RETAILER-ORGINATED SALES PROMOTION & PUBLIC RELATION

MADE BY: NIHARIKA SHARMA

SALES PROMOTION ???

All those measures which normally motivate the customers to buy more, and thus increase sales of the product.

Other examples are:lakhpati bano win a tour to singapore30% extra on a pack of one kg

etc.

OBJECTIVES:

To introduce new products e.g.; free samplesTo attract new customers and

retain the existing ones e.g.; discounts, prizeTo maintain sales of seasonal

products e.g.; off-season discountTo meet the challenge of

competition.

TOOLS IN S.P :

Free samples: e.g.; shampoos, book on web (pdf)

Premium or bonus offer: e.g;toothbrush with toothpaste

Exchange schemes: e.g.; old watches with new titan watch

Price-off offer: e.g.; Rs. 2 off on purchase of a lifebuoy

soap 

Coupons: e.g.; show this and get Rs. 15off

on purchase of 5 kg. of Annapurna Atta

Fairs & Exhibitions: e.g.; International

Trade Fair

Scratch & win offer

IMPORTANCE OF SALES PROMOTION

Manufacture point of view

Customer point of view

IMPORTANCE

From manufacturer’s point of view:

helps to increase sales in a competitive market and thus, increases profits

helps to introduce new products in the market by drawing the attention of potential customers

 when a new product is introduced or there is a change of fashion or taste of consumers, existing stocks can be quickly disposed off

it stabilizes sales volume by keeping its customers with them.

From customer’s point of view:

the consumer gets the product at a cheaper rate

it gives financial benefit to the customers by way of providing prizes and sending them to visit different places

the consumer gets all information about the quality, features and uses of different products

creates confidence in the mind of customers about the quality of goods, e.g.; money back offer

it helps to raise the standard of living of people, e.g.; exchange offer.

Retailer-originated SP

 Window displays: e.g.; jewelers, booksellers, chemists, etc’

In-store displays:Mass displays: displaying a product

already on the shelf Multiple product promotions: e.g; food and

wine from Italy Demonstrations (exhibition): e.g; fashion

shows

Price promotions: e.g; in clothing sector, annual or

half-yearly sales

Store loyalty cards/Trading stamps

Free gift

In-store display material: E.g; window posters

PUBLIC RELATION

“Public Relations is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its public.”

- Institute of Public Relations, USA

ORIGIN OF PUBLIC RELATION Thomas Jefferson (1807) used the phrase “public relation” in

the place of “state of thought “ while writing his seventh address to the us congress.

In India, Great Indian Peninsular Railway Company Limited (GIP Railways) carried on publicity in Public.

Relations campaign in England for promote tourism to India through mass media and pamphlets

. During the time of First World War a central publicity board

was set up at Mumbai for disseminating war news to the public and press.

After Second World War the Public Relations activity gained importance both privates as well as Government started Public Relations campaigns.

 

FUNCTION OF PUBLIC RELATION

Promote goodwill

Promote product, service, corporate image

Corporate communication

Lobbying

ADVANTGES

CREDIBILITY

COST

AVOIDANCE OF CLUTTER

IMAGE BUILDING

ABILITY TO REACH SPECIFIC GROUP

DISADVANTAGES

Difficult to quantify PR benefits

Lack of control

‘Deft’ management required

MARKETING,

ADVERTISING,

PUBLIC RELATION ARE THEY SAME ????????

The answer is……not really!

Marketing and advertising traditionally promote products and services.

Public relations promotes the entire organization.

PROCESS OF PUBLIC RELATION

EFFECTIVE P.R. ??

Awareness Acceptance Action

Awareness: To create a positive image of an organization, the message must reach the public. Information must reach in its desired form for effective public relation.

Acceptance: The audience must understand what the message intends to communicate. They ought to agree with the message.

Action: The audience ought to give feedback to the organization accordingly.

CONCLUSION

Public relations is nothing but an effort to present one’s organization in the best light.