Marketing Unit-3 B.Pharma 8th Sem PDF | PPT
Keywords: Download PDF, Notes, PPT, Promotion Methods, Promotional Mix, Promotional Budget, Personal Selling, Advertising, Direct Mail, Journals, Sampling, Retailing, Medical Exhibition, Public Relations, Online Promotional Techniques, OTC Products.
Promotion: Methods and Determinants of Promotional Mix
Promotion is a critical component of the marketing mix, aimed at communicating the value of products or services to customers. It involves various methods such as advertising, personal selling, sales promotion, and public relations. The promotional mix refers to the combination of these methods used to achieve marketing objectives. Determinants of the promotional mix include the nature of the product, target audience, budget, and stage of the product life cycle.
Promotional Budget
The promotional budget is the amount allocated for promotional activities. It is determined based on factors such as the company's financial resources, marketing goals, and competitive environment. A well-planned budget ensures that promotional activities are effective and cost-efficient.
An Overview of Personal Selling
Personal selling involves direct interaction between the salesperson and the customer. It is particularly effective in building relationships and addressing specific customer needs. In the pharmaceutical industry, personal selling is often used to promote prescription drugs to healthcare professionals.
Advertising
Advertising is a paid form of non-personal communication used to promote products or services. It can be done through various media channels such as television, radio, print, and digital platforms. Advertising helps in creating brand awareness and influencing consumer behavior.
Direct Mail
Direct mail involves sending promotional materials directly to potential customers via postal mail. It is a targeted form of promotion that allows for personalized communication. In the pharmaceutical industry, direct mail is often used to provide information about new drugs or medical advancements.
Journals
Medical journals are an important medium for promoting pharmaceutical products to healthcare professionals. They provide detailed information about clinical trials, drug efficacy, and safety profiles. Advertising in medical journals helps in building credibility and trust.
Sampling
Sampling involves providing free samples of products to potential customers. It is an effective way to encourage trial and build product awareness. In the pharmaceutical industry, sampling is often used to introduce new drugs to healthcare professionals and patients.
Retailing
Retailing involves the sale of products to end consumers through various channels such as pharmacies, supermarkets, and online stores. Effective retailing strategies ensure that products are easily accessible to customers.
Medical Exhibition
Medical exhibitions provide a platform for pharmaceutical companies to showcase their products and interact with healthcare professionals. These events are an opportunity to demonstrate product features, share research findings, and build relationships.
Public Relations
Public relations (PR) involves managing the spread of information between an organization and the public. It aims to build a positive image and maintain good relationships with stakeholders. In the pharmaceutical industry, PR is used to communicate important information about drug safety, recalls, and corporate social responsibility initiatives.
Online Promotional Techniques for OTC Products
Over-the-counter (OTC) products are promoted using various online techniques such as social media marketing, search engine optimization (SEO), and email marketing. These techniques help in reaching a wider audience and driving online sales. Effective online promotion ensures that OTC products are visible and accessible to consumers.
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