8.sales promotion
DESCRIPTION
sales promotionTRANSCRIPT
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Sales Promotion
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Outline
-Definition
-Features
-Sales Promotion Goals
-Advantages
-Disadvantages
-Types of Sales Promotions
-Major Decisions
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Definition
Sales Promotion may be defined as media and non media marketing pressure applied for a predetermined, limited period of time in order to stimulate trial and impulse purchases, increase consumer demand, or improve product quality.
(American Marketing Association)
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Features
Focus Area Action orientedParty InvolvementLimited Period
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Sales Promotion Goals
• Increasing awareness
• Inducement to try
• Increasing short term sales volume
• Maintaining customer loyalty
• Emphasizing novelty
• Overcoming product problems
• Complementing other promotion tools
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Advantages• It often has eye catching appeal• Themes and tools can be distinctive• The consumer may receive something of
value, such as coupons or free merchandise• It helps draw customer traffic and maintain
loyalty to the retailer• Impulse purchases are increased• Customers can have fun, particularly with
promotion tools such as contests and demonstrations
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Disadvantages• It may be hard to terminate certain promotions
without adverse customer reactions• The retailer’s image may be hurt if repetitive
promotions are used• Frivolous selling points may be stressed rather
than the retailer’s product assortment, prices, customer services and other factors
• Many sales promotions have only short term effects
• It can be used mostly as a supplement to other promotional tools.
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Types of Sales Promotions
Sole Sponsored Sales Promotions– Premiums– Contest & Sweepstakes– Frequent Buyer Programme
Jointly Sponsored Sales Promotions– Coupons– In store Displays– Demonstrations & Sampling
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Premiums
An extra item offered to the customer when purchasing promoted products
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Contests & Sweepstakes
Sales Promotion Techniques in which customers have a chance of winning a special prize based on entering a contest in which the entrant competes with others, or a sweepstake in which all entrants have an equal chance of winning a prize
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Frequent Buyer Programme
Sales Promotion Programme in which buyers are rewarded with special rewards, which other shoppers are not offered., for purchasing often from the retailer
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JOINTLY SPONSORED SALES PROMOTION
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Coupons
A sales promotion tool in which the shopper is offered a price discount on a specific item if the retailer is presented with the appropriate coupon at time of purchase
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In Store Displays
…are promotional fixtures of displays that seek to generate traffic, highlight individual items and encourage impulse buying.
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Demonstrations & Sampling
…are in-store presentations with the intent of reducing the consumer’s perceived risk of purchasing a product
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Major Decisions
Establishing ObjectivesDeciding on BudgetSelecting sales promotion toolsDeveloping the programPre testing,Implementing, controlling,
evaluating the programme
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Recap
What are various types of sales promotion ?
What are the advantages & disadvantages of sales promotion ?
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Merci Beaucoup !!