Promotion Tools | Marketing Management - B Com PDF Download

 Page 1


Promotional Tools
Page 2


Promotional Tools
Teaching Objective
This unit aims to help students to
• gain knowledge of different promotional tools
and promotion strategies; and
• learn how to promote various new products or 
services 
Page 3


Promotional Tools
Teaching Objective
This unit aims to help students to
• gain knowledge of different promotional tools
and promotion strategies; and
• learn how to promote various new products or 
services 
Unit content
1. Promoting a new product
2. promotional strategies 
Page 4


Promotional Tools
Teaching Objective
This unit aims to help students to
• gain knowledge of different promotional tools
and promotion strategies; and
• learn how to promote various new products or 
services 
Unit content
1. Promoting a new product
2. promotional strategies 
The project to be accomplished
In a small group of 4-5 classmates, choose one product from the
list below, decide what is special about it, and which tools
you would use to promote it. Imagine that you have a
generous budget, and are thus able to employ several
different tactics.
Prepare a 10-minute presentation about your work results.
1. A new, health and fitness club
2. A new brand of jeans, manufactured by a new (and
therefore unknown) company
3. A new, fashionable but inexpensive range of quartz watches
4. Potatoes, to be sold in supermarkets
5. A new taxi company in your city.
Page 5


Promotional Tools
Teaching Objective
This unit aims to help students to
• gain knowledge of different promotional tools
and promotion strategies; and
• learn how to promote various new products or 
services 
Unit content
1. Promoting a new product
2. promotional strategies 
The project to be accomplished
In a small group of 4-5 classmates, choose one product from the
list below, decide what is special about it, and which tools
you would use to promote it. Imagine that you have a
generous budget, and are thus able to employ several
different tactics.
Prepare a 10-minute presentation about your work results.
1. A new, health and fitness club
2. A new brand of jeans, manufactured by a new (and
therefore unknown) company
3. A new, fashionable but inexpensive range of quartz watches
4. Potatoes, to be sold in supermarkets
5. A new taxi company in your city.
Production Concept
Product Concept
Selling Concept
Marketing Concept
Consumers prefer products that are 
widely available and inexpensive
Consumers favour products that
offer the most quality, performance,
or innovative features
Consumers will buy products only if
the company aggressively
promotes/sells these products
Focuses on needs/ wants of target 
markets & delivering value 
better than competitors
Company Orientations 
Towards the Marketplace