Introduction to Promotion Novrita Widiyastuti, M.Si novritawidiyastuti@yahoo.com novrita.w@lspr.edu www.slideboom.com/people/novrita 1: Marketing & Promotion Mix

Scheme of Work Week Topic 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 The Marketing & Marketing Mix; 7 P’s and Promotional Plan Announcement 2 The fundamental Promotion Decisions: Objective and budgeting 3 The fundamental Promotion: Segmentation, Targeting, Positioning 4 The fundamental Promotion: Positioning 5 Advertising Management : Overview , Effective, Creative Messages 6 Advertising Management : Traditional Advertising and Internet Advertising 7 Sales Promotion Management: Sampling, Couponing, other Promotions 8 Mid Examination 9 10 Class Presentation 1 11 Class Presentation 2 12 Class Presentation Review 13 Word of Mouth Management 14 Event and Sponsorships 15 Signage and Point of Purchase (POP) 16 Quiz Final Examination

Marketing & Marketing Mix; 7P’s Marketing is based on a concept which is an idea, a basis and a focus. 3 core concepts of marketing: needs, wants and demands. Needs are the basic human requirements such as air, food, water, clothing and shelter. These needs become wants when they are directed to specific objects that might satisfy the need, for example: A person in Indonesia needs food but may want rice, chicken and hot tea. Demands are wants for specific product by an ability to pay, for example: many young adult want a iphone 6S

Marketing & Marketing Mix; 7P’s Marketing Defined. Marketing definition is the management process which responsible for identifying, anticipating and satisfying the customer requirements and also creating profit to the company.

Marketing Mix; 7P’s Marketing Mix defined as follow; “The set of marketing tools that the organization uses to pursue its marketing objectives”. There are 7 importance tools (7P’s) marketers can use depending on the target customers and the product. The marketer chooses and blends (mix) what is needed from each of the tools to create a marketing plan that is unique to each market segment.

Marketing Mix; 7P’s The marketing mix is normally referred to the 7 P’s, as follow: Product Product is a physical thing that can be creates in a manufacturer and then shipped out through a channel of distribution to a customer/ consumer. Price Price is the monetary or other consideration which asked by the seller

Marketing Mix; 7P’s Place Place refers to the channels of distribution that supplier choose. A convenience place where the customer/ consumer prefers the product to be available. Promotion As a bridge to the consumer by using promotional tools. Or, the set of promotional tools that are used to communicated with customer/ consumer.

Marketing Mix; 7P’s Physical evidence When buying something, people look for confirmation that our buying decision is right/ good one. Example: appearance, manner, administration, promises and guarantee. People All of the individual who take part in a purchase decision have an effect on the outcome. The relationship between the supplier and the customer can be crucial.

Marketing Mix; 7P’s Process Processing is often the most time consuming part of any transaction. You have made a decision and now you want the product. Many people don’t want complicated forms and long processing.

Promotion Promotional Mix: Advertising Public Relations Personal Selling Direct Marketing Sales Promotion Digital Marketing

FINAL PROJECT

FINAL PROJECT Learning Outcome: Students will be able to create integrated project which enables the students to have holistic comprehensive of The Role of Public Relations and Promotion in the working field.

FINAL PROJECT The Project: To create a campaign of 10 tourism destination to ASEAN MARKET The campaign may cover the place, food and local art (such as:….) Target Audience : Youngster of ASEAN

FINAL PROJECT Campaign Connection between Role of PR and Promotion: Advertising Personal Selling Campaign Public Relations Digital Marketing Direct Marketing Sales Promotion

FINAL PROJECT The Project Mechanism: Create the proposal according to given format. Presentation for your proposal in your class will be on week 10 and 11. There will be winners chosen from groups in each class. Winners from each class will compete with other classes. Only 10 best groups will have presentation in front of Promotion judges. Best groups from the presentation will get awards. We will have awarding night to celebrate your accomplishment.

FINAL PROJECT The Format: Situation Analysis SWOT analysis STEEPLE Problem Statement Objective Strategic Objective (both PR & Promotion) Key message (both PR & Promotion) Tactical Objective (PR use PR objectives, Promotion use promotion objectives) Public: Segmentation, Targeting, Positioning Promotional Mix and Media Budget Evaluation +Collaterals

FINAL PROJECT Your class tourism destination is…

Thank you