follow up
present it
audience
Promotional Mix
A promotional mix specifies how much attention
to pay to each of the five subcategories, and how
much money to budget for each.
A promotional plan can have a wide range of
objectives, including: sales increases, new product
acceptance, creation of brand equity, positioning,
competitive retaliations, or creation of a corporate
image
Promotional Mix
Five elements of Promotional Mix
Personal selling
Advertising
Sales promotion
Direct marketing
Public Relations
Corporate Image
Exhibitions
Promotional Message
A marketing strategy developed by
a business to promote a product or service.
A promotional message can come in many forms,
such as a television or magazine advertisement, or
a slogan on a product package.
Meant to get across a certain message about the
good or service the company is promoting.
Important Trends in Media
Convergence
Interactivity
Creativity
Optimization
Factors that determine the type of promotional tools used
Resource availability and the cost of each
promotional tool
Market size and concentration
Customer information needs
THANK YOU
