Collection 2 Planning

 Fourth, promotion (Sales Promotion)
(a) Promotion and Sales Promotion
1, Promotion and Sales Promotion of different SP
people use the word, sometimes confusing Sales Promotion and the Promotion of these two concepts. However, two concepts are equally important means of marketing activities.
should be noted, Sales Promotion Promotion is one of the activities, but differ Promotion activities.
The reason for the confusion caused by the phenomenon of Perhaps because these two words is that on many occasions In other words, to arouse or stimulate demand for the needs of all promotional activity is Promotion. To avoid confusion, there are more people in Japan recently Marketing Communication using the word, meaning to include the Promotion.
All in all, the so-called Promotion is to consumers or the flow of communication and information industry companies, brands, products and features of the existence, advantages, and to arouse the need to create and sustain the activities of its image.
the other hand, is the Promotion Sales Promotion activities, in addition to public relations, advertising, business, activities other than sales, is the core of the practical Promotion sales support activities. Japanese corporate marketing activities as an active, Promotion fields are included to further expand.
Specifically, Promotion, including PR (Public Relation), Advertising (Advertising), marketing (Sales Promotion), business sales (Sales Forcing) The four most.
2, the enterprise business strategy TREE example
(b) Sales Promotion activities
1, Sales Promotion's is the basic concept
Sales Promotion Promotion activities, in addition to public relations, advertising, business b sales, the Promo-tion is the core of practical sales support activities. However, products designed to promote consumer awareness advertising, the salesman business and sales, etc., as news spread of public relations and so on are Sales Promotion activities outside the Promo-tion. Although it features some of the activities more clearly, easy to understand, but, in addition to the activities, the elusive image. Sales Promotion functionality can be divided into 4.
2, Sales Promotion of the role of
Sales Promotion generally has the following 4 major role.
① consumer:
b changing consumer buying patterns.
b change consumer consumption patterns.
② for the competition:
b Promotion activities in the competitors to keep existing customers.
b the impact of customers from competitors, Fixed customer base.
③ for circulation:
b obtained distribution industry support for the brand.
b measures the flow of industry to support the flow of trade promotion.
④ Other Marketing Communication
b complement the function of advertising activities, in carrying out Sales Promotion, it is necessary for a particular consumer or distribution industry to take active measures to stimulate demand for the short term, in order to spur sales. as to the definition of Sales Promotion, to have the following:
definition】 【Sales Promotion
Therefore, the plans to set Sales Promotion, Promotion planning phase richer than the tactical, practical, and more specifically, its objectives and implementation of clear content (objects, methods, etc.).
The following is a list of plan or a business should be clear points.
3, Sales Promotion
Sales Promotion basic objectives of the call object has the following 3 (1 ) Consumer
(2) distribution industry (retailers, wholesalers)
(3) 3 internal
the main object and Sales Promotion (Organiser) the relations can be classified into the following 4 type.
① consumer-oriented Sales Promotion (Consumer Promotion)
② for the distribution industry Sales Promotion (Trade Promotion)
③ for internal Sales Promotion (Inner Promotion)
④ for retailers Sales Promotion (Store Promotion)
【Sales Promotion and classification of the call object】
standing position
manufacturers see the above 4 types, there
Shihai to ① called out (Pull)
strategy, ② called push
(Push) strategy. The so-called Promotion Mix on the premise that one of the activities as work. that is, the individual can not play the role of Sales Promotion. Through cooperation with other activities, Sales Promotion to show the various effects. However, Sales Promotion are short-term, local, focused start The Promotion means.
Promotion in the development plan, must have effective control and the role of Sales Promotion.
Sales Promotion effectiveness
5, Sales Promotion
people feel that the basic approach was quite Sales Promotion more, but the basic approach can be organized into the following table of contents. However, not so much that he started some of the tactics alone, the situation would be better carried out together more.
we can see from the table, basically be divided into br> (1) Sampling
will be distributed to consumer goods, so that consumers understand the can be enough to distribute the amount of repeated use of the product.
(2) Monitoring
to submit a pre-post additional thoughts and other conditions, so that consumers try out products (mostly consumer durables), to understand the product ; of the method. trial on the use of loan products the way the principle. Since the ultimate aim of the trial, it should note that the total number of the appropriate increase in Monitor.
(3) Demonstration
by actual live performances such as cooking or operation so that consumers understanding of their goods social attention.
(4) On-In Pack
principle in the manufacture of goods for packaging, put into the donated goods, so that all people can benefit methods to buy. Though can stimulate the purchase, but because of the cost of large must be paid to the proper channel number of the right.
