Prepared By: 13-01-1198 Ezgi duman 13-01-1200 Yeliz ayangiL 13-01-1202 Gökhan ÜNNÜ
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- Navigate this page:
- PROMOTION
- The Promotions Mix
- PLACE, DISTRIBUTION AND INTERMEDIARY
- Selection Consideration - how do we decide upon a distributor
PRICE OF SHIRAZ WINEWe all know that pricing a product – selecting the most appropriate price at which to sell it – is often a balancing act. There are 2 views of pricing : From producer’ s view and from consumer ‘ s view. When we look from producer’ s view, we can easily see that they try to covar organization’ s operating, administrative, research, marketing ... costs. They set price by considering these costs. But they have to keep the balance between these costs and and consumer expectation. At that point we face the view of consumer for pricing strategy. Prices must’ nt be so high that consumer must’ nt need to apply rival brand names. This is a really difficult and balancing act. On this point kind of product becomes very important. Because from consumer’ s view, low prices usually mean ‘ Low quality’ while high prices mean ‘ High quality ‘ . So while pricing product we should consider all these factors. That time we can ask again ‘ What about Shiraz Wine ? ‘ Before the Shiraz, we should take the general pricing strategy to the hand. When we look at Pamukkala Wine Company , we see that it is a developing company. It is getting bigger and bigger day by day. But they are not making sudden or often or dramatic cahnges on their prices. In general the prices in wine sector are high because of high tax rates ( % 63.3 Özel Tüketim Vergisi,ÖTV. % 11 KDV ). Despite these difficulties, prices of Pamukkale Brand name are not high when we compare with Doluca or Kavaklıdere. This may be an obligation of being a developing company. On the other hand when we look at ‘ Shiraz Wine ‘ we saw that it’s prices are higher than other products. It is being sold from 15 million TL in retailer markets such as Migros, Carreaufur. Price of Shiraz is higher than others in Pamukkale; but lower than rival brand names. So we think that they are providing both quality and convenient prices. Another point we emphasized is that although thet make big sales during Christmas, they are nor increasing prices. But during Ramadan Month they are appliyingf discounts on their prices. To sum up; in a general view they are not applying high prices despite beina quality. But for Shiraz they are increasing prices; because they are trusting Shiraz so much that it won a golden medal. Shiraz is being produced only by Pamukkale. This may be another reason to make them trust Shiraz so much... PROMOTIONThe most visible component of the marketing mix is promotion, which refers to techniques for communicating info about products. Advertising is any form of paid non-personal communication used by an identified sponsor to persuade or inform certain audiences about a product. . So adverising is such expensive for componies but this does not mean that they do not use advertisements.They organize campaigns in order to introduce their products. Finally instead of advertising so much they are integrating the Promotions Mix
Let us look at the individual components of the promotions mix in more detail. Remember all of the elements are 'integrated' to form a specific communications campaign. 1. Personal Selling Personal Selling is an effective way to manage personal customer relationships. The sales person acts on behalf of the organization. They tend to be well trained in the approaches and techniques of personal selling. However sales people are very expensive and should only be used where there is a genuine return on investment. For example salesmen are often used to sell cars or home improvements where the margin is high. 2. Sales Promotion Sales promotion tend to be thought of as being all promotions apart from advertising, personal selling, and public relations. For example Buy One Get One Free. Others include couponing, money-off promotions, competitions, free accessories (such as free blades with a new razor), introductory offers (such as buy digital TV and get free installation), and so on. Each sales promotion should be carefully costed and compared with the next best alternative. 3.Public Relations (PR) Public Relations is defined as 'the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics' (Institute of Public Relations). It is relatively cheap, but certainly not cheap. Successful strategies tend to be long-term and plan for all eventualities. All airlines exploit PR; just watch what happens when there is a disaster.The pre-planned PR machine clicks in very quickly with a very effective rehearsed plan. 4. Direct Mail Direct mail is very highly focussed upon targeting consumers based upon a database. As with all marketing, the potential consumer is 'defined' based upon a series of attributes and similarities. Creative agencies work with marketers to design a highly focussed communication in the form of a mailing. The mail is sent out to the potential consumers and responses are carefully monitored. For example, if you are marketing medical text books, you would use a database of doctors' surgeries as the basis of your mail shot. 5. Trade Fairs and Exhibitions Such approaches are very good for making new contacts and renewing old ones. Companies will seldom sell much at such events. The purpose is to increase awareness and to encourage trial. They offer the opportunity for companies to meet with both the trade and the consumer. Expo has recently finish in Germany with the next one planned for Japan in 2005, despite a recent decline in interest in such events. 