CHAPTER 4 — PROMOTION

Marketing Management | Savitribai Phule Pune University

Complete Answers as per ESE Paper Pattern | [★] = Previously Asked (PYQ)

Topics Covered:
Communication Mix Elements | Advertising (5Ms) | Sales Promotion | Personal Selling | PR | WOM | Direct
Marketing | Traditional vs Digital Promotion | Contextual/Permission/Data-driven Marketing | AIDA to 5A
Framework | IMC | Developing Effective Marketing Communication | Generative AI in Promotion

ESE Paper Pattern:

Q No. Level Format Marks

Q1 Remembering Any 6 of 9 (2 marks each) 12

Q2 Understanding Any 2 of 3 (6 marks each) 12

Q3 Applying 3(a) OR 3(b) 12

Q4 Analysing 4(a) OR 4(b) 12

Q5 Evaluating/Creating 5(a) OR 5(b) 12

Q1 — REMEMBERING | 2 Marks Each (Answer any 6 out of 9)

1. Recall various tools of promotion mix.

[★ Appeared in PYQ]

The Promotion Mix has 5 main tools (also called Communication Mix):
• Advertising — Paid, non-personal promotion via mass media (TV, newspaper, digital).
• Sales Promotion — Short-term incentives to boost sales (coupons, contests, free samples, discounts).
• Personal Selling — Direct face-to-face interaction between salesperson and buyer.
• Public Relations (PR) — Building a positive brand image (press releases, events, sponsorships).
• Direct Marketing — Reaching customers directly without intermediaries (email, SMS, telemarketing).
Modern additions: WOM (Word of Mouth), Digital Marketing, Content Marketing, Influencer Marketing.

2. What are the 5Ms of advertising? Name all five.

The 5Ms of Advertising is a framework for planning an advertising campaign:

5M Full Form Key Question

Mission Advertising What are we trying to achieve? (awareness / sales / recall)

Objective

Money Budget How much can we spend?

Messag Creative Strategy What message do we want to communicate?

e

Media Media Selection Which channels will we use? (TV, digital, print)

Measur Evaluation How will we measure success? (reach, ROI, recall)

ement

3. State the AIDA model. What does each letter stand for?
The AIDA model describes the stages a customer goes through before making a purchase:
 • A — Attention: First, grab the customer's attention. (e.g., Bold headline, flashy ad)
• I — Interest: Build interest by showing product benefits. (e.g., "Saves 50% electricity")
• D — Desire: Create a desire or want for the product. (e.g., "Imagine how clean your home will be")
• A — Action: Prompt the customer to take action. (e.g., "Buy Now", "Call Today", "Visit Store")
Used for: Designing advertisements, sales scripts, and landing pages.

4. What is the 5A framework? How does it extend AIDA?

The 5A Framework (by Philip Kotler) is a modern update of AIDA for the digital, connected age:

5A Stage Meaning Example

Aware Customer becomes aware of Sees Nike ad on Instagram

brand

Appeal Brand appeals to them "I like this brand's vibe"

emotionally

Ask Customer researches — Googles Nike reviews, asks on WhatsApp

asks friends, reads reviews

Act Customer makes a purchase Buys Nike shoes on Flipkart

Advocate Happy customer Posts unboxing video, recommends to friends

recommends to others
(WOM)

How it extends AIDA: AIDA stops at Action. 5A adds the Advocate stage — recognising that in the digital age,
customers become brand ambassadors through social media, reviews, and word of mouth.

5. What is Integrated Marketing Communication (IMC)?

IMC (Integrated Marketing Communication) is the approach of coordinating all promotional tools and
channels so that they deliver a consistent and unified message to the customer.
Key idea: All promotion tools — advertising, PR, social media, sales promotion, direct marketing — must speak
in one voice.
Example: Amul's ads on TV, hoardings, Instagram, and newspaper all show the same "Utterly Butterly
Delicious" theme — that is IMC.
Benefits: Reduces confusion, builds stronger brand image, improves customer trust.

6. What is permission marketing? Give one example.

Permission Marketing (coined by Seth Godin) means getting the customer's consent before sending them
marketing messages. The customer "opts in" to receive communications.
Opposite of Interruption Marketing (where ads are forced on you).
• Example 1: Email newsletters — "Subscribe to our newsletter for weekly deals" — customer clicks Yes.
• Example 2: WhatsApp opt-in — "Allow Zomato to send you order updates and offers?" — customer allows.
• Example 3: Push notifications — "Allow notifications for flash sale alerts?" — customer accepts.
Benefit: Higher engagement as messages go to interested customers only.