(5) Reusable Pack
used goods after the container itself can continue to use the donated goods, so that all purchasers have access to benefits method. the basic aim is to stimulate purchase products from the competition to attract customers in the customer layer to expand the customer layer.
(6) Free-Mail in Pre
should be raised by people of all donated to the prize of the development can be better than to be raised in its appeal to labor-time gift items. basically have: to be raised through the promotion of several support and a large display is essential.
(7) Self Liquidation
please raise people should bear part of the donated goods expenditure method. this one can do to make should be raised to obtain a relatively high level of donated goods, in order to stimulate purchase. and this must be better than the value of donated goods and money should be raised labor, time, and also called for donated goods can also carry out the charm of promotional activities, and extensive displays. basically have: to be raised by several times to promote repeat purchases of the defensive capabilities not too big on the purchase of the stimulus. must carefully discuss the mass media advertising have adequate support and appropriate discounts and other issues, at the same time a large number of goods on display.
(9) Instant Winner
quick to take the spot, win the lottery lottery announced way stimulate the purchase method. has a strong win the lottery,
not to buy as a condition to allow consumers to participate in contests or competitions should be raised method. Therefore, the meaning can not expect a direct effect of promotion. but still have the added effect of mass media advertising and increase awareness of the effects or manufacturing topics.
(11) Sweep Stakes
condition not to buy, leaving consumers to guess the fans should be raised to participate in competitions, winning approach. Therefore, hardly of the original sense of the promotion effect. through the mass media advertising of widely publicized can be expected to enhance the reputation or image.
(12) Coupon
through the issuance of discount coupons can be used at the time of purchase discounts to promote the purchase method. both for the attack, another defense function of the universal mechanism, is a discount method, to study the economic benefits. for recovery of face value vouchers not only relevant but also by the distribution of the different methods to produce large differences, so the analysis must take into account the economic benefits of these 2 areas.
(13) Refund < br> just send proof of purchase of goods, the refund of part of the purchase amount, to stimulate the purchase method. in principle, be used along with the universal method of attack and defense, but according to is the discount approach, should be carefully set the rebate amount.
(14) Off Label
to a limited number of goods at the factory stage special discounts to stimulate the purchase method, applied to make ;, or to prize package a chapter, whenever the seal presented to reach a certain number of prizes to promote sustainable purchase method. for purely defensive approach, it must be seminars to encourage the collection, the measures should be raised.
(18) Organization Plan
to customers to join a special membership organization, through the provision of concessions to make it a stable support customers coating. should not be passive measures to keep customers, but should serve as a reliable Service Plan
full range of services system and enhance the added value, in order to highlight the differences between commodities and other methods. Department effective on the attack, and help defense. on services to provide Buy the way in today's Japan still has a high market adaptability.
(c) Event
1, as a means of Sales Promotion Event
Expand Sales Promotion in the actual plan, prepare posters, POP (Point of Purchase Ad-vertising), pamphlets, and sometimes need for donated prizes, which usually pass called . For example, the basic approach described from the front , may need to have a party, all the sales staff called to the hotel's banquet hall, shows the characteristics of the object product, recommended methods, and the race essentials, the same vow to fight each other. In addition, Hawaii travel as prizes hospitality program, had to add ; recognition ceremony, When the purpose and Sales Promotion on When, then it is referred to as ;, and price characteristics, communicate product information. for the ultimate in contact with the consumer sites, is a very important activity. through the mass media, advocacy advertising to consumers, while the final selection of goods in the shops customers to carry out promotional activities of great significance. Sampling, Demonstration
series of activities that reward
traders, salesmen and other targeted activities. the current problem is that this plan should be changed to treat activity as a simple concept, but how the whole campaign outstanding targets to improve sales performance. Contest, Seminar, new products conference
goods
Fair
Private
Show by industry groups or associations organized for the peer and professional so-called Show Organizer Exhibition Company to call on a particular topic to participate in show business the way cross. In addition, the joint exhibition is on display companies to release new products, open up business opportunities, providing information such purposes, the way to buy booth. Also recently, the authority enterprise alone their own company's customers and potential customers for the object, aims to introduce the technology or the Private Show. Fair
Commodities Fair will be laid

2, Event of the general classification and function
However, the overall view from the Event, , or the use of large-scale activities to enrich the occasion of transport facilities, roads and other social infrastructure; small party to congratulate those who have friends and relatives, such as adult children's growth and life ceremonies are closely related activities, the types and scales. Therefore, when Event classification, content classification according to their center who, according to the purpose of classification often than the more common. can be broadly divided into the following table types.