6. Advertising Advertising is a 'paid for' communication. It is used to develop attitudes, create awareness, and transmit information in order to gain a response from the target market. There are many advertising 'media' such as newspapers (local, national, free, trade), magazines and journals, television (local, national, terrestrial, satellite) cinema, outdoor advertising (such as posters, bus sides). 7. Sponsorship Sponsorship is where an organization pays to be associated with a particular event, cause or image. Companies will sponsor sports events such as the Olympics or Formula One. The attributes of the event are then associated with the sponsoring organization. The elements of the promotional mix are then integrated to form a unique, but coherent campaign.. Promotion Strategies of Pamukkale Şarapçılık We all know that Wine Sector is a developing sector. And in this sector; there are a few componies such as Dolluca Kavaklıdere; which have been for a long time indeed in this sector. When we focus on the compony chosen by our project team, we realize that it is also a developing one; just like the sector. So it attracted our attention. The most “visible” component of the marketing mix is promotion, which refers to techniques for communicating info about products. Advertising is any form of paid non-personal communication used by an identified sponsor to persuade or inform certain audiences about a product. . So adverising is such expensive for them but this does not mean that they do not use advertisements. They organize campaigns in order to introduce their products. Finally instead of advertising so much they use publicity mostly. Here are their specific Promotıon Strategies: The priority for them is “Customer Satisfaction” That’s why they aim to get profit through satisfacton; not through volume. So we can say that they are applying Matketing concept, instead of Selling Concept. As they are a new developing compony, their other aim is to “position” their brand name. Also they give great importance to keeping their old customers through creating long-lasting relationships. “Diverting customers into clients”
Some of those contries are: France, Netherland, Denmark, Austria, but mostly to Germany.
İmportance of Wine( especially the red one) on health. Evolution of wine Its production process.(Fermantation) Even about the grapes of which each Wine is made. For example: Shiraz Wine is made of grapes from Denizli Güney.
Also they present Shiraz as the best Wine among others both in this sector and in their product line. We can see that they are right on their claims, because Shiraz has taken the “Golden Medal”.That is an important proof for both the Quality and taste of Shiraz.
Place is also known as channel, distribution, or intermediary. It is the mechanism through which goods and/or services are moved from the manufacturer/ service provider to the user or consumer. There are six basic 'channel' decisions: Do we use direct or indirect channels? (e.g. 'direct' to a consumer, 'indirect' via a wholesaler) Single or multiple channels Cumulative length of the multiple channels Types of intermediary Number of intermediaries at each level (e.g. how many retailers in Southern Spain). Which companies as intermediaries to avoid 'intrachannel conflict' (i.e. infighting between local distributors) Selection Consideration - how do we decide upon a distributor?
Types of Channel Intermediaries There are many types of intermediaries such as wholesalers, agents, retailers, the Internet, overseas distributors, direct marketing (from manufacturer to user without an intermediary), and many others. The main modes of distribution will be looked at in more detail.
Needles to say the internet offers a new "Place" to many business sectors. It has enabled many middlemen to be bypassed resulting in a price advantage to be offered to the customer followed by the inevitable increase in volume for the seller.This could be selling direct to your consumer and missing out the retailer, or it could be direct to your retailer, missing out the wholesaler.
There is a paradigm shift in commerce and consumption which benefits distribution via the Internet Directory: ga4 Download 261.01 Kb. Share with your friends:
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he elements of the promotions mix are:
