7 - promotion mix

promotion mix

specific mix of advertising, personal selling, sales, promotion, and public relations to pursue advertising and marketing objectives

tv advertising

most expensive medium of promoting OTC/proprietary drug products

discount coupon

consumer promotion tool that entitles bearer to discount. It entices consumer to look for and build it up to periodically avail of savings

bonus-packed offers

consumer promotion type where additional product are added for free at the price of the original product

piggy-back offers

consumer promotion tool where a gift item or another drug product is attached to the original product

pick and win promo

consumer promotion tool which entitles buyer to win a prize every purchase of certain OTC drugs

raffle promo

consumer promotion tool which entitles buyer one raffle ticket for ever P100 purchase

trading stamps

consumer promotion tool which entitles buyer to a stamp worth 100 pts for every 100 worth of purchase

premium promo

consumer promotion tool which entitles buyer to buy a premium item on display. This is a self-liquidating promo item

free goods promo

consumer promotion tool which entitles buyer to a similar item for free

rebates

consumer promotion tool which entitles buyer a refund for every box submitted to specified redemption centers

pin money

consumer promotion tool which entitles a drugstore clerk P100 for every bottle endorsed and sold over a period of time. Additional income for clerk

mystery buyer

consumer promotion tool where a drugstore clerk is entitled to win a instant prize whenever they recommend an OTC drug product to a customer

sale campaign

consumer promotion tool conducted during special seasons/holidays. Drugstore is decorated for the occasion

discount coupons for patients

sales promotion tool where prescriber allows patients to enjoy discounts of ethical drugs prescribed

prescription for cause

sales promotion tool where prescriber endorses certain ethical drug products to a certain amount pegged on prescription retrieved in participating drugstores

gifts for the needy

sales promotion tool where prescribers render services for free for benefit of an orphanage or crippled by prescribing ethical drug products of a certain company in specified drug outlets

medical missions / free clinic operations

sales promotion tool where prescribers render free consultations, surgery using only ethical drug products of a certain company

personal selling

• personal interaction between two or more people where each person observes the other’s needs and wants

• most expensive promotion tool

relationship marketing

has a role in long-term rapport with authority endorses for early achievement of sales and market share goals

dealer displays

• most effective and long lasting type of display

• built by dealer

company representative display

most often the basic display materials provided by company’s head offices

fieldman

looks for the most suitable and strategic place in drugstore for display

display

only advertising medium that comes into play in making final sale

product posters and streamers

• important link between advertising and brand

• point-of-purchase (POP) materials

• POP

• store floor

• shelf space

• store window

4 positions for display

POP

• best display position

• exact location where consumers stand when making purchases

store floor

display position that is best place for mass display of OTC/proprietary brands

preferential shelf space

display position that is part of the fixtures which is in a commanding position

window display

• display position that is most effective in main thoroughfares

• read-to-assemble

• single talking point