7. What is the role of Generative AI in promotion decisions?

Generative AI (like ChatGPT, Midjourney, Gemini) is being used in marketing promotion in many ways:
• Content Creation: Writing ad copies, social media captions, email campaigns at scale.
• Personalisation: AI generates personalised messages for each customer based on their behaviour.
• Visual Ads: AI tools create images and videos for ads without needing a design team.
• Chatbots: AI-powered bots handle customer queries 24/7 (promotional + support).
 • A/B Testing: AI tests multiple versions of ads automatically and picks the best performer.
• Targeting: AI analyses data to identify the right audience for each campaign.
Example: Coca-Cola used AI to generate personalised festive ads for different regions.

8. What are the steps in developing effective marketing communication?

Steps to develop effective marketing communication:
• Step 1 — Identify Target Audience: Who are we talking to? (age, location, interests)
• Step 2 — Set Communication Objectives: Awareness, Interest, Desire, or Action?
• Step 3 — Design the Message: What to say (content), how to say it (format), tone.
• Step 4 — Choose Communication Channels: Personal (salesperson) or non-personal (TV, social
media).
• Step 5 — Set Promotion Budget: Affordable method, % of sales, competitive parity, objective-task.
• Step 6 — Select Promotion Mix: Which tools — advertising, PR, direct marketing, etc.
• Step 7 — Measure Results: Track reach, sales lift, brand recall, ROI.

9. Explain the concept of IMC and how it creates synergy in the overall promotion mix.
IMC (Integrated Marketing Communication) ensures all promotion tools work together toward the same goal,
delivering a unified brand message across every touchpoint.
How IMC creates synergy:
• Each tool reinforces the other — a TV ad creates awareness, then a Google search ad converts.
• Customer sees the same message on Instagram, email, and in-store — builds trust faster.
• Consistency across channels prevents mixed signals that confuse customers.
• "The whole is greater than the sum of its parts" — combined tools create more impact than individual tools.
Example: Flipkart Big Billion Days — TV ads, push notifications, email, influencers, in-app banners all say the
same thing at the same time = maximum impact.
 Q2 — UNDERSTANDING | 6 Marks Each (Answer any 2 out of 3)

Q2(a). Explain marketing audit — its concept, purpose, and process.

[★ Appeared in PYQ — 6M]

Marketing Audit is a comprehensive, systematic, and periodic examination of a company's marketing

environment, objectives, strategies, and activities — to identify problems and opportunities and recommend a
plan of action.

Key Characteristics:
• Comprehensive: Covers all marketing activities, not just problem areas.
• Systematic: Follows a structured process with clear steps.
• Periodic: Done regularly (annually or bi-annually), not just in a crisis.
• Independent: Best done by an outside consultant for objectivity.

Purpose of Marketing Audit:

• Identify what is working and what is not in the marketing strategy.
• Spot new market opportunities and emerging threats.
• Align marketing activities with company goals.
• Improve efficiency and ROI of marketing spend.

Process / Steps:

Step Activity

1. Define Scope Decide which areas to audit — full marketing or specific areas (pricing, promotion, etc.)

2. Collect Data Gather info through interviews, surveys, sales data, competitor analysis

3. Analyse Compare actual vs. planned performance; identify gaps

Findings

4. Diagnose Find root causes — wrong target segment? Weak messaging? Poor channels?
Problems

5. Recommend Prepare a clear report with actionable recommendations

Action

6. Implement & Company implements changes and tracks improvement

Review

Conclusion: A marketing audit is like a "health check-up" for the marketing function. Companies like HUL and
Nestlé conduct audits regularly to stay competitive and efficient.

Q2(b). Explain the steps in developing effective marketing communication — identifying target
audience, determining objectives, designing message, choosing media, selecting source.
[★ Appeared in PYQ — 6M]

Developing effective marketing communication involves 8 key steps:

Ste Key Decision Example (Amul Ice Cream
p campaign)

1. Id Who are we Urban families with children,

entif communicating to? age 25–45, middle-income
y Ta Define demographics,
rget psychographics,
Audi behaviour.
enc
e

2. What do we want? Objective: Increase brand

Set Awareness, knowledge, awareness + trial purchase
Co liking, preference,
mm conviction, or purchase?
unic
atio
nO
bjec
tive
s

3. D Message Content (what "India ka favourite ice cream

esig to say), Message — Ab naye flavours mein!"
n Structure (how to Fun, colourful tone
the argue), Message
Mes Format (visual/text/tone)
sag
e

4. C Personal channels Instagram, YouTube, TV,

hoo (salesperson, word of in-store displays
se mouth) vs Non-personal
Cha (TV, digital, print)
nnel
s

5. 4 methods: Affordable, Objective-task: ■5 crore for

Set % of Sales, Competitive 10% awareness increase
Bud Parity, Objective-Task
get

6. S Decide which tools to Advertising (70%) + Social

elec use: advertising, PR, Media + Free sample at
t Pr sales promotion, direct malls
omo mktg
tion
Mix

7. M Track: reach, recall, Brand recall up by 15%; 20%

eas sales lift, engagement sales increase in summer
ure rate, ROI
Res
ults

8. M Ensure all tools deliver a Same tagline and visual

ana consistent unified across TV, Insta, hoardings
ge message
IMC
Conclusion: Effective marketing communication is not just about creating a good ad — it is about the right
message, right audience, right channel, and measurable results.

Q2(c). Explain the concept of IMC and how it creates synergy in the overall promotion mix.
[★ Appeared in PYQ — 6M]

IMC Definition: IMC (Integrated Marketing Communication) is the process of planning and executing all
marketing communication so that every tool — advertising, PR, sales promotion, direct marketing, digital —
sends a consistent, clear, and unified message to the customer.

Core Principle: "Speak with one voice across all channels."

Components of IMC:

Tool Role in IMC Example (Zomato)

Advertising Creates broad Zomato TV ads — "Har din kuch naya"

awareness

Social Media Engages and builds Instagram memes + contest posts

community

PR Builds credibility News articles about Zomato's delivery speed

Sales Promotion Drives immediate action 20% off on first 3 orders

Direct Marketing Personalised Push notifications: "Your favourite restaurant is open"

communication

How IMC Creates Synergy:

• Each tool reinforces the others — TV ad creates curiosity, Google ad converts interest, email retargets.
• Consistent messaging builds faster brand recall — customer sees same message on multiple platforms.
• Cost efficiency — integrated planning avoids duplication and waste.
• "The whole is greater than the sum of its parts" — combined tools deliver more than individual tools
used separately.

Example: Flipkart Big Billion Days — TV ads + push notifications + email + influencers + in-app banners all
carry the same message at the same time = maximum reach and conversions.
Conclusion: IMC transforms disconnected promotional activities into a powerful, coordinated communication
system that builds brand equity and drives sales.
Q3 — APPLYING | 12 Marks (Answer 3(a) OR 3(b))

Q3(a). "The synergy created by a well-integrated marketing communication program is greater than
the sum of its individual parts." Analyse this statement in the context of the Electric Vehicles
industry.
[★ Appeared in PYQ — 12M]

Understanding the Statement:

This statement means that when all promotional tools work together in an integrated way (IMC), the combined
effect on customers is far more powerful than if each tool works independently. In the EV industry, where
consumer education and trust-building are critical, this synergy becomes even more important.

Application to the Electric Vehicles (EV) Industry — Example: Tata Motors (Nexon EV)

Promotion Tool What Tata Does Individual Impact

Advertising "Punch EV — Fearless. Electric." TV Creates initial awareness

(TV/Digital) commercials, YouTube pre-rolls among mass audience

Public Relations Press releases about EV range, Builds credibility and trust
(PR) awards won, safety ratings

Social Media Instagram/Twitter: EV myths Educates and engages

debunked, customer stories, existing + potential buyers
charging tips

Influencer Automobile YouTubers and tech Reaches young tech-savvy

Marketing bloggers review Nexon EV segment authentically

Sales Promotion Government subsidy info shared, Reduces purchase hesitation

test drive camps, EMI calculator tool and financial barrier

Direct Marketing Personalised emails/WhatsApp to Converts interested prospects

test drive leads: "Your EV EMI = into buyers
■12,000/month"

WOM / Advocacy Happy Nexon EV owners share on Peer recommendations —

Facebook/Instagram groups highest trust factor

Experience EV charging stations with Tata Physical touchpoint builds

Marketing branding in malls and offices real-world confidence

How Synergy is Created:

• A customer first sees a TV ad (Awareness) → gets curious → searches online → finds YouTube review
(Interest) → asks friends in EV WhatsApp group (WOM — Desire) → attends test drive camp (Sales
Promotion — Action) → buys and posts review (Advocate).
• Each touchpoint builds on the previous one. No single tool alone could achieve this journey.
• Consistent message across all channels — "Fearless. Electric." — makes the brand instantly
recognisable at every stage.
• The integrated approach reduces customer doubts about EVs (range anxiety, charging access) faster
than any single ad campaign could.

Result (Synergy Effect):

• Tata Nexon EV became the best-selling EV in India — not because of one great ad, but because of a
complete IMC system.
• Brand trust, purchase intent, and advocacy all increased together — the total impact far exceeded what
individual campaigns could have achieved.
Conclusion: In the EV industry, where consumer education and trust-building are key, IMC synergy is not just a
marketing concept — it is a competitive necessity. Tata's success proves that a coordinated communication
strategy creates results greater than the sum of its parts.

Q3(b). Lenskart has launched a new line of smart glasses and is implementing customer
engagement from pre-launch to post-launch. Analyse various immersive marketing tools to be
integrated in the marketing communication process.
[★ Appeared in PYQ — 12M]

Product: Lenskart Smart Glasses — tech eyewear with built-in speakers, AR display, and UV protection.
Target: Urban tech-savvy youth (18–35).

Phase Marketing Tool How Used by Lenskart Purpose

PRE-LAUN Teaser Campaign "Something is coming... See the Build curiosity

CH (Buzz (Social Media) future" — cryptic posts on and anticipation
Building) Instagram/Twitter with countdown
timer

PRE-LAUN Influencer Seeding Send prototype to 10 top tech Create organic

CH YouTubers/Instagram creators buzz before
under NDA — they hint at official launch
"game-changing eyewear"

PRE-LAUN AR Try-On Lenskart app lets users virtually "try Immersive

CH Experience on" the smart glasses using their pre-purchase
phone camera engagement

PRE-LAUN Pre-registration "Register now — Early birds get Build database;

CH Campaign ■500 off." Email captures for launch drive launch day
day communication sales

LAUNCH Live Launch Event Live launch event in Mumbai National

(Event) + Livestream streamed on YouTube — product attention;
demo, celebrity endorsement, Q&A; real-time
engagement

LAUNCH Immersive Pop-Up 3-day pop-up in Bangalore, Delhi Physical

Stores malls — try smart glasses, experience +
experience AR features, get instant impulse
discount purchase

LAUNCH Performance Google Search + Reach warm

Advertising Instagram/Facebook ads targeting: audience; drive
tech enthusiasts, eyewear buyers, website traffic
gadget shoppers

POST-LAU User-Generated #SeeTheFuture challenge — Authentic

NCH Content (UGC) customers share photos/videos advocacy; free
(Retention) wearing smart glasses; best UGC reach
wins prizes

POST-LAU Email & Push "Your smart glasses are waiting — Increase
NCH Marketing here's a guide to all features." satisfaction +
(Personalised) Onboarding emails + accessory cross-sell
recommendations

POST-LAU Community Private WhatsApp/Telegram group Long-term

NCH Building for early adopters — product loyalty +
updates, tips, feedback loop advocacy
IMC Integration: All tools carry the same message — "See the Future" — creating a seamless customer
journey from awareness to advocacy.
Conclusion: Lenskart's smart glasses launch shows that immersive marketing is not one tool — it is a carefully
integrated system. By combining AR, influencers, live events, UGC, and personalised communication, Lenskart
can create an experience that drives both trial and long-term loyalty.
 Q4 — ANALYSING | 12 Marks (Answer 4(a) OR 4(b))

Q4(a). Explain push-pull promotional strategies and how a company should shape its overall
promotion mix. Apply to a real-world FMCG brand.
[★ Appeared in PYQ — 12M]

Push vs Pull Strategy — Concept:

Basis Push Strategy Pull Strategy

Meaning Manufacturer pushes product Manufacturer pulls consumer

through distribution channel demand so they ask retailers for
to reach consumer the product

Direction Manufacturer → Wholesaler Consumer ← (Demand created)

→ Retailer → Consumer ← Manufacturer

Focus Trade channel incentives End consumer advertising

Tools Used Trade discounts, dealer TV ads, social media, coupons,

contests, personal selling, consumer contests, influencer
POP displays marketing

Best for New product launch, low Established brands with high
brand awareness markets, consumer demand, FMCG with
B2B mass reach

Example Giving extra margin to kirana Parle-G TV ads making

stores to push Parle-G consumers specifically ask for
Parle-G at the store

Application — Cadbury Dairy Milk (Mondelez India):

Push Strategy Activities:

• Trade promotions: Extra margin to distributors and retailers during festive seasons.
• Dealer contests: "Stock 100 units of Dairy Milk this Diwali and win a trip to Goa."
• POP displays: Branded racks and counter display units placed in kirana stores.
• Salesperson incentives: Field sales team rewarded for achieving monthly distribution targets.

Pull Strategy Activities:

• Advertising: "Kuch Meetha Ho Jaaye" — iconic TV campaign creating emotional demand.
• Digital: Instagram/YouTube campaigns around cricket, festivals, gifting occasions.
• Consumer promotions: Cadbury Celebrations gifting boxes, "Win a trip with Dairy Milk" contests.
• WOM: Cadbury's AI-personalised video ads (Shah Rukh Khan saying your name) — viral sharing.

Optimal Promotion Mix for Cadbury (Push + Pull Combined):

Promotion Tool Budget % Role

Advertising (TV + Digital) 45% Mass awareness + emotional pull

Trade / Channel Promotions 25% Push product through kirana + modern trade

Sales Promotions (Consumer) 15% Festive gifting + contests

PR + Sponsorships 10% IPL, Kabbadi sponsorships = brand association

Direct / Digital Marketing 5% Personalised retargeting ads

Conclusion: The most effective FMCG promotion strategy uses both push and pull simultaneously. Push
ensures product is available in stores; pull ensures consumers specifically ask for it. Cadbury's dominance in
India's chocolate market is proof that this combined approach builds market leadership.

Q4(b). Analyse the marketing communication process using real brand examples from different
industries (EV, Retail, FMCG). Apply the steps of the communication process.

The Marketing Communication Process:

The communication process consists of 9 elements — Sender → Encoding → Message → Media → Decoding
→ Receiver → Response → Feedback, with Noise as interference at any stage.

Element Meaning Example 1 (Tata EV) Example 2 (Zomato) Example 3

(Amul)

Sender Who sends the Tata Motors Zomato marketing Amul India
message team

Encoding Converting idea "Fearless. Electric." Funny meme about "Utterly

into message bold ad with EV on 2am hunger cravings Butterly
(words, images, mountain Delicious"
symbols) with Amul
girl cartoon

Message The actual content "Go electric — save "Order in 30 min — "Fresh milk,
communicated fuel, save planet" even at midnight" pure
goodness,
affordable
price"

Media Channel used to TV, YouTube, Tata Instagram, push TV,

send message dealerships notification, email hoardings,
WhatsApp
forwards

Decoding How receiver Customer thinks "EVs Customer thinks Customer

interprets the are cool and practical" "Zomato is fast and thinks "Amul
message funny" is
trustworthy
and Indian"

Receiver Target audience Urban car buyers, College students, Homemaker

30–50 age group office workers, night s, families,
owls all income
levels

Response Action taken by Books test drive / Opens app and orders Picks Amul
receiver visits showroom food butter at the
store

Feedback Receiver's Test drive bookings, App downloads, order Sales data,
reaction sent back website traffic count, ratings brand recall
to sender increase surveys

Noise Any interference Competitor ad (MG, WhatsApp notification Too many

that distorts Ola EV) running at while seeing Zomato similar dairy
message same time ad brand
hoardings

Conclusion: Effective marketing communication requires careful attention to every stage of the process. Noise
must be minimised, encoding must match audience's frame of reference, and feedback loops must be monitored
for continuous improvement.
Q5 — EVALUATING / CREATING | 12 Marks (Answer 5(a) OR 5(b))

Q5(a). MamaEarth is launching a new line of baby skincare products. As a Marketing Manager, use
the 5A framework to design a promotional strategy.
[★ Appeared in PYQ — 12M]

Product: MamaEarth BabyGood — toxin-free, natural baby skincare range (baby wash, lotion, shampoo, rash
cream).
Target Audience: Millennial moms (age 24–35), educated, digitally active, concerned about baby safety.