Event of the type of content (purpose) to implement various activities for example
fair to the public or held for the purpose of society, by association, government, local government and other recognized international exhibition organized by the various exhibition halls exhibit includes large-scale activities. International Fair Exposition EXPO
local culture and art activities are not the direct purpose to promote a higher literary or artistic theme of theater-style events. more often than not simply linked to the activities of the name advertisers, and large-scale art exhibitions or seminars will be greater.
concert
Film Festival Art Exhibition
sports and entertainment events to watch, participate, jointly organized sports-themed activities. At present the World Cup, the World Olympic Games more impact in expanding the international show its importance. track and field, tennis, golf, soccer < br> Convention
International Conference on staff around a purpose, theme, gathered together to promote mutual understanding and improve the morale of the ceremonies, conferences, meetings, exhibitions, etc. to complex factors at various events. Distribution Chamber of Commerce International Conference
(1)
(2)
3, Event
as the understanding of the elements of the basic structure of Event:
the use of
background
planning to advertisers Orientation
content as the center, the purpose of completing the planning of this item
Jingwei, adding their own analysis and investigation
views. also note
Ming, the main object, distribution environment,
market overview and competitive status.
promotional goals
Orientation and market share based on analysis of the objectives set
. as specific as possible to fill out.
Promotions To achieve the strategic objectives
address the key issues and
factors? how to seek to achieve goals?
planning the implementation of the program sub-section states:
actual program content, structure, situation, etc. .
complete results: the completion of each degree setting goals, results.
five, Corporate Communication
(a) on the public relations
1, PR and Corporate Communication
a variety of public relations all sorts of definitions, in short, is has a very wide meaning.
history of public relations in Japan, focusing on marketing, public relations position of the stage of treatment, and public relations from the stage management fathom alternating and development so far. Recently, once again from the operation and management to handle the public relations point of view, however, different from the past, when the public relations and , is the to finance the personnel, funding and advocacy activities (or in-house promotional activities), and even business or organization as a member of society should contribute to society activities also include one.
corporate campaign schematic 【】
Public Phase
(public areas) social scene
Market Phase
(private area)
the two areas of corporate behavior
business conduct (ACTION)
from financing to R & D, M & A, all of the personnel management policy, measures sales, business behavior (BUSINESS) in goods, services, core development, sales, distribution measures business and consumer connection 4 lines in the public relations aspects;
b enterprises to operate as the main driving sectors of promotional announcement means (a)
b consumer business advice or ideas to the way public opinion or be expressed in social action (b)
(Strengthening ( c) at the same time, to (d) of the line guide to a better situation, that is the purpose of promotion)
2, means
in public relations public relations, also include areas such as advertising or promotion of a number of overlapping advocacy tool, this section mainly means that people think that the inherent public relations as the center, introduced a summary of the actual business public relations.
, of course, not all of these activities to the advertising companies will go through, but as comprehensive as the campaign professionals must have the knowledge. It should also be clear that, in the Total Communication Strategy, the public relations function is essential.
(1) Press Relations
means to cope with the mass media work. its contents is, to newspapers, magazines and other reporters send a message, for the interview, try to let more desirable published reports, a series of activities undertaken.
advertising agencies and media companies need to establish a close relationship, so from the side promote media published reports in favor advertisers.
News Release
the production and distribution of written reports to the press information provided is called .
release information (Release) should not unilaterally send a message, the principle is written in an objective style, even without modification can also be used directly as the article reported. And after the release of written information to be fair land (in time, or information content, under the same conditions) issued to the media. Therefore, prior notice to play the media company's journalists, set the time of the distribution of information.
Press Relations of the basic is that journalists can be found interested in the news material, written in the release of authentic information, to be fair to the reporter's hands. advertising company responsible for public relations staff must have, to a reporter's point of view the quality of thinking about problems.
held a press conference
press conference or press conference, the announcement of major new product or business accounts and other important decisions, not only to publish information distribution, but also the general manager or in charge of the business leaders of the transaction explained to reporters. that is, there necessary to obtain a full understanding of a reporter only when the holding of such conference.
In addition, there will be a press conference a reporter asked the case. To do this press conference to be held, they often need the number of personnel in charge of publicity such as the mobilization of reporters present, or writing a press conference is expected to answer questions such as the preparation work comprehensively by advertising companies to assist in this work.
daily contacts with journalists to establish relationships with them not only to journalists
exchange the necessary information, but also must establish a daily relationship. through the organization of journalists and business leaders held a brief talk about the seminars or activities will be to secure and maintain a close relationship between journalists is desirable. This work, coordinated by the advertising companies and more.
In addition, the broad Press Relation, including payment to the magazine or television program production coordination costs,
reported to the co-production, and bought advertising pages published in written reports (which Paid Publicity for a way generally known or Advertorial).
