5-promotionaltools--1-13.pptVIP

Unit 12 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 Promoting a new product 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. ?A new, up-market health and fitness club A new brand of jeans, manufactured by a new (and therefore unknown) company A new, fashionable but inexpensive range of quartz watches Potatoes, to be sold in supermarkets A new taxi company in your city. ? Company Orientations Towards the Marketplace The Four Ps Marketing Mix Product Life Cycle Major Promotional Tools Sales Promotions Free samples Coupons Price reductions Competitions … Trade Promotions 1. Promoting a new product 1a Listening Listen to Jogishwar Singh explaining the promotional strategies for the trial launch of Fresh Fries. Tick the topics mentioned in the interview 1b. Comprehension 1). What do you think Jogishwar means by “launching a media blitz”? 2). When will the company start to use advertising? 3). According to Jogishwar, what is the difference between advertising and publicity? 2. Promotional strategies 2a Reading and text exploring ? Read the text and filling in the missing words. Paragraph 1 1.????? Marketing concept: the marketing idea of ‘make what you can sell rather than sell what you make’ 2.????? attractively priced product 3.????? PLC: product life cycle (introduction, growth, maturity, decline) 产品生命周期 4.????? product / brand awareness 产品/品牌意识 5.????? inform the potential customers about … Paragraph 2 4Ps formulation (marketing mix): product, place, promotion, price 市