Sales Promotion

Paramjit sharma 1

Sales Sales Promotion

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SP Consists of Diverse Collection of Incentive Tools, mostly short term designed to stimulate quicker or greater purchase of particular productor Services by Consumers or the Trade

Paramjit sharma 3

Akai became TV Sets market leaders in India because they offered good tradeoff in value on black and white TV SetsOn purchase of colored TV Sets.

Paramjit sharma 4

Study on 2500 instant coffee buyers

Better sales results through SP than advertisements

Don’t get long term new buyers in mature market

Loyal brand buyers don’t change buying pattern

Advertisement facilitate deepening brand loyalty

Paramjit sharma 5

Sales promotion decisions

EstablishingObjectives

Selecting consumerPromotion tools

Selecting Trade promotion Tools

Selecting Business & Sales ForcePromotion Tools

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SPOBJECTIVES

CO

NSU

ME

RS

RE

TA

ILE

RS

SAL

ES F

OR

CE

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SPOBJECTIVES

CO

NSU

ME

RS

Encouraging large volumeBuilding trial among non-usersAttracting competitors customers

Paramjit sharma 8

SPOBJECTIVES

RE

TA

ILE

RS

Persuading to carry new itemsMaintain higher level of inventoryEncouraging off-season buyingOffsetting competitors promotionBuilding brand loyaltyGaining entry into new retailers

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SPOBJECTIVES

SAL

ES F

OR

CE

Support of new product or modelStimulating off-season salesEncouraging new prospects

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Why Sales Promotion

Brand Intrusions

Competitors using Sales Promotion

Consumers. Price Orientation

Decrease in Advertising. Efficiency

rising costs media clutter legal restrictions

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CONSUMERPROMOTIONTOOLS

CASH REFUND

COUPENS

PRICE PACKS

SA

MP

LE

SP

RE

MIU

MS

PRIZ

ES

PATRONAGE

FREE TRIALS

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TRADE PROMOTIONTOOLS

PRICE OFF ALLOWANCE FREE GOODS

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Major Business and Sales ForcePromotion Tools

SalesContests

SPECIALITYADVERTISING

Trade shows &conventions

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Developing Programme Pre tes

ting Programme

Implem

entin

g Programme Evaluation

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Thanks