(2) Public Relations Event
Event is a gathering together all kinds of people, communication, sharing an occasion of purposes. Of course, there are the following types of PR Event.
① topic of using Event, play the effect of public relations seek to establish a corporate image
②
③ express the idea of corporate social
this number can be defined as a public relations purpose of these activities, but because of its rich in content, which is sometimes difficult to distinguish between the promotional Event, or Public Relations Event.
Event To cite the contents of public relations, there are:
seminars, etc. The lectures, talk shows
targeting the relevant staff meetings
large exhibition of goods delivered, facilities, sports sponsorship
opening ceremony, art exhibitions, the Exhibition Fair

for the manufacture of organized by topic of street propaganda Event
entrepreneurial enterprises such as the official anniversary ceremony
, etc., can be included in the scope of Event.
In addition, the company's public relations facilities or plant tour route (Open House), etc. planning, and operation can be one of the areas of public relations.
(3) public relations work
generally referred to as be made of videos, photographs and slides and other images is also the form of development. not only to enhance the impact of the information sent to the customer magazine, to instill an awareness of relevant personnel (manufacturing Motivation or improve ethics) of the regular information magazine, as well as by environmental stresses and other social themes to contribute to society work, so on.
as public relations magazine readers more easily determine, the content can be smaller for the information provided. but its original purpose is to establish good relations between readers and enterprise tools, so in order to readers can read with a good impression, would require the full effort is needed in this regard, effort. To meet this requirement, you must sell magazines and the city requires the same level of editing, so they requested that the case of advertising companies will be more cooperative. < br> (4) public relations field marketing survey
the basic objective of the survey is to . conducting quantitative surveys, both in the way that is not much difference in the results only on the data readings of the difference. in the implementation of qualitative survey of public relations, often used mainly in the mass media, and Opinion Leader targeted Panel Audit (subject to the same individual to listen) to this form.
In addition, the article reports collected, classified according to different themes to capture the media's arguments predict the tendencies, and also an investigation of the inherent public relations practices.
have to write the purpose of public relations survey conducted (for example, ;.
recent survey not only as a public relations promotional reference applications, and make business decisions with reference to the demand is increasing, so advertising public relations companies to participate in the survey situation is also gradually increasing.
(b) About CI
1, What is CI?
the so-called CI (Corporate Identity) means is that companies or organizations organize their own subjectivity (Identity)
essence and put it as a corporate business purposes, the company name, logo and other promotional material, to express the same time, be well known within the company, and in addition to the company, said publicity to invigorate business activity behavior. In other words, CI is the business operation for the successful implementation of innovation, change and expand the business form and reform institutions, organizations, and carried out activities involving the entire enterprise.
Therefore, formal CI activities both inside and outside the company must first conduct awareness surveys, etc., in order to clear, ; beginning. Generally speaking, the introduction of CI need 1 to 2 years, because this preparation is very important reason.
the other hand, VI (Visual Identity) is seeking major changes in visual-based, is a business purpose in the company name change on the basis of identity, a symbolic marker, to an entirely new look for the way the business.
CI began in the United States, is said to be big business in order to establish a unified image of America across the state, while seeking to use patterns generated by a unified way the company. In this sense, first appeared on the original concept of VI.
present, the whole community began to re-recognize the importance of advertising or design drawings to the effect of VI are also being played Once again, evaluation. For example, some local governments began to use VI or tourism concept, and not only visually, is still sound design of public space (Sound Design), or aromatic and other aspects of the unification attempt.
another regard to people's attention as an opportunity to global environmental issues, some enterprises to re-build the corporate business purposes, or to further clarify the idea of the enterprise, while, CI ideas in individual or public relations campaign also began in various forms effective use.
2, the steps
think the so-called CI CI, is the business for the future development of the unified will seek clear objectives and the enterprise value of the expression of self-image to the community at the same time, to promote the activity center the process of corporate strategy issues to resolve.
If, CI simply think summarized the steps can be divided into the following three stages:
Stage 1: Identify your company should be .
Phase 2: analysis and evaluation as a and increase publicity.
called CI, is the response to environmental changes, according to the present point of view re-examine the business, and re-design of future self-image should be, is a creative strategic action.
【VI process operation 】
(c) Corporate Communication
1, CC
role in today's society, the corporate public relations and contains the CI according to the strategic needs of Corporate Communication of the demand is increasing. as to address the past CC Marketing tactics can not solve the issue of enterprise promotion, put forward new ideas.
In this sense, CC has the business areas as consulting business expanded to promote the development and implementation of the broad areas of planning, the advertising companies, the establishment of CC departments is particularly important
【Corporate Com ...