02-02-2013, 09:37 AM
IMPACT OF PROMOTIONAL AND PUBLICITY WORK OF NATIONAL FERTILIZER LIMITED
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WHAT IS PROMOTION?
romotion is a form of corporate communication that uses various methods to reach a targeted audience with a certain message in order to achieve specific organizational objectives. Nearly all organizations, whether for-profit or not-for-profit, in all types of industries, must engage in some form of promotion. Such efforts may range from multinational firms spending large sums on securing high-profile celebrities to serve as corporate spokespersons to the owner of a one-person enterprise passing out business cards at a local businessperson’s meeting.
Like most marketing decisions, an effective promotional strategy requires the marketer understand how promotion fits with other pieces of the marketing puzzle (e.g., product, distribution, pricing, target markets). Consequently, promotion decisions should be made with an appreciation for how it affects other areas of the company. For instance, running a major advertising campaign for a new product without first assuring there will be enough inventory to meet potential demand generated by the advertising would certainly not go over well with the company’s production department (not to mention other key company executives). Thus, marketers should not work in a vacuum when making promotion decisions. Rather, the overall success of a promotional strategy requires input from others in impacted functional areas.
WHAT IS PUBLICITY?
ublicity is the deliberate attempt to manage the public's perception of a subject. The subjects of publicity include people (for example, politicians and performing artists), goods and services, organizations of all kinds, and works of art or entertainment.
From a marketing perspective, publicity is one component of promotion which is one component of marketing. The other elements of the promotional mix are advertising, sales promotion, and personal selling. Promotion But the publicist cannot wait around for the news to present opportunities. They must also try to create their own news. Examples of this include:
• Art exhibitions
• Event sponsorship
• Arrange a speech or talk
• Make an analysis or prediction
• Conduct a poll or survey
• Issue a report
• Take a stand on a controversial subject
• Arrange for a testimonial
• Announce an appointment
• Invent then present an award
• Stage a debate
• Organize a tour of your business or projects
• Issue a commendation
The advantages of publicity are low cost, and credibility (particularly if the publicity is aired in between news stories like on evening TV news casts). New technologies such as weblogs, web cameras, web affiliates, and convergence (phone-camera posting of pictures and videos to websites) are changing the cost-structure. The disadvantages are lack of control over how your releases will be used, and frustration over the low percentage of releases that are taken up by the media.
Publicity draws on several key themes including birth, love, and death. These are of particular interest because they are themes in human lives which feature heavily throughout life. In television serials several couples have emerged during crucial ratings and important publicity times, as a way to make constant headlines. Also known as a publicity stunt, the pairings may or may not be according to the fact
FARMER SERVICE CENTER:
Timely supply of inputs in adequate quantities at the right time and place is one of the important factors in crop production. Delay or non- availability of input like fertilizer seeds and agro chemicals has found to decrease the crop yields. Due to lack of time, farmer is hard pressed to arrange for the input before sowing. It is therefore necessary to make available all the input under one roof so that farmer can purchased at one place and to make use them efficient with the farmer can purchased at one place and to make use of them efficiently with the technical knowhow available at the supplying centre. Keeping these efficiently one roof so that farmer can purchase at the supplying centres. Keeping these objective in view NFL has established a chain of farmer services centre’s (FSC) for the benefits of farmers to make sure the availability of inputs along with the technical knowhow under one roof NFL opened First FSC at karnal in Haryana State in 1976 and subsequently expanded in a phase in a phased manner to 167 FSC’s with following objectives.
MAINTAINING QUALITYBY IMPROVING EMPLOYEES WORK
PERFORMANCES
The success and profitability of your company depends on both quality and quantity output of your department. Whether you work in an office, plant or in the field, there is a close relationship between quality and quantity in many of the processes and operations. But you should never permit quantity to supersede quality. While employees may try to produce all they can, they must maintain quality. For the long term, the payoff is always on quality.
If you don't place quality ahead of quantity in supervising others, products will eventually be rejected, piled up in the department or sent back from later steps in the process. Other departments will complain, customers will stop buying, costs will rise and profits will disappear. The result is likely to be neither quality nor quantity output from your department.
Setting and Implementing Quality Standards for Employee Output
Ensuring that employees' output is of high quality starts with written guidelines specifying the standard of quality required. In some industries, standards are set by local, state or federal enforcement agencies, such as the EPA. In others, standards are set by groups like the Food and Drug Administration or the various organizations that set standards for specific industries.
Your job is to make sure that employees know and understand these guidelines. You must also see that the required quality control checks are being made and that the tests are verifiable. Your first step toward reaching these objectives is to rewrite official and technical jargon into simple standard operating procedures. Then review them with your
people and quality control analysts to assure they understand and are able to follow them.
Once these standards are implemented into your operations, you must now regularly confirm that the department's analysts or inspectors are tested. Although it's more expensive to intersect performance evaluation samples into the system of real samples, it's the best way to insure a quality product.
High Quality Keeps Costs Down
If any of your people claim that emphasizing quality always causes costs to rise, correct the person's thinking. Point out that, if high quality is maintained, the cost of the products is usually less. When a company places a high priority on the quality of its products, operating and manufacturing costs are usually lower. But some employees may question that this actually occurs. You can sell the importance of the company putting out high-quality products on an ongoing basis in a number of ways:
Tell your people that the best and most immediate way to reduce the cost of a product is to make it right the first time. When you produce scrap, costs go up because you are paid for your time on the job, machine costs are incurred and productive capacity is wasted on something the company can't sell.
All those wasted costs are tacked on to the remaining
good products. Convince them that it's to their advantage to do error-free work. Their chances to get ahead in the company are directly related to the high standards of work performance they set for themselves.
Point out that when customers buy the company's product, they expect it to be free of defects.
If the company ships some questionable or low-quality products, either inadvertently or to meet a customer deadline and the customer detects the poor quality, your company has a real problem on its hands. The products may be returned collect your company pays the freight costs. Then there's also the possibility that the customer may be lost and the company may never get another order. In such cases, poor quality can
be very costly.