Promotion and Price on the UK market

This presentation provides insights into promotion and pricing strategies in the UK market. It covers topics such as integrated marketing communications, the promotional mix, advertising, consumer-oriented promotions, trade-oriented promotions, public relations, pricing objectives, and pricing strategies. The presentation also includes references for further reading.

Promotion and Price on the UK
market.

Promotion
• Promotion is the function of informing,
persuading, and influencing a purchase
decision.
• Integrated marketing communications (IMC)
is the coordination of all promotional activities—
media advertising, direct mail, personal selling,
sales promotion, and public relations—to
produce a unified customer-focused message

Integrated Marketing
Communications
Must take a broad view and plan for all form of
customer contact.
 Create unified personality and message for the
good, service, or brand.
 Elements include personal selling, advertising,
sales promotion, publicity, and public relations.
take a broad view and plan for all form of

Promotional Mix
• Promotional mix - combination of personal and
non personal selling techniques designed to
achieve promotional objectives.
• Personal selling - interpersonal promotional
process involving a seller’s face-to-face
presentation to a prospective buyer.
• Non personal selling - advertising, sales
promotion, direct marketing, and public
relations.

Promotional Planning
• Product placement - marketers pay placement
fees to have their products showcased in
various media, ranging from newspapers and
magazines to television and movies.
• Guerilla marketing - innovative, low-cost
marketing efforts designed to get consumers’
attention in unusual ways.

Advertising
• Advertising - paid nonpersonal communication
delivered through various media and designed
to inform, persuade, or remind members of a
particular audience.
• Consumers receive 5,000 marketing
messages each day.
• Firms need to be more and more creative and
efficient at getting consumers’ attention.
Advertising

Consumer-Oriented
Promotions
Premiums, Coupons, Rebates, Samples
• Coupons attract new customers but focus on price rather than brand
loyalty.
• Rebates increase purchase rates, promote multiple purchases, and
reward product users.
• Three of every four consumers who receive a sample will try it.
Games, Contests, and Sweepstakes
• Introduction of new products.
• Subject to legal restrictions.
Specialty Advertising
• Gift of useful merchandise carrying the name, logo, or slogan
of an organization.

Trade-Oriented Promotions
.

Public Relations
• Public relations - a public organization’s
communications and relationships with its
various audiences.
– Helps a firm establish awareness of goods and services and builds a
positive image of them.
• Publicity - stimulation of demand for a good,
service, place, idea, person, or organization
by disseminating news or obtaining
favorable unpaid media presentations.
– Good publicity can promote a firm’s positive image.
– Negative publicity can cause problems.

Pricing Objectives in the
Marketing Mix

Pricing Objectives

Pricing Strategies
Prestige Objectives
• Establishing a relatively high price to develop
and maintain an image of quality and
exclusiveness.
• Recognition of the role of price in
communicating an overall image for the firm and
its products.
• Pricing is influenced by people in different areas
of a company.

Alternative Pricing
Objectives

Consumer Perceptions of
Price

References
Chaston, I., 2014. Small business marketing. Palgrave Macmillan.
Breiter, A. and Huchzermeier, A., 2015. Promotion Planning and Supply Chain
Contracting in a High–Low Pricing Environment. Production and Operations
Management, 24(2). pp. 219-236.
Thomas, D.E. and et.al., 2014. Adaptable retail pricing environment and electronic
exchange, delivering customized buyer promotion rewards and discounts. U.S.
Patent 8,671,018.
Besanko, D. and Besanko, D., 2017. The Mother of All (Pricing) Battles: The 1992
Airline Price War. Kellogg School of Management Cases, pp.1-3.

Thank You