5A Stage Customer Mindset MamaEarth Promotional Strategy Tools Used

1. "I have never heard • Run YouTube pre-roll ads targeting new TV, Digital Ads,
AWARE of MamaEarth baby moms • Instagram sponsored posts: "Is PR, Influencers,
(2M) products" your baby's skincare really safe?" • Sampling
Collaborate with parenting influencers for
"unboxing" videos • PR article: "5 toxic
chemicals in baby products — and what to
use instead" • Hospital sampling program
— distribute free trial packs at maternity
wards

2. "This looks • Emotional video content: "Every mom Emotional ads,

APPEAL interesting — wants the best — we made it" • Show Made certifications,
(2M) toxin-free, natural, Safe Certification prominently in all ads • testimonials
Indian brand" Highlight "No parabens, no sulphates, no
mineral oil" in packaging and ads •
Testimonial videos from real moms with
real babies • Side-by-side comparison:
MamaEarth vs regular baby product
(ingredient list)

3. ASK "Let me research • Create a detailed FAQ page on website: Website,

(2M) this — is it really ingredients, certifications, how products are reviews,
safe? What do other tested • Encourage reviews on Amazon, community,
moms say?" FirstCry, own website • Partner with chatbot, doctor
paediatricians — their recommendation = tie-ups
instant trust • Active community:
"MamaEarth Moms Club" on
WhatsApp/Facebook — real moms answer
questions • Chatbot on website to answer
ingredient-related queries instantly

4. ACT "I want to buy — • Launch offer: Starter Kit (4 products) at Discounts, free
(3M) give me a reason to 20% off for first 3 months • Free delivery on trials, limited
buy NOW" first order above ■299 • "Try before you offers, easy
buy" — ■1 trial kit (pay only shipping) • EMI purchase
option for larger combo packs on website •
Limited-time offer: "First 500 customers get
a personalised baby name printed on the
kit" • Easy returns policy: "100% refund if
your baby's skin reacts — no questions
asked"
 5A Stage Customer Mindset MamaEarth Promotional Strategy Tools Used

5. ADVO "I love this product • Referral program: "Refer a mom, get Referral, UGC,
CATE — let me tell other ■200 off your next order" • loyalty program,
(3M) moms" #BabyGoodMom UGC campaign — share reviews
baby photos with MamaEarth products, win
prizes • Monthly subscription with loyalty
points: "Earn GoodPoints on every
purchase" • Feature real mom stories on
website and Instagram • Milestone
program: "Your baby's 1-year journey with
MamaEarth" — personalised anniversary
email • Encourage Google/Amazon reviews
with follow-up email: "How is your baby
loving BabyGood?"

Budget Allocation Across 5A Stages:

Stage Budget % Rationale

Aware 30% Highest spend needed — new product, need to reach a large audience fast

Appeal 20% Emotional storytelling and certification display

Ask 15% Community management, doctor partnerships, website content

Act 25% Promotions, free trials, and conversion offers — directly drives revenue

Advocate 10% Referral and UGC programs have high ROI at lower cost

Conclusion: The 5A framework ensures MamaEarth's promotional strategy is not just about running ads — it is
about guiding moms through a complete journey from first discovery to becoming loyal advocates. In a
trust-sensitive category like baby skincare, this end-to-end approach is essential to challenge J&J;'s market
dominance.

Q5(b). A well-established chain of "Boutique Hotels" is planning to launch a new line of

"Eco-Friendly Amenity Products". Design a marketing plan including the promotion strategy. Make
suitable assumptions.
[★ Appeared in PYQ — 12M]

Assumptions:
• Brand: "The Green Stay Hotels" — a 5-property boutique hotel chain in Pune, Mumbai, Goa, Jaipur, and
Shimla.
• New Product: "EarthKind Amenities" — eco-friendly toiletry range (shampoo, conditioner, body wash, soap)
in refillable bamboo dispensers, biodegradable packaging.
• Target Audience: Eco-conscious travellers (age 25–45), business travellers, luxury seekers who value
sustainability.
• Market Opportunity: 72% of global travellers prefer eco-friendly hotels (sustainable tourism is growing in
India post-2022).

Marketing Plan:

1. Product Strategy:
• "EarthKind Amenities" — positioned as a luxury eco experience, not just "green soap".
• Bamboo wall-mounted refillable dispensers in rooms (eliminate single-use plastic).
• Ingredients: Natural, cruelty-free, local herbs — Neem, Coconut, Sandalwood.
• Certificate: Made Safe + Vegan + Plastic-Neutral certified.
2. Pricing Strategy:
• Room rates revised upwards by 8–10% (marketed as "sustainability premium").
• "EarthKind Amenity Pack" also sold directly on Amazon/own website for guests to take home — ■699 for
set.

3. Promotion Strategy (IMC Approach):

Tool Activity Target

Digital Instagram/Facebook ads: "Your stay Eco travellers researching hotels online
Advertising just got greener" + Google Ads targeting
"eco hotels India"

Content Blog: "Why we eliminated 10,000 plastic Google search traffic from conscious travellers
Marketing bottles per year" — SEO-driven story

PR Press release to travel magazines High-value travellers + travel journalists

(Condé Nast, Lonely Planet India): "The
Green Stay — India's first 100%
plastic-free hotel amenity"

Influencer Partner with sustainable travel bloggers Millennial + Gen Z eco-travellers

Marketing and eco-lifestyle Instagram creators for
hotel stays and reviews

In-Hotel Tent cards in rooms explaining the Current guests — deepen experience + advocacy
Promotion EarthKind initiative. QR code: "Scan to
learn your stay's eco impact" (litres of
water saved, plastic eliminated)

Email Post-checkout email: "Your stay saved Repeat bookings + brand loyalty
Marketing 3 plastic bottles. Here's your
personalised Green Stay certificate." +
offer to buy EarthKind products online

Loyalty "GreenPoints" — earn points for eco Repeat guests + habit formation
Program choices (no room cleaning for 2 days =
100 points = 10% off next stay)

B2B / Target corporate travel managers — Corporate clients with ESG commitments
Corporate "Book 10 rooms and we plant 10 trees
in your company's name"

4. Measurement Plan:

KPI Target

Room booking increase +15% in 6 months post-launch

EarthKind product online sales 500 units/month by month 3

Social media mentions 1,000 UGC posts in first quarter

(#GreenStay)

Press coverage 5 major travel magazine features in 3 months

Guest satisfaction on eco 4.5/5 rating on sustainability questions

features

Conclusion: The EarthKind Amenities launch is not just a product strategy — it is a brand repositioning of
The Green Stay Hotels as India's leader in sustainable luxury hospitality. A well-integrated promotional plan
combining digital marketing, PR, in-hotel experience, and B2B outreach will create maximum impact while
building long-term brand equity.
 QUICK REVISION SUMMARY — Chapter 4: Promotion

Topic Key Points to Remember

Promotion Mix Tools (5) Advertising | Sales Promotion | Personal Selling | PR | Direct Marketing Modern: WOM,
Digital Marketing, Content Marketing

5Ms of Advertising Mission, Money, Message, Media, Measurement (What, Budget, Content, Channel,
Evaluation)

AIDA Model Attention → Interest → Desire → Action Used for designing ads and sales scripts

5A Framework (Kotler) Aware → Appeal → Ask → Act → Advocate Extends AIDA — adds Advocate stage for
digital/WOM age

IMC "Speak with one voice across all channels" All tools deliver consistent unified message
— creates synergy

Push vs Pull Strategy Push = manufacturer pushes to retailer (trade discounts, dealer incentives) Pull =
consumer demand pulled via advertising and promotions

Communication Process (9 Sender → Encoding → Message → Media → Decoding → Receiver → Response →

elements) Feedback + Noise

Marketing Audit Comprehensive, systematic, periodic review of all marketing activities Purpose: find
problems + opportunities; Steps: Define → Collect → Analyse → Diagnose →
Recommend → Review

Permission Marketing Customer opts-in before receiving messages (email newsletter, WhatsApp opt-in)
Opposite of interruption marketing. Higher engagement.

Generative AI in Promotion Content creation, personalisation, chatbots, A/B testing, targeting Example: Coca-Cola
AI ads, ChatGPT for ad copywriting

Developing Effective Target Audience → Objectives → Message Design → Channel → Budget → Promotion
Comm. (8 steps) Mix → Measure → IMC

IMC Synergy "Whole > Sum of parts" — tools reinforce each other Example: Flipkart Big Billion Days
— TV + notifications + influencers all at once

[★] PYQ = Previously asked in university exam. Focus especially on starred topics.
Best of luck! Understand concepts and apply real brands — that is what scores